Your SlideShare is downloading. ×
Online Marketing Proposal for Coca-cola
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Online Marketing Proposal for Coca-cola

2,079
views

Published on

Published in: Business, Technology

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
2,079
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
70
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Online Strategy ProposalJulie Wu
  • 2. 125 Years of History
    200 + Countries
    3500 +Beverages
    49 Consecutive years with increased dividends
  • 3. Goals
    Improving online presence.
    Forging closer relationships with Consumers.
    Maximize long-term return to shareowners while being mindful of our overall fiscal responsibilities.
    Be a responsible citizen that makes a difference by helping build and support sustainable communities.
    Challenges
    Word of Mouth
    Health Issues
    The lack of popularity of many drinks
    Competitors:
  • 4. Coca Cola has cut its ad spending by 6.6% in order to invest more in SOCIAL MEDIA!!!
    See What We’ve Got NOW
    32,519,929Facebook Fans
    326,810Twitter Followers
    18,719,427Youtube Video Upload Views
  • 5. our
    • Gain “phenomenal” results from our first experiment with paid advertising on Twitter.
    • 6. 86m “impressions” or views of the ads
    • 7. 6 per cent of “engagement rate” in 24 hours
    • 8. The No.1 brand on Facebook
    • 9. Created and kept by 2 fans
    • 10. We partnered with them to create new content, and there is a growing of 100,000 fans per week
    • 11. Engaging fans by asking interesting Qs
  • http://www.youtube.com/watch?v=hVap-ZxSDeE
    http://www.youtube.com/watch?v=BIHRicdaejs
    The Official Coca-Cola Channel
    subscribers
    video views
    Viral Marketing: Open Happiness
    33,729
    http://www.youtube.com/watch?v=M0D3jKLz6sA
    24,950,780
    http://www.youtube.com/watch?v=lqT_dPApj9U
    We can spark our consumers’ creativity with the right type of content.
    http://www.youtube.com/watch?v=x2ye-9jk6T0
    http://www.youtube.com/watch?v=MZl4XGcbtyI&feature=fvst
  • 12.
    • Focuses on Coke’s core strengths of brand and heritage
    • 13. The name Coca Cola Conversations emphasize the Coke-fan-interaction.
    • 14. The goal of the blog is to strengthen readers emotional connection with the brand.
    NO stuffy marketing messaging!!
    NO Hard Sell!
    The blog only works if there is a two-way dialogue.
    ----Phil Mooney, the Coca-Cola Company's Archivist and historian
  • 15. IN SUM…
    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.
    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.
    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.
    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.
    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.
    LOCATE
    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.
    EMPOWER
    Constant conversations are of vital significance. We are constantly engaging our fans by asking questions, creating calls to action and so on.
    ENGAGE
    Creating compelling, genuine, creative and relevant social media messages are always crucial. Just check out the millions of viewership of “Happiness Truck” on Youtube.
    CREATE
    MONITOR
    We always monitor what our consumers are talking about. Take the gem, left the garbage. Sometimes, it is our consumers who spark our creativity.
  • 16.
  • 17.
    • We plan to spend about 300m dollars in social media per year and allocate it as shown in the above figure.
    • 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.