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Nom nom nomHow the food and drink trade use digital engagement
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©WEBER SHANDWICK 2013 All rights reserved @wsscotland / @craigmcgill #beyondsocial2013
• #brumdished• UGC flagging up the best
Birmingham had to offer• More than 10,000 submissions• Councils, tourists boards,
individuals all getting in touch raising awareness
• Hashtag reached millions of people
• More people cooked and ate out, raising awareness
• Birmingham also had the Dine Birmingham event #futurefoodies
Birmingham’s the right place for nom, nom, nom
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©WEBER SHANDWICK 2013 All rights reserved @wsscotland / @craigmcgill #beyondsocial2013
• @tesco• Lack of press due to other
events• Online to the rescue• SEO benefits• Longer engagement• Increase in sales
Tesco Enjoy the Taste of Scotland (and Belfast and elsewhere)
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©WEBER SHANDWICK 2013 All rights reserved @wsscotland / @craigmcgill #beyondsocial2013
• Scotsmen who couldn’t give away their beer
• Took to the world • Had a story and a product• Engaged, engaged, engaged• Bypassed all the traditional
models• No Portman Group• No advertising
BrewDog
• Results:• On sale in more than 70
countries• Turnover of £10.7m in
2012 - £3.4m in 2010• @brewdog / brewdog.com
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©WEBER SHANDWICK 2013 All rights reserved @wsscotland / @craigmcgill #beyondsocial2013
• Many saw it as an average whisky despite award wins
• Hugely engaging Master Blender @the_nose
• Took to YouTube, Facebook, Twitter, Google Hangouts with a passion & regular updates
• Put a fan on the side of F1 car• Team monitored for
opportunities, built an audience• Results:
• Invited to Twitter HQ• World’s first brand Google+
event• Sales up, brand awareness
up in new sector
Whyte & Mackay
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©WEBER SHANDWICK 2013 All rights reserved @wsscotland / @craigmcgill #beyondsocial2013
• Started as a blog post talking about whisky at South Pole
• Online showed demand• CNN used basic YouTube
video, National Geographic made a one-hour TV show
• More than £5million of whisky sold
• A success through seeding and engagement
• Not a crowdsourced whisky – Glenmorangie Caskmasters did that – but the interest was crowdsourced
Shackleton whisky
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©WEBER SHANDWICK 2013 All rights reserved @wsscotland / @craigmcgill #beyondsocial2013
• Scotland’s other national drink• Cheeky advertising and online
presence lead to real world results
• Scotland’s main examples of online engagement: this and Hurricane BawBag
• Bottles spotted on eBay for £50
• @newfromIRNBRU
Irn Bru: taking on Coke in a funny way
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©WEBER SHANDWICK 2013 All rights reserved @wsscotland / @craigmcgill #beyondsocial2013
• Artisan restaurant in Aberdeen - @musaaberdeen
• Little budget for advertising but @musajohn a strong, engaging person
• Looked at @illegaljacks @redonionglasgow @BurgerMeatsBun went engaging online
• Used data • Talks about others, not itself• Results:
• Most special events booked after reading about online
• People ask chefs for advice online• Engaged audience rallies round
restaurant and staff• Higher profile than many restaurants
with large ad budgets
Musa
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©WEBER SHANDWICK 2013 All rights reserved @wsscotland / @craigmcgill #beyondsocial2013
• Be on the main channels and always look for the new channels
• Don’t have a strategy for Facebook or Twitter – have a strategy for engagement
• Mobiles are the new PCs• Use your data – what do your
analytics tell you?• You are only good media if
you are regular media• Think like a punter not like
your boss – online is not about you
• Aligning to business goals still an underappreciated skill
Pointers and tips: what’s the win?
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©WEBER SHANDWICK 2013 All rights reserved @wsscotland / @craigmcgill #beyondsocial2013
• Any questions? Ask away! Or grab me on
• @craigmcgill• [email protected]• LinkedIn.com/in/craigmcgill• @wsscotland• webershandwick.com
Thank you