Coke's 'fans first' approach in social communities
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A presentation by Michael Donnelly, ...

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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  • 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

Coke's 'fans first' approach in social communities Presentation Transcript

  • 1. Coke’s “Fans First” Approach in Social Communities
    Michael Donnelly
    Group Director, Worldwide Interactive Marketing
  • 2. How many Social Media “Experts” are in the house?
  • 3. Working from the center…
  • 4. 1.5 BILLION SERVINGS A DAY
    History of “painting the town red”…
  • 5. our home page isn’t just coke.com, it is google.com
  • 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 alone we’ve got:
    • 4,600+ photos
    • 8. 95+ videos
    • 9. 500,000+ “likes”*
    - 90,000+ “comments”*
    (*just in the last 6 months)
    Facebook “2 Billion photo uploads a month - nearly 70 million a day…” USA TODAY 8/09
  • 10. 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
  • 11. 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 Coca-Cola with Grant Theft Auto!”
    “DIET COKE IS WHERE IT'S AT YA'LL!!!! :)”
    Availability
    Ideas/
    Suggestions
    Advertising
    “Biggest Fan”
    Other Coke Products
    General Comments
    Consumption Habits/
    Addicted
    Low Post Volume
    High Post 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
  • 12. And they are producing GREAT Content - for the LOVE of THEIR Brand
  • 13. 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. 120 Photos of Your Next Coke…
    12
  • 15. 5,800 Times of day to enjoy a Coke…
    13
  • 16. 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
    Source: FB Fan Page Analysis , Sept 2009
    *Interactions = likes + comments
  • 17. In the past – We were not building sustainable relationships
    Campaigns Based on
    Earning Sustainable Relationships
    Traditional Campaigns
    Fans/Follows/Friends
    Fans/Follows/Friends
    Time
    Time
    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.
  • 18. Our “Fans First” Approach: We will be Everywhere Our Consumers are in an Authentic “Member of the Community – Non BIG Brand Way”
    16
    Majority of our efforts
    Enabling Fans to Comment, Upload and Consume THEIR own consumer generated brand related content
    Strategically targeted messaging in
    support of our brand objectives
    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.
  • 19. Our “less about us-more about them” approach is getting noticed
    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.
    MSNBC on 11/30/09
  • 20. Coca-Cola “official” Social Communities…
    18
  • 21. this is all great, but…
    how do we create compelling content in these online venues that celebrates the spirit of our brand and drives intent?
  • 22.
  • 23.
  • 24.
  • 25. The Coca-Cola Happiness Machine…
  • 26. Vitamin Water’s Flavor Creator…
    flavor creator lab environment within the vitaminwater facebook fan page
    24
  • 27. Determined flavor via conversation mining & ranking…
    cloud tagging- shows the ranking of flavors
    and allows you to navigate for more information
  • 28. Flavor voting…
    vote on a single flavor, flavor combinations or use the ‘wild card’ to
    vote for a flavor that didn’t make the top ten
  • 29. Gaming determined functional benefit… do you need more energy?
  • 30. Label design contest - a real-time collaborative workspace…
    28
  • 31. The results…
    7+ minutes of engagement
    per app session
    tens of thousands of total votes
    40K unique label designers
    174% increase in fans
    29
  • 32. Say hello to…connect
    black cherry-lime
    caffeine + 8 key nutrients
    made by fans, for fans on
    in stores march 1st
    30
  • 33. So, We are all aboutFishing Where the Fish are…
    31
  • 34. Integrating Campaigns with Common Social Solutions…
    32
  • 35. Optimizing Functionality that Already Exists…
    33
  • 36. Creating New Ones if Necessary…
    34
  • 37. Clear Principles are a must to insure everyone is aligned…
    http://www.thecoca-colacompany.com/socialmedia
  • 38. 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!
  • 39. 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
  • 40. Questions?