coors light facebook opga feb 09

The Truth About Social Media&

Coors Light/facebook Case Study

Agenda

1 The Truth about Social Media

2 Case Study: Coors Light/facebook

3 How you can use Social Media

4 Questions & Answers

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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.

The Truth About Social Media

It is everywhere.

It is not scary. Ignoring it is.

It is a way of life for the millennial generation

It is not going away (anytime soon).

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Social Media Starfish: Robert Scoble http://scobleizer.com/

How many of these do you recognize?

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Social media is everywhere.

1.7MM views895 comments

How to Perform the Perfect Golf Swing

How I Play GolfBy Tiger Woods

57 reader reviews42 five star ratings

The first Social Media President

5.6MM fans

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Most popular social media sites by country

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Social media is not scary. 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

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Social media is not scary. 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

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Social media is a way of life for the millennial generation

TOTAL LDA-24 2,000,000 100%Online 1,500,000 75%

On Facebook 1,200,000 60%

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Year: 2008

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Social media isn’t going away (anytime soon).

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* Groundswell - winning in a world transformed by social technologies Charlene Li and Josh Bernoff. Harvard Business School Press, 2008.

Younger =

More ENGAGED!

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Case Study

Coors Light/facebook

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

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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!

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* Groundswell - winning in a world transformed by social technologies Charlene Li and Josh Bernoff. Harvard Business School Press, 2008.

Launch Day: June 10, 2007

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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”

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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

Sponsored Story

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Email

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Contests

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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

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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”

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)

Naysayers…

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3 things you can do…

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1. Share, share, share.

2. Respond and act. Don’t ignore.

3. When sending info: Facebook > Email

Lastly…

Be Real, Be human…(Be social)

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?

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Facebook: Ontario PGA

278 fans41 Albums5 videos3 comments

Thank You

Questions?