CenterState CEO Internet Marketing for Business Presentation by Joe Romanelli, President, Romanelli Communications Social Media, Saranac Beer Case Study

3. Promo
Product People Place
Price

4. what is media?
Anything that delivers a message
• Not old media vs. new media—integrated media
• Media consumption has evolved
One-way Two-way Collaborative and Simultaneous
• Social media is the collection of channels/technology by
which individuals engage to share common interests for
their mutual benefit

5. what is social media?

6. top social media moments

8. top social media moments
from Hell

10. why it’s important
to the consumer:
• Theyʼre conversing about you/your services—are you tuned in?
• They feel entitled to talk to a decision-maker
• They expect answers in real-time
• Their expectations are rising—want more relevant content
• They want authenticity and transparency—donʼt claim, demonstrate
• By listening, you can anticipate your customersʼ needs in real-time

11. rules to do it right
Transparency: Tell the truth.
Listen: Really listen.
Find Your Rockstars: Reward them.
Let Go: Youʼre no longer in control.

12. strategy first. tactics second.
building a strategy: start with your brand
• Brand essence: What is your unique reason for being?
• Brand truths: Show proof of your promise to customers.
• Brand values: What are your guiding principles?
• Brand character: What human qualities define the brand?
• Consumer benefits: Rational, emotional, or self-expressive?
• Media channels: What media outlet will make the best connection?

13. let’s talk beer

15. blogger outreach
• Treat Bloggers as media
• Researched Active and Influential Craft Beer Bloggers
• Criteria included location, frequency, comments, interactions
• Invitation to exclusive Saranac Event
• Follow up

16. blogger dinner

17. conversations

18. beer bash

19. it’s easy for beer

20. summary
Are you prepared for change?
• Strategy—be your brand
• Listen
• Cut the BS—be relevant, authentic, transparent
• Itʼs about your consumers/advocates, not you
• When you find supporters or bashers, connect with them 1-on-1
• Help them help you
• Not traditional vs. social
• Mind your manners—say “Thank You” and “Youʼre Welcome”
• Build in ability to change—donʼt be AOL

21. romanelli.com/twitter
romanelli.com/facebook
romanelli.com/youtube
romanelli.com/linkedin