Untappd is similar to Foursquare in that both are location enabled services that allow users to “check in” to a physical place and share that location with friends and followers. Like Foursquare, Untappd users can leave ratings and reviews and can earn badges when they check in. But Untappd takes things a step further with its unique offering specifically designed with brewers and beer-lovers in mind.
Essentially, Untappd gives users the ability to find nearby craft beers and bars, see what (and where) friends are drinking, and learn more about what’s trending. As for brewery owners, you’ll have the ability to match the performance data of your craft beers against the current industry – valuable information that can be difficult to obtain otherwise. Plus, Untappd is compatible with iOS, Android, Windows, and Blackberry, which is likely why it has more than 5 million active users. Let’s take a look at how your brewery can use it most effectively to connect with them.
Let’s say someone follows your brewery. You then have the ability to “toast” and comment on check-ins related to your beers (think of toasting like Facebook’s “like” function). The user sees your interaction and a new relationship is formed, allowing you to learn more about your customers, what they’re drinking, and what they think of your offering. That opens the door to conversations that can provide invaluable insight into what your brewery does well and what you could do to make it even better.
Imagine a new customer checked in at your brewery and rated one of your beers. You can post a comment in response to them, ask some questions about what they liked and didn’t like, and generally learn more about their experience. You might start to notice a trend – like the increased popularity of a pale ale or that customers want to know more about your stout – and you can react accordingly. You could offer a special on the pale ale to attract more customers or host a tasting event for your stout to help people learn more about it.
Ratings, Reviews, and Photos
Every time a user checks in, they have the option of rating beers, uploading photos, entering the location, and adding comments. Untappd also has built-in analytics that show daily activity, top venues and beers, so you can obtain accurate information and feedback.
Untappd ratings provide another great feature for you, too. Users can rate your brews on a scale from 0-to-5 in .25 increments. That information is a gold mine for you, because you’ll have direct feedback from craft beer newbies and seasoned pros alike. Plus, it’s cool to see which beers are emerging as crowd favorites and which could use some love. Remember, if people are providing their thoughts and opinions, that’s your opportunity to engage with them. Toast, comment, or reach out and ask to learn more. They’ll appreciate the follow-up and you’ll appreciate the interaction.
Engagement and Deeper Connections
An additional benefit of Untappd is the ability to cross-post to other social media platforms, like Twitter and Facebook. For users, that means they can share check-ins to their other social accounts and alert friends to their activity and unlocked badges. Their followers can see which breweries they’ve visited and recent brews they’ve tried. And for you the brewer, it’s an open invitation to connect with customers on a whole new level.
When a customer checks in, it’s like they’re saying, “Hey, I’m drinking your beer right now and want other people to know. Want to talk to me about it?” It’s then up to you to decide how much you want to engage with them. If they cross-post to Twitter, for example, you can find the tweet and reply through the platform. That creates the opportunity to gain even more followers, because other users are watching your interaction. The same goes for Facebook. By engaging with customers both through Untappd and their social channels, you form deeper connections and extend your reach and visibility to others.
Untappd badges are a popular way for customers to show their admiration for your brewery and its beers – and to ignite some friendly competition amongst friends. Each time someone checks in, their activities are tracked by the app. Then, users can be awarded various badges as marks of achievement or participation, which they can also share on other social media platforms (re: more engagement for you!)
Users love it because they can unlock badges for trying certain beers, drinking at certain times, or trying certain establishments. Brewers love it because they can promote beer releases and drive business to their location.
With all of those perks and benefits at your fingertips, it’s easy to see why Untappd is so popular with brewery owners and beer enthusiasts. For beer lovers, it gives them the ability to easily track which brews they’ve tasted, which they liked most and least, and which their friends are drinking. It also encourages users to try new styles, regions, and Alcohol by Volume (ABV) strength – which, of course, is a benefit to brewers, too.
For brewery owners, it opens the door to more meaningful conversations and greater insight. When a customer checks-in and interacts with the brewery, it provides an opportunity to engage and learn more about them and their experience. That’s your chance to take the information and react accordingly. Find out which beers are trending, what customers want more of, and what they recommend about your brewery to their friends and followers.
Want to know even more? Consider following them on Twitter @Untappd.