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Un excellent exemple d'utilisation des médias sociaux par Molson

Un excellent exemple d'utilisation des médias sociaux par Molson

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  • January 22, 2009 - www.gaspedal.com/blogwell - www.blogcouncil.org © 2009 GasPedal LLC   You may share this presentation if it is not altered in any way.

Transcript

  • 1. How Big Companies Use Social Media January 22, 2009 | Chicago Adam Moffat Molson Molson and Social Media: Exploring, Innovating, Communicating
  • 2. Molson and Social Media Exploring…Innovating…Communicating
  • 3. 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
  • 4. Who ‘owns’ Molson’s Social Media? Marketing Assets Marketing Public Relations Government Relations Legal
  • 5. Where we started…
    • First website launched 1995
    • Content focused on music & sports
    • Unique engagement elements
  • 6. Where we are now… 19 Websites
  • 7. Innovative Engagement Molson Insider Database: One of the largest brand email and mobile database in Canada
  • 8. Where we are now…
    • Communicating across platforms
      • Molson blog
      • YouTube Channel and VLOGS
      • Photosharing
      • Twitter
      • Google Analytics
      • Social media releases
      • Social bookmarking
  • 9. Molson in the Community Blog
    • Launched 2 years ago
    • Re-launched January 2008
    • Focus is on Molson in the community
  • 10. 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
  • 11. 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
  • 12. Blogger Relations Case Study
    • Fundamental outreach #Brew 2.0
    • Building relationships
    • Learn the space
    • Sell more beer
  • 13. #Brew2.0 Results
    • Both events: 40+ individual blog posts about event
    • Over 150 tweets
    • FIR Podcast discussion
    • 2008 SNCR Blogger Relations Award
  • 14. “ 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
  • 15. “ 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
  • 16. 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.” 
  • 17. “ 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
  • 18. 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
  • 19. Measuring and Acting
    • Measurement and Monitoring tools
      • TruCast/Radian6/ICUC
      • Google Analytics
      • Twitter Search and Alerts
  • 20. 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
  • 21. 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 !
  • 22. 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.
  • 23. Where to find us
    • Twitter:
    • @MolsonMoffat
    • @MolsonFerg
    • @MolsonRoss
    • @toniahammer
  • 24. Let’s Chat