How can a small business use social media to create a stronger presence in their community and attract new customers? These were some of the questions raised at last week’s SMB Social Media Makeover Forum.
The first session featured John Marrino and Ryan Self from Olde Mecklenburg Brewery (OMB). They received advice from a panel of social media experts that included — Lexi St Laurent, Director of Marketing & PR, Amelie’s French Bakery, Megan Whiteside, Media Relations Representative, Hendrick Motorsports, and Samuel Sova, Director of Social Listening and Community Engagement, TIAA-CREF.
Company profile:
KEY ISSUES
OMB's Ryan Self and John Marrino
Some of the key social engagement issues facing Olde Mecklenburg Brewery were:
- How to capitalize on a well-known product and the growing popularity of craft beer industry in Charlotte
- Lack of overall marketing strategy yet alone a social media strategy
- Owner doesn’t know how use social media
- Multiple employees handle channels – no dedicated expert
- Content: It’s repetitive, and the owner worries it has lost impact with his customers/audience who may not be reading updates
- Want to strengthen ties to the local community
KEY TAKEAWAYS FOR IMPROVING OLDE MECKLENBURG BREWERY’S SOCIAL ENGAGEMENT
Sam Sova and Lexi St. Laurent
Quality over Quantity: Focus on engaging your true fans, not building numbers. Stress how social media meets your business objectives. Ask what more fans would do for your business before aggressively going after them.
Photos: Use photographs to tell your story and reveal a behind the scene experience. Megan discussed how HMS uses photos to show mechanics working on the cars – a fan favorite. Through photos, you can enhance the offline experience.
Special events: Host special events to give fans a true understanding of what makes your product different. In the case of OMB, that could include beer tastings and beer making 101 for customers. These events make excellent fodder for online discussions and ways for people to share your brand via social media. Or host an online party for places that carry your product.
Ambassadors: Find third parties to tell your story. In the case of OMB, it was suggested that they should reach out to waiters at restaurants that serve their beer and incent them to share their experiences with OMB beer. OMB should also highlight places that serve their beer; that will encourage them to reciprocate.
Content Plan: Don’t be overwhelmed at the process. Take small steps. Consider an editorial calendar to manage your content. Share the little things that make your business unique.
Megan Whiteside - Hendrick Motorsports
Community: Understand what community you want to serve. OMB wants to remain very much a local brewery. It is not interested in a regional or national following and therefore it needs to focus on reaching local residents with local events and content. Compare that to Atlanta-based High Road Craft Ice Cream and Sorbet, a makeover recipient with regional aspirations.
Ownership: A popular product doesn’t guarantee great social media activity. As Chris Harrington wrote: “It isn’t a case of build it, and they will come.” Even the best brands need to work their social media channels. Give fans a sense of ownership and they will want to contribute to your success.
Audience: Don’t just pump out content with a blind eye to your customers. Understand them. Follow them. Check out how they are are using social media and talk with them to get their ideas. Identify customers who are passionate about your product and engage them.
Twitter, Facebook and Foursquare: Leverage the power of place by using Foursquare but give users a reason to check in and mention you. Consider a Tweet-up with prizes. When using Facebook, make sure you are using a fan page not a profile. The distinction can be confusing. And take advantage of an events page on Facebook. Include your links on all your advertising, labels and collateral.
Hiring: Before hiring a full time social media person, make sure you understand your overall marketing strategy.
Passion: Above all, share your passion for your business.
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