Best Of BlogWell - Molson 2009-03-12


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BlogWell is the only conference where social media executives from large companies come together to share their case studies, offer practical how-to advice, and answer your questions. Learn more at

This presentation is a recap of Molson's BlogWell Chicago presentation, "Molson & Social Media: Exploring, Innovating, Communicating," featured in the Best of BlogWell conference call on March 3, 2009.

Measuring ROI, managing teams, legal issues, B-to-B, working with agencies and creating great content are central themes at BlogWell. This is the best opportunity available for anyone looking to get started or improve their corporate social media efforts. Learn more at

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  • Best Of BlogWell - Molson 2009-03-12

    1. 1. Molson and Social Media Exploring…Innovating…Communicating
    2. 2. Meet Our Team <ul><li>Twitter: </li></ul><ul><li>@MolsonMoffat </li></ul><ul><li>@MolsonFerg </li></ul><ul><li>@MolsonBryan </li></ul><ul><li>@toniahammer </li></ul>
    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>Making it work </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. <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>Dialogue not monologue </li></ul><ul><li>Spin is a sin </li></ul><ul><li>Understanding - listening for relevance and interest </li></ul><ul><li>Contribute to the community and provide value </li></ul>
    12. 12. Brew 2.0 <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. Community Building <ul><li>Building community by participating directly through partnerships and sponsorships </li></ul><ul><ul><li>WordCampWhistler, PodCampToronto, #Twestival </li></ul></ul>
    19. 19. #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 &quot;Blue&quot; with nostalgic reverence. So cheers to Molson for doing up the event right.”
    20. 20. Engagement <ul><li>Listening for questions, comments, suggestions </li></ul><ul><ul><li>Simple conversations can lead to meaningful brand experiences </li></ul></ul>
    21. 21. 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!”
    22. 22. Engagement
    23. 23. Online PR <ul><li>Sharing Molson’s brand activities through social media </li></ul><ul><li>From large brand initiatives to local community relations activities </li></ul><ul><ul><li>The Molson Canadian Mural Project </li></ul></ul><ul><ul><li>The Molson Barrie Community Fund </li></ul></ul>
    24. 24. #2010MolsonMural <ul><li>Largest photo mosaic mural in Canada </li></ul><ul><li>Local bloggers invited to launch </li></ul><ul><li>Tools: Blog, Twitter, Youtube, Flickr, Facebook </li></ul><ul><li>120+ blog posts, videos, tweets </li></ul><ul><li>Valuable feedback, prompting changes to site </li></ul>
    25. 25. Molson Barrie Community Fund <ul><li>Molson fund supporting community of Barrie, ON </li></ul><ul><li>Started with one tweet </li></ul><ul><li>Resulted in twitter meet -up to discuss fund opportunities in Barrie </li></ul><ul><li>Results = Increased application submissions </li></ul>
    26. 26. 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>
    27. 27. Measuring and Acting <ul><li>Measurement and Monitoring tools </li></ul><ul><ul><li>Radian6/ICUC </li></ul></ul><ul><ul><li>Google Analytics </li></ul></ul><ul><ul><li>TweetDeck </li></ul></ul><ul><ul><li>Twitter Search and Alerts </li></ul></ul>
    28. 28. 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
    29. 29. 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>Share </li></ul><ul><ul><li>Successes, failures, news, insights, connections </li></ul></ul><ul><li>Try a lot of stuff </li></ul>Just Do It!
    30. 30. A summary in 140 characters <ul><li>Embrace, learn, listen and contribute. Be relevant, thoughtful, add value and don't spin. Have fun. Enjoy the ride. </li></ul>
    31. 31. Let’s Chat