Home Brewer Survey

Over-arching Survey Process

1. Collect contacts (Name, Business, Phone, Email) of all stakeholders for whom the survey is useful

2. Create survey framework

3. Ask for stakeholder input - talk about free report valued at $500.

4. Update survey based on stakeholder input

5. Test survey to ensure all skips work correctly, check spelling etc

6. Create lead magnet to send respondents to at the completion of the survey

7. Create web links for all stakeholder groups in Survey Monkey, plus different advertising sources - add lead magnet address to custom landing page at completion of survey. Add video/PDF explainer on what's required

8. Create Zapier zap - to send subscriber information to MailChimp - check this works

8a. Make sure Zapier plan is sufficient to likely amount of zaps (subscribes) that will occur.

9. Duplicate thanks for taking the survey email in Mailchimp that is automatically sent as soon as survey is complete and update links.

10. Create promotional images and promotional video that can be used to promote survey

Look to do collaboartion with Craft Beer Quarterly from Broadsheet

11. Soft launch survey to see information is being collected correctly e.g. promote survey on Twitter

12. Create group email signature: We're currently running the Australian Home Brewers Survey - take the 5 minute survey here and you could win $500 to spend with your favourite home brew store.

12b. Download survey data in SPSS and upload to Q

13. Setup Q based on preliminary information

14. Create filters as required in Q. Remove duplicates (based ion email address), remove those living outside Australia. Allow those that complete the survey but don't provide contact details.

To do this go to: Variable & Questions

Find First Name and click Variable Type changing from Text to Categorical - this will create a separate Categorical Variable called first name.

Select Insert Variable Binary Complicated Filter

Select the last question asked before name - select any of and select all values except missing

Click Or at the top of box and click the plus button

Find First Name - Categorical and select 'None of' and choose missing (blank value)

Name the Variable Label 'To Delete Respondents'

Click OK

In Data go to the variable To Delete Respondents

Sort from lowest to highest

Scroll down to where the first values is 1 - select the first row above where the value is 0

Hold shift and press Page Up

Once all the 0 value have been selected on the far left of the page right click Delete Rows

14. Prepare email to send stakeholders - talk about free report valued at $500.

15. For those that reply phone stakeholders and explain more about the survey and what they are require to do as far as promotion.

16. Follow-up with email providing information on promoting the survey to their database/ on social media

16b. Re-email those that have not responded

17. Launch survey with homebrew stores then quickly follow-up with home brew clubs, media, home brew suppliers, brew on premise stores etc

18. Promote on social media via video, pin posts to Facebook & Twitter, post to LinkedIN

Promote to Facebook groups - do over a period of time e.g. one a night to avoid appearing spammy

18. Provide link to home brew Facebook pages, plus Aussie Home Brewer forum (send AHB advertising image)

18. Do a full manual import of all contacts that completed the survey, follow these steps here to update their name when importing.

19. Collate results and prepare overall report website & PDF, plus prepare customised report for individual stakeholders (that achieve 50+ responses)

Launch with a Facebook Live video of the key results

For blog post:

- Create first image (cover image) that meets Facebook social media sizing - when the post is shared in social media this is what will be shown.

- Upload charts excluding chart headlines into blog - type chart headlines directly into blog

- For any blog posts use Google Keyword tool to assist with tags

- Before uploading to the blog put all slides through https://tinypng.com/ to reduce the file size.

- For any charts added to blog do version control with name of chart year and version e.g. Most Popular Style 2017 v2

- For any tables export these to Microsoft Word as data - click advanced and select for what results you wish to make 1 decimal place etc. One in Word update the table header names and bold before pasting into blog, remove other (specify). Any businesses referenced in blog posts e.g. breweries can also be linked back to their respective product pages.

Prepare social media posts for Facebook/Instagram etc that are the key pieces of research e.g. Best Brewery - when posting link to the respective page on Beer Cartel that has the full information - where post is about other businesses e.g. best brewery tag in Facebook & Instagram all those businesses - that way they will hopefully re-share the post.

For any other posts that focus on businesses e.g. best brewery, bar, festivals etc tag those businesses - Facebook has a maximum of 50 tags per photo. To get around this multiple photos can be included in the one post that tags all relevant businesses.

20. Draw winner of prize

21. Remove group email signature

21. Provide media with embargoed version of results

21. Announce results

22. Post results in LinkedIN + relevant Linkedin groups

Post in social media, Promote results to Facebook groups - do over a period of time e.g. one a night to avoid appearing spammy.

Promote articles published about the survey via social media.

Create a video similar to the one done by Neto

22. Send email about results to all participants

23. Send results to all those that promoted the survey - Use google sheets and Yet Another Mail

Merge. Use google folders and set to public. Use Q Filters for chart names.

24. Contact any additional media/bloggers about results

25. Provide AHB advertising image for home brew results / update advertisement

26. Unpin posts from Facebook & Twitter

Setting up Web Links for Home Brew Stores

• 1. In Survey Monkey, click The 2017 Australian Home Brewer Survey

  2. Under Summary, click Collect Survey responses > Add a Collector > Get Web Link

  3. On the Web Link, rename it with the actual store (e.g. AbsoluteHomeBrewStore). Click Save. (paste link to the the list of the Home Brew Stores)

  4. Choose ON for Multiple Responses, Response Editing and SSL Encryption. Leave others OFF.

  5. Under Survey End Page, select “On,show a custom end page upon survey completion” and input the beer cartel website link (https://www.beercartel.com/au) in the text box.

  6. Once it’s done. Check if the Survey has been named with the Home Brew Stores. Repeat for other stores.

2017 Home Brew Survey Results:

1,821 new consumers added to database, completion rate 86%, survey length Median 9 minutes, Mode 7 minutes.

2,526 Home Brewers Completed Survey

174 Non-Home Brewers Completed Survey

Video ad

20,131 Reach, Cost per 1,000 $45.48, Spend $110.40 = 1,048 Responses

Image Ad

11,421 Reach, 626 post engagement (unsure how many completes as no unique link), cost per engagement 18c