How Big Companies Use Social Media
New York City | April 29, 2009
Adam Brown
The Coca-Cola Company
“Coca-Cola: Sharing What Matters”

what we’re
doing in the
social media
space
wednesday, april 29, 2009

let’s go back in time…

you’ve would have heard me say…
our home page isn’t
just coke.com, it
is google.com

search engine optimization/marketing
1.2 million+


fast forward to today…

today I would say…
our home page isn’t just
coke.com, it is
google.com

today I would say…
our home page isn’t just
coke.com, it is
google.com and
technorati.com and
twitter.com and
youtube.com and
facebook.com and
myspace.com

today’s landscape

a daily chatter snapshot…
~1000 blog/forum posts
~300 tweets
~15 youtube videos
~50 pictures on flickr

a daily chatter snapshot…
~1000 blog/forum posts
~300 tweets
~15 youtube videos
~50 pictures on flickr
~25,000 new facebook friends

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

REVIEW: social media monitoring

RESPOND: social media outreach
10x6x10

RESPOND: social media outreach
10x6x10
s
n Right ability
Huma Sustain
Ev ents & ter and
rrent ent, Wa on
• Cu nm N utriti
• E nviro t yle & sing
lth , Lifes dverti
• Hea ting & A
e
• Mark ing t
nt tmen
• Pare ce & Inves
n
• Fina

our key focus here…
empowering
subject matter
experts to
respond

RECORD: online video

REDIRECT: seo & sem, cross-pollenization

the big question…
who owns these
relationships?

what’s coming next…
new corporate site
new blog initiatives
more music outreach
more conversations
more “purposeful
edutainment”

thank you
adam brown
director
office of digital communications & social media
adbrown@na.ko.com

How Big Companies Use Social Media
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