Coke’s “Fans First” Approach inSocial Communities
How many Social Media “Experts” arein the house?
Working from the center…
History of “painting the town red”…            1.5 BILLION             SERVINGS A DAY
our home page isn’tjust coke.com, itis google.com
and today, I’d say…our home page isn’t justcoke.com, it isgoogle.com andhyves.nl andtwitter.com andyoutube.com andfacebook...
Consumers remind us every day thatCoke is THEIR brand…   On Facebook Billion we’ve got:    Facebook “2 alone photo   -uplo...
5000 Mentions a Day - Here is a tasteof what they are saying…  CONVERSATION CLOUD FOR TOP TERMS MENTIONED ON FB COCA-COLA ...
General comments about the brand and other Coke products are top topics…           Positive Conversation Tones            ...
And they are producing GREATContent - 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, Mexicos third...
120 Photos of Your Next Coke…                  12
5,800 Times of day to enjoy a Coke…                   13
Our Fan Focused approach has yieldeda Highly Engaged fan community…Coke fans interact with each other, and the brand, more...
In the past – We were not buildingsustainable relationships                                                               ...
Our “Fans First” Approach: We will be EverywhereOur Consumers are in an Authentic “Member ofthe Community – Non BIG Brand ...
Our “less about us-more about them”approach is getting noticed          Missed Opportunity...MSNBC The company makes a    ...
Coca-Cola “official” Social Communities…                            18
this is all great, but…how do we createcompelling contentin these onlinevenues thatcelebrates thespirit of our brandand dr...
The Coca-Cola Happiness Machine…
Vitamin Water’s Flavor Creator…     flavor creator lab environment within the vitaminwater facebook fan page              ...
Determined flavor via conversationmining & ranking…            cloud tagging- shows the ranking of flavors          and al...
Flavor voting…       vote on a single flavor, flavor combinations or use the „wild card‟ to                   vote for a f...
Gaming determined functional benefit…do you need more energy?
Label design contest - a real-timecollaborative workspace…                                     28
The results…    7+ minutes of engagement         per app session     tens of thousands of total votes         40K unique l...
Say hello to…connect                  •black cherry-lime                  •caffeine + 8 key                   nutrients   ...
So, We are all aboutFishing Where the Fish are…                   31
Integrating Campaigns with CommonSocial Solutions…                 32
Optimizing Functionality that Already Exists…                       33
Creating New Ones if Necessary…                   34
Clear Principles are a must to insureeveryone 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...
What’s Next…•“Fans First” will continue to be our compass•Continue building Common Solutions to Amplify our Global & Local...
Questions?
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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
  • Cocacolam donnellyfinalfordistributiononpdfonly-100212051254-phpapp01

    1. 1. Coke’s “Fans First” Approach inSocial Communities
    2. 2. How many Social Media “Experts” arein the house?
    3. 3. Working from the center…
    4. 4. History of “painting the town red”… 1.5 BILLION SERVINGS A DAY
    5. 5. our home page isn’tjust coke.com, itis google.com
    6. 6. and today, I’d say…our home page isn’t justcoke.com, it isgoogle.com andhyves.nl andtwitter.com andyoutube.com andfacebook.com andstudiVZ.net
    7. 7. Consumers remind us every day thatCoke is THEIR brand… On Facebook Billion we’ve got: Facebook “2 alone photo -uploads photos - nearly 70 4,600+ a month -million a day…” USA TODAY 8/09 95+ videos - 500,000+ “likes”* - 90,000+ “comments”* (*just in the last 6 months)
    8. 8. 5000 Mentions a Day - Here is a tasteof 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
    9. 9. 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 “Biggest General Fan” Comments Coca-Cola with Grant Theft Auto!” Other Coke Advertising Products Ideas/ Suggestions Consumptio n Habits/ “DIET COKE IS WHERE ITS AT YALL!!!! :)” AddictedLow Post High Post AvailabilityVolume 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
    10. 10. And they are producing GREATContent - for the LOVE of THEIR Brand
    11. 11. Sometimes we ask for it… •Where have you had a Coke lately? “It was taken from the peak of the Iztaccihuatl, Mexicos 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
    12. 12. 120 Photos of Your Next Coke… 12
    13. 13. 5,800 Times of day to enjoy a Coke… 13
    14. 14. Our Fan Focused approach has yieldeda Highly Engaged fan community…Coke fans interact with each other, and the brand, more than they do on any other topbrand fan pages. INTERACTIONS PER POST 6000 5000 4000 3000 2000 1000 0 Coke Brand A Brand B Brand C Brand D User generated content Interactions* Photo Video Coke 73,391 3,142 77 Brand A 34,094 0 0 Brand B 10,873 0 84 Brand C 6,962 0 0 Brand D 5,092 134 4 Source: FB Fan Page Analysis , Sept 2009 *Interactions = likes + comments
    15. 15. In the past – We were not buildingsustainable relationships Campaigns Based on Traditional Campaigns Earning Sustainable Relationships Fans/Follows/Friends Fans/Follows/Friends Time TimeTraditional Campaigns start from zero and abandon theaudience they’ve amassed upon completion.Campaigns based on earning Sustainable Relationshipsleverage the existing audience and grow it for future use.
    16. 16. Our “Fans First” Approach: We will be EverywhereOur Consumers are in an Authentic “Member ofthe Community – Non BIG Brand Way” Majority of our effortsEnabling Fans to Comment, Upload Strategically targeted messaging inand Consume THEIR own consumer support of our brand objectives generated brand related content 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. 16
    17. 17. Our “less about us-more about them”approach is getting noticed Missed Opportunity...MSNBC The company makes a Pepsi. on disappointing showing on11/30/09 Facebook…has 250,000 fans, a fraction of rival Cokes. The company mostly uses it as a channel for pumping out updates of marketing activities.
    18. 18. Coca-Cola “official” Social Communities… 18
    19. 19. this is all great, but…how do we createcompelling contentin these onlinevenues thatcelebrates thespirit of our brandand drives intent?
    20. 20. The Coca-Cola Happiness Machine…
    21. 21. Vitamin Water’s Flavor Creator… flavor creator lab environment within the vitaminwater facebook fan page 24
    22. 22. Determined flavor via conversationmining & ranking… cloud tagging- shows the ranking of flavors and allows you to navigate for more information
    23. 23. 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
    24. 24. Gaming determined functional benefit…do you need more energy?
    25. 25. Label design contest - a real-timecollaborative workspace… 28
    26. 26. The results… 7+ minutes of engagement per app session tens of thousands of total votes 40K unique label designers 174% increase in fans 29
    27. 27. Say hello to…connect •black cherry-lime •caffeine + 8 key nutrients •made by fans, for fans on •in stores march 1st 30
    28. 28. So, We are all aboutFishing Where the Fish are… 31
    29. 29. Integrating Campaigns with CommonSocial Solutions… 32
    30. 30. Optimizing Functionality that Already Exists… 33
    31. 31. Creating New Ones if Necessary… 34
    32. 32. Clear Principles are a must to insureeveryone is aligned… http://www.thecoca-colacompany.com/socialmedia
    33. 33. 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!
    34. 34. 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
    35. 35. Questions?

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