As the world's most iconic brand, Coca-Cola faces the daunting task of connecting their fans around the world from hundreds of different countries and cultures. In his BlogWell Atlanta presentation, "The Creation of Expedition 206," Coca-Cola's Group Director of Digital Communications, Adam Brown, took us behind the scenes of how social media is literally taking their brand around the world. Adam's presentation covers how they got their fans involved in the development of Expedition 206, how they determined which platforms to use, and how they're creating content that knows no language or cultural boundaries. --- BlogWell is the only conference where social media executives from large companies come together to share their case studies, offer practical how-to advice, and answer your questions. To learn more about BlogWell, visit gaspedal.com/blogwell/ BlogWell is produced by GasPedal and the Social Media Business Council. Learn More: http://gaspedal.com and http://socialmedia.org

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2. how we’re
leveraging the
real-time web
at Coca-Cola
office of digital communications & social media
tuesday, november 10, 2009
coca-cola confidential & proprietary

3. think about it…
our home page isn’t
just coke.com, it
is google.com
coca-cola confidential & proprietary

4. and today, it’s still different…
our home page isn’t just
coke.com, it is
google.com and
digg.com and
twitter.com and
youtube.com and
facebook.com and
myspace.com
coca-cola confidential & proprietary

5. a daily chatter snapshot…
coca-cola confidential & proprietary

6. two new mantras…
1 fish where
the fish are
coca-cola confidential & proprietary

7. two new mantras…
1 fish where
the fish are
2 keep
fans first
coca-cola confidential & proprietary

8. coca-cola confidential & proprietary

9. 4R social media strategy
review
what the social media community is talking about with strong,
coordinated monitoring programs. take ideas for community
participation and video vignettes from them
respond
to the comments, posts and other chatter with accurate information
on the Company and our initiatives with full transparency and
disclosure and an approachable style
record
short video vignettes that respond to the conversation with
“purposeful entertainment” that educates and informs
in an entertaining fashion that isn’t too slick
redirect
Online community members to the videos and other social media
content, using both search engine optimization/marketing as well
as online conversation “cross-pollenization” to improve search
rankings and assist others in discovering the relevant content
coca-cola confidential & proprietary

10. our key focus here…
empowering
subject matter
experts to
respond*
coca-cola confidential & proprietary

11. social media guidelines
online company commitments
what does the Company commit to do (and not do)
online spokesperson guidelines
what we’re asking of our associates when
they represent the Company online
online associate
guidelines
what do we expect
of our associates
when they are online
on their own time?

12. this is all great, but…
how do we create
compelling content
in these online
venues that
celebrates the
spirit of our brand
and drives intent?

21. fish where the fish are…

23. thank you
adam brown
director
office of digital communications & social media
adbrown@na.ko.com
twitter: adamcb
coca-cola confidential & proprietary

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