Objective: As part of our study we were asked to understand how shoppers 18-29 make decision when purchasing spirits. We wanted to understand their logic when purchasing, and specifically how interaction with social media, new technologies, and apps can influence their decision making. We know that consumer trends can change rapidly, and we didn’t want to conduct research that would become easily outdated. Our goal was to create social media tools for the Marketing department that would permit them to observe consumers and other brands long term.
Strategy : We decided to conduct first hand research in the area of social media in order to better understand how other brands are connecting with this generation, what strategies seem to be working, and how the consumers themselves are using social media sites and new technologies to interact with brands and to make decisions when buying.
Why we Chose Twitter and Pinterest?
According to a recent Pew study, both networks attract predominantely 18-29 year olds, while Facebook has a much older audience. While Pinterest has a majority of users who are female, Twitter is heavily used by Men. Thus creating a page on both sites allowed us to accurately profile the entire demograpic. Another social media site that fits well with both alcohol companies and this demographic is Instagram, but this activity is easily followed via Twitter, and an account would not have created value for the study.
Methodology: We created our own social accounts for the study and began interacting with other brands, and observing consumers. In the case of both Twitter and Pinterest we decided that it was in the best interest of the study to create our own page because the profiles we created can serve as tools for the marketing department in the future. We also used Facebook to observe competitors community building activities and engagement strategies, but did not feel that creating an account would create added value.
It became clear early on in our study that alcohol companies worldwide have begun using Twitter as a means of diffusing brand information, engaging consumers, and promoting events. We created a Twitter account which we used to follow over 40 influential alcohol brands (heavily weighted towards Vodka producers ). This account will continue to serve as a tool for the Marketing Deptrtment in the future, allowing them to have up the the minute press releases and breaking news from companies like Pernod Ricard, Grey Goose, or Ketel One as well as to see how these companies use Twitter to generate interest among consumers.
Q: Who did we follow?
We wanted to gather industry information directly from other companies, but we also wanted to see how different brands market the same product internationally. For example, we chose to follow Abosolute Vodka in Canada, the United States, and in Mexico to learn more about how a brand can use Music partnerships or local artists to promote the same product cross-culturally. We also followed Beefeater Gin in London, Firefly in the United States, and other companies located throughout Europe and even in South America. The account is a great way to get fresh ideas from other markets that could be adapted to France.
Sway Calloway (@RealSway) January 05, 2013
¡Pidamos un Ruso Blanco!: 4 Partes ABSOLUT VODKA, 3 Partes Kahlúa, 1 Parte Nata #AbsolutDrinks—
Absolut Vodka México (@AbsolutMexico) January 05, 2013
Q: Who did we follow?
We collected popular recipes onto our boards, gauged by repins, which led us to a group of people we call “influencers”. The people who can influence everyone else, who have a lot of followers, whose ideas are heavily shared. These users are highly active, and their pins tend to be highly shared , so we followed them. We also looked up other alcohol brands like Maker’s Mark Whiskey or Absolut Vodka and followed their accounts. This strategy sets up an automatic feed for the marketing department of their new pins and brand shares. It is a great way to monitor what other companies are sharing, what new ideas are popular, and to explore new marketing ideas.