Molson Canada Social Media Marketing
Molson Canada: Social Media Marketing
K603
Table of Contents
Executive Summary……………………………………………………………...
2
I. Key Issues……………………………………………………………………...
3
II. Analysis……………………………………………………………………….
4
III. Alternatives & Recommendation…………………………………………….
7
IV. Implementation………………………………………………………………
9
References………………………………………………………………………... 16
1
Executive Summary
Molson Canada has been facing negative reactions their recent social media marketing initiative,
Cold Shots Campus Challenge. Parties claimed that this Facebook contest promoted irresponsible drinking behaviours among university students. As a result, Molson pulled the contest one week before the scheduled deadline. Now, Molson must evaluate the use of social media, specifically Facebook, in its marketing strategy. The available alternatives are to revamp the Facebook initiative, to focus on static webpages or to focus on traditional marketing strategies. The recommendation is to revamp the Facebook initiative over a period of three months with ongoing monitors and checkpoints. The projected cost of this recommendation is
$75,500 initially, with recurrent annual costs of $36,000 per year. The advantage of this recommendation is that it can be easily expanded to include other types of social media, such as micro blogging, video sharing, photo sharing and online forums if the response to this project is positive. 2
I. Key Issues
Molson Canada faces four key issues moving forward from November 2007. The first issue is related to brand image. Brand image is the most important and urgent issue (see Chart 1) because of the negative feedback Molson received as a result of the Cold Shot Campus
Challenge Facebook initiative. Molson is seen as promoting irresponsible drinking behaviour. In order to rectify the situation, Molson build and increase corporate social responsibility and continue to engage the community in a positive way.
Another key issue is
K603
Table of Contents
Executive Summary……………………………………………………………...
2
I. Key Issues……………………………………………………………………...
3
II. Analysis……………………………………………………………………….
4
III. Alternatives & Recommendation…………………………………………….
7
IV. Implementation………………………………………………………………
9
References………………………………………………………………………... 16
1
Executive Summary
Molson Canada has been facing negative reactions their recent social media marketing initiative,
Cold Shots Campus Challenge. Parties claimed that this Facebook contest promoted irresponsible drinking behaviours among university students. As a result, Molson pulled the contest one week before the scheduled deadline. Now, Molson must evaluate the use of social media, specifically Facebook, in its marketing strategy. The available alternatives are to revamp the Facebook initiative, to focus on static webpages or to focus on traditional marketing strategies. The recommendation is to revamp the Facebook initiative over a period of three months with ongoing monitors and checkpoints. The projected cost of this recommendation is
$75,500 initially, with recurrent annual costs of $36,000 per year. The advantage of this recommendation is that it can be easily expanded to include other types of social media, such as micro blogging, video sharing, photo sharing and online forums if the response to this project is positive. 2
I. Key Issues
Molson Canada faces four key issues moving forward from November 2007. The first issue is related to brand image. Brand image is the most important and urgent issue (see Chart 1) because of the negative feedback Molson received as a result of the Cold Shot Campus
Challenge Facebook initiative. Molson is seen as promoting irresponsible drinking behaviour. In order to rectify the situation, Molson build and increase corporate social responsibility and continue to engage the community in a positive way.
Another key issue is
References: Facebook. Timeline. Date Accessed December 4, 2011. (http://www.facebook.com/press/info.php?timeline). Barley Monthly Price. IndexMundi. (http://www.indexmundi.com/commodities/?commodity=barley&months=60). Date Accessed, December 4, 2011. Molson Coors 2006 Annual Report. Molson Coors Brewing Company. http://phx.corporateir.net/phoenix.zhtml?c=101929&p=irol-reportsannual. Date Accessed: December 5, 2011. 16