Coors Light Facebook OPGA Feb 09

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Coors Light Facebook OPGA Feb 09

  1. 1. The Truth About Social Media & Coors Light/facebook Case Study
  2. 2. Agenda 1 The Truth about Social Media 2 Case Study: Coors Light/facebook 3 How you can use Social Media 4 Questions & Answers 2
  3. 3. As defined by Wikipedia… A social network is a social structure which, in general, facilitates communication between a group of individuals or organizations, that are related by one or more specific types of interdependency… Social media are primarily Internet- and mobile-based tools for sharing and discussing information among human beings.
  4. 4. The Truth About Social Media 1 It is everywhere. 2 It is not scary. Ignoring it is. 3 It is a way of life for the millennial generation 4 It is not going away (anytime soon). 4
  5. 5. How many of these 1 do you recognize? 5 Social Media Starfish: Robert Scoble http://scobleizer.com/
  6. 6. Social media is everywhere. 1 How to Perform the How I Play Golf Perfect Golf Swing By Tiger Woods 1.7MM views The first 57 reader reviews 895 comments Social Media President 42 five star ratings 5.6MM fans
  7. 7. 1 Most popular social media sites by country
  8. 8. Social media is not scary. 2 Ignoring it is. It’s just a conversation. You’ve had these all your life. The difference? – It’s (mostly) public (which is new for us, but not the millennial generation…) – It cannot be (completely) erased
  9. 9. Social media is not scary. 2 Ignoring it is. (con’t) • If you think that people aren’t already talking, they are, or will be soon – 11 “tweets” about Blue Mountain (skiing/snowboarding) in last 24 hours – 105 “tweets” about “Golf” between 10AM and 11AM this morning – 405 “tweets” about “Slumdog Millionnaire” between 10AM and 11AM this morning • 20 more results within next 60 seconds
  10. 10. Social media is a way of life 3 for the millennial generation TOTAL LDA-24 2,000,000 100% Online 1,500,000 75% On Facebook 1,200,000 60% Year: 2008
  11. 11. 3
  12. 12. Social media isn’t going away 4 (anytime soon).
  13. 13. 4 Younger = More ENGAGED! * Groundswell - winning in a world transformed by social technologies Charlene Li and Josh Bernoff. Harvard Business School Press, 2008.
  14. 14. Case Study Coors Light/facebook
  15. 15. Pre-social media • Through the line marketing and web 1.0 • <5% of our marketing budget was ‘digital’ But… • Our target market’s media consumption habits was changing • they were online • and they were creating content 16
  16. 16. 3 Reasons We Jumped In 1. We wanted more than ‘Spectators’, we want ‘joiners’ and higher* 2. Informal research - Instant consumer feedback 3. To gain control! * Groundswell - winning in a world transformed by social technologies Charlene Li and Josh Bernoff. Harvard Business School Press, 2008. 17
  17. 17. Launch Day: June 10, 2007 18
  18. 18. What we did… • Started a “Sponsored Group” (now called a “Fan Page”) – FREE (excl. production/media costs) • Advertised – Facebook revenue model: CPM (clicks per thousand) • “Sponsored Stories”, “What’s New”, “Emails” 19
  19. 19. How we used it Mix of push and pull – Leveraged content from www.coorslight.ca – Bought advertising (Sponsored Stories, etc.) – Developed unique content e.g. Early release of TV spots, contests – Shared photos and videos – Started discussions on The Wall and Discussion Board. 20
  20. 20. Sponsored Story 21
  21. 21. Email 22
  22. 22. Contests 23
  23. 23. Success • 10,000 members within the first month • Highest click-through rate ever on Facebook Sponsored Story globally, surpassing Victoria’s Secret @ over 20% • Visits to www.CoorsLight.ca tripled immediately following launch • Growth of “Molson Insider” membership 24
  24. 24. Today… 31,994 ‘Fans’ + 1,137 Fan Photos + 1,126 Wall Posts + 34 Discussion Topics + 7 Albums = Content! •Videos and photos from past promotions •Touts for current promotions •Links to outside partners like MTV’s “The Stew” 25
  25. 25. A little social wisdom… • What works in traditional web doesn’t always work on facebook, and vice versa • Have more CONVERSATIONS! • Your ‘fans’ are more than willing to provide content • It can be a lot of work… • Love your naysayers (they’re part of the social network too)
  26. 26. Naysayers… 27
  27. 27. 3 things you can do… 1. Share, share, share. 2. Respond and act. Don’t ignore. 3. When sending info: Facebook > Email Lastly… Be Real, Be human…(Be social) 28
  28. 28. Questions you may be asking… 1. How to control your brand/reputation? 2. How to build awareness and consumer engagement without trying too hard? 3. Where do you find the time to do all of this? 29
  29. 29. Facebook: Ontario PGA 278 fans 41 Albums 5 videos 3 comments
  30. 30. Thank You Questions?

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