Brimming the Online Market: Molson Canadian Finds Success with Online Social Media

Molson Candian has done an extraordinary job infiltrating online media platforms. Molson uses the patriotism many Canadians live by to transmit the message within their product. There is a sense of ubiquity about all things Canadian around the world. Molson is towing the Canadian line with it's product online; it's everywhere!

Molson Canadian has obviously done it's homework in the field of effectiveness online. Molson is tweeting, blogging, managing a delicious account, an interactive website and a Youtube Channel. I am specifically considering the Molson presence on Youtube.


The Molson theme revolves around patriotism and appreciating the Canadian landscape and it's role in shaping us as Canadians. The marketing slogans surround the awesomeness of Canada and Canadians. Whether you love Molson beer or not, you have to love they're commercialism because it's about loving Canada. As a Canadian, it's hard to ignore Molson slogans like, I am Canadian or It Starts Here or Made in Canada

The Molson strategy online and the effective way they contribute it specifically on Youtube, from a PR perspective is worth admiring.

• People: The people Molson is connecting with is broader than just beer drinkers. Molson's audience is targeted as Canadians. Molson is strategically tapping into Canadians as whole and the emphasizing the bond we all share that is our proud landscape.

• Opportunity: Particularly with the Olympics on home territory in the gorgeous setting of the Canadian West coast, the Molson brand as proud Canada was brimming with opportunity. So many of the Youtube posts emphasize the beauty, the bond and the beer that Canadians connect on. The opportunity to reach a broad market quickly is one of the essences of Youtube. Molson grabbed on and is consistant enough with postings to stay relevant.

• Strategy: Youtube is perfect for Molson to display their key messages. The 2010 Olympics gave Molson a fabulous venue to penetrate Canadian values and the Molson Hockey House was the ground control. The visual key messaging Youtube provides is brilliant and Molson gets it. Canadian patriotism, home-grown products, love of nature and participation in it, easy-going people on a camping trip enjoying beer. Molson uses scenes most Canadians crave; hanging out with friends outdoors on a fun trip.

• Technology: Molson's Youtube channel is #3 this month alone for Most Viewed. The latest (and greatest) beer commercial has been viewed on the Molson channel just under 200 000 times this month. An ode to Canada for the kick-off of the 2010 Olympics was perfect and the immediate success of airing it on Youtube speaks for itself. Molson engaged the online potential of Youtube as a burgeoning force.

Youtube as an advertising technology is great for it's immediacy. Brand production on TV productions are considered the most effective way to communicate.

Why television? "The fastest way to engage people to think with their hearts and feel with their brains is via SIGHT, SOUND and MOTION."

(Kevin Roberts, Worldwide CEO, Saatchi & Saatchi)

The Youtube Molson channel is casual, meaningful and fun. As the Youtube platform aligns with a myriad of other online media tools, Molson is ahead of the online adveritising curve as the brand presents itself on so many forums consistantly and effectively.

Youtube is just one of several other social media outputs Molson is engaging. To review some other modes of online messaging Molson is using, please check out my classmates' analysis. Kiel (Twitter), Danyel (Blog), Erica (Facebook), Catherine (Branding) and Niru.

The Human Connection: The adaption of PR to broadband connectivity

"Communication - the human connection - is the key to personal and career success."

The paths to communication are broadening. With the growth of broadband and the online social

movement of Web 2.0, the key to success is in all our hands. From a business sense, those industries that are engaging in the communication evolution are in a precise position to thrive!

Public relations is one piece of industry that is drastically changing as a result of broadband connectivity. And, as one of the most effective ways to connect with people, smart companies are using PR to engage with the public on the publics terms. Deirdre Breakenridge in her report,

PR 2.0, A Communicator's Manifesto, discusses the evolution of PR as it is "putting the public back in public relations." Let's decipher what this means and consider what is public?

• COMMUNITY
• RELATIONSHIPS
• PARTICIPATION
• TRANSPARENCY
• COMMUNICATION
• DIALOGUE

Bound by little obligation, the Internet is possibly the most public forum of communication. As such, the Internet is a key platform for a company to exude its public attributes. Organizationally, by engaging in online relationships through social media, companies are mining essential components of business; consumer trust and satisfaction.

The reality is that the evolution of Web 2.0. via online social media is herding people and organizations into an online conversation about accountability, services rendered, likes and dislikes and a broader social awareness. The online forums on which these conversations take place are where you'll find communication professionals accessing your opinions and molding your impressions.




The Internet is another way to communicate and PR revolves around desirable communication. We know that the most desirable form of communication runs in a dialogue direction. Public relations builds relationships between companies, stakeholders and increasingly via social media, between customers. Chief marketing executive, James Farley of Ford Motors Co. notes that saying something isn't enough, "You have to get the people to say it to each other."

Broadband is changing PR. PR is changing broadband. How?

• EASY-TO-SEEK DIALOGUES
• CUSTOMER-GENERATED ADVERTISING
• INCREASING TRANSPARENCY
• GREATER TARGET MARKETS
• INCREASING SOCIAL AWARENESS/MONITORING
• MORE PEOPLE ARE TALKING TO MORE PEOPLE

Majorly, PR is changing because of the ability to cut directly to the public and interact with whomever, whenever, however. By networking with huge numbers of people, organizations are simultaneously building trust and therefore credibility and therefore probable customers. To be public is to communicate. To communicate is to participate. Participating builds relationships and relationships are based on trust. PR 2.0. is adapting by creating trust amongst thousands of otherwise unrelated and anonymous people. The future is still to come!

Come and see what I'm following on TWITTER or DIGG @amphitrite22

Check out http://www.deirdrebreakinridge.com/

Surviving Social Media: Essential lessons for an effective online presence

First lesson about surviving social and digital media, learn it!
No matter what your field is, you are likely behind the competition if you don't blog, use Twitter, LinkedIn, Facebook, or YouTube. This video helped me understand the basics of computing online today.

Web 2.0; The Machine is Us/Using Us


Lesson #2: Talk the talk
A major part of social media involves understanding the translation of online jargon. Many sites use symbols as part of their language. A good example is Twitter which uses symbols like @, # or RT to direct the conversation to the rightful receiver. Using the language equation appropriately is important because a conversation is meaningless unless the receiver understands. There is no leeway for faking it; technically, it is a right or wrong, black or white situation and if you don't know it, it shows.


Lesson #3: Walk the walk
Engaging online everyday ensures an effective online presence. The tempo of the time has sped up and online networking is no different. As quickly as the news arrives it passes, and we're on to the next story. The online parlay via social media is a flash flood you don't want to miss. Make it part of your routine every day.

Lesson #4: Contribute meaningfully
News moves rapidly. You have a fleeting window of opportunity to take part in its analysis. Instead of superfluously acknowledging what's already being talked about, accrue to information with a unique angle. Adding your brilliant interpretation initiates additional arteries of discussion. This is meaningful social media.

Finally, meaningful contribution needs support. Ensure your opinions surround relevant sources of information. The source of your input is as pertinent as the input itself.

CBS and Chowhound: A Foodfilling Experience.

Eating is required. Drinking too, required. Everything in-between those two broad statements regarding food and drink is where you find Chowhound. Chowhound is a social media application that connects people around the world to a public conversation about a common interest and often a common problem, that is the who, what, where of nourishment.

Chowhound is simultaneously a foodie's podium, a new restaurant's successful opening, a wine connoisseurs' InTouch magazine, a traveler's hope in hell and a learning cook's easy answer. Chowhound is an easy-to-follow, free with registration (also easy) service broad enough that it could tell you what restaurants to avoid in Nairobi, if you needed. The site's format is easy to follow and isn't overwhelmed with semi-relevant photos that are often distracting. Catchy headlines like, The Juice, work great to catch the 'question attention' of visitors probing them further into the site.


Chowhound has an up-to-date blog portion so users can keep up-to-date with their online foodie compadres and international food media. Most visible on the site is a consistent thread of comment conservation organized by "Boards" in a geographical area that subsists itself with a steady flow of interested users. If you're not already convinced that Chowhound is worth your attention, maybe a visual, numerical breakdown of Chowhound's popularity might help. The site Crunchbase, another easy-to-use social media application, is comparable to Wikipedia except that it focuses on evaluating tech companies, people and investors. Crunchbase is free and unofficial and provides graphical breakdown on the flow of use for websites to help gauge popularity. Chowhound does itself well as reflected on this Crunchbase.

Chowhound is owned by CBS as of 2010 and runs out of San Fransisco. It has a production staff of just under 30 and even includes a contact for public relations! This site is the real deal and validates itself by selling out to a well-known and trusted media outlet, CBS.
On the foodstuff spectrum, Chowhound content is broad and involves great marketing and public relation opportunities for restaurants and food companies alike. For example, that bakery wagon on the corner of What and Where is the only place that offers fresh that great cookie you had once in Venezuela and now you know and so do many via Chowhound. Or, the argument surrounding the best wings in Whoville rages on and now you've gotta try them all so you can decide for yourself; a restaurant's free advertising dream!

You don't need to be a food or drink expert or even relatively interested in foodstuff to learn something from Chowhound. Everyone has had a first date to impress with the perfect dining experience, or the uncle who surprises the visit every time with a bizarre must-have like Argentinian shortbread or, the beloved wine snob father who you can never keep with on the pairing part and finally, that lactose intolerant, gluten-free, organic, vegetarian friend who insists that you choose her birthday dinner spot. Chowhound proves itself to cover it all, a true foodfilling experience!



For some supporting evidence that Chowhound is noteworthy social application, please confirm with Debbie Waines and Michael Thomson.


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