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Molson: Meeting New Customer Expectations
One of the hallmarks of the social web is how it’s shifted
the expectations customers have of the companies
they do business with. We as consumers know that the
tools, channels, and mechanisms exist for companies to
engage with their customers. And as a result, we’re not
only asking for them to be present and responsive online, but we’re expecting it.
The team at Molson knows and recognizes that, and they’re using social media to humanize their
brand, connect with their fans and customers, and build brand equity and loyalty to drive future sales.
“Our goal is to be the ‘go-to brewer’ in North America, and to do that we need to demonstrate a
willingness to quickly respond to consumer questions, concerns, comments and love for our brands,”
explains Adam Moffat, Manager, Marketing & Brand Public Relations for Molson. “We want to add
value to their experience with our company and beers by being present, engaged, and human.”
They recognized that more and more of their audience were gravitating toward online sites and tools
to communicate, both in terms of sharing experiences and communicating with companies – and
each other. Molson saw firsthand how social media was starting to shift consumer expectations
from companies online, and they knew they needed to be there.
“Extending customer service and customer relevance to the online world is a very natural extension
of our marketing and customer communication,” explains Moffat. “It helps us get closer to our
drinkers, and lets them see the people and personality behind our brands. Stronger relationships
lead to increased customer loyalty, which ultimately drives sales.”
As the Molson team got more deeply involved with social media, they knew they needed to measure
analyze their efforts, so they turned to Radian6 to help.
Moffat and his social media team make significant use of Radian6’s