Heineken Fan Pages

Facebook

·        

·         On the unofficial Heineken page, the viewer can find out all information related to Heineken. Including: videos, new information, and promotions.

·         https://www.facebook.com/HeinekenKohn/

Vimeo

·         

·         The unofficial Heineken Vimeo page has a variety of fan made videos regarding Heineken. The purpose is for entertainment purposes only.

·         https://vimeo.com/53678764

Bud Light vs Heineken on Twitter (2)

Bud Light vs Heineken on Twitter

Bud Light

·         Bud Light tweets about twice per day.

·         They do not use the 50/50 rule.

·         Their content consists of .gifs, pictures, and fun videos casting their promotion campaign actors Seth Rogen and the other members of the “Bud Light Party” (their current promotion campaign).

·         Their most successful tweet was the following:

·        

·         In this tweet, they posted a video comparing the “Bud Light Party”, a made up political party that essentially stands for everything that the Bud Light brand stands for. Within the video they talk about how America is a home to many different races and cultures. Through this video, Bud Light is delivering that message through a comedic approach, trying to engage all cultures to enjoy their product. Aside from the positive message, another contributing factor to this tweet’s success is the quality of the video; it incorporates cinematic shots, bright colours and three well-known actors. The result of all of these factors is a well-made video that targets their chosen demographics well.

·         The tweet received 62 retweets and 369 likes.

Heineken

·         Heineken’s Twitter page has a lot more content than its Facebook page. Within its page it has many videos, pictures and tweets. They tweet intensively, tweeting almost every 3 hours.

·         Their tweets follow the 50/50 rule; they have a wide range of content topics, ranging from sport highlights, viral videos, tweets regarding pubs and Heineken’s “interests”.

·         Out of the last 25 tweets, the most successful one was the following:

The tweet received 85 retweets and 98 likes. The reason for its success was because of its integration with the Soccer Tournament in Europe. Heineken has positioned itself as an international brand with an interest in soccer. Heineken often sponsors sport events, predominantly soccer. As a result, Heineken has a strong soccer fan community following them on Twitter and therefore this soccer related tweet has been a success.

Heineken vs Budlight on Facebook (1)

Heineken vs Budlight on Facebook

Budlight

·         Bud Light’s Facebook page has posted extensive content on its campaign. It posted almost every day for its “Bud Light Party” campaign, however the space between its last two posts was almost two months.

·         The content posted on their Facebook page is mostly funny videos that reinforce brand presence, promoting their political “Bud Light party”. All posts are essentially advertisements and on their Facebook page they do not use the 50/50 rule.

·         Bud Light’s most successful post was their Super Bowl ad, with 33K likes and 3.7 million views. In my opinion, it was their most successful ad because they strategically created a video for the Superbowl, a popular event that ties heavily with beer. Bud Light also hired Seth Rogen, a popular comedy actor. Rogen typically takes roles in movies directed to a young audience, around the ages of 18-30, which is roughly the same age group Bud Light targets.

Heineken

·         Heineken does not make regular posts on their Facebook page; in 2015 they only posted 3 times.

·         The content they post is mainly promotional content. Heineken hosts parties in different cities and a couple of their posts were documenting the experiences. One of their posts in 2014 was an assortment of pictures documenting a social drinking space they created.

The “Embrace the Cold” post is their most successful relatively-recent post; it received a modest 4.3K likes. The reason for their success is probably due to the identification that Canadians feel with cold weather.

Coors Light vs. Guinness on Twitter

Coors Light tweets 1-4 times per week on average. 

This was more frequent leading up to Christmas until New Year’s Eve with daily tweets.

Lately, Guinness tweets 1-7 times per day!

Coors Light tends to post motivational content. Tweets to get you through your week. Hashtags like #MotivationMonday and #ClimbOn are most popular. They have one tweet including a promo code for Uber that gives first time Uber users a $20 off their first Uber fare.

The amount of tweeting has increased this month due to their #stoutmoji initiative.

Guinness wants there to be an emoji of a dark beer in addition to the regular light beer emojis that already exist. They are posing from an equality standpoint and are regularly tweeting about that.

Coors Light takes advantage of the 50/50 rule with their twitter posts.

Ordinarily Guinness lives by the 50/50 rule as well but lately, in support of their emoji movement they have dominated their twitter page with posts more about the potential for a Stoutmoji causing a temporary imbalance.

#ClimbOn                                                                             Join the fight for #Stoutmoji

 This tweet had the most likes (953) and retweets (352) of any of Coors Light’s posts in the last few months. They also had 12 comments.

This post was directed toward sports fans. Sport lovers are a large target market for Coors Light as well as many major beer companies as sport watching and beer drinking often go hand in hand. Sporting events, especially championship games bring millions of sports fans all over the world together. Coors Light shows their common interest in college football and is taking advantage of something that is happening in real time.

This tweet about the desire for a new stoutmoji speaks to lovers of emojis, Guinness beer drinkers and people who are passionate about equality, which is a rapidly growing demographic. This tweet has gained 366 likes, and 188 retweets.

Coors Light VS Guinness: Two Great Beers With Terrible SEO

Coors Light VS Guinness: Two Great Beers With Terrible SEO

Introduction

SEO is an important consideration for marketers because in order for Google and other search engines to be able to find your site, and rank highest when people are searching for things online, you need to have keywords that will flag Google’s attention and direct them toward your site. In the Beer industry, Coors and Guinness rarely use keyword sentences throughout their sites like Cold Certified and Beer Made of More. In the quest of the Cold refreshing beer, both www.coorslight.ca and www.guinness.com were searched. The objective is to determine which of the two sites when compared has a stronger SEO.

Screen Captures of both home pages:

Coors Light Homepage

Guinness Homepage

Coors Light Upload Speed

Guinness Upload Speed

SEO Considerations	Coors Light	Guinness
URL:	http://www.coorslight.ca/en/home	http://www.coorslight.ca/en/home
Keywords used on each site:	Beer, Coors Light, Coors, Light Beer. Mystery Mansion does not appear in the “keywords” but does appear 6 times throughout the site.	Nothing comes up under “Keywords” but the word beer is in strong text. The word Guinness when searched on its own appears 103 times. Words such as “ale”, “black”, “dark”, “stout”, and things that would make good key words appear infrequently in the text sections, but not as keywords or given any special associate.
Frequency of Keywords:	Beer: 5, Coors Light: 25, Coors: 454, Light beer: 1	Guinness: 103, Ale: 3, Black beer: 3, Creamy: 1, Stout:6
Locations of keywords:	In small phrases	In paragraphs
Keywords in URL:	Coors light	Guinness
<title>	Coors Light - Born in the Rockies	Guinness&reg; – Beer Made of More&trade; | Guinness&reg
<meta name="description" content=“”/>	Coors Light is an easy drinking lager brewed in Golden, Colorado, from refreshing Rocky Mountain water – making it the only beer in the world that's Cold Certified	It takes bold brewers to brew bold beers. Brewers prepared to go to lengths that others wouldn’t to perfect their craft. Discover Guinness
<meta name="keywords" content=""/>	Beer, Coors Light, Coors, Light Beer	Guinness
Quality of written content:	Minimal written content on the actual webpage. Mostly links to social media. Many short posts. Twitter is constantly updated.	Excellent written content. Lots of information about the beer, it history, and even recipes.
Quality of Visual Content:	Excellent. A very visually based site. Many photos and links to social media sites such as twitter and YouTube.	Excellent visuals. Old pictures of founders etc. Many in site videos. Many links to YouTube.
Alt Text used:	355mL Can, Mountain Wisdom, 350mL Can, 341mL Bottle, 355mL Bottle, 473mL King Can, NO KEY, NO SEE, Sneak Peek?, Coors Light Logo,	Search, Guinness logo
Captions used:		Made Of More
Quality of Layout:	Great	Great
Call-to-action:	Enter age to grant page access. Social media links to Facebook, Twitter, Instagram and Youtube. “Find your way in” to the Mystery Mansion. “Get your gear on” shop now. View details.	Enter age to grant page access. Link to Guinness Storehouse in Dublin, Ireland, where you can find social media links.(Facebook, Twitter, Instagram)  Buy tickets for tours ex. Gravity bar. Event planning etc.
Anchor Text:	NA	“Guinness and Draught” takes you to https://www.guinness.com/en-ca/our-beers/guinness-draught/
Mobile Friendly:	Yes. About as good as the desktop site.	Yes. It is huge site on either platform. But it is well done for a mobile site. Not as confusing as I had imagined.
Content is “shareable”:	Yes.	Yes but first you have to go to the link for Storehouse, which actually directs you to a separate page. Then you will find links to share on social media.
Links to Social Media:	Facebook, Twitter, Instagram	Facebook, Twitter, Instagram
SERP ranking results when using keywords from this table:	When searching “beer”, Coors light did not show up within the first 20 pages. Light beer appears on the 6th page.	When searching “beer”, Guinness did not show up within the first 20 pages. Dark beer does not show up within the first 10 pages. Stout appears on the 4th page.

 

Summary:

Coors Light’s strengths are its use of social media and visuals. Guinness’s strengths are its use of well written content, and that it has a huge site that gives a lot of historical information about the brand. The keyword sentences for beer are terrible. For example, when I typed the tagline “cold certified” into google, Coors Light related pages came up but the actual website didn’t appear until the second page.  Other observations are that Coors light is not overly concerned with SEO.

When searching for content using the keywords:  Dark beer, Guinness did not appear within the first 10 pages. I’m not sure when or if it would have. It did not appear in the first 20 pages when searching “beer”. When searching the word “stout”, Guinness appeared on the 4th page.,   The two sites have this in common, the both have terrible SEO but they are different in that Coors light site is very short, to the point, social media based and has a younger target market. Guinness is targeted to an older demographic and has a much larger, more in-depth site focusing on culture and heritage. They also use social media but their site is much more content based.

Conclusion:

In the beer industry, Coors Light and Guinness do not rely on using keyword sentences throughout their sites like Cold Certified or Dark Beer. They rely more on their consumers searching specifically for their brand name when they want to find their websites. In my opinion the overall winner of this SEO Search analysis is Coors Light, by a hair.

APA Citations:

See what’s beyond the peak. (n.d.). Retrieved February 13, 2016, from http://www.coorslight.ca/en/home

Site navigation. (n.d.). Retrieved February 13, 2016, from https://www.guinness.com/en-ca/