Dogfish Head Beer

For one of the many business classes I took in college, I was instructed to read the book “Brewing up a Business” by Sam Calagione. For anyone who has any spark of entrepreneurial spirit, this book is very inspiring. It is about Sam Calagione, the founder of Dogfish Head beer and brewery, and how he started his business. Since that moment, I became a big fan of Dogfish Head, and it didn’t hurt that the beer is good too.

DFH logo

Growing up on the Eastern Shore of Maryland, Dogfish Head brewery and the accompanying restaurant and pub is not too far away in Delaware. The company is celebrating it’s 20th year in business this year, and having always stuck to an “off-centered” brand, their presence on social media is no different.

Active on Facebook, Twitter, Instagram, YouTube, and Google+ , Dogfish Head Beer uses each social media channel to increase brand awareness, celebrate accomplishments, and promote local events. This year, the company is launching a campaign on Facebook in which they “turn back the clock” on the 20th of each month to not only celebrate the 20 years the company has been around, but inform the public of some of challenges and accomplishments they have encountered over the years.

DFH FB

For Twitter, Dogfish Head Beer remains a constant participant in conversation with their fans and consumers. Their engagement and light-hearted tweets definitely keeps them true to their brand. They remain very active, tweeting at least once a day, and replying to almost every tweet a fan tags them in. This constant engagement has helped them to have reached over 215k followers since 2008.

Picture1

On Instagram, I love getting to see the pictures that the company posts. Dogfish Head Beer is very community oriented. A few months ago they hosted their annual Dogfish Dash, a race to benefit the Delaware Chapter of The Nature Conservancy. They use all social media channels to spread the word and after the fact, they celebrate the amount of money that was raised, just like below.

dfh instagram

For Google+, Dogfish Head Beer keeps their post very business friendly, promoting open positions in the company and new flavors being released. On YouTube, the company promotes their “off-centered” side, quirky and fun videos that show that they love their products, love their jobs, and love their community as well. Another way Dogfish Head keeps fans in the know is by offering an email newsletter that can be signed up for on their website. Beyond online, the craft beer is made available all over the country, and chances are if you look around at your local bar you are bound to see a sign, a tap, or a coaster with the Dogfish Head logo stamped on it.

Dogfish Head Beer is a brand you should know if you love craft beer, or a brand you should look up if you love a strong company that prides themselves on being non-corporate and fun. Their social media channels are only one of many ways they spread brand awareness and connect with their consumers and fans all over the country.

tumblr_lrzwwneuul1qd0jy3

Classic Marketing vs. Social Media Marketing- Direction of Communication & Scheduling

There are several different aspects that make classic and social media marketing different, but today I just want to focus on two- direction of communication and scheduling.

Direction of Communication

Classic marketing, simply put, is advertising on television, radio, and print (including billboards, etc.). Messages via classic marketing are a one-way conversation, getting the message out to the masses with no ability of receiving a direct response in return. On the flipside, social media marketing allows for a two-way conversation as the marketer puts their message out to the world via a social media platform, and consumers can respond automatically.

Working in radio I am probably more defensive over classic media being a strong contender versus social media, but in reality it is a strong integration of both that would allow for a business to reach the most amount of consumers to have both a one-way and two-way conversation. According to an article on SocialMediaToday.com, the strength in classic media comes from its ability to relay the same strong message to the masses without it being skewed. For some companies, this is most important. An advertisement on television, radio, or print will have been put together by marketing departments, public relations, agencies, and production teams. These teams are professionals and the public’s response to their message will not be as instantaneous. Social media advertisements are less likely to reach as many consumers, but the ability for the consumer to communicate directly with a business is very important. If a consumer has questions, comments, praises, or complaints, replying to a tweet or Facebook post will open up the door for the business to answer, thank, or explain. Consumers are also able to share messages on social media, which then can help spread a business’ message, but most likely it will not reach nearly as many consumers as classic media.

Kmart has recently set a great example of how integrating both classic and social media can help increase brand awareness. In 2013, the big box retail store released an edgy commercial on television as well as YouTube that took no time to go viral. According to an article on Time.com, in just over a week the ad “Ship My Pants” received just over 13million views online (see below). This helped bring attention back to the store that struggles to compete with Walmart and Target. Through classic media, the store was able to reach mass audiences, but through social media, they were able receive a positive reaction and have since released additional edgy commercials.

Scheduling

One of the beneficial traits of social media over classic media is its ability to relay a message instantly. I can tell you from working in radio that should a business decide they want to pull an ad and replace it immediately with something different, there are a lot of steps and several departments involved. Nothing happens immediately in classic marketing. In social media on the other hand, messages can be changed out within minutes.

Since classic marketing is used to reach a mass audience, usually having such scheduled messages is a plus. Advertisements are planned out; ads are placed in certain time frames, certain magazines or newspapers, or ran during specific shows to reach the target audience. The ads are thought out and usually will be noncontroversial due to the inability to instantly remove them should the need arise. With social media marketing, a tweet, Facebook post, snapchat, or other form or advertising can be sent out at any time of day to consumers. This is great way to inform consumers of sales, events, contests, or announcements, or in the event of national or local news, show your company’s support or concern. A great example of this is Runner’s World, who used its company’s current popularity during the Boston Marathon to retweet and tweet updates and alerts during the bombing in April 2013 .

RW tweet

It should be noted though that unintentional bad can come from the ease of using social media marketing. Each message sent out onto the internet by a company should be well thought out as it can just as easily go viral and market the company in a negative way. A great example of this is an apology issued by Oreo after an automatic reply tweet that responded to a Twitter handle with offensive language was viewed by hundreds of followers (view here). Though, there is also the case of being too careful with social media statuses. In an article by ABCnews.com, it was made public that before a text, tweet, post, blog, etc. was submitted for the Mitt Romney campaign, it was viewed and approved by up to 22 people working on the campaign.

My First Blog

I am very excited to finally be posting my first blog!

I know I haven’t had as long of a gap between college as some of my classmates, but four years is still plenty of time to get myself out of the habit of completing schoolwork and balancing work and social activities as well.

Though it took me some time to figure out how exactly to set up my blog, I think I am finally getting the hang of it. I am excited that Intro to Mass Media is requiring me to post weekly assignments via blog. This is a task that, even in the beginning steps, has allowed me to step outside my comfort zone and learn something brand new. The more advanced I become with different aspects of social media, the more I will be able to contribute to my job.  I have not taken the time to establish a brand for myself; therefore I know this opportunity to do so will make a huge difference as I pursue higher education as well as higher positions within my company.