pabst blue ribbon: responsive social media by paul meyers
TRANSCRIPT
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#SocialPro #12A @thepaulmeyers
SocialPro Conference – June 20, 2016
PABST BLUE RIBBONResponsive Social Media
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PAUL MEYERSDIGITAL MARKETING DIRECTOR
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WHY DOES THE SUPER BOWL MATTER?Pabst Blue Ribbon. Responsive Social Media
#SocialPro #12A @ThePaulMeyers
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BRIEF HISTORY OF RTM DURING THE SUPERBOWLPabst Blue Ribbon. Responsive Social Media
#SocialPro #12A @ThePaulMeyers
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BRIEF HISTORY OF RTM DURING THE SUPERBOWLPabst Blue Ribbon. Responsive Social Media
#SocialPro #12A @ThePaulMeyers
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SOCIAL MEDIA COMMAND CENTERPabst Blue Ribbon. Responsive Social Media
#SocialPro #12A @ThePaulMeyers
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PABST BLUE RIBBON’S COMMAND CENTERPabst Blue Ribbon. Responsive Social Media
#SocialPro #12A @ThePaulMeyers
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WHY TWITTER?Pabst Blue Ribbon. Responsive Social Media
#SocialPro #12A @ThePaulMeyers
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WHY TWITTER?Pabst Blue Ribbon. Responsive Social Media
#SocialPro #12A @ThePaulMeyers
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KNOW YOUR BRAND & HAVE A PLANPabst Blue Ribbon. Responsive Social Media
#SocialPro #12A @ThePaulMeyers
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THE PABST GAME PLANPabst Blue Ribbon. Responsive Social MediaPRE-GAME:
• Let our fans know we’re getting involved in the #SB50 conversation
#SocialPro #12A @ThePaulMeyers
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THE PABST GAME PLANPabst Blue Ribbon. Responsive Social MediaGAME TIME:
• CELEBRITY PLAY: When he’s not being paid…
Knowing that our competitors paid to have celebrities represent their brands in ads, we prepared organic images of these same celebrities drinking PBR
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THE PABST GAME PLANPabst Blue Ribbon. Responsive Social MediaHALFTIME:
• #BetterWaysToSpendHalftime
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THE PABST GAME PLANPabst Blue Ribbon. Responsive Social MediaTHE LAST WORD:
#SocialPro #12A @ThePaulMeyers
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THE RESULTSPabst Blue Ribbon. Responsive Social Media
TOTAL SOCIAL IMPRESSIONS: 22 MILLION
PABST BLUE RIBBON’S MOST ENGAGED TWEET OF ALL TIME
TOTAL SOCIAL ENGAGEMENT: • Over 12,000 mentions of Pabst Blue Ribbon during SB50
• Comparatively… #budlightparty received roughly 11,000 tweets and they paid over $5 million to advertise
#SocialPro #12A @ThePaulMeyers
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REACTIONS FROM CONSUMERSPabst Blue Ribbon. Responsive Social Media
#SocialPro #12A @ThePaulMeyers
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RULES OF SOCIAL ENGAGEMENT• Keep it Simple – “Don’t overthink it”
- A few words and a picture will do
• Have a Consistent Voice- Establish a brand voice- Speak consistently to your audience
• Know Your Audience- Let them drive the bus- Deliver meaningful content
KEY TAKEAWAYSPabst Blue Ribbon. Responsive Social Media