facebook.com/newbelgiummissourifacebook.com/nbnortherncaliforniafacebook.com/nbnorthcarolinafacebook.com/newbelgiumtexas

facebook.com/newbelgium

EXPLORE ALL THINGS RANGER

Embed video “TdF FC 40s New Belgium” from Temp Creative

Tour de Fat video

The Beginning

2010: The Foundation

2011: The House

Wrap Up & Happy Hour

AgendaThe Brand

The Brand

The Beginning

Tour de Fat collage

17

beer

folly

bikefat tire

friends cruiser

love

great

ride

enjoy

hikingsummer

playing

mountain

new belgiumbetter

livingwin

being

And 7,000 more…

Virtuous Cycle

A Base of New Belgium Fans…and Their Friends(In contrast to typical media campaign that ends with no continuing benefit…)

As the Fan base grows, so does the “social reach” of the brand, to the Friends of the Fans

200K

100K

0

Engagement App

Convert to FB Fan

Engagement App

Fan Enlists Friends

Social Ads

Convert to FB Fan

2010 – Building the Foundation

New Belgium Passes Key Milestone!2010

2011 Social Strategy

• Community reaches a critical mass• Expand from national presence to local touch

2010 Foundation

26

2011 Building the House• Focus more effort on “establishing

the relationship” on Facebook• Increase engagement, expression

and conversation• Extend digital engagement from

Facebook to off Facebook…

2011 Social Roadmap

“Foundational”

“House”

CQ2 CQ3CQ1 CQ4

Extend Digital Engagement

Establish Relationship

Increase Engagement Expression

Female 36%

Male 63%

13 - 17 18 - 24 25 - 34 35 - 44 45 - 54 55+

4.2%19% 8.5%

2.7% 1.1%

6.5%

31%

18% 4.9% 2.1%

50%

24.5%

Share Your Joy Ride

Share Your Joy Ride

Embed the “Peters Joy Ride FHDQ” video from Temp Creative

Peter’s Joy Ride video

Last Call

1. Know your brand

2. Collaborate

3. Integrate across all channels

4. Take risks

5. Engagement = sales

Building A Social Presence

Thank You!

Have a Fat Tire on Us…