coors light facebook opga feb 09
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The Truth About Social Media&
Coors Light/facebook Case Study
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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.
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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
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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.
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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
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Sponsored Story
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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”
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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)
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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)
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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
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Thank You
Questions?