How Big Companies Use Social MediaJanuary 22, 2009 | Chicago

How Big Companies Use Social MediaJanuary 22, 2009 | Chicago

Adam Moffat Molson

Molson and Social Media: Exploring, Innovating, Communicating

Molson and Social Media

Exploring…Innovating…Communicating

A Road Map...

• Where we started

• Where we are

• Where we’re going

• Blogger relations case study

• How we evaluate our efforts

• Lessons learned

• Let’s chat

Who ‘owns’ Molson’s Social Media?

Marketing Assets

Marketing

Public Relations

Government Relations

Legal

Where we started…

• First website launched 1995

• Content focused on music & sports

• Unique engagement elements

Where we are now…

19 Websites

Innovative EngagementMolson Insider

Database:

One of the largest

brand email and mobile database in

Canada

Where we are now…

• Communicating across platforms– Molson blog– YouTube Channel and

VLOGS– Photosharing– Twitter – Google Analytics – Social media releases– Social bookmarking

Molson in the Community Blog

• Launched 2 years ago • Re-launched January

2008 • Focus is on Molson in

the community

blog.molson.com/community

• Engaged with H&K for strategy and advice

• Driven by PR/GR in Legal and Public Affairs

• Joined Blog Council of North America

Where we’re going…

• Leading in communications with our consumers• We want to be *in* the conversation• It’s not about pushing the message• Understanding - listening for relevance and

interest

Blogger Relations Case Study

• Fundamental outreach #Brew 2.0

• Building relationships• Learn the space• Sell more beer

#Brew2.0 Results

• Both events: 40+ individual blog posts about event

• Over 150 tweets• FIR Podcast

discussion• 2008 SNCR

Blogger Relations Award

“Leaving the brewery we were handed taxi vouchers as well as some lovely parting gifts from Molson – beer glasses and 1GB thumb drives loaded with promo materials, logos and videos. I always disclose on my site that, for events and promotions like these, I maintain the full editorial right to express my honest opinion (did I like it, did I have a good time etc.) and I have to say that Molson did this event right. Truthfully I’m more inclined to drink Molson now than I ever was before after meeting such kind and knowledgeable folks as Kerry Scarsbrook and Gord Rickard.”

Building Relationships

“All in all, I was immensely impressed by not only the event, but my overall opinion of Molson has changed quite a bit. Of course, they were generous hosts, but even Geoff Molson, the great-great-great-great-grandson of founder John Molson, was there to give us a great history of the brewery in Vancouver.”

Building Relationships

Listening and Learning

“I’m not very clear what Molson was aiming to achieve.  By all means look at bloggers as important influencers, where that is really the case.  But having a blogger outreach initiative purely for the sake of it doesn’t seem like good return on investment.” 

“Brew 2.0 was one of the best examples of blogger outreach I’ve experienced for one simple reason: it was mostly the company doing

the outreach!…It’s so refreshing to see Adam and Tonia actively participating in the community. We’re a friendly bunch (even when we’re critical). It’s much smarter and safer for the Molson’s PR team to learn

how to engage in this space with us first before branching out.”

Listening and Learning

Evaluating our Efforts

• We set out our own objectives and go out and measure

• We look for increases in post volume, sentiment scores, traffic sources, comments, subscriptions

Measuring and Acting

• Measurement and Monitoring tools– TruCast/Radian6/ICUC– Google Analytics– Twitter Search and Alerts

Set yourself up for success

You need a champion

How do you get people to embrace

internally?

Began as Corporate Initiative

Social media is really a greater

opportunity

TIME AND INVESTMENT

Lessons Learned and Best Practices

• Engagement and Disclosure– Be transparent, add value to conversations

• Support and learning– Blog council, H&K, 58 Ninety

• Explore through sharing and conferences

Sometimes you just have to go for it!

A summary in 20 words or less

Embrace, learn, listen and contribute. Be relevant and thoughtful – no spin.

After all, being social is part of Molson’s DNA.

Where to find us

Twitter:

• @MolsonMoffat

• @MolsonFerg

• @MolsonRoss

• @toniahammer

Let’s Chat