How Big Companies Use Social Media January 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

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

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

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

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

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

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

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

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

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

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 !

Engagement and Disclosure

Be transparent, add value to conversations

Support and learning

Blog council, H&K, 58 Ninety

Explore through sharing and conferences

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.

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

Twitter:

@MolsonMoffat

@MolsonFerg

@MolsonRoss

@toniahammer

Let’s Chat