The Beer Industry ABInBevMillerCoors Samuel Adams Boulevard Kyle Stamper Nick Worth Blaine Skrainka Suzy Kiska Erin Dobbs

ABInBev Leading Global Brewer Leading Global Brewer – Budweiser, Bud Light, Bass, Beck’s, Stella Artois How ABInBev Utilizes the Internet: How ABInBev Utilizes the Internet: – Promote their products – Update their investors – Inform the general public on their standard business objectives Sponsors separate websites for each product Sponsors separate websites for each product – – purchase name brand merchandise – research the history and nutrition facts – directions on how to appropriately pour or drink each product – ADVERTISING OPPORTUNITY

ABInBev WEBSITE USAGE Investors –stock prices –bond information –profitability graphs Journalists and Media Corporations –media related enquiries –press release dates General Public –potential employment –product information –bottle caps! COMPANY EVOLUTION –Simplicity and array of information will encourage growth in other territories.

ABInBev Blog Use –Does not sponsor its own blogging sites –There are public, non-company sponsored blogs (factual information and opinions) Financial news New product releases Employment strikes Advertising –Where are they found? Personal websites – creators remain anonymous News sites - professional contributors

ABInBev Social Networks –Facebook Company Sponsored International groups directed towards students and university staff. Internships and apprenticeships –LinkedIn Non-Company Sponsored Group of 103 members – exclusive –YouTube Both company sponsored and non-company sponsored Commercials and parodies that advertise brand and products. –Twitter Minimal usage

MillerCoors

Website Purpose: inform users 21 and up about the company –Required input of age to access the site Mostly informational content 3 Sections –Who We are –What We Believe –Our Beers

Website Cannot purchase their beers on website –Can purchase logo’d merchandise –Get information on how to be a distributor Simple straight forward design –Easy to navigate the site –Aesthetically pleasing Neutral colors Use of flash images

Blogging Used to have BrewBlog –Blog created by Millers that mostly focused on its rival Anheuser Busch –First to break news on stories on Anheuser Busch –Wanted lead internet conversation –Blog ended with the merger of Coors because the company wanted to go in a new direction with communication

Social Networking Sites Facebook –Fan pages –No interaction with Fans, infrequent wall postings –Direct fans to their company website LinkedIn –Not a profile for fans, only employees and Alumni –Do not post any jobs on LinkedIn

Social Networking Sites Twitter –No apparent Twitter account sponsored by the company –When doing a search on the company, only came up with users that have recently tweeted about their products

Summary Internet is not fully utilized by the company Websites, blogs, and social network presence is small and not interactive Lose interest after first visit Missing opportunity to engage users and strengthen brand presence

Samuel Adams Brief History “Craft Brewer”

Website Purpose Intended Audience Information Content

Blogging Message and Format Guidelines

Social Networking

Boulevard Networking Sites

Guidelines For Creating an Internet Presence Website –Informative –Entertaining –Promotions –Advertisements –Customer Feedback Opportunity –E-Store –Organized and Simple to Navigate Blogs Social Networks –Facebook –Twitter –LinkedIn –Myspace

Questions?