BlogWell is the only conference where social media executives from large companies come together to share their case studies, offer practical how-to advice, and answer your questions. To learn more about BlogWell, visit the event site: http://gaspedal.com/blogwell/ 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 http://gaspedal.com/blogwell

1. How Big Companies Use Social Media January 22, 2009 | Chicago Adam Moffat Molson Molson and Social Media: Exploring, Innovating, Communicating

2. Molson and Social Media Exploring…Innovating…Communicating

4. Who ‘owns’ Molson’s Social Media? Marketing Assets Marketing Public Relations Government Relations Legal

6. Where we are now… 19 Websites

7. Innovative Engagement Molson Insider Database: One of the largest brand email and mobile database in Canada

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. “ 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. 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. “ 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

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

24. Let’s Chat