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 communitiesPresentation Transcript
Coke’s “Fans First” Approach in Social Communities Michael Donnelly Group Director, Worldwide Interactive Marketing
How many Social Media “Experts” are in the house?
Working from the center…
1.5 BILLION SERVINGS A DAY History of “painting the town red”…
our home page isn’t just coke.com, it is google.com
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
Consumers remind us every day that Coke is THEIR brand… On Facebook alone we’ve got:
4,600+ photos
95+ videos
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
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
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
And they are producing GREAT Content - for the LOVE of THEIR Brand
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
120 Photos of Your Next Coke… 12
5,800 Times of day to enjoy a Coke… 13
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
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.
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.
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
Coca-Cola “official” Social Communities… 18
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?
The Coca-Cola Happiness Machine…
Vitamin Water’s Flavor Creator… flavor creator lab environment within the vitaminwater facebook fan page 24
Determined flavor via conversation mining & ranking… cloud tagging- shows the ranking of flavors and allows you to navigate for more information
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
Gaming determined functional benefit… do you need more energy?
Label design contest - a real-time collaborative workspace… 28
The results… 7+ minutes of engagement per app session tens of thousands of total votes 40K unique label designers 174% increase in fans 29
Say hello to…connect black cherry-lime caffeine + 8 key nutrients made by fans, for fans on in stores march 1st 30
So, We are all aboutFishing Where the Fish are… 31
Integrating Campaigns with Common Social Solutions… 32
Optimizing Functionality that Already Exists… 33
Creating New Ones if Necessary… 34
Clear Principles are a must to insure everyone is aligned… http://www.thecoca-colacompany.com/socialmedia
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!
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
Questions?
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