BlogWell Bay Area Social Media Case Study: The Coca-Cola Company, presented by Ashley Callahan

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BlogWell Bay Area Social Media Case Study: The Coca-Cola Company, presented by Ashley Callahan

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In her BlogWell Bay Area presentation, The Coca-Cola Company's Manager of Digital Communications and Social Media, Ashley Callahan, shares how the brand's "Coca-Cola Journey" social campaign grew......

In her BlogWell Bay Area presentation, The Coca-Cola Company's Manager of Digital Communications and Social Media, Ashley Callahan, shares how the brand's "Coca-Cola Journey" social campaign grew its social media channels by 100%.

She offers tips on how to create compelling, meaningful content and how to effectively track results through examples of the successful Journey campaign.

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Transcript

  • 1. Ashley Callahan The Power of Coca-Cola Journey This video is from BlogWell San Francisco June 20, 2011 socialmedia.org/blogwell SocialMedia.org Case Studies This presentation is from BlogWell Bay Area August 6, 2013 socialmedia.org/blogwell
  • 2. The Power Of How Coca-Cola Uses Data and Content to Break Through the Noise
  • 3. Our Media Outlet
  • 4. COCA-COLA JOURNEY WAS LAUNCHED TO: Be a hub for the company’s content– stories and interactions Provoke, inspire and engage Cultivate a deeper level of brand loyalty, supporting business growth Prompt action of some kind Establish Coca-Cola as a leader in digital communications
  • 5. COCA-COLA JOURNEY WAS LAUNCHED TO:
  • 6. IS KEY GREAT CONTENT
  • 7. EDITORIAL PLANNING & CONTENT DEVELOPMENT With every story and piece of content we strive to always drive consumer engagement. Editorial planning meetings Daily: Journey team Weekly: PAC marketing Monthly: Global PAC Pitches Internal Freelancers We do this with:
  • 8. CRAFT A GREAT STORY Does it answer the “Why should I care” test? Is it compelling with universal appeal? It surprises Is it being measured systematically?
  • 9. Does the topic generate interest? Is it new – something that you haven’t seen before? Is it differentiated from the competition? CRAFT A GREAT STORY
  • 10. REAL-TIME MONITORING Tracking user performance and feedback is key to optimizing Journey Tools: Google Analytics & Gigya Data Monitored: • Visits • Most popular content • Time on site • Bounce rate • Number of countries • Social and media impressions Tools: Website Feedback Monitored: • Comments • Social posts
  • 11. INTEGRATING GREAT CONTENT
  • 12. WHAT WILL YOU SEE ON JOURNEY? Food History Jobs
  • 13. LinkedIn & Google+ Coca-Cola Unbottled Twitter High level of consumer engagement Coca-Cola Journey INTEGRATING GREAT CONTENT
  • 14. Journey Microsite Supporting Stories INTEGRATING GREAT CONTENT
  • 15. WHAT HAS WORKED WELL – PROACTIVELY Results • More than 48,000 visitors in the first week. • Average time spent on the page was more than 5 minutes. • Almost 8K social shares or likes • 2.0 million video views to date
  • 16. WHAT HAS WORKED WELL – REACTIVELY
  • 17. PERFORMANCE GROWTH AND
  • 18. KEY STATS total visitors 9.2M pages of content viewed 23.8M social shares of content (old site = 0) 54k comments (old site = 0) 8.5k visits from mobile devices 24% Media Coverage 346+M media impressions 67.6+M social media impressions Top Stories In: Responsive Design
  • 19. JOURNEY GOING INTERNATIONAL • Shared editorial • Shared master content migration • Shared CMS • Shared philosophy Coca-Cola Journey is becoming an international vehicle for consumers, fans and the company, expanding to other countries Morocco launched June 14 Germany launched April 23 Japan launched June 25 Australia launches July 22 U.S. launched November 12 z Morocco launched July 1 Germany launched April 22 Japan launched June 25 Australia & New Zealand launched July 16 U.S. launched November 12
  • 20. WHAT’S NEXT FOR JOURNEY Develop international contributor network Adoption by brands and teams Establish credibility, stronger relationships and shared value with third parties: media, consumers, partners Launch and break news Build infrastructure to support Journey editors and owners globally Triple our readership by 2018
  • 21. THANK YOU Ashley Callahan @ashhazie
  • 22. Learn more about past and upcoming BlogWells socialmedia.org/blogwell This video is from BlogWell San Francisco June 20, 2011 socialmedia.org/blogwell SocialMedia.org Case Studies This presentation is from BlogWell Bay Area August 6, 2013 socialmedia.org/blogwell