How Uses Social to Stay in Good Spirits

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| Confidential | © 2013 NetBase Solutions. All Rights Reserved Worldwide. 2

Today’s Speaker

Andrea Javor Global Director, Digital & Media Strategy @andreaejavor

#netbase #engagement

BEAM INC APPROACH TO SOCIAL

Role of NetBase in our Global Digital Strategy

@andreaejavor

#beamsocial

ANDREA JAVOR

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Global Director, Digital & Media Strategy Beam Inc.

@andreaejavor

WHAT I WILL COVER

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How we think about social media Who we are/how we manage How we use NetBase

WE BELIEVE THE WORLD IS UNIQUELY,

DIGITALLY JOINED TOGETHER

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AND THAT CONNECTIONS BUILD

BRANDS EFFECTIVELY

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Beam’s View of Social

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Think of our consumers as a ‘TV Network’

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CONSUMERS ARE THE MEDIUM #ME

Make your consumers work

harder for you, by working harder for them

they determine what they will ‘air,’ to what audiences

We measure their messages through likes, shares & tweets

give them a reason to engage with you, to share your brand story

they will reward you with their influence and advocacy

HOW BEAM MANAGES SOCIAL

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Media/Social Team at Beam

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Jason Miller

Matthew Day Charlotte Hides Diana Fakhouri

Bill Cramblit, Sr Analyst Social Listening

Katie Fischer, US Media Manager

Gail Hansche

Social Content Strategy Team

SOCIAL CONTENT STRATEGY TEAM

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Jason Miller

Matthew Day Charlotte Hides Diana Fakhouri

Gail Hansche

Social Content Strategy Team • The living, breathing,

human voices of our

brands

• These teams manage

the social outreach

through organic

conversation on the

brand owned pages

• Experts at social

platforms critical to

Beam’s brand growth

strategy including

Facebook, Twitter,

Instagram, Pinterest,

Tumblr, YouTube

MEDIA MANAGEMENT

• Optimizes our media efforts through

POEM approach

• Ensures agency output is

progressive and matching the

acceleration in the marketplace

• Focusing our investments across all

media and building efficiency

across all media (TV, Outdoor,

Digital, Print, Social, Mobile) by

being more effective

• Its about impressions that make an

impression

Katie Fischer, US Media Manager

SOCIAL ANALYTICS & LISTENING

• Uses data to size up our social

media efforts into realistic

application to the business

• Manages data in real time to drive

effective pace of optimization in all

social efforts across the business

• Defines a bespoke system for

Beam’s evaluation of Social ROI to

help us be more effective in both

organic & paid placements

• Proactively monitors consumer

conversations that could surface

corporate risk

Bill Cramblit, Sr Analyst Social Listening

Our Primary Business Contributions

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• Driving excellence in media investment – cost savings, maximizing

agency output, placing bets using real-time insights on today’s

consumer

• Building continuous consumer dialogue through authentic

relationships – social channel management, content creation, data

analysis to better understand

• Education – building the savvy of the organization at large, staying

connected to outside world to keep up with accelerated pace of change

Social & Our Business

• Drive sales – Social efforts must connect to the most fundamental commercial objectives on the

business in real time

• Build brand equity – We tell our brand stories and create meaningful experiences for consumers within

the spaces they are most passionate

• Help us gain a technical advantage – Social efforts should introduce the organization to sophisticated tools that

streamline cross-departmental workflows

• Allow us to learn by leading – Social media should be used to test new opportunities to lead our competition in

the digital space

• Build internal aptitude – Our efforts in social should build a broader base of consumer understanding

among all levels within the organization

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How we use NetBase

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GLOBAL ENTERPRISE-WIDE SOCIAL

DATA RESOURCE FOR LISTENING

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NETBASE HELPS US DO THE CORE

THINGS WE DO … BETTER

CONTENT EXPERTISE 19

NETBASE HELPS US DEFINE GREATER

SYNERGIES BETWEEN POEM

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NETBASE HELPS US LIVE OUR VALUES

OF TRANSPERANCY & AUTHENTICITY

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Maker’s Mark: A Case Study in Social

Transparency

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We’re Changing the Proof of Maker’s Mark

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Within One Week, We Knew What We Had to Do

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The Story in the Press Quickly Changed

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And Consumers Were Happy Again

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BASIL HAYDEN: SMALL & LOCAL

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Basil Hayden Influencers

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HORNITOS TV + SOCIAL AMPLIFICATION

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Harnessing Social TV for Brand

Awareness

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Hornitos is new to Twitter with a relatively small audience – in activating this social campaign, we

sought to increase brand awareness in a premium space.

The Brand Challenge

• Gain awareness from soccer and tequila fans with authentic, premium messaging during the USA vs. MEX WCQ match.

Brand Goal

• Track impressions, mentions, retweets, favorites, and followers during promoted tweet campaign

Measurement

• Engage fans discussing the match in real time with a combination of pre-written tweets and live feedback

Content & Engagement Success

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• Cross-functional prep: Beam, Starcom, Barbarian, and iCrossing worked together to craft tweets, graphics, and launch promotion

Content & Strategy

The Results

• 2,653,167 impressions: People who saw tweets

• 618 Retweets: People who shared the tweets

• 124 Replies: People who responded to @Hornitos

• 214 Follows: People who signed up to receive future tweets from @Hornitos

• The promoted tweets were live for 8 hours: 4 hours pre-game, 2 hours during game, 2 hours post-game

• Pre-game content earned highest engagement rate (6.79%), while post-game content earned the most impressions (1,340,457)

• Users anticipating the game led to pre-game RTs, while during matches, many are too captivated to check their phones

• Vary your content: 15 pre-written tweets and 4 graphics prepared us for situations like goals and halftime, combined with live reactions from Diana/Hornitos watching the game

• Live launch: Diana and iCrossing viewed game together to optimize content. When 1st goal of game was scored, player’s name was added to targeting and received highest engagement rate of the campaign

CORPORATE ANNOUNCEMENT OF

ACQUISITION

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BEAM & SUNTORY ANNOUNCED

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Beam/Suntory Announcement 13/1/14

Social Web (largely Twitter and forums not “owned” by Beam brands): Beam, Inc.

o 2,523 Mentions o 98% Sentiment ( 50 to 100 = Positive | 0 – 50 = Negative )

*scale goes all the way to -100 Jim Beam

o 8,505 Mentions o 97% Sentiment ( 50 to 100 = Positive | 0 – 50 = Negative )

Maker’s Mark o 2,604 Mentions o 88% Sentiment ( 50 to 100 = Positive | 0 – 50 = Negative )

Jim Beam Facebook page: 75 – 100 Fan Comments

o 53 Fan Comments between fans on our pages 19% Net Sentiment on total comments

o When filtered on anything related to Suntory, net sentiment drops to -6%

Top themes: o Un-American o Sellout o Never drink and/or buy

Twitter: 219 direct mentions of the acquisition 56% Net Sentiment

o The majority of mentions have been re-tweets or news broadcasts

o Top Themes (same as above) Maker’s Mark Facebook page: 75 – 85 Fan comments -12% Net Sentiment Top themes:

o Disappointing o Never drink and/or buy o Cancelling Ambassador program

Twitter: 154 Mentions 41% Net Sentiment Top Themes (same as above)

THANK YOU!

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| Confidential | © 2013 NetBase Solutions. All Rights Reserved Worldwide. 36

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