European Communication School Session Three


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Here is the ppt from Session Three - unfortunately I have had to cut out the videos to make the file size acceptable

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  • Why provoke your consumers – where that cone from? It comes from the fact that Coke are accustomed to being centre stage. But is social, there is no stage. There they are – prancing about – and no-one is looking at them. No one is interested in the conversations they want to have – so they …
  • European Communication School Session Three

    1. 1. Session 3Moving from one space to another
    2. 2. The aim of this session • To understand how brands operate in the traditional media space (using Coca Cola as an example) • To look at Coca Cola’s approach to operating in the ‘social’ media space • To start to work out what a brand needs to do in order to become social
    3. 3. Why is Coca Cola the world’s greatest marketing organisation?
    4. 4. Coca Cola in the 1950s
    5. 5. Coca Cola in the 1960s
    6. 6. Coca Cola in the 1970s
    7. 7. Coca Cola in the 1980s
    8. 8. Coca Cola in the 1990s
    9. 9. Coca Cola in the 2000s
    10. 10. Coca Cola today
    11. 11. Other stuff Coca Cola has done
    12. 12. One common theme• One message (proposition) in front of lots of people• Has to work that way (remember last session)
    13. 13. Initial attempts to break free of traditional media
    14. 14. What might be theproblems with this type of approach?
    15. 15. The two big problems• Scale: traditional media was all about creating scale / reach – social doesn’t have scale built into it• Relevancy: how can we have ‘individual’ conversations in a way that create a scalable benefit• Differentiation: all roads lead to smiling brand representatives handing out product for free
    16. 16. The Coke response• Coca Cola Content 2020
    17. 17. In summary• Produce lots of ‘liquid’ content, based around ‘linked’ stories• This has to be the world’s most engaging content• It will be based on ideas so compelling they take on a lifeforce of their own• Also has to be rooted in ‘live positively’ (rather than happiness?)• Has to be governed by the ‘North Star’ of popular culture• Must provoke conversations (and earn a disproportionate share of popular culture)• These provocations will come from the ‘soil’ of data (via data whisperers)
    18. 18. So what do you think?
    19. 19. What I thinkDefinition of Dynamic StorytellingThe development of incrementalelements of a brand idea that getdispersed systematically acrossmultiple channels of conversation forthe purposes of creating a unified andcoordinated brand experience
    20. 20. “…we will provoke conversations and earn a disproportionate share of popular culture”
    21. 21. What I think• They are trying to make the old rules of mass media work in a space where new (social) rules apply• “We have to be more niche and focussed and ‘with’ our consumers in more places – so lets find a way of making lots of niche ads”• Increase the volume and variety of content, while finding a way to still have some creative control (linked storytelling)
    22. 22. Other responses• Solve the scale problem by adding scale to the brand’s social media presence• Solve the relevancy problem by hosting conversations with your target consumers
    23. 23. Response to the scale issue
    24. 24. Data capture opportunity Cross promotion
    25. 25. Relevance
    26. 26. Marketing Directors’ Conversation Consumers’ Conversation
    27. 27. What should they be doing?“Each day, fans from around the world visit thepage to express their love and share storiesabout Coca-Cola, which plays a key role in theirlives. The brand is taking a backseat by joining,not hijacking, these online conversations.Doing so shows respect for our consumers andcelebrates their creativity.”
    28. 28. My theory Coca Cola is a huge As a result of this success, people and successful brand ‘interact’ with Coke on Facebook ?No evidence to demonstrate Facebook interaction ishow Facebook interaction is therefore a measure of the creating a brand’s success brand’s success. The consumer stories are the end of The Story
    29. 29. The Coca Cola Challenge:how to make the consumer stories the beginning of The Story
    30. 30. Brand is the centre of Consumer is the the story centre of the story Consumers ‘provoke’ the brand Provoke consumers Amplify their Brand facilitates response the behaviour
    31. 31. If you wanna be mylover, you gotta get with my friends…. What do you think about that now you know how I feel? Say you can handle my love are you for real I wont be hasty, Ill give you a try If you really bug me then Ill say goodbye