Coca-Cola‘s „Fans First“ Approach in Social Communities

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  • Coca-Cola has been honored with the label The “Worlds Most Valuable Brand” - valued at over $65 billion…..for perspective, Microsoft is #2 at $58.7Second most spoken known word in the world behind…..“ok”History of “Painting the Town Red” and Heavy on TV investments As you can imagine…the advent of all this recent Transparency / Consumer Generated Media stuff at first made us a little uneasy…
  • My role, working from the center is to recognize that we’ve got lots of brilliant marketers around the world doing lots of incredible work in this space…however, we are somewhat de-centralized, (a marketer works for a brand in a specific country) their isn’t much incentive or reason to share successes and/or learnings from failures.My job is to observe and to facilitate this sharing…to help spread the knowledge and provide some thought leadership and guidance so that these brilliant marketers can do there job even better…
  • 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
  • It seems that most brand pages have begun to close the gap on Coke when looking just at fan-generated vs brand generated content as percentage of total – not necessarily because they’ve adopted a fans first strategy, but because the size of their fan base prompts a natural amount of fan content posts. However, Coke still beats everyone in the amount of fan interaction per post (ie likes and comments) and on the amount of fan video and fan photo content posted because we engage the community and because we repost fan content frequently. We’ve masked the other brands included, they are as follows: A: New York TimesB: RedbullC: American EagleD: Pepsi
  • 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.
  • Virtual or Physical Events – CNN Manufactured Obama’s 100 Days
  • Coca-Cola‘s „Fans First“ Approach in Social Communities

    1. 1. BSI<br />Coca-Cola‘s „Fans First“ Approach in Social Communities<br />Marketing 2.0 Conference, Paris 2010<br />
    2. 2. Jointheconversation<br />MARKETING 2.0 CONFERENCE<br />www.marketing2conference.com<br />
    3. 3. Coke’s “Fans First” Approach in Social Communities<br />Michael Donnelly<br />Group Director, Worldwide Interactive Marketing<br />
    4. 4. 1.6 BILLION SERVINGS A DAY<br />History of “painting the town red”…<br />
    5. 5. Working from the center…<br />
    6. 6. Consumers remind us every day that Coke is THEIR brand…<br />On Facebook alone we’ve got:<br /><ul><li> 5,300+ photos
    7. 7. 100+ videos
    8. 8. 750,000+ “likes”*</li></ul>- 120,000+ “comments”*<br />(*just in the last 6 months)<br />Facebook “2 Billion photo uploads a month - nearly 70 million a day…” USA TODAY 8/09<br />
    9. 9. 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 />
    10. 10. And they are producing GREAT Content - for the LOVE of THEIR Brand<br />
    11. 11. 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 />9<br />
    12. 12. 120 Photos of Your Next Coke…<br />10<br />
    13. 13. 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 />
    14. 14. Our “Fans First” Approach: We will be Everywhere Our Consumers are in an Authentic “Member of the Community – Non BIG Brand Way”<br />12<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 />
    15. 15. 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 />
    16. 16. Coca-Cola “official” Social Communities…<br />14<br />
    17. 17. this is all great, but…<br />how do we create compelling content in these online venues that celebrates the spirit of our brand and drives intent?<br />
    18. 18.
    19. 19.
    20. 20. The Coca-Cola Happiness Machine…<br />
    21. 21. So, We are all aboutFishing Where the Fish are…<br />19<br />
    22. 22. Optimizing Functionality that Already Exists…<br />20<br />
    23. 23. Creating New Ones ONLY when Necessary…<br />21<br />
    24. 24. Clear Principles are a must to insure everyone is aligned…<br />http://www.thecoca-colacompany.com/socialmedia<br />
    25. 25. 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 />
    26. 26. 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 />
    27. 27. Questions?<br />

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