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…
On Facebook Billion we’ve got:
Facebook “2 alone photo
-uploads photos - nearly 70
4,600+ a month
-million a day…” USA TODAY 8/09
95+ videos
- 500,000+ “likes”*
- 90,000+ “comments”*
(*just in the last 6 months)
8. 5000 Mentions a Day - Here is a taste
of what they are saying…
CONVERSATION CLOUD FOR TOP TERMS MENTIONED ON FB COCA-COLA FAN PAGE
(SEPTEMBER 2009)
N = 1,276 posts*
*non-english language posts removed
Source: Analysis of Facebook for Sept 1st – 30th 2009
9. General comments about the brand and
other Coke products are top topics…
Positive Conversation Tones
“Coca-Cola is the best drink!!!! I love it...”
“ALWAYS COCA-COLA!! funny add from “Biggest General
Fan” Comments
Coca-Cola with Grant Theft Auto!” Other
Coke
Advertising Products
Ideas/
Suggestions
Consumptio
n Habits/ “DIET COKE IS WHERE IT'S AT YA'LL!!!! :)”
Addicted
Low Post High Post
Availability
Volume Volume
“i am the # 1 fan. just ask anyone who knows me.”
“I adore cola! I can drink it every day :D”
“Anyone know if 'Kosher Coke' is
available in Colorado??”
“. . . Bring back the glass bottle it makes a difference”
Negative Conversation Tones
10. And they are producing GREAT
Content - for the LOVE of THEIR Brand
11. Sometimes we ask for it…
•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”
11
14. Our Fan Focused approach has yielded
a Highly Engaged fan community…
Coke fans interact with each other, and the brand, more than they do on any other top
brand fan pages. INTERACTIONS PER POST
6000
5000
4000
3000
2000
1000
0
Coke Brand A Brand B Brand C Brand D
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
Source: FB Fan Page Analysis , Sept 2009
*Interactions = likes + comments
15. In the past – We were not building
sustainable relationships
Campaigns Based on
Traditional Campaigns Earning Sustainable Relationships
Fans/Follows/Friends
Fans/Follows/Friends
Time Time
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.
16. Our “Fans First” Approach: We will be Everywhere
Our Consumers are in an Authentic “Member of
the Community – Non BIG Brand Way”
Majority
of our
efforts
Enabling Fans to Comment, Upload Strategically targeted messaging in
and Consume THEIR own consumer support of our brand objectives
generated brand related content
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.
16
17. Our “less about us-more about them”
approach is getting noticed
Missed Opportunity...MSNBC The company makes a
Pepsi. on
disappointing showing on11/30/09
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.
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….
‘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"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=40796308305HEY 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!
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
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