Meghan Callahan Anheuser-Busch Social Media Monitoring Report February 9, 2010 Professor Nixon PRCA 3030

Purpose
Anheuser-Busch Companies, Inc. is the largest brewing company in America. Anheuser-Busch operates 12 large breweries in the United States and nearly 20 internationally. The company started in St. Louis in 1860 and has grown to selling nearly 11 billion bottles of beer a year. In 2008, InBev, a Brazilian-Belgium brewing company acquired Anheuser-Busch for almost $52 billion in total equity. Now, the makers of Budweiser and Michelob are joined with the producers of Stella Artois, Hoegaarden, Becks, and Bass. Anheuser-Busch Companies, Inc. is now Anheuser-Busch Inbev. Anheuser-Busch most popular beers include Budweiser, Michelob, Busch, Bud Light, and Natural Light. Currently, the number one ranked beer in America is Bud Light. In 2007, the company introduced a 12% abv malt liquor called Spykes. In addition to the incredible popularity of AnheuserBusch’s products, their advertisements are some of the most popular in the world. Commercial spots like the Super Bowl are basically a no-brainer for Anheuser-Busch. Some of their popular ads include the Clydesdales, Dalmatians, the “gimme light” spots, Frogs, the “wassup” series, and the “here comes the king” jingle. It was very important to monitor the conversations occurring about Anheuser-Busch on various social media websites because it is such a widely known company and transcends such a vast market. This report was especially pertinent at this highly visible time for Anheuser-Busch, the super bowl. The amount of discussion centered around this company was overwhelming. I am confident that 100 more reports could be done on Anheuser-Busch all with different nuggets of social media information.

Methodology
The social media monitoring website company, Radian6, was gracious enough to provide their services free of charge to my entire class. Radian6 allowed me to type in certain words and then I prompted the company to e-mail me whenever those words were used on various social media sites. I chose the words Anheuser, Busch, Budweiser, and Bud Light. As I stated earlier, the influx of e-mails I received from Radian6 was colossal. There were roughly 40 e-mails a day. I began my free trial with Radian 6 January 30, 2010 and have used information from the site up until today, February 9, 2010. Professor Nixon cordially set up my relationship with Radian6 and directed me to the website. I determined the credibility of my sources through several different methods. First, I went to the website quantcast.com to get a statistical update of the traffic of the various sites. I also researched and found credentials on the authors of the blogs I cited if information was available. On twitter, I viewed the number of people following the user to get an idea of the influence they had on that online community.

Results
• Super Bowl- Due to the timing of this report and the popularity of Anheuser-Busch commercials, there was a high influx of discussions related to the Super Bowl 2010. Six of the 15 nuggets of information I collected discussed the super bowl ads produced by Anheuser-Busch this year. Four of the comments were negative ones. There was an overall sense of disappointment from the Anheuser-Busch ads this year. Since Budweiser and Bud Light commercials have historically been known to take the cake for super bowl commercials, Anheuser-Busch has got some high standards to live up to, and many consumers, from my research, did not feel those standards were upheld. Oddly, and unfortunately enough, the Anheuser-Busch ad that received the most praise was the Bud Light commercial that did not air due to FCC

restrictions. This racy advertisement was heralded among the online community. • Negative bias’s- Two nuggets of information I cited in my data table revealed negative attitudes about Anheuser-Busch and more specifically Bud Light. One blogger published a post that denounced the product, Bud Light, but praised the commercials as being some of the best in the industry. Although there is a positive twist on this negative comment it is really invaluable because no one buys a product that tastes bad, even if they laugh at their commercials. Another comment plays on the predisposition that AnheuserBusch products are for “rednecks”. This ideal is one I found on several different sites and is obviously a harmful reputation for the company. Positive Propaganda- Anheuser-Busch seems to be a well liked company overall. One nugget of information I collected discusses the corporation’s philanthropic side, which supports education. A charitable persona is an affective persona. On a feminist website, I found information that announced an Anheuser-Busch employee receiving a coveted award in the advertising industry. While this is not the most sought after target market, this is an excellent way to crossover into a different genre of consumers. Interesting and Informational Tidbits- This category is comprised of social media comments that are informational and beneficial to Anheuser-Busch. One person tweeted about the Budweiser Clydesdales and their upcoming attendance at the Saint Patrick’s Day Parade in Atlanta. This will hopefully, bring patrons to the parade, which AnheuserBusch is sponsoring and selling its products. One designated coupon website discussed discounts on AnheuserBusch products, which again, is great marketing. Finally, an accredited businessman blogged about Budweiser’s growing online presence.

Conclusion
Due to the incredibly vast amount of information being discussed about the Anheuser-Busch Corporation, it is difficult to come up with a generalized conclusion. I am confident in stating that Anheuser-Busch Co.’s online presence is enormous. Although there are some negative comments thrown in with the positive ones, there is no doubt that people are invested in this company and it is absolutely one of the most widely talked about organizations. I suggest a conversational forum be created specifically for Anheuser-Busch fans and foes. There could be separate forums within the large website where consumers could discuss various aspects of the corporation such as a Bud Light forum or a Commercial forum. I believe this will unite AnheuserBusch consumers even further than they already are and provide them with an outlet to rant or rave to a place where they know people inside the company will hear them.

Meghan Callahan’s Social Media Monitoring Report Data Source Coffin Media Works Blog: Super Bowl Commercials Source Credibility
Blog dedicated to educating and informing people about the best practices in Facebook advertising and other social media. Site includes a number you can call to voice concerns which, I believe, gives it credibility. Not credible, however, has relatively large following and thus high influence factor.

Date/Time February 8, 2010/ 6:29 p.m.

Comments
*There is a YouTube video posted from the Budweiser Select Super Bowl commercial. “Ugh….why did they even pay for this? What a waste of resources. Wake me up when the game is back on?!?” @DamienCripps The Anheuser Busch beer http://bit.ly/bD3swy & "Alice in Wonderland" http://bit.ly/dB1iCH were my faves :) This blog discusses the top advertisers during the Super Bowl. The author discusses an underwhelming feeling from this year’s ads from Anheuser-Busch. “Safe to say now that this was the worst combination of Anheuser Busch SB ads in quite some time...” The commercial takes place in an office where the men are walking around in their underwear or naked. Many comments on the video; most found it hilarious. The blog is entitled “I hate bud light” so it denounces the product but praises the ads. “Bud, Bud Light, Coors, Coors Lights, etc., are for frat boys and ignorant hillbillies. Even my friend who's almost 70 has better sense than to drink that crap. BUT, when I lived in England just about every party I went to I was asked to bring along Budweiser!”

TwitterPINKLOVE

February 9, 2010/ 4:45 a.m.

Rie’s Pieces On the Business of Branding Blog: 2010 Super Bowl Ads TwitterEggy G YouTubeFunny BANNED Bud Light Superbowl 2010 Commercial The Blarg-The Site of Justin Shady and Wayne Chiang: I Hate Bud Light… Reddit.com: What’s new online?Jimmy James Mac

Marketing/Advertising expert. Has appeared on Fox News and the cover of Marketing News. Very credible. Not highly credible. Young person’s perspective. Credible, in that it was created by a fortune 500 company. Loses some credibility because it was banned. Credible. Both are published authors and have many subscribers to their blog.

February 8, 2010/ 4:49 p.m.

February 7, 2010/ 10:21 p.m. February 6, 2010/ 3:34 p.m.

February 5, 2010/ 5:45 p.m.

Not very credible, but the site is a social network where users can post links and discuss topics.

February 4, 2010/ 8:04 p.m.

Source Credibility Booze Can BlogCredible to alcohol Bud Light Lime: In the drinkers, AnheuserCan Busch’s target market.

Date/Time February 4, 2010/ 5:51 p.m.

Comments
“OK, last mainstream beer ad for while, we promise. But you’ve got to admit, it’s a funny one. And you can’t help but (begrudgingly) give Budweiser kudos for agreeing to do this, and props to the ad agency who produced it. Of course, whether it ever airs on TV is anyone’s guess. Thank God for the interwebs…” “Fun Fact: Anheuser Busch has a big charitable foundation. In addition to supporting Ducks Unlimited they support education.” “Budweiser is really starting to get involved in Social Media. We started creating concepts 2 years ago for Bud Light involving Sports Fans. Here is a short clip of the concept on YouTube. http://www.huddleproduction s.com/?p=76” “@stpatsparadeatl: Confirmed - Anheuser Busch Clydesdales are going to be in Atlanta for the St. Patrick's Day Parade! Saturday, March 13.” “The same guys who has been winning every year: Budweiser (Bud Light)”

TwitterAnnie Humphreys

Not credible. But when researched, you find this fact to be true. Credible. Mashable is a reputable social media guide and Chris Yates is a small business owner and author.

February 3. 2010/ 4:10 p.m.

Mashable.comChris Yates on Budweiser Urges Fans to Vote for Super Bowl Ad Via Facebook TwitterUndergroundATL

February 2, 2010/ 10:35 p.m.

Bungie.netWho do you think is going to win the Super Bowl? The 411 “Buzz” Around Town BlogAmerican Women in Radio & Television Southern California Announce Two New 2010 GENII Award Winners Coupons Make Cents Blog- Winn Dixie ad with coupon matches

Fairly credible. Large following and official twitter user for the historic underground Atlanta. Not very credible. The site is a forum for employees of the gaming corporation to interact. Fairly credible, not very visible to target market.

February 2, 2010/ 11:26 p.m.

February 1. 2010/ 6:20 a.m.

February 3, 2010/ 4:41 p.m.

“Senior Account Executive for Anheuser Busch, will be the recipient of the Excellence in Advertising Award”

Credible. Lots of facts and figures.

February 4, 2010/ 12:10 p.m.

This blog has many coupon deals and Budweiser and Bud Light are mentioned several times.

A+ Cabins BlogThe 3 most popular drinks on holiday

February 4, 2010/ 2:47 a.m.

This blog discusses the most popular beers in different countries. It awards Bud Light as the most popular in the U.S.

Quantcast Statistics:
• • • • • YouTube- about 79 million viewers per month. Twitter- about 29 million viewers per month. Bungie- about 77.5 thousand viewers per month. Mashable- about 91 thousand viewers per month. Reddit- About 2 million viewers per month. *Statistics found from www.quantcast.com *Information for Anheuser-Busch background provided by www.wikipedia.com

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