The Internet and Interactive Media
The Role of Social Media in IMC
Case Analysis:
Molson Canada: Social Media Marketing
1. What issues and considerations are involved in using social media as
part of a marketing program? How is a social media campaign different
from a traditional media advertising campaign?
Issues and Considerations
Social Media Marketing is a form of Online-Marketing and therefore it is a
medium which can be used in the Integrated Marketing Communication of a company.
Social Media focuses on three main aspects:
I.
II.
III.
Awaken attention on the product/brand
Generate online-conversations concerning the product/brand
Animate user to share information about the product/brand with their friends
If social media is implemented very well it can support the company to reach the
following goals:
Build a positive brand image
Increase brand awareness
Improve the attendance of the Website
Customer acquisition
Advancement and redevelopment of products
The most important part of the social media is the two-way conversation between
the company and the consumer. Especially the interaction with the early adopters of a
product is very important because they give a direct feedback to the organization.
Consequently adaptations and improvements of the product can be implementing at an
early stage of the product lifecycle. The most common social media sites are Facebook,
LinkedIn, Twitter, XING or YouTube.
A very serious problem which can arise from a social media campaign is the
hazard that the action gets out-of-control. Imagine the opinion of the users is non-identical
with the company’s one, the consumer have the chance to state their opinion on several
mentioned platforms. The incomprehension of the consumer will distribute very fast
among the community since the internet is the fastest medium to spread opinions. Does
this happen a company has to think about carefully how to respond on those comments. A
wrong way is definitely to close the comment-function so that users are getting muzzled.
This will upset the user more and more and it will provoke a storm over the company
which cannot be in the interest of the organization. Another wrong way to handle an issue
is to ask the Facebook-User to write positive comments on the company’s Facebook-Wall.
In most cases an open and honest dialog with the consumer is the best way to reassure the
user.
Differences between a social media campaign and traditional media advertising
campaign
First of all social media campaigns rely exclusively on digital-based
communication channels like Facebook, Twitter, YouTube etc. whereas the traditional
media campaign is based on TV, newspapers, radio, and film.
Furthermore, social media exhibits low entry barriers like little costs and simple
accessibility. By contrast, planning a traditional campaign requires a tremendous amount
of resources in terms of money and production process.
Beyond, traditional media demands a special knowledge and a comprehensive
training to implement a prosperous campaign. In comparison a social media campaign
doesn’t need such a special knowledge.
Another difference is that a traditional media campaign has a definitive start and
end date whereas a social media campaign is considered as an ongoing conversation
between the company and the consumer.
Beside s, it exist an additional distinction concerning the delivery of the message.
The traditional media transports a one-way communication to the largest audience
possible in the hope that the campaign achieves the desired success without getting a
direct feedback of the customer. On the contrary social media is characterized by a twoway communication targeted to an interested audience who can response immediately via
the online-communication channels mentioned above.
Additionally, the directness is distinguishable. In the traditional media the
timeframe between the production and the release could last months. Otherwise, social
media enables a direct publication without any time delay.
Lastly the permanence is an important aspect. Whilst the message in a traditional
media cannot be changed after the release, in a social media campaign modifications can
be make within seconds by commenting or editing.
2. Should the Molson executives have ended the “Cold Shots” campaign
early? Why or why not? How might they counter the negative publicity
the company received from the contest?
On the one hand it seems to be the correct decision to finish the campaign a week
before the scheduled end. The pressure of the university-officials was very high and
Molson has to ask themselves if the campaign is it worth to lose the tremendous
reputation which they built over hundreds of years. The offensive approach to end this
campaign prematurely is a sign of strength of the company. Regarding their social
responsibility and their code of conduct it seems that they had no alternative but to abort
the contest. Through this approach the people probably still have the perception of a
responsible-minded company.
On the other hand it would be interesting to hear what the direct participants
(students) say concerning the contest. Do they really feel like they would be encouraged
by Molson to drink alcohol? Or do they take the photos on a normal party regardless to
the competition? Basically, Molson didn’t have to stop the contest through legal
requirements. The contest was created for people from 19-24 years and hence all of them
were allowed to drink alcohol. Besides, the contest was very successful and hence there is
no reason to end it. They had the chance to use this contest to get more and more famous
amongst the students even if the contest only last a week. But Molson got probably the
most attention through the negative publicity they received. A lot of students (target group
of this campaign) had probably talked about Molson. Likely more than expected and
therefore the university-officials did a favor to Molson by doing such an excitement
concerning the contest. Actually nothing really bad happened and a lot of students
certainly had fun with taking the photos.
To counter the negative publicity Molson could conduct several approaches. First,
their apologies to the university officials were utterly appropriate. Moreover, they can
offer to the universities to accomplish information events concerning responsible drinking
which is an essential part of their corporate philosophy. In addition to this, Molson can
handle out flyers to the same topic. Another opportunity is a new social media campaign
in collaboration with the universities. This could be structured as follows. All students
have to be hard worker and get good marks. To qualify for this contest you have to have a
special grade point average. If you miss this one you are not eligible to participate. This
will motivate the students to get the mark since everyone wants to win the trip to Cancun.
To inspire a lot of students every university should provide one or two packages with the
result that a large number is interested in the contest and wanted to get good marks as a
requirement to take part of the competition. As a result of this cooperation both university
and Molson benefits from this campaign.
3. Should Molson continue to seek opportunities to use social media as part
of the company’s marketing program, and if so, how should they do so?
Molson do well to use social media campaigns in the future even if the first attempt
was criticized of some people. Social media is THE upcoming medium during the next
years. It is nearly impossible to waive the great opportunities of this kind of a target group
approach.
Molson has to learn from their mistakes and make it better during the following
campaigns. It would be essential to have a contingency plan for many occurring issues.
Consequently Molson doesn’t have to make immediate rash decisions.
In general Molson should focus more on a simple two-way conversation with the
consumer in the beginning. Thus, they get a feeling of the platform and how it works.
They ought to introduce products on their Facebook-Site and ask user of their opinion or
empirical value they have made. This approach gives the client a feeling of influence and
belonging which is a good way to attain loyal and satisfied customers. Beyond the user
can upload pictures (without any contest) or videos of them in situations in which they are
drinking and enjoying a Molson beer. Commonly Molson should provide an extensive and
interesting way to communicate with the consumer.
After a while it could be interesting to incorporate the customers in the product
development. Ask the people what they want and expect of a Molson beer. Are they
interested in a flavored or non-alcoholic beer? Molson should use their site for market
research.
Molson ought to utilize their Facebook-Site to implement viral marketing videos.
This is a very popular way to increase attention. If the videos are interesting and funny
users share the videos with their friends and thus it exist a snowball effect. The goal to
improve the attendance of the Site could be achieved. Again, is a campaign or video
against rules or is it boring it could create negative views regarding the company and it is
difficult to restore a good brand reputation.
Naturally, Molson should install some contests. Maybe some which doesn’t
encourage consumer to drink alcohol. The competition might be built as follows. A
Facebook-User who is a Molson supporter says cheers virtually to a friend on Facebook.
The friend gets maybe interested in the beer and gets a supporter as well. Finally the user
who says cheers virtually at most and brings the most new followers to the Molson
Facebook-Site wins a Cancun-trip. Molson will get a lot of supporter through this
competition without encouraging people to drink alcohol.
Finally, Molson shouldn’t only concentrate on Facebook. There are plenty of other
platforms to communicate with the consumer. For a lot of people it is absorbing to read a
blog about a product or brand. Meanwhile, vlog (video blog) via YouTube are very
popular. If Molson just want to publicize a short message to their supporter Twitter is the
online-website to do this.
To conclude, social media offers plenty capabilities to communicate and interact
with the consumer. If a company is able to implement it in the right way within their
Integrated Marketing Communication it will obtain an extraordinary success. A
significant evidence at the end. A communication based only on social media will not
bring the desired achievement. At all events it is an important medium within the whole
Marketing Communication program of a company but it is most effective if it matches
with the other implemented communication tools.