How Big Companies Use Social Media January 22, 2009 | Chicago Adam Moffat  Molson Molson and Social Media: Exploring, Inno...
Molson and Social Media   Exploring…Innovating…Communicating
A Road Map... <ul><li>Where we started </li></ul><ul><li>Where we are </li></ul><ul><li>Where we’re going </li></ul><ul><l...
Who ‘owns’ Molson’s Social Media? Marketing  Assets Marketing Public Relations Government Relations Legal
Where we started… <ul><li>First website launched 1995 </li></ul><ul><li>Content focused on music & sports </li></ul><ul><l...
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… <ul><li>Communicating across platforms </li></ul><ul><ul><li>Molson blog </li></ul></ul><ul><ul><li>YouT...
Molson in the Community Blog <ul><li>Launched 2 years ago  </li></ul><ul><li>Re-launched January 2008  </li></ul><ul><li>F...
blog.molson.com/community <ul><li>Engaged with H&K for strategy and advice </li></ul><ul><li>Driven by PR/GR in Legal and ...
Where we’re going… <ul><li>Leading in communications with our consumers </li></ul><ul><li>We want to be *in* the conversat...
Blogger Relations Case Study <ul><li>Fundamental outreach #Brew 2.0  </li></ul><ul><li>Building relationships </li></ul><u...
#Brew2.0 Results <ul><li>Both events: 40+ individual blog posts about event </li></ul><ul><li>Over 150 tweets </li></ul><u...
“ Leaving the brewery we were handed taxi vouchers as well as some lovely parting gifts from Molson – beer glasses and 1GB...
“ All in all, I was immensely  impressed by not only the event, but  my overall opinion of Molson has changed quite a bit....
Listening and Learning “ I’m not very clear what Molson was aiming to achieve.  By all means look at bloggers as important...
“ Brew 2.0 was one of the best examples of blogger outreach I’ve experienced for one simple reason: it was mostly the comp...
Evaluating our Efforts <ul><li>We set out our own objectives and go out and measure </li></ul><ul><li>We look for increase...
Measuring and Acting <ul><li>Measurement and Monitoring tools </li></ul><ul><ul><li>TruCast/Radian6/ICUC </li></ul></ul><u...
Set yourself up for success You need a champion How do you get people to embrace internally? Began as Corporate Initiative...
Lessons Learned and Best Practices <ul><li>Engagement and Disclosure </li></ul><ul><ul><li>Be transparent, add value to co...
A summary in 20 words or less <ul><li>Embrace, learn, listen and contribute.  </li></ul><ul><li>Be relevant and thoughtful...
Where to find us <ul><li>Twitter: </li></ul><ul><li>@MolsonMoffat </li></ul><ul><li>@MolsonFerg </li></ul><ul><li>@MolsonR...
Let’s Chat
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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.
  • Blogwellchicago molson-090407170704-phpapp01

    1. 1. How Big Companies Use Social Media January 22, 2009 | Chicago Adam Moffat Molson Molson and Social Media: Exploring, Innovating, Communicating
    2. 2. Molson and Social Media Exploring…Innovating…Communicating
    3. 3. A Road Map... <ul><li>Where we started </li></ul><ul><li>Where we are </li></ul><ul><li>Where we’re going </li></ul><ul><li>Blogger relations case study </li></ul><ul><li>How we evaluate our efforts </li></ul><ul><li>Lessons learned </li></ul><ul><li>Let’s chat </li></ul>
    4. 4. Who ‘owns’ Molson’s Social Media? Marketing Assets Marketing Public Relations Government Relations Legal
    5. 5. Where we started… <ul><li>First website launched 1995 </li></ul><ul><li>Content focused on music & sports </li></ul><ul><li>Unique engagement elements </li></ul>
    6. 6. Where we are now… 19 Websites
    7. 7. Innovative Engagement Molson Insider Database: One of the largest brand email and mobile database in Canada
    8. 8. Where we are now… <ul><li>Communicating across platforms </li></ul><ul><ul><li>Molson blog </li></ul></ul><ul><ul><li>YouTube Channel and VLOGS </li></ul></ul><ul><ul><li>Photosharing </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Google Analytics </li></ul></ul><ul><ul><li>Social media releases </li></ul></ul><ul><ul><li>Social bookmarking </li></ul></ul>
    9. 9. Molson in the Community Blog <ul><li>Launched 2 years ago </li></ul><ul><li>Re-launched January 2008 </li></ul><ul><li>Focus is on Molson in the community </li></ul>
    10. 10. blog.molson.com/community <ul><li>Engaged with H&K for strategy and advice </li></ul><ul><li>Driven by PR/GR in Legal and Public Affairs </li></ul><ul><li>Joined Blog Council of North America </li></ul>
    11. 11. Where we’re going… <ul><li>Leading in communications with our consumers </li></ul><ul><li>We want to be *in* the conversation </li></ul><ul><li>It’s not about pushing the message </li></ul><ul><li>Understanding - listening for relevance and interest </li></ul>
    12. 12. Blogger Relations Case Study <ul><li>Fundamental outreach #Brew 2.0 </li></ul><ul><li>Building relationships </li></ul><ul><li>Learn the space </li></ul><ul><li>Sell more beer </li></ul>
    13. 13. #Brew2.0 Results <ul><li>Both events: 40+ individual blog posts about event </li></ul><ul><li>Over 150 tweets </li></ul><ul><li>FIR Podcast discussion </li></ul><ul><li>2008 SNCR Blogger Relations Award </li></ul>
    14. 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. 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. 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. 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. 18. Evaluating our Efforts <ul><li>We set out our own objectives and go out and measure </li></ul><ul><li>We look for increases in post volume, sentiment scores, traffic sources, comments, subscriptions </li></ul>
    19. 19. Measuring and Acting <ul><li>Measurement and Monitoring tools </li></ul><ul><ul><li>TruCast/Radian6/ICUC </li></ul></ul><ul><ul><li>Google Analytics </li></ul></ul><ul><ul><li>Twitter Search and Alerts </li></ul></ul>
    20. 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. 21. Lessons Learned and Best Practices <ul><li>Engagement and Disclosure </li></ul><ul><ul><li>Be transparent, add value to conversations </li></ul></ul><ul><li>Support and learning </li></ul><ul><ul><li>Blog council, H&K, 58 Ninety </li></ul></ul><ul><li>Explore through sharing and conferences </li></ul>Sometimes you just have to go for it !
    22. 22. A summary in 20 words or less <ul><li>Embrace, learn, listen and contribute. </li></ul><ul><li>Be relevant and thoughtful – no spin. </li></ul><ul><li>After all, being social is part of Molson’s DNA. </li></ul>
    23. 23. Where to find us <ul><li>Twitter: </li></ul><ul><li>@MolsonMoffat </li></ul><ul><li>@MolsonFerg </li></ul><ul><li>@MolsonRoss </li></ul><ul><li>@toniahammer </li></ul>
    24. 24. Let’s Chat
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