5 Ways to Use Video to Brew Engagement

By Susan Rust

If you’ve been following along with our blog this month, you’ll know that we’re discussing different ways you can promote yourself or your business online in a natural way that “earns the love” of others. To be honest, this phrase could mean a lot of things really. Inbound links from peers, social mentions from followers or fans and even acquisition of new customers could be considered as earning love.

Well today I cover how online video has been used by breweries to do all of the above! The examples in the video below show how these businesses are either interacting with their customers or providing real value to them and in turn benefitting from people talking about their brands. They’re not reaching out asking for links and they’re not offering anything in exchange for participation. It’s just brands giving their customers what they want – an inside look at the business and a place for  everyone to come together online.

Video Transcription

Welcome to the first video blog post of 2013 for Thunder SEO. My name is Shawn Massie. I am the Director of Search and Social Media here at Thunder SEO. I’m joined today actually by Monique Pouget, our Director of Content Marketing. Cheers.

Today we’re going to be talking about five ways to use video to brew engagement, using five video channels you may have heard of or haven’t heard of yet. We’re going to be talking about how breweries are using them to uniquely promote their business and gain new customers.

Starting with YouTube, a channel you’ve probably heard of before, it’s owned by Google, so it’s always included in search results. YouTube is a great place for you to post videos of anything you really want, and traditionally you might have thought about YouTube as a place where people promote their home videos. But businesses that really understand YouTube are doing a great job of gaining new business.

Rogue Ales in Newport, Oregon is a great example of how they are using a branded channel on YouTube to really promote themselves. They have videos of what goes behind the beer, who are the founders and what is the culture like at Rogue. One of the great things I really like about them is how they use an office mixologist to have fun in their videos. They have a news station as well. A mixologist shows how they use their Rogue Dead Guy Ale mixed with a whiskey. They just have some fun in the video, and it really does do a lot to show the personality behind the business.

The second one is Vimeo. Vimeo is a great place to post your videos. It’s similar to YouTube. However, the difference is that the audience is a little bit more artistic and professional. People share videos they like on Vimeo, and it’s a great place to explore and discover new places.

If your customers don’t go to Vimeo however, you can use Vimeo to embed it on your site. It has a slick looking player. So does YouTube, but Vimeo looks a little bit better. It’s great for HD videos and embeds on a blog or on your site really well. A great job of someone who does this is Lost Abbey. Lost Abbey does an amazing job really showing holiday events, what went behind the beers that they’re currently making, and just kind of gives you a view into the behind the scenes at Lost Abbey. It just really looks good on their site.

The third thing we’re going to talk about is Google+ Hangout. Now this is afairly new addition to Google. Hangouts generally, at first they look like you were just going to hang out with your internal office mates when you wanted to do a video chat and talk about a project. However, now businesses and people are actually using Google+ Hangout to have public videos where you can interact live with your business.

So Stone Brewery here in Escondido and Dogfish Head Brewery in Delaware actually put a hangout together where they talked about Saison du BUFF, one of their newest beers. It was a collaboration beer that they worked on with Victory Brewing Company in Pennsylvania. They had people use a hashtag. HangBUFF was the hashtag. Chat questions on Twitter. They could put live questions into the Google+ hangout. People were able to ask actual questions to Greg Koch of Stone and Sam Calagione of Dogfish, who would answer those questions right there live on the video. It was pretty cool actually, and I would invite you check that out.

The thing is that Google+ hangouts can be public or private. So if you don’t want anyone to join your hangout, but just view it later, you can use Google+ to record yourselves. I would mention that all three of these really could be free for you, so they are great channels to really not spend that much money on and still get a lot of bang for zero bucks.

Livestream is the fourth one I want to talk about. Livestream is great because you can integrate with Facebook. Stone Brewing Company did a great job of this by showing their Vertical Epic Ale series that they brew once a year. They started in ’02 and they went through 12/12/12. The series was a tasting that they all did around the table at Stone Bistro and Gardens in Escondido. They invited other industry peers, brewers, and some people, who were involved in the process, to come taste all of the 12 beers that they had aged since 12/12/12. Cool.

Fans of Stone could interact with them on their Facebook feed without even having to log into Livestream. So people were able to just log onto Facebook, see this live event, and start chatting with them. Actually, Lee Chase of Blind Lady Alehouse, the owner, who was the former head brewer of Stone, was tweeting on his phone during the whole event. You could actually ask questions to Lee, and he was kind of tweeting back as he was talking about the beers on camera.

The fifth one I want to talk about is Vine. We don’t see any breweries really using this yet. Not a lot of businesses actually, because it’s fairly brand new. It’s owned by Twitter, but the great thing about Vine is that it’s almost like a GIF with sound. It’s a six second video that you can just take with your phone, and you can post it anywhere on your site. Like Vimeo, it embeds very well because it’s just a moving GIF. We think it’s great. It’s free, and you could really just tell a lot in a six second video or just record a couple of them. Like I said, it’s really easy to produce. There is nothing stopping you.

That basically are our five recommendations. As a bonus, I would talk about how you could use Wistia, a player that you could, for free, I think you get three videos. You can embed those videos on your site so that your site is found for some of the videos that you are talking about. Instead of YouTube or Vimeo or other things being found, your actual site will be the one ranking.

I do want to quickly put on my beer goggles. Let’s just pretend I’ve been drinking this whole time. Hopefully, you have if you’ve been drinking quickly. I know I’ve probably been rambling on. But I thank you for watching my five ways to use video to brew engagement. Hopefully you can get your business off the ground or get kicking on these right now by just quickly checking out any of these five channels. Thank you.

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Susan Rust

By Susan Rust

I believe we hear and learn to say "no, it can't be done, that's too hard" rather than say "yes, let's do it now!" I have many mottos, mine for now is "Run fast, break things."

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