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The Artlenock Inn Social Media Plan
- 1. Social Media Strategy COREY WATERS-LONG EMAIL: [email protected] MOBILE: 07958 173947 The Artlenock Inn
- 2. KEY DISCUSSION POINTS PROPOSAL OUTLINE Who am I and why do I care? The Artlenock Inn Brand Your Current Online Presence What Can We Do To Improve This? The Data What Next? The Artlenock Inn | Social Media Strategy
- 3. WHO AM I AND WHY DO I CARE? QUITE SIMPLY... LOCAL BEER IS GOOD I am an Advertising and Marketing student at Coventry University, in my final year of studies beginning in September and I have been to a few craft and local brew venues. This has allowed me to learn about good beer, where it comes from and more importantly, how to market it to the people who deeply care about it. The Artlenock Inn | Social Media Strategy
- 4. WORDS OF INSPIRATION Beer, it’s the best damn drink in the world JACK NICHOLSON
- 5. The Artlenock Inn started with two friends who decided to live the dream one day and open a great local alcohol establishment together. By doing this they would create a new and unique experience for all guests, regular and new. Sounds like a story worth telling if you ask me. THE ARTLENOCK INN BRAND WHO WE ARE AND WHAT WE DO The Artlenock Inn | Social Media Strategy
- 6. YOUR CURRENT SOCIAL MEDIA PRESENCE KEY INSIGHTS AND ACTION POINTS Let's take a look at what you have already done to make your page successful and look at how others have also used social.
- 7. You have already managed to gain over 1,300 likes on your Facebook page, which is impressive and you carry your personalities through to your page seamlessly. This is why people love the Artlenock Inn and why we cannot wait for the grand opening on Saturday 8th August. Your Facebook Page is like your own free advertising block online but better because it interacts with the audience. On average you are already seeing over 100 reactions and a multitude of comments and shares. Now what if we could get more? By having someone dedicated to social media you can grow your business beyond Irthlingborough and have drinkers from across the region come to visit the special selections of unique local craft beverages that you serve. THE ARTLENOCK INN The Artlenock Inn | Social Media Strategy
- 8. CRITICAL QUESTIONS WHO ARE THE AUDIENCE AND CUSTOMERS? WHAT DO THEY WANT? HOW ARE WE GOING TO SHOW THEM WE ARE THE BEST AT WHAT WE DO? Let's look at the data
- 9. 43% GIVE THE PEOPLE WHAT THEY WANT OF LEGAL DRINKING AGE CONSUMERS ARE DRINKING CRAFT, LAST YEAR IT WAS 35% (8% MORE THAN LAST YEAR) https://www.brewbound.com/news/po wer-hour-nielsen-shares-2019-craft- beer-consumer-insights
- 10. 49% OF 21-34 YEAR OLDS ARE DRINKING MONTHLY 52% OF 35-44 YEAR OLDS ARE DRINKING MONTHLY WHO ARE OUR LOVELY PATRONS https://www.brewbound.com/news/ power-hour-nielsen-shares-2019- craft-beer-consumer-insights The majority percentage of our market is made-up of 21-44 year-olds
- 11. 31% BUY INDEPENDENT AND LOCAL BEER 60% OF 21-34 YEAR OLDS ARE DRINKING LOCAL AND INDEPENDANT CRAFT SOMETHING WE CAN ALL GET BEHIND https://www.brewbound.com/news/ power-hour-nielsen-shares-2019- craft-beer-consumer-insights Supporting local and independant craft is a core element of our target market's decision making process
- 12. HOME IS WHERE THE HEART IS 10.3% OF CRAFT BEER SALES ARE FROM LOCAL PRODUCTS https://www.brewbound.com/news/ power-hour-nielsen-shares-2019- craft-beer-consumer-insights In addition to this, people are more willing to buy local craft to support independant business
- 13. WHO ARE OUR NEIGHBOURS? 36.5% OF IRTHLINGBOROUGH ARE BETWEEN 18-44 YEARS OLD https://www.nomisweb.co.uk/reports/loc alarea?compare=E04006731 This tells us that they are more likely to use platforms like Facebook and Instagram (Great job seeting up Facebook by the way!)
- 14. WHO ARE OUR GUESTS? 35.5% OF THE EAST MIDLANDS ARE BETWEEN 18-44 YEARS OLD https://www.nomisweb.co.uk/reports/loc alarea?compare=E12000004 This tells us that they are more likely to use platforms like Facebook and Instagram
- 15. TAILOR OUR CONTENT TO WHAT OUR GUESTS WANT TO SEE SHOW OUR CUSTOMERS WHAT MAKES US SPECIAL WITH PERSONAL BEHIND THE SCENES CONTENT OFFER COMPETITIONS, HOLD SPECIAL EVENTS AND THEMED NIGHTS TO ENGAGE WITH OUR GUESTS What do we do with this information?
- 16. HOW TO TAILOR OUR CONTENT Keep an eye on your analytics and the results you are getting from your page to see which content performs best. Keep a regular posting schedule but use a variety of content to keep people engaged. Check for page messages and comments to respond to and interact with your audience. Using a good mix of image and video based content will help to boost your engagement and will get your content shared out further by the audience and Facebook itself. One of the most important elements of creating social media content is tailoring it to the audience. Remember that there is no perfect boosting tricks or tips, it's good practice consistently that will get your page out there and performing well. You guys are already making a good start so keep it up!
- 17. WHAT MAKES US SPECIAL Sharing interesting or funny anecdotes about how you came to create the fine establishment that is the Artlenock Inn Share about yours and your team's development with the audience, from the greatest of achievements, to the silliest mistakes. Share new improvements and important update messages with your audience. Brand storytelling and involving your audience in what happens behind the scenes will be one of the most important things that set you apart from any other drinks venue. Here is how you can do that: Showing humility and showing a more open and honest side to the Artlenock inn will make your audience feel more trusting, more involved and most importantly they will care more. The Facebook and Instagram stories features are great for this type of storytelling.
- 18. KEEP THE AUDIENCE INFORMED Creating and sharing event events that your business is attending will bring some of your most attentive followers and their friends to it as well. With a public tap list on social, people can go in knowing the diverse range that you have and will be able to decide and order quickly. Social can be a great way of letting news down easy if you can't open for some reason or if there is an unforeseen issue. This is better than finding out when you get to the establishment. Keeping our audience aware of product changes, new items, events and other news is an important part of our social media communication. This also gives us more content to write and post about. Regular contact and back-and-forth communication will set you in good stance to build and expand your audience. This will also make the relationship with your audience stronger, making them more loyal and giving praise through word of mouth.
- 19. HOPMASTER GENERAL SOCIAL Here we can see that the content is showing everyone what is on tap and enticing people to come for a drink. Not a hard choice with this weather. Polite reminders that they are now open, just in case people were confused about the opening times and weren't sure if they had returned. Their chatbot suggests questions that any visitors may have. This is a very useful tool and is free to use, it just takes some time to set up with some planning.
- 20. TAP AND KITCHEN SOCIAL Here they have announced that they need an item of stock quick and have engaged with their audience to see who can help in return for bar credit. Audience interaction can be great for generating content. Here a guest has been mentioned after sharing a picture of her meal, this works for drinks too. Make sure to tag them properly though Hiring announcements do exceptionally well on Facebook as everyone always want to help a friend get a job when they need one.
- 21. THE OLIVER TWIST SOCIAL The Oliver Twist shared their VE Day celebration event in a nicely written post to show its audience that they are welcoming people to join them. This would have been better if the posted it as an event because then you can see who is interested and going, allowing you to plan and prepare stock. Celebration days are great and here they have signified this with an image, but themed days like dress-up of "TV's greatest dads" or a Father's Day Pub Quiz would perform very well.
- 22. Email: [email protected] Mobile: 07958 173947 Thank you for your time!