Online Marketing Proposal for Coca-cola

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Online Marketing Proposal for Coca-cola

  1. 1. Online Strategy ProposalJulie Wu<br />
  2. 2. 125 Years of History<br />200 + Countries <br />3500 +Beverages<br /> 49 Consecutive years with increased dividends<br />
  3. 3. Goals<br />Improving online presence.<br />Forging closer relationships with Consumers. <br />Maximize long-term return to shareowners while being mindful of our overall fiscal responsibilities. <br />Be a responsible citizen that makes a difference by helping build and support sustainable communities. <br />Challenges<br />Word of Mouth<br />Health Issues<br />The lack of popularity of many drinks<br />Competitors:<br />
  4. 4. Coca Cola has cut its ad spending by 6.6% in order to invest more in SOCIAL MEDIA!!!<br />See What We’ve Got NOW<br />32,519,929Facebook Fans<br /> 326,810Twitter Followers<br />18,719,427Youtube Video Upload Views<br />
  5. 5. our<br /><ul><li> Gain “phenomenal” results from our first experiment with paid advertising on Twitter.
  6. 6. 86m “impressions” or views of the ads
  7. 7. 6 per cent of “engagement rate” in 24 hours
  8. 8. The No.1 brand on Facebook
  9. 9. Created and kept by 2 fans
  10. 10. We partnered with them to create new content, and there is a growing of 100,000 fans per week
  11. 11. Engaging fans by asking interesting Qs</li></li></ul><li>http://www.youtube.com/watch?v=hVap-ZxSDeE<br />http://www.youtube.com/watch?v=BIHRicdaejs<br />The Official Coca-Cola Channel<br /> subscribers <br /> video views<br />Viral Marketing: Open Happiness<br />33,729<br />http://www.youtube.com/watch?v=M0D3jKLz6sA<br />24,950,780<br />http://www.youtube.com/watch?v=lqT_dPApj9U<br />We can spark our consumers’ creativity with the right type of content.<br />http://www.youtube.com/watch?v=x2ye-9jk6T0<br />http://www.youtube.com/watch?v=MZl4XGcbtyI&feature=fvst<br />
  12. 12. <ul><li>Focuses on Coke’s core strengths of brand and heritage
  13. 13. The name Coca Cola Conversations emphasize the Coke-fan-interaction.
  14. 14. The goal of the blog is to strengthen readers emotional connection with the brand.</li></ul>NO stuffy marketing messaging!!<br />NO Hard Sell!<br />The blog only works if there is a two-way dialogue. <br />----Phil Mooney, the Coca-Cola Company's Archivist and historian<br />
  15. 15. IN SUM…<br />Coke has a significant presence on all major social outlets including Facebook, Youtube, Twitter, Bebo, Myspace and more.  They know where their users spend their time and engage them in ways that get the community talking.<br />Coke has a significant presence on all major social outlets including Facebook, Youtube, Twitter, Bebo, Myspace and more.  They know where their users spend their time and engage them in ways that get the community talking.<br />Coke has a significant presence on all major social outlets including Facebook, Youtube, Twitter, Bebo, Myspace and more.  They know where their users spend their time and engage them in ways that get the community talking.<br />Coke has a significant presence on all major social outlets including Facebook, Youtube, Twitter, Bebo, Myspace and more.  They know where their users spend their time and engage them in ways that get the community talking.<br />Coke has a home page on all major social outlets including Facebook, Youtube, Twitter and more.  We know where our consumers spend their time. We find them rather than let them find us.<br />LOCATE<br />Empowering our consumers is the core of our social media strategy because you can’t fully control your brand in social media, it is better to embrace it. Our Facebook page was not created by us but our fans, we empower them to keep the page and cooperate with them to come up with something great. <br />EMPOWER<br />Constant conversations are of vital significance. We are constantly engaging our fans by asking questions, creating calls to action and so on. <br />ENGAGE<br />Creating compelling, genuine, creative and relevant social media messages are always crucial. Just check out the millions of viewership of “Happiness Truck” on Youtube.<br />CREATE<br />MONITOR<br />We always monitor what our consumers are talking about. Take the gem, left the garbage. Sometimes, it is our consumers who spark our creativity. <br />
  16. 16.
  17. 17. <ul><li>We plan to spend about 300m dollars in social media per year and allocate it as shown in the above figure.
  18. 18. Check out the figure on the right, we will spend more money on Feb, March for the March Madness; June, July, Aug. for the summer seasonal peak; Dec. for the Christmas and New year. </li>

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