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How Big Companies Use Social Media
         New York City | April 29, 2009


                      Adam Brown
            ...
what we’re
doing in the
social media
space

wednesday, april 29, 2009
let’s go back in time…
you’ve would have heard me say…



our home page isn’t
just coke.com, it
is google.com
search engine optimization/marketing


 1.2 million+
 
fast forward to today…
today I would say…

our home page isn’t just
coke.com, it is
google.com
today I would say…

our home page isn’t just
coke.com, it is
google.com and
technorati.com and
twitter.com and
youtube.com...
today’s landscape
a daily chatter snapshot…

~1000 blog/forum posts

~300 tweets

~15 youtube videos

~50 pictures on flickr
a daily chatter snapshot…

~1000 blog/forum posts

~300 tweets

~15 youtube videos

~50 pictures on flickr

~25,000 new fa...
4R social media strategy
review
what the social media community is talking about with strong,
coordinated monitoring progr...
REVIEW: social media monitoring
RESPOND: social media outreach



10x6x10
RESPOND: social media outreach



10x6x10
                                           s
                                   ...
our key focus here…



empowering
subject matter
experts to
respond
RECORD: online video
REDIRECT: seo & sem, cross-pollenization
the big question…




who owns these
relationships?
what’s coming next…


new corporate site
new blog initiatives
more music outreach
more conversations
more “purposeful
edut...
thank you



adam brown
director
office of digital communications & social media



adbrown@na.ko.com
How Big Companies Use Social Media

Learn more about upcoming and past BlogWells:
        http://gaspedal.com/blogwell
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BlogWell New York Social Media Case Study: Coca-Cola, presented by Adam Brown

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BlogWell is the only conference where social media executives from large companies come together to share their case studies, offer practical how-to advice, and answer your questions.

To learn more about BlogWell, visit http://gaspedal.com/blogwell/

In his BlogWell New York case study presentation, "Coca-Cola: Sharing What Matters," Director of Digital Communications Adam Brown describes how every day in over 200 countries, consumers enjoy Coca-Cola's 450 sparkling and still brands with nearly 1.6 billion times. With such an enormous audience, it is no surprise social media has become an integral part of Coke's communications and marketing efforts. From blogging to social media outreach to YouTube engagement, learn some of the new ways Coca-Cola is getting involved with customers.

Measuring ROI, managing teams, legal issues, B-to-B, working with agencies and creating great content are central themes at BlogWell. This event is the best opportunity available for anyone looking to get started or improve their corporate social media efforts. Learn more at http://gaspedal.com/blogwell

Published in: Business, Technology

Transcript of "BlogWell New York Social Media Case Study: Coca-Cola, presented by Adam Brown"

  1. 1. How Big Companies Use Social Media New York City | April 29, 2009 Adam Brown The Coca-Cola Company “Coca-Cola: Sharing What Matters”
  2. 2. what we’re doing in the social media space wednesday, april 29, 2009
  3. 3. let’s go back in time…
  4. 4. you’ve would have heard me say… our home page isn’t just coke.com, it is google.com
  5. 5. search engine optimization/marketing 1.2 million+  
  6. 6. fast forward to today…
  7. 7. today I would say… our home page isn’t just coke.com, it is google.com
  8. 8. today I would say… our home page isn’t just coke.com, it is google.com and technorati.com and twitter.com and youtube.com and facebook.com and myspace.com
  9. 9. today’s landscape
  10. 10. a daily chatter snapshot… ~1000 blog/forum posts ~300 tweets ~15 youtube videos ~50 pictures on flickr
  11. 11. a daily chatter snapshot… ~1000 blog/forum posts ~300 tweets ~15 youtube videos ~50 pictures on flickr ~25,000 new facebook friends
  12. 12. 4R social media strategy review what the social media community is talking about with strong, coordinated monitoring programs. take ideas for community participation and video vignettes from them respond to the comments, posts and other chatter with accurate information on the Company and our initiatives with full transparency and disclosure and an approachable style record short video vignettes that respond to the conversation with “purposeful entertainment” that educates and informs in an entertaining fashion that isn’t too slick redirect Online community members to the videos and other social media content, using both search engine optimization/marketing as well as online conversation “cross-pollenization” to improve search rankings and assist others in discovering the relevant content
  13. 13. REVIEW: social media monitoring
  14. 14. RESPOND: social media outreach 10x6x10
  15. 15. RESPOND: social media outreach 10x6x10 s n Right ability Huma Sustain Ev ents & ter and rrent ent, Wa on •  Cu nm N utriti •  E nviro t yle & sing lth , Lifes dverti •  Hea ting & A e •   Mark ing t nt tmen •  Pare ce & Inves n •  Fina
  16. 16. our key focus here… empowering subject matter experts to respond
  17. 17. RECORD: online video
  18. 18. REDIRECT: seo & sem, cross-pollenization
  19. 19. the big question… who owns these relationships?
  20. 20. what’s coming next… new corporate site new blog initiatives more music outreach more conversations more “purposeful edutainment”
  21. 21. thank you adam brown director office of digital communications & social media adbrown@na.ko.com
  22. 22. How Big Companies Use Social Media Learn more about upcoming and past BlogWells: http://gaspedal.com/blogwell or live@gaspedal.com
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