Pabst Blue Ribbon: Responsive Social Media By Paul Meyers
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#SocialPro #12A @thepaulmeyer s SocialPro Conference – June 20, 2016 PABST BLUE RIBBON Responsive Social Media
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Transcript of Pabst Blue Ribbon: Responsive Social Media By Paul Meyers
#SocialPro #12A @thepaulmeyers
SocialPro Conference – June 20, 2016
PABST BLUE RIBBONResponsive Social Media
PAUL MEYERSDIGITAL MARKETING DIRECTOR
WHY DOES THE SUPER BOWL MATTER?Pabst Blue Ribbon. Responsive Social Media
#SocialPro #12A @ThePaulMeyers
BRIEF HISTORY OF RTM DURING THE SUPERBOWLPabst Blue Ribbon. Responsive Social Media
#SocialPro #12A @ThePaulMeyers
BRIEF HISTORY OF RTM DURING THE SUPERBOWLPabst Blue Ribbon. Responsive Social Media
#SocialPro #12A @ThePaulMeyers
SOCIAL MEDIA COMMAND CENTERPabst Blue Ribbon. Responsive Social Media
#SocialPro #12A @ThePaulMeyers
PABST BLUE RIBBON’S COMMAND CENTERPabst Blue Ribbon. Responsive Social Media
#SocialPro #12A @ThePaulMeyers
WHY TWITTER?Pabst Blue Ribbon. Responsive Social Media
#SocialPro #12A @ThePaulMeyers
WHY TWITTER?Pabst Blue Ribbon. Responsive Social Media
#SocialPro #12A @ThePaulMeyers
KNOW YOUR BRAND & HAVE A PLANPabst Blue Ribbon. Responsive Social Media
#SocialPro #12A @ThePaulMeyers
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
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
THE PABST GAME PLANPabst Blue Ribbon. Responsive Social MediaHALFTIME:
• #BetterWaysToSpendHalftime
THE PABST GAME PLANPabst Blue Ribbon. Responsive Social MediaTHE LAST WORD:
#SocialPro #12A @ThePaulMeyers
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
REACTIONS FROM CONSUMERSPabst Blue Ribbon. Responsive Social Media
#SocialPro #12A @ThePaulMeyers
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
