6. and today, I’d say…
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
7. Consumers remind us every day that
Coke is THEIR brand…
Facebook “2 Billion photo
uploads a month - nearly 70
million a day…” USA TODAY 8/09
On Facebook alone we’ve got:
- 4,600+ photos
- 95+ videos
- 500,000+ “likes”*
- 90,000+ “comments”*
(*just in the last 6 months)
8. Conversation Cloud for top terms mentioned on FB coca-cola fan page
(September 2009)
5000 Mentions a Day - Here is a taste
of what they are saying…
N = 1,276 posts*
*non-english language posts removed
Source: Analysis of Facebook for Sept 1st – 30th 2009
9. Availability
Ideas/
Suggestions
Advertising
“Biggest
Fan”
Other
Coke
Products
General
Comments
Low Post
Volume
High Post
Volume
Positive Conversation Tones
Negative Conversation Tones
General comments about the brand and
other Coke products are top topics…
“Coca-Cola is the best drink!!!! I love it...”
“ALWAYS COCA-COLA!! funny add from
Coca-Cola with Grant Theft Auto!”
“. . . Bring back the glass bottle it makes a difference”
“Anyone know if 'Kosher Coke' is
available in Colorado??”
“I adore cola! I can drink it every day :D”
Consumptio
n Habits/
Addicted
“i am the # 1 fan. just ask anyone who knows me.”
“DIET COKE IS WHERE IT'S AT YA'LL!!!! :)”
10. And they are producing GREAT
Content - for the LOVE of THEIR Brand
11. Sometimes we ask for it…
11
• Where have you had a Coke lately?
“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! :-)]
“Les Grand Montets near Mont Blanc French Alps 3275m”
“NEVADO DEL TOLIMA KOLOMBIA 5.800 MTS...CHARLYTOONS”
14. Our Fan Focused approach has yielded
a Highly Engaged fan community…
InteractionS Per Post
Source: FB Fan Page Analysis , Sept 2009
*Interactions = likes + comments
User generated content Interactions* Photo Video
Coke 73,391 3,142 77
Brand A 34,094 0 0
Brand B 10,873 0 84
Brand C 6,962 0 0
Brand D 5,092 134 4
Coke Brand A Brand B Brand C Brand D
0
1000
2000
3000
4000
5000
6000
Coke fans interact with each other, and the brand, more than they do on any other top
brand fan pages.
15. In the past – We were not building
sustainable relationships
Traditional Campaigns start from zero and abandon the
audience they’ve amassed upon completion.
Campaigns based on earning Sustainable Relationships
leverage the existing audience and grow it for future use.
Traditional Campaigns
Campaigns Based on
Earning Sustainable Relationships
Time Time
Fans/Follows/Friends
Fans/Follows/Friends
16. Our “Fans First” Approach: We will be Everywhere
Our Consumers are in an Authentic “Member of
the Community – Non BIG Brand Way”
16
Our approach is designed to foster equitable engagement to earn
sustainable relationships that are authentic, delightful and reciprocal.
Being a Fan, Friend or Follower does not mean that they opted in to have advertising
blasted at them.
Enabling Fans to Comment, Upload
and Consume THEIR own consumer
generated brand related content
Strategically targeted messaging in
support of our brand objectives
Majority
of our
efforts
17. Our “less about us-more about them”
approach is getting noticed
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.
MSNBC on
11/30/09
35. Clear Principles are a must to insure
everyone is aligned…
http://www.thecoca-colacompany.com/socialmedia
36. Finally, Some Quick Lessons Learned…
• SMM is a tactic and should always be in support of brand objectives
• These platforms change frequently and can be very disruptive
• Keep it simple and intuitive – fewer objectives is better and shorten
users’ paths at every opportunity
• Silly to start from zero…
• “Viral” shouldn’t BE your strategy – just part of a comprehensive plan
• Clear the Legal hurdles first – this is new for everyone so legitimate
questions arise around every corner
Always work with pros…There is no “sticking your toe in the water”
• Each new Community is an entirely new market and should be
treated as such
• Moderation is a must!
37. What’s Next…
• “Fans First” will continue to be our compass
• Continue building Common Solutions to Amplify
our Global & Local campaigns
• More Brands on More Platforms
• We will continue to Test, Learn, Share, SCALE &
REPEAT…Again, and Again, and Again
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….
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‘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
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Song that thing - Coke Canhttp://www.facebook.com/video/video.php?v=516887211762&oid=40796308305"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."
Gotta Get It, Gotta Have It, Gotta Live It! Sing along!http://www.facebook.com/video/video.php?v=1174726572504&oid=40796308305
HEY COKE EXECS & Fans! Check out my friend (and devout Coke Drinker) Andy Grube'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's Greatest Coca-Cola Fanhttp://www.facebook.com/video/video.php?v=1036596479551&oid=40796308305The World'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!
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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! :-)]
Les Grand Montets near Mont Blanc French Alps 3275mNEVADO DEL TOLIMA KOLOMBIA 5.800 MTS...CHARLYTOONS
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We will abide by our “Fans First” approach: Listening, Respecting and Celebrating them and THEIR manifestations of THEIR brand. Majority of 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.
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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.
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Virtual or Physical Events – CNN Manufactured Obama’s 100 Days
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