O SlideShare utiliza cookies para otimizar a funcionalidade e o desempenho do site, assim como para apresentar publicidade mais relevante aos nossos usuários. Se você continuar a navegar o site, você aceita o uso de cookies. Leia nosso Contrato do Usuário e nossa Política de Privacidade.
O SlideShare utiliza cookies para otimizar a funcionalidade e o desempenho do site, assim como para apresentar publicidade mais relevante aos nossos usuários. Se você continuar a utilizar o site, você aceita o uso de cookies. Leia nossa Política de Privacidade e nosso Contrato do Usuário para obter mais detalhes.
However, it really is kind of business as usual…just with a few new technologies to make it a little more challenging and even better…because our brand is and always has been social by nature…you share a coke the refreshing experience…These pictures, by the way, have all been uploaded by loyal fans within the past 24 hours on our Facebook page which we’ll talk about more in a few minutes….
‘share’ is featured a bit more prominently in this graphic – likely due to the “who would you share the last Coke on earth with?” status update on Sept 23rd
Song that thing - Coke Canhttp://www.facebook.com/video/video.php?v=516887211762&oid=40796308305&quot;This is the first of what I hope to turn into something of a series. The idea here is to create a song that features a single object. While I still use my voice and occasionally get minor help with other instruments (such as a microphone, razor blades, computer software, etc.) I try to stay true to the challenge. I make the songs sound as good as I can with all of the tools at my disposal, but the sounds really do come from the object featured in the video.&quot;Gotta Get It, Gotta Have It, Gotta Live It! Sing along!http://www.facebook.com/video/video.php?v=1174726572504&oid=40796308305HEY COKE EXECS & Fans! Check out my friend (and devout Coke Drinker) Andy Grube&apos;s song he wrote about Coke. Great gingle and perfect for an Ad Campaign! Let me know what you think. Run, Run, Run!http://www.facebook.com/video/video.php?v=104214778932&oid=407963083052 Young men are spending a bored afternoon in the house until they decide to go get a Coke and the run is on! Filmed in Santiago, Dominican Republic. Fan Created - Open Happiness - Coke Commercialhttp://www.youtube.com/watch?v=x2ye-9jk6T0World&apos;s Greatest Coca-Cola Fanhttp://www.facebook.com/video/video.php?v=1036596479551&oid=40796308305The World&apos;s Greatest Coke Fan was CANNED by his employees at AdvanceMe, Inc. Check out the video to see how far $800 worth of Coke can go!
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! :-)]Les Grand Montets near Mont Blanc French Alps 3275mNEVADO DEL TOLIMA KOLOMBIA 5.800 MTS...CHARLYTOONS
We will abide by our “Fans First” approach: Listening, Respecting and Celebrating them and THEIR manifestations of THEIR brand. Majorityof our efforts will be spent enabling them to comment, upload, create, and consume THEIR own consumer-generated brand-related content while thirty percent will be spent on strategically targeted messaging supporting regional business objectives.
example of one of the games: tap two keyboard letters as fast as you can to win.this functionality game focuses on the need for energy.
Virtual or Physical Events – CNN Manufactured Obama’s 100 Days
Coke's 'fans first' approach in social communities
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 />
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'S AT YA'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 'Kosher Coke' is available in Colorado??”<br />“. . . Bring back the glass bottle it makes a difference”<br />Negative Conversation Tones<br />
Sometimes we ask for it…<br
/>Where have you had a Coke lately?<br />“It was taken from the peak of the Iztaccihuatl, Mexico'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 />
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 />
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 />
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 />
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's. The company mostly uses it as a channel for pumping out updates of marketing activities.<br />MSNBC on 11/30/09<br />
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 />
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 />