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                                       Video Case Studies



   SocialMedia.org
         This video is from
    Case Studies
           BlogWell
            San Francisco
            June 20, 2011
This 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 Big
and Small Ways
Sonal Mehta, Digital & Social Media Specialist, MillerCoors
Lisa 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/V
in magazines, newspapers, on television, on radio, and
in digital media in which there is no dialogue between   Twitter: in Beta test with Age Gate Tool, can
a Brewer and user, may only be made where at least       only respond to, RT those following us
71.6% of the audience is expected to be adults of
legal drinking age.”
                                                         Brands just NOW getting onto Twitter
“Placements made by or under the control of the Brewer
in digital media in which there is a dialogue between    Proceed with caution, must have user data for
a 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 News

Goals       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 supplement
Tools       @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 friends
6 PM on a Sunday
night, plus no specific
mention of us, but a
swipe at our
company.
Evan is a journalist,
maybe stirring the pot
but also throwing me
a bone. (And sending
me an alert.)




Evan mediates a little.




Greg is a little
exposed, takes
the high road.




I respond in good
humor, 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 BlogWells
This presentation is from
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BlogWell                            socialmedia.org/blogwell
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     July 18, 2012
   socialmedia.org/blogwell

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

  • 1. SocialMedia.org Video Case Studies SocialMedia.org This video is from Case Studies BlogWell San Francisco June 20, 2011 This 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
  • 2. Approaching Corporate Social in Big and Small Ways Sonal Mehta, Digital & Social Media Specialist, MillerCoors Lisa Zimmer, Digital & Consumer Outreach Specialist, Tenth and Blake
  • 4. 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/V in magazines, newspapers, on television, on radio, and in digital media in which there is no dialogue between Twitter: in Beta test with Age Gate Tool, can a Brewer and user, may only be made where at least only respond to, RT those following us 71.6% of the audience is expected to be adults of legal drinking age.” Brands just NOW getting onto Twitter “Placements made by or under the control of the Brewer in digital media in which there is a dialogue between Proceed with caution, must have user data for a 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.
  • 5. Audience Media, Distributors, Other Brewers, Beer Consumers, Prospective Bloggers, Beer Geeks, Employees. Industry News Goals 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 supplement Tools @MillerCoors, Facebook @Zimmerino, Facebook
  • 6. 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.
  • 7. 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.
  • 8. 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.
  • 9. Working Small: A little help from our friends 6 PM on a Sunday night, plus no specific mention of us, but a swipe at our company. Evan is a journalist, maybe stirring the pot but also throwing me a bone. (And sending me an alert.) Evan mediates a little. Greg is a little exposed, takes the high road. I respond in good humor, keep it light.
  • 10. 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
  • 11. 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.
  • 12. 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
  • 13. 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
  • 14. Questions? • Sonal Mehta: @MillerCoors, @SonalMehta • Lisa Zimmer: @TenthandBlake, @Zimmerino
  • 15. SocialMedia.org This video is from Case Studies Learn more about past and BlogWell San Francisco June 20, 2011 upcoming BlogWells This presentation is from socialmedia.org/blogwell BlogWell socialmedia.org/blogwell Chicago July 18, 2012 socialmedia.org/blogwell