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The Ultimate Top 50 Australia beer list is a list created each year after the release of the GABS Hottest 100 Australian Craft beers. The list combines the top 50 rated beers from Untapped, Rate Beer, Beer Advocate and GABS Hottest 100 to create a better picture of the top beers, i.e. not skewed by popularity.
The list is created with the following objectives mind:
- Create a piece of evergreen content which can continuosly be used
- Assist in positioning Beer Cartel as an authority in the craft beer space
- Create content for others in the industry to share (breweries, consumers etc.) as well as our own marketing (mail out, social media etc)
- Drive traffic to the website
- Lead generation using the ebook as a means of people to sign up to our mailing list.
- Revenue generation through the selling of Ultimate Top 50 mix 12 pack
- Long term SEO benefits (it is the highest ranked visited page on our site besides the advent calendar and home/category pages)
The brief overview of the creation of the list is as follows:
1. Copy into an excel sheet the Top 50 beers listed by Untapped, Rate Beer, Beer Advocate and GABS Hottest 100
2. Clean the data so that there is a clear top 50 (refer to the methodology of creating the list)
3. Update the ebook with the current list - including tasting notes and what beers have moved positions up or down
4. Create a blog post for the Top 50 beer list, Top 10 Beer and Number 1 Australia Beer
5. Promote the blog post and ebook through social media, predominantly Facebook.
A brief overview of the timelines of the list:
February/March: create the list, ebook and all related collatoral
April: release the list
The list can be used as a lead magnet both for email collection as well as Facebook Messenger subscribers.
Top 50 Blog (2019): https://www.beercartel.com.au/blog/australias-best-beers-the-ultimate-top-50-beer-list-2019/
Top 50 eBook download page: https://craft.beercartel.com.au/top-50-beers-ebook/
Top 50 Pre-launch Items
Finalise blog post
Finalise landing pages
Finalise any automated emails
Check automation are working correctly
Create mix 12 pack (order beers, create template etc)
Create all necessary digital assets (video, images etc)
Write press release
Delete all contacts from Australia's Top 50 Beers EBook list in Mailchimp - otherwise they won't receive the email
Top 50 Launch
3 weeks out from launch do a social media teaser (including FB/Instagram stories) asking what people think will be this year's number one beer. Share to Craft Beer Crew / Craft Beer Collective.
Choose the week of launch, then in the week prior start countdown of top 10 beers (start Tuesday - see process at bottom of page) - countdown each day on social media plus Instagram/FB stories. Bea to tag breweries in each post on FB/Instagram - include brewery tag in Insta stories.
Week of launch
Monday - send press release to beer/industry media, with embargo until Thursday 7PM.
Thursday - Number 1 event - consider Royal Albert Hotel.
Create video - talk about how it works, evolution of Top 50 & changes to rating system, mention top 50 beer pack.
Rip premier video to You Tube and add to blog. Turn video into podcast. and add to blog. Create Facebook premier video (pin to top of page) including link to blog post, share post to Craft Beer Crew Facebook/Craft Beer Collective group. Share to personal Facebook timeline.
After premier of video (6PM) email out to Beer Cartel database point to blog post and include offer of Top 50 mixed 12 pack.
Post on social media + stories image of the number one beer plus link to blog. (7PM)
Update Lead Pages pages to have updated ebook images and correct year in headings.
The pages that need to be updated are:
https://craft.beercartel.com.au/top-50-beers-ebook/
https://craft.beercartel.com.au/top-50-beers-complete-list/
Update links in Mailchimp automated series in two different emails.
1. The Mailchimp welcome series email, email #10
https://us1.admin.mailchimp.com/campaigns/wizard/autocampaigns?id=2907121
2. The Mailchimp auto responder for when people opt in using Lead Pages.
https://us1.admin.mailchimp.com/campaigns/wizard/autocampaigns?id=2908325
Once updated test the by entering your email on the opt in page, https://craft.beercartel.com.au/top-50-beers-ebook/
Need to delete all subscribers in Top 50 email list (otherwise people won't be able to get eBook if they subscribed previously).
Friday - follow up with media outlets, email PR to wider media, post to social media + stories image of top 10 beers (pin to top of page, for Instagram change link in bio to blog post), share post to one other Facebook group.
Write and post Linkedin article (personal and business), share press release to PR directories listed below, share to Reddit, have Bea tag the breweries in the Facebook and Instagram posts.
Send email to each brewery to encourage them to share the post to their social media pages, email template can be found here.
For each evening afterwards share to 2 new Facebook groups each evening.
Create Powerpoint of Top 10 beers and share to slide sharing sites.
Monday - competition - Top 50 beer pack giveaway - either tag a friend or sign-up to comp.
Send Press Release to Beer media
List Press release on PR sites
Free PR Directories (logins all saved in LastPass:
https://www.onlineprnews.com -
select free option
choose Food, Retail and Shopping category
copy and past headline and synopsys. Use Sydney, Australia as city and location.
copy the body of the press release into the body section
select "do follow" link
enter the blog address as the URL
enter email and address details
tick review terms and service checkbox
click preview button
if all looks OK on preview screen click submit press release
http://www.openpr.com/news/submit.html
Enter name, email, phone number
Company name / Archive is Beer Cartel
Copy and paste title and body of press release
Business Portrait Blurb:
Beer Cartel is Australia’s leading craft beer bottle shop, stocking over 1,000 craft beers from Australia and overseas. Purchases can be made through the Beer Cartel website (www.beercartel.com.au) and its Sydney store.
Full Postal Address:
Beer Cartel
9/87 Reserve Road Artarmon NSW 2064 Australia
[MEDIA CONTACT NAME]
[MEDIA CONTACT EMAIL ADDRESS]
[MEDIA CONTACT PHONE NUMBER]
Category: Leisurem, entertainment, Miscellaneous
Enter verification code
Image file: upload the blog header image (must be a jpg and no bigger than 1530px x 1000px)
Caption: e.g. Australia's Ultimate Top 50 Beers Revealed
Notes: e.g. for immediate release or any other notes for the editors
Tick terms and conditions box, tick privacy box.
Click preview
Review the press release and if all OK then click save at the top of the page.
Once saved an email will be sent to the email used when submitting the press release. Go to that email and click the link to approve the press release.
Login and go to post an article
Copy and paste headline and the body of the press release.
Type > Press Release
Category > Food & Drink
Company Name > Beer Cartel
Company Location > Sydney, Australia
Enter media contact name, phone number and email address
Click Submit News Article
Post FB Video & Pin to Page - Tag Breweries Featured
We've just released Australia's Ultimate Top 50 Beers List!
🍺🍺🍺
Combining the rankings of Untappd, RateBeer, Beer Advocate & GABS Hottest 100.
Check the list here
https://www.beercartel.com.au/blog/australias-best-beers-the-ultimate-top-50-beer-list-2018/
Share to FB Groups
Shared post blurb:
What do you get when you combine the top 50 beers from RateBeer, Untappd, Beer Advocate & GABS Hottest 100?
Australia’s Ultimate Top 50 Beers >> https://www.beercartel.com.au/blog/australias-best-beers-the-ultimate-top-50-beer-list-2018/
Thoughts on the top 50?
Share to Craft Beer Crew at launch and then share to different pages incrementally after this
Following up with beer media
Other Areas to Include the List:
- Use the list as the content for the beer club monthly and quarterly booklet. Refer to the June 2018 monthly booklet as a template.
- Create a webinar style video using Loom Chrome extension to create a video which is part webcam and part desktop to record a walk through of the book. Download the video and post it to Facebook.
"A follow on from the release of Australia's Ultimate Top 50 Beers list of 2018. Geoff takes you through the 48 page free ebook, download your copy today > http://bit.ly/Top-50-2018-Book"
Scheduling Top 10 Beer Countdown for Top 50 Beers for Instagram and Facebook - also included on VA Tasks Page
1. Log in to Buffer
2. Click the share button and add image
3. Go to Beer Cartel > Marketing > Lead Magnet > Top 50 Beers > 2019 > Images > Top 10 Beers > Top 10
4. Add in the image for the number you're doing e.g. number 10, and copy and paste the following: NUMBER 10 in Australia's Ultimate Top 50 Beers for 2019: Young Henrys Newtowner 🍻. Update the heading with the correct number and beer name.
5. Go to Beer Cartel > Marketing > Lead Magnet > Top 50 Beers > 2019 > Images > Top 10 Beers > Top 10 > Ebook
6. Open the 2019 Ultimate Top 50 Beers ebook and go to No. 9 Beer
7. Copy the beer's description and paste in Buffer.
8. Add in "Available in store & online" and the link of the product to the Beer Cartel website
9. Copy and paste "To view last year's Top 50 (2018) head here:" and add in the link: https://www.beercartel.com.au/blog/australias-best-beers-the-ultimate-top-50-beer-list-2018/
10. Tag in the brewery name and add in the hashtags #Top5 #AustraliasTop50Beers
11. Put Beer Cartel in the Add Location
12. Select the other two social media accounts
13. Add in the following hashtags used in Instagram in the "include comment with this post": #craftbeercommunity #hops #craftbeerlovers #beernerd #beerporn #drinkcraft #craftbeerculture #craftbeernotcrapbeer #drinkcraftbeer #craftbeeraddict #beertime #beer #beerpics #beergeek #beersofinstagram #craftbeerjunkie #craftbeerlove #drinklocal #craftbeergeek #cerveza #ilovebeer #craftbeernerd #craftbeerstagram #beers #craftnotcrap #brewery #beerme #beergasm #craftbeerdrinker #craftbeerporn
14. Delete the last 4 hashtags added in as Instagram rejects the comment with too many hashtags otherwise.
15. Schedule at 6PM daily until the countdown is completed.
16. Do the same for the other top 10 beers
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