Best Of BlogWell - Molson 2009-03-12

Molson and Social Media Exploring…Innovating…Communicating

Meet Our Team

Twitter:

@MolsonMoffat

@MolsonFerg

@MolsonBryan

@toniahammer

A Road Map...

Where we started

Where we are

Where we’re going

Making it work

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 Engagement Molson 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…

Dialogue not monologue

Spin is a sin

Understanding - listening for relevance and interest

Contribute to the community and provide value

Brew 2.0

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

Community Building

Building community by participating directly through partnerships and sponsorships

WordCampWhistler, PodCampToronto, #Twestival

#PodCampToronto “ My single most gratifying moment, and one that to me summed up a combination of both the business side, the social media, the gathering itself, was the result of a challenge I threw out to a rep from Molson's via Twitter about a week ago…..I threw out the challenge of having a cold bottle of Molson Stock Ale waiting when I got to the party. Thinking that, at best, it would be the prompt for some ribbing and casual conversation upon getting there (and quite honestly not even knowing if Molson Stock Ale was still being bottled) imagine my surprise when @molsonferg went behind the bar and pulled out the Stock Ale for myself and a couple of new acquaintances - those of us over 35 remember the original "Blue" with nostalgic reverence. So cheers to Molson for doing up the event right.”

Engagement

Listening for questions, comments, suggestions

Simple conversations can lead to meaningful brand experiences

Engagement Results “ Through a contact (made on Twitter ) at Molson Brewing in Canada I was sent about 20 labels and neck-bands for Molson Export, a beer I truly enjoyed when I had it, but cannot get here in Vegas. I had tossed around the idea of decoupaging Molson labels on this bass for years, but through a move or two I had lost my collection. This fresh new batch of labels was just the spark I needed! Here is a picture set from my refinishing project. Enjoy!”

Engagement

Online PR

Sharing Molson’s brand activities through social media

From large brand initiatives to local community relations activities

The Molson Canadian Mural Project

The Molson Barrie Community Fund

#2010MolsonMural

Largest photo mosaic mural in Canada

Local bloggers invited to launch

Tools: Blog, Twitter, Youtube, Flickr, Facebook

120+ blog posts, videos, tweets

Valuable feedback, prompting changes to site

Molson Barrie Community Fund

Molson fund supporting community of Barrie, ON

Started with one tweet

Resulted in twitter meet -up to discuss fund opportunities in Barrie

Results = Increased application submissions

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

Radian6/ICUC

Google Analytics

TweetDeck

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 Now simply the way we do business BOTTOM LINE: REQUIRES TIME AND INVESTMENT

Lessons Learned and Best Practices