1. The Truth About Social Media
&
Coors Light/facebook Case Study

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. 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. 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. How many of these
1
do you recognize?
5
Social Media Starfish: Robert Scoble
http://scobleizer.com/

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. 1 Most popular social media sites
by country

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. 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. 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. 3

12. Social media isn’t going away
4
(anytime soon).

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. Case Study
Coors Light/facebook

16. 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

17. 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

18. Launch Day: June 10, 2007
18

19. 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

20. 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

21. Sponsored Story
21

22. Email
22

23. Contests
23

24. 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

25. 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

26. 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)

27. Naysayers…
27

28. 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

29. 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

30. Facebook: Ontario
PGA
278 fans
41 Albums
5 videos
3 comments

32. Thank You
Questions?