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Oracle Customer Success — Sapporo Breweries Ltd.

Sapporo Breweries Ltd.

Sapporo Breweries Achieves 3x Higher Engagement Rate than Competitors, and Increases Visitor Traffic Redirected from Social Media to Website by 135%

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With Oracle Social Cloud’s advanced listening and sentiment analysis capabilities, we gained targeted insights into customer interest and intent that, in turn, enabled us to improve our marketing campaigns. We can proactively engage in social conversations and respond to customer feedback in just half an hour instead of three days, and increased the number of visitors redirected from social media to our website by 135% in one year.

— Yuichi Mori, Assistant General Manager, Digital Marketing Section, Sales and Marketing Department, Marketing Division, Sapporo Breweries Ltd.

Established in 1876, Sapporo Breweries Ltd. is one of Japan’s largest beer makers and the number one Asian beer in North America. Growing from a brewery in Hokkaido, Sapporo Breweries inherited more than 140 years of experience and expanded its domestic product lines to a broad range of beer styles including Yebisu, lager beer, and Sapporo draft beer black label. It also produces low- and non-alcoholic beverages, such as wine and shochu, to meet different customer tastes. Sapporo Breweries has five breweries in Japan and plants in Canada, the United States, and Vietnam.

To strengthen and expand marketing channels across its retail and wholesale businesses, Sapporo Breweries launched a social media site via Facebook in 2011 to increase consumer engagement. It was the first beer maker to replace traditional advertising with digital marketing.
 
Challenges
  • Develop a better understanding of customer tastes and trends to enable the beer maker to create more effective marketing campaigns, such as promoting new beers, and engage the right customers
  • Gain the ability to listen to and analyze customer interest and sentiment through multiple social media channels, such as Facebook and Twitter, and increase fans’ engagement in the brewery industry
  • Standardize social relationship management tasks to enable easy adoption, and ensure consistent brand messaging across websites and social channels around the world
  • Provide a stable and reliable social cloud platform to enable automatic system upgrades for social media sites and reduce downtime
Results
  • Increased the number of visitors redirected from social media to company websites by 135% in one year, and boosted sales by using Oracle Social Engagement and Monitoring Cloud Service to listen to and analyze social conversations across global social network sites and various channels
  • Responded to customer feedback in less than 30 minutes instead of up to three days by using enterprise routing and auto-categorization feature to manage customer postings from multiple social channels
  • Achieved 3x higher engagement rate than Sapporo’s competitors and accelerated product-improvement cycles by proactively participating in social conversations to better understand customer intent
  • Boosted marketing and sales effectiveness by gaining targeted insights into specific consumer interests, such as promoting seasonal beers and spirits
  • Launched marketing campaigns —such as exclusive Facebook offers for beer consumers—faster and at lower cost by gaining flexibility to customize posts and messages, based on social media channel and audience segment, without requiring links to company websites
  • Ensured smooth business operations and reduced operating costs by automatically upgrading and integrating Oracle Social Cloud with new social media sites, eliminating downtime and patch requirements
  • Enabled users to rapidly become proficient in publishing and listening analysis by standardizing social relationship management tasks across international locations
  • Delivered a consistent brand experience and supported global business growth by using Oracle Social Cloud’s advanced listening capability to support social networking in multiple languages, such as Chinese, English, and Thai

Why Oracle

Sapporo Breweries selected Oracle Social Cloud for its ability to perform publishing, listening analysis, and campaigns on social media in a single unified platform. It also offered competitive pricing and enabled faster deployment than on-premise solutions. Oracle Social Cloud’s multilingual capability and proven track record for global support services were also important factors as the company continues to pursue international expansion.
 

Our legacy method was static and limited to the current state. Oracle Social Cloud’s social listening and engagement capabilities would allow us to perform strategic analysis for customer interest and sentiment across international websites and social media channels, enabling us to create better campaigns and support business growth.

— Yuichi Mori, Assistant General Manager, Digital Marketing Section, Sales and Marketing Department, Marketing Division, Sapporo Breweries Ltd.

Execution

Sapporo Breweries started examining the uses of social marketing before opening its first Facebook page, which it launched a year later. The company then implemented Oracle Social Cloud and completed the deployment in just two months. Sapporo Breweries launched campaigns on social media immediately after the new system went live.

About Sapporo Breweries Ltd.

Headquarters

 
Tokyo, Japan

Employees

 
2,154

Annual Revenue

 
$1 to $5 Billion
Published:  Sep 14, 2015