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Coke's 'fans first' approach in social communities

A presentation by Michael Donnelly,
Group Director of Worldwide Interactive Marketing for Coca-Cola, created for the iStrategy2010 conference. @MichaelDonnelly

This presentation outlines Coke's 'fans first' approach in social communities.

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Coke's 'fans first' approach in social communities

  1. Coke’s “Fans First” Approach in Social Communities<br />Michael Donnelly<br />Group Director, Worldwide Interactive Marketing<br />
  2. How many Social Media “Experts” are in the house?<br />
  3. Working from the center…<br />
  4. 1.5 BILLION SERVINGS A DAY<br />History of “painting the town red”…<br />
  5. our home page isn’t just coke.com, it is google.com<br />
  6. and today, I’d say…<br />our home page isn’t just coke.com, it is google.com and hyves.nl and twitter.com and youtube.com and facebook.com and studiVZ.net<br />
  7. Consumers remind us every day that Coke is THEIR brand…<br />On Facebook alone we’ve got:<br /><ul><li> 4,600+ photos
  8. 95+ videos
  9. 500,000+ “likes”*</li></ul>- 90,000+ “comments”*<br />(*just in the last 6 months)<br />Facebook “2 Billion photo uploads a month - nearly 70 million a day…” USA TODAY 8/09<br />
  10. 5000 Mentions a Day - Here is a taste of what they are saying…<br />Conversation Cloud for top terms mentioned on FB coca-cola fan page<br />(September 2009)<br />N = 1,276 posts*<br />*non-english language posts removed<br />Source: Analysis of Facebook for Sept 1st – 30th 2009<br />
  11. General comments about the brand and other Coke products are top topics…<br />Positive Conversation Tones<br />“Coca-Cola is the best drink!!!! I love it...”<br />“ALWAYS COCA-COLA!! funny add from Coca-Cola with Grant Theft Auto!”<br />“DIET COKE IS WHERE IT&apos;S AT YA&apos;LL!!!! :)”<br />Availability<br />Ideas/<br />Suggestions<br />Advertising<br />“Biggest Fan”<br />Other Coke Products<br />General Comments<br />Consumption Habits/<br />Addicted<br />Low Post Volume<br />High Post Volume<br />“i am the # 1 fan. just ask anyone who knows me.”<br />“I adore cola! I can drink it every day :D”<br />“Anyone know if &apos;Kosher Coke&apos; is available in Colorado??”<br />“. . . Bring back the glass bottle it makes a difference”<br />Negative Conversation Tones<br />
  12. And they are producing GREAT Content - for the LOVE of THEIR Brand<br />
  13. Sometimes we ask for it…<br />Where have you had a Coke lately?<br />“It was taken from the peak of the Iztaccihuatl, Mexico&apos;s third highest mountain. [At 5,230m... you can guess why was the bottle half-full! :-)]<br />“Les Grand Montets near Mont Blanc French Alps 3275m”<br />“NEVADO DEL TOLIMA KOLOMBIA 5.800 MTS...CHARLYTOONS”<br />11<br />
  14. 120 Photos of Your Next Coke…<br />12<br />
  15. 5,800 Times of day to enjoy a Coke…<br />13<br />
  16. Our Fan Focused approach has yielded a Highly Engaged fan community…<br />Coke fans interact with each other, and the brand, more than they do on any other top brand fan pages.<br />InteractionS Per Post<br />Source: FB Fan Page Analysis , Sept 2009<br />*Interactions = likes + comments<br />
  17. In the past – We were not building sustainable relationships<br />Campaigns Based on<br />Earning Sustainable Relationships<br />Traditional Campaigns<br />Fans/Follows/Friends<br />Fans/Follows/Friends<br />Time<br />Time<br />Traditional Campaigns start from zero and abandon the audiencethey’ve amassed upon completion. Campaigns based on earning Sustainable Relationships leverage the existing audience and grow it for future use.<br />
  18. Our “Fans First” Approach: We will be Everywhere Our Consumers are in an Authentic “Member of the Community – Non BIG Brand Way”<br />16<br />Majority of our efforts<br />Enabling Fans to Comment, Upload and Consume THEIR own consumer generated brand related content<br />Strategically targeted messaging in<br />support of our brand objectives<br />Our approach is designed to foster equitable engagement to earn sustainable relationships that are authentic, delightful and reciprocal. <br />Being a Fan, Friend or Follower does not mean that they opted in to have advertising blasted at them.<br />
  19. Our “less about us-more about them” approach is getting noticed<br />Missed Opportunity... Pepsi. The company makes a disappointing showing on Facebook…has 250,000 fans, a fraction of rival Coke&apos;s. The company mostly uses it as a channel for pumping out updates of marketing activities.<br />MSNBC on 11/30/09<br />
  20. Coca-Cola “official” Social Communities…<br />18<br />
  21. this is all great, but…<br />how do we create compelling content in these online venues that celebrates the spirit of our brand and drives intent?<br />
  22. The Coca-Cola Happiness Machine…<br />
  23. Vitamin Water’s Flavor Creator…<br />flavor creator lab environment within the vitaminwater facebook fan page<br />24<br />
  24. Determined flavor via conversation mining & ranking…<br />cloud tagging- shows the ranking of flavors <br />and allows you to navigate for more information<br />
  25. Flavor voting…<br />vote on a single flavor, flavor combinations or use the ‘wild card’ to<br />vote for a flavor that didn’t make the top ten<br />
  26. Gaming determined functional benefit… do you need more energy?<br />
  27. Label design contest - a real-time collaborative workspace…<br />28<br />
  28. The results…<br />7+ minutes of engagement <br />per app session<br />tens of thousands of total votes<br />40K unique label designers<br />174% increase in fans<br />29<br />
  29. Say hello to…connect<br />black cherry-lime<br />caffeine + 8 key nutrients<br />made by fans, for fans on<br />in stores march 1st <br />30<br />
  30. So, We are all aboutFishing Where the Fish are…<br />31<br />
  31. Integrating Campaigns with Common Social Solutions…<br />32<br />
  32. Optimizing Functionality that Already Exists…<br />33<br />
  33. Creating New Ones if Necessary…<br />34<br />
  34. Clear Principles are a must to insure everyone is aligned…<br />http://www.thecoca-colacompany.com/socialmedia<br />
  35. Finally, Some Quick Lessons Learned…<br />SMM is a tactic and should always be in support of brand objectives<br />These platforms change frequently and can be very disruptive<br />Keep it simple and intuitive – fewer objectives is better and shorten users’ paths at every opportunity<br />Silly to start from zero…<br />“Viral” shouldn’t BE your strategy – just part of a comprehensive plan<br />Clear the Legal hurdles first – this is new for everyone so legitimate questions arise around every corner<br />Always work with pros…There is no “sticking your toe in the water”<br />Each new Community is an entirely new market and should be treated as such<br />Moderation is a must!<br />
  36. What’s Next…<br />“Fans First” will continue to be our compass<br />Continue building Common Solutions to Amplify our Global & Local campaigns <br />More Brands on More Platforms<br />We will continue to Test, Learn, Share, SCALE & REPEAT…Again, and Again, and Again<br />
  37. Questions?<br />