BlogWell Chicago Social Media Case Study: Molson, presented by Adam Moffat


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In his BlogWell Chicago case study presentation, "Molson and Social Media: Exploring, Innovating, Communicating," Adam Moffat describes how for more than a decade, Molson has innovated with their brands through online marketing, was the first beer brand to partner with Facebook, has a large digital database, and a longstanding "Molson Insider" network. Molson has a 223-year history of brewing as North America’s oldest continuously operating beer brand. Adam details how in the past twelve months, Molson has demonstrated a real passion and active engagement in blogging and participation on Twitter to help build their corporate reputation in the community.

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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  • January 22, 2009 - - © 2009 GasPedal LLC   You may share this presentation if it is not altered in any way.
  • BlogWell Chicago Social Media Case Study: Molson, presented by Adam Moffat

    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. <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