BlogWell Chicago Social Media Case Study: MillerCoors, presented by Lisa Zimmer and Sonal Mehta

SocialMedia.org Video Case Studies SocialMedia.org This video is from Case Studies BlogWell San Francisco June 20, 2011This presentation is from socialmedia.org/blogwell Lisa Zimmer &BlogWell Sonal Mehta Chicago July 18, 2012 Approaching Corporate Social in socialmedia.org/blogwell Big and Small Ways

Approaching Corporate Social in Bigand Small WaysSonal Mehta, Digital & Social Media Specialist, MillerCoorsLisa Zimmer, Digital & Consumer Outreach Specialist, Tenth and Blake

MillerCoors and Tenth and Blake

Regulations Age Verification Translation (as set forth by the Beer Institute)“Placements made by or under the control of the Brewer Facebook: built-in A/Vin magazines, newspapers, on television, on radio, andin digital media in which there is no dialogue between Twitter: in Beta test with Age Gate Tool, cana Brewer and user, may only be made where at least only respond to, RT those following us71.6% of the audience is expected to be adults oflegal drinking age.” Brands just NOW getting onto Twitter“Placements made by or under the control of the Brewerin digital media in which there is a dialogue between Proceed with caution, must have user data fora user and a Brewer may only be made where a user Instagram, Tumblr, Pinterest, etc.confirms that he or she is of legal drinking age.” Solutions @MillerCoors manually requests all birthdates of followers, until Beta A/V tool rolled out industry-wide. Non-submission within timeframe = block. @TenthandBlake still not active, personal account with employment disclosure used to build community.

Audience Media, Distributors, Other Brewers, Beer Consumers, Prospective Bloggers, Beer Geeks, Employees. Industry NewsGoals To spread information To be available when and knowledge about the people come looking for company, corporate Tenth and Blake initiatives and the beer information industry Not a substitute for brand information, but a supplementTools @MillerCoors, Facebook @Zimmerino, Facebook

Other Objectives• Crisis Prevention, Product Recalls, Advertising Issues, create an avenue responses or statements if necessary.• Consumer Affairs, personal approach to solving issues or direct traffic to support center.• Build the MillerCoors Brand and generate goodwill for the corporation.

Other Objectives• Contribute authenticity – a group of true beer geeks who want to be in the craft community.• Availability; you can find me online quickly, with quick response time. A “direct line” to someone inside.• Response both to product inquiries and debate and discussion about the industry.

How We Work: Small• Stay informed:• Review competitor sites for best practices, tips• Serve as consultant for brands moving into the space• Educate, educate, educate (myself, our brand teams, legal, leaders)• Build network• Recognize that we have a very diverse customer and consumer base; know who those people are and respond appropriately.

Working Small: A little help from our friends6 PM on a Sundaynight, plus no specificmention of us, but aswipe at ourcompany.Evan is a journalist,maybe stirring the potbut also throwing mea bone. (And sendingme an alert.)Evan mediates a little.Greg is a littleexposed, takesthe high road.I respond in goodhumor, keep it light.

How We Work: Big• Stay connected• Build content• Consult for big brands on how to move into the space• Work on enterprise wide initiatives: listening tools, employee social media guidelines, enhance social media experience within the larger organization

Big Picture: Community and Response• Typically avoid snarky comments, unless it’s about major issue. Let the community handle.• Sometimes they even clarify more detailed queries on our behalf.

What we’ve accomplished• An internal structure that fosters both “little” and “big” mentalities and conversations• Relationships ranging from smaller breweries to large media outlets• Effective response strategies and tactics across the board• Built a community for both MillerCoors and Tenth and Blake

What’s in store• Continue building communities and developing individual relationships with influencers in our respective areas• Help support our brands as they start to build their online communities (@MillerLite, @CoorsLight)• Working with our legal team to promote engagement while following the letter of the ever-changing laws• Empowering employees to engage in social media & become ambassadors with us – Social media 101 course – Employee policies

Questions?• Sonal Mehta: @MillerCoors, @SonalMehta• Lisa Zimmer: @TenthandBlake, @Zimmerino

SocialMedia.org This video is from Case Studies Learn more about past and BlogWell San Francisco June 20, 2011 upcoming BlogWellsThis presentation is from socialmedia.org/blogwellBlogWell socialmedia.org/blogwell Chicago July 18, 2012 socialmedia.org/blogwell

BlogWell Chicago Social Media Case Study: MillerCoors, presented by Lisa Zimmer and Sonal Mehta

by SocialMedia.org on Aug 20, 2012

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BlogWell Chicago Social Media Case Study: MillerCoors, presented by Lisa Zimmer and Sonal Mehta Presentation Transcript