Social Media for the Alcohol Industry
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“Our Social Element team is able to keep an eye on all social media comments and reviews them to ensure that our brand stays compliant with industry standards. We use that insight to inform our strategy and make high level marketing decisions.”
Marketing Director, Global Alcohol Brand
How Alcohol Brands Can Win at Social Media
Local connections for global impact
The ability of an alcohol brand to connect with its customers is directly tied with its revenue. When customers feel connected to a brand, they are 64% more likely to stay loyal and 57% more likely to spend more on that brand (Sprout Social 2019).
How can alcohol brands create meaningful connections with their fans? By having genuine interactions in real-time. This can mean sponsoring events that align with the brand’s mission and values and being active on social media to listen to fans’ responses. Having an agency that knows how to liaise with influencers and other partners to depict the right tone of voice and follow guidelines is crucial to make the right connections with potential consumers at local events.
When you engage matters
It’s crucial for brands to engage with consumers when they’re consuming their product. Alcohol brands should focus their community management efforts on nights and weekends. For instance, our main shift for one of our local clients is 6 pm to 2 am.
When shift patterns aren’t optimized, it can take the social media team days to get back to the customer. If someone is asking where they can find x alcohol brand over a holiday weekend, it doesn’t help to get a response five days later. Optimizing community management shifts to shorten response times ensures that money isn’t left on the table.
Alcohol advertising can be a tricky landscape. Brands need to make sure that their own marketing, as well as influencer and user-generated content, isn’t perceived as pandering to underage consumers.
The legal drinking age varies regionally, meaning you need a social media agency that’s versatile enough to tweak their campaigns accordingly. We specialize in managing global brands, adjusting our strategy and messaging for cultural and regional relevancy. Our monitoring teams closely follow user-generated and influencer content, untagging or removing any content that can jeopardize the brand’s image. We also coordinate with legal teams, ensuring that our marketing code abides by the company’s legal guidelines.
How We Elevate Alcohol Brands
No two alcohol brands are the same, meaning no two social media strategies should be the same. At The Social Element, we fully immerse ourselves with the brands that we work with, integrating with our partners’ internal teams so that we present a consistent and authentic presence across all platforms.
We’re not an agency that you won’t hear from for six weeks at a time. Once you’re in the door, you’re family. Our familiar, one-to-one approach is what makes our partners comfortable to share their concerns and solutions out of the gate.
We’ve been able to achieve outstanding results for some of the biggest alcohol brands in the world. Read our recent case studies and insights on how we elevated alcohol brands through social media.
Social Monitoring on a Global Scale
One of our clients, a globally-recognized alcohol brand, has a long, rich history and a strong commitment to ensuring that their products are enjoyed in a safe and responsible way. In order to protect their reputation and commitment to their audience’s safety, they needed a way to know what’s being said about their brand online and be able to act quickly in the situation calls for it.
We provide them with 24/7 social media monitoring in eight languages, carefully scanning social media networks and the wider web for mentions of their stable of brands. Items needing attention are quickly flagged and followed up with.
In 2016, we identified more than 50,000 items requiring follow up. Our social media monitoring helped the brand avoid risks to their brand and audience, ensuring that they remain compliant with all regulations across their markets.
Increasing brand love on social
In a recent survey, 45% of consumers stated that social media is one of the first channels they go to when they have any questions or issues. A brand’s ability to respond to customer inquiries quickly and effectively can make or break their customer service reputation. Blue Moon was aware of this and brought us in to help them deliver quick customer responses and deep brand engagement.
Read our full case study to find out how we made Blue Moon one of the fastest beer brands to reply to customer inquiries.
Jägermeister Case Study
At The Social Element, we see the brands that we work with as partners, rather than clients. So when Jägermeister approached us for social media moderation services, our first step was to integrate with their team.
We work as an extension of their marketing team, moderating Jägermeister’s owned channels to ensure that the team remains in compliance with alcohol marketing requirements. Our social media monitoring services also protect the brand by removing content that’s not in line with their tone of voice.