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Coke’s “Fans First” Approach in Social Communities<br />Michael Donnelly<br />Group Director, Worldwide Interactive Market...
How many Social Media “Experts” are in the house?<br />
Working from the center…<br />
1.5 BILLION SERVINGS A DAY<br />History of “painting the town red”…<br />
our home page isn’t just coke.com, it is google.com<br />
and today, I’d say…<br />our home page isn’t just coke.com, it is google.com and hyves.nl and twitter.com and youtube.com ...
Consumers remind us every day that Coke is THEIR brand…<br />On Facebook alone we’ve got:<br /><ul><li> 4,600+ photos
 95+ videos
 500,000+ “likes”*</li></ul>- 90,000+ “comments”*<br />(*just in the last 6 months)<br />Facebook “2 Billion photo uploads...
5000 Mentions a Day - Here is a taste of what they are saying…<br />Conversation Cloud for top terms mentioned on FB coca-...
General comments about the brand and other Coke products are top topics…<br />Positive Conversation Tones<br />“Coca-Cola ...
And they are producing GREAT Content - for the LOVE of THEIR Brand<br />
Sometimes we ask for it…<br />Where have you had a Coke lately?<br />“It was taken from the peak of the Iztaccihuatl, Mexi...
120 Photos of Your Next Coke…<br />12<br />
5,800 Times of day to enjoy a Coke…<br />13<br />
Our Fan Focused approach has yielded a Highly Engaged fan community…<br />Coke fans interact with each other, and the bran...
In the past – We were not building sustainable relationships<br />Campaigns Based on<br />Earning Sustainable Relationship...
Our “Fans First” Approach: We will be Everywhere Our Consumers are in an Authentic “Member of the Community – Non BIG Bran...
Our “less about us-more about them” approach is getting noticed<br />Missed Opportunity... Pepsi. The company makes a disa...
Coca-Cola “official” Social Communities…<br />18<br />
this is all great, but…<br />how do we create compelling content in these online venues that celebrates the spirit of our ...
The Coca-Cola Happiness Machine…<br />
Vitamin Water’s Flavor Creator…<br />flavor creator lab environment within the vitaminwater facebook fan page<br />24<br />
Determined flavor via conversation mining & ranking…<br />cloud tagging- shows the ranking of flavors <br />and allows you...
Flavor voting…<br />vote on a single flavor, flavor combinations or use the ‘wild card’ to<br />vote for a flavor that did...
Gaming determined functional benefit… do you need more energy?<br />
Label design contest - a real-time collaborative workspace…<br />28<br />
The results…<br />7+ minutes of engagement <br />per app session<br />tens of thousands of total votes<br />40K unique lab...
Say hello to…connect<br />black cherry-lime<br />caffeine + 8 key nutrients<br />made by fans, for fans on<br />in stores ...
So, We are all aboutFishing Where the Fish are…<br />31<br />
Integrating Campaigns with Common Social Solutions…<br />32<br />
Optimizing Functionality that Already Exists…<br />33<br />
Creating New Ones if Necessary…<br />34<br />
Clear Principles are a must to insure everyone is aligned…<br />http://www.thecoca-colacompany.com/socialmedia<br />
Finally, Some Quick Lessons Learned…<br />SMM is a tactic and should always be in support of brand objectives<br />These p...
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Coke's 'fans first' approach in social communities

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A presentation by Michael Donnelly,
Group Director of Worldwide Interactive Marketing for Coca-Cola, created for the iStrategy2010 conference. @MichaelDonnelly

This presentation outlines Coke's 'fans first' approach in social communities.

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  • can you send me this presentation. I currently work for coca cola as a manufacturing supervisor and could use this for a management meeting tomorrow
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    it's compleet detail of Cocacola
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  • suck my fucking dick slut
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  • suck my fucking dick u fag
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  • ya so every one can shut up and sit down cuz u dont no shit im top dawg get at me get offline or ill hit u offline
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  • 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&amp;oid=40796308305&amp;quot;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.&amp;quot;Gotta Get It, Gotta Have It, Gotta Live It! Sing along!http://www.facebook.com/video/video.php?v=1174726572504&amp;oid=40796308305HEY COKE EXECS &amp; Fans! Check out my friend (and devout Coke Drinker) Andy Grube&amp;apos;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&amp;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&amp;apos;s Greatest Coca-Cola Fanhttp://www.facebook.com/video/video.php?v=1036596479551&amp;oid=40796308305The World&amp;apos;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&amp;apos;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
  • Transcript of "Coke's 'fans first' approach in social communities"

    1. 1. Coke’s “Fans First” Approach in Social Communities<br />Michael Donnelly<br />Group Director, Worldwide Interactive Marketing<br />
    2. 2. How many Social Media “Experts” are in the house?<br />
    3. 3. Working from the center…<br />
    4. 4. 1.5 BILLION SERVINGS A DAY<br />History of “painting the town red”…<br />
    5. 5. our home page isn’t just coke.com, it is google.com<br />
    6. 6. and today, I’d say…<br />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<br />
    7. 7. Consumers remind us every day that Coke is THEIR brand…<br />On Facebook alone we’ve got:<br /><ul><li> 4,600+ photos
    8. 8. 95+ videos
    9. 9. 500,000+ “likes”*</li></ul>- 90,000+ “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 />
    10. 10. 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 />
    11. 11. General comments about the brand and other Coke products are top topics…<br />Positive Conversation Tones<br />“Coca-Cola is the best drink!!!! I love it...”<br />“ALWAYS COCA-COLA!! funny add from Coca-Cola with Grant Theft Auto!”<br />“DIET COKE IS WHERE IT&apos;S AT YA&apos;LL!!!! :)”<br />Availability<br />Ideas/<br />Suggestions<br />Advertising<br />“Biggest Fan”<br />Other Coke Products<br />General Comments<br />Consumption Habits/<br />Addicted<br />Low Post Volume<br />High Post Volume<br />“i am the # 1 fan. just ask anyone who knows me.”<br />“I adore cola! I can drink it every day :D”<br />“Anyone know if &apos;Kosher Coke&apos; is available in Colorado??”<br />“. . . Bring back the glass bottle it makes a difference”<br />Negative Conversation Tones<br />
    12. 12. And they are producing GREAT Content - for the LOVE of THEIR Brand<br />
    13. 13. Sometimes we ask for it…<br />Where have you had a Coke lately?<br />“It was taken from the peak of the Iztaccihuatl, Mexico&apos;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 />11<br />
    14. 14. 120 Photos of Your Next Coke…<br />12<br />
    15. 15. 5,800 Times of day to enjoy a Coke…<br />13<br />
    16. 16. 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 />
    17. 17. In the past – We were not building sustainable relationships<br />Campaigns Based on<br />Earning Sustainable Relationships<br />Traditional Campaigns<br />Fans/Follows/Friends<br />Fans/Follows/Friends<br />Time<br />Time<br />Traditional Campaigns start from zero and abandon the audiencethey’ve amassed upon completion. Campaigns based on earning Sustainable Relationships leverage the existing audience and grow it for future use.<br />
    18. 18. Our “Fans First” Approach: We will be Everywhere Our Consumers are in an Authentic “Member of the Community – Non BIG Brand Way”<br />16<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 />
    19. 19. 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&apos;s. The company mostly uses it as a channel for pumping out updates of marketing activities.<br />MSNBC on 11/30/09<br />
    20. 20. Coca-Cola “official” Social Communities…<br />18<br />
    21. 21. 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 />
    22. 22.
    23. 23.
    24. 24.
    25. 25. The Coca-Cola Happiness Machine…<br />
    26. 26. Vitamin Water’s Flavor Creator…<br />flavor creator lab environment within the vitaminwater facebook fan page<br />24<br />
    27. 27. Determined flavor via conversation mining & ranking…<br />cloud tagging- shows the ranking of flavors <br />and allows you to navigate for more information<br />
    28. 28. Flavor voting…<br />vote on a single flavor, flavor combinations or use the ‘wild card’ to<br />vote for a flavor that didn’t make the top ten<br />
    29. 29. Gaming determined functional benefit… do you need more energy?<br />
    30. 30. Label design contest - a real-time collaborative workspace…<br />28<br />
    31. 31. The results…<br />7+ minutes of engagement <br />per app session<br />tens of thousands of total votes<br />40K unique label designers<br />174% increase in fans<br />29<br />
    32. 32. Say hello to…connect<br />black cherry-lime<br />caffeine + 8 key nutrients<br />made by fans, for fans on<br />in stores march 1st <br />30<br />
    33. 33. So, We are all aboutFishing Where the Fish are…<br />31<br />
    34. 34. Integrating Campaigns with Common Social Solutions…<br />32<br />
    35. 35. Optimizing Functionality that Already Exists…<br />33<br />
    36. 36. Creating New Ones if Necessary…<br />34<br />
    37. 37. Clear Principles are a must to insure everyone is aligned…<br />http://www.thecoca-colacompany.com/socialmedia<br />
    38. 38. 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 />
    39. 39. 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 />
    40. 40. Questions?<br />
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