The Beer IndustryThe Beer IndustryABInBevABInBev

MillerCoorsMillerCoorsSamuel AdamsSamuel Adams

BoulevardBoulevardKyle StamperNick WorthBlaine SkrainkaSuzy KiskaErin Dobbs

ABInBevABInBevwww.ab-inbev.comwww.ab-inbev.com

Leading Global Brewer Leading Global Brewer – Budweiser, Bud Light, Bass, Beck’s, Stella ArtoisBudweiser, Bud Light, Bass, Beck’s, Stella Artois

How ABInBev Utilizes the Internet:How ABInBev Utilizes the Internet:– Promote their productsPromote their products– Update their investorsUpdate their investors– Inform the general public on their standard business Inform the general public on their standard business objectivesobjectives

Sponsors separate websites for each product Sponsors separate websites for each product – www.budweiser.comwww.budweiser.com, , www.becks.comwww.becks.com– purchase name brand merchandisepurchase name brand merchandise– research the history and nutrition factsresearch the history and nutrition facts– directions on how to appropriately pour or drink each directions on how to appropriately pour or drink each productproduct– ADVERTISING OPPORTUNITYADVERTISING OPPORTUNITY

ABInBevABInBev

WEBSITE USAGEWEBSITE USAGEInvestorsInvestors

– stock prices stock prices

– bond information bond information

– profitability graphsprofitability graphs

Journalists and Media CorporationsJournalists and Media Corporations– media related enquiriesmedia related enquiries

– press release datespress release dates

General PublicGeneral Public– potential employmentpotential employment

– product informationproduct information

– bottle caps!bottle caps!

COMPANY EVOLUTIONCOMPANY EVOLUTION– Simplicity and array of information will encourage growth in other Simplicity and array of information will encourage growth in other

territories.territories.

ABInBevABInBev

Blog UseBlog Use– Does not sponsor its own blogging sitesDoes not sponsor its own blogging sites – There are public, non-company sponsored blogs (factual information and There are public, non-company sponsored blogs (factual information and

opinions)opinions)

Financial newsFinancial news

New product releasesNew product releases

Employment strikesEmployment strikes

AdvertisingAdvertising

– Where are they found?Where are they found?Personal websites – creators remain anonymous Personal websites – creators remain anonymous

News sites - professional contributorsNews sites - professional contributors

ABInBevABInBev

Social NetworksSocial Networks– FacebookFacebook

Company SponsoredCompany Sponsored

International groups directed towards students and university staff.International groups directed towards students and university staff.

Internships and apprenticeshipsInternships and apprenticeships

– LinkedInLinkedInNon-Company SponsoredNon-Company Sponsored

Group of 103 members – exclusiveGroup of 103 members – exclusive

– YouTubeYouTubeBoth company sponsored and non-company sponsoredBoth company sponsored and non-company sponsored

Commercials and parodies that advertise brand and products.Commercials and parodies that advertise brand and products.

– TwitterTwitterMinimal usageMinimal usage

MillerCoorsMillerCoors

WebsiteWebsite

Purpose: inform users 21 and up about the Purpose: inform users 21 and up about the companycompany– Required input of age to access the siteRequired input of age to access the site

Mostly informational content Mostly informational content

3 Sections3 Sections– Who We areWho We are– What We BelieveWhat We Believe– Our BeersOur Beers

WebsiteWebsite

Cannot purchase their beers on websiteCannot purchase their beers on website– Can purchase logo’d merchandiseCan purchase logo’d merchandise– Get information on how to be a distributorGet information on how to be a distributor

Simple straight forward design Simple straight forward design – Easy to navigate the siteEasy to navigate the site– Aesthetically pleasingAesthetically pleasing

Neutral colorsNeutral colorsUse of flash imagesUse of flash images

http://www.millercoors.com/Home.aspxhttp://www.millercoors.com/Home.aspx

BloggingBloggingUsed to have BrewBlogUsed to have BrewBlog– Blog created by Millers that mostly Blog created by Millers that mostly

focused on its rival Anheuser Buschfocused on its rival Anheuser Busch– First to break news on stories on First to break news on stories on

Anheuser Busch Anheuser Busch – Wanted lead internet conversationWanted lead internet conversation– Blog ended with the merger of Coors Blog ended with the merger of Coors

because the company wanted to go in because the company wanted to go in a new direction with communicationa new direction with communication

Social Networking SitesSocial Networking Sites

FacebookFacebook– Fan pagesFan pages– No interaction with Fans, infrequent No interaction with Fans, infrequent

wall postingswall postings– Direct fans to their company websiteDirect fans to their company website

LinkedInLinkedIn– Not a profile for fans, only Not a profile for fans, only

employees and Alumniemployees and Alumni– Do not post any jobs on LinkedInDo not post any jobs on LinkedIn

Social Networking SitesSocial Networking Sites

TwitterTwitter– No apparent Twitter No apparent Twitter

account sponsored by the account sponsored by the companycompany

– When doing a search on When doing a search on the company, only came the company, only came up with users that have up with users that have recently tweeted about recently tweeted about their productstheir products

SummarySummary

Internet is not fully utilized by Internet is not fully utilized by the companythe company

Websites, blogs, and social Websites, blogs, and social network presence is small and network presence is small and not interactivenot interactive

Lose interest after first visitLose interest after first visit

Missing opportunity to engage Missing opportunity to engage users and strengthen brand users and strengthen brand presencepresence

Samuel AdamsSamuel Adams

Brief HistoryBrief History

““Craft Brewer”Craft Brewer”

WebsiteWebsite

PurposePurpose

Intended AudienceIntended Audience

Information ContentInformation Content

BloggingBlogging

Message and FormatMessage and Format

GuidelinesGuidelines

Social NetworkingSocial Networking

BoulevardBoulevardNetworking SitesNetworking Sites

Guidelines For Creating an Internet Guidelines For Creating an Internet PresencePresence

WebsiteWebsite– InformativeInformative– EntertainingEntertaining– Promotions Promotions – AdvertisementsAdvertisements– Customer Feedback OpportunityCustomer Feedback Opportunity– E-StoreE-Store– Organized and Simple to NavigateOrganized and Simple to Navigate

BlogsBlogsSocial NetworksSocial Networks– FacebookFacebook– TwitterTwitter– LinkedInLinkedIn– MyspaceMyspace

Questions?Questions?