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17. Juni 2010<br />Social Media Marketing für TourismusorganisationenFallbeispiel Coca Cola<br />
Inhalt<br />Was macht Coca Cola im Social Media Marketing?<br />Was können wir davon lernen?<br />Warum betreibt Coca Cola...
Coke’s “Fans First” Approach in Social Communities<br />Michael Donnelly<br />Group Director, Worldwide Interactive Market...
our home page isn’t just coke.com, it is google.com<br />[Michel Donelly]<br />
and today, I’d say…<br />our home page isn’t just coke.com, it is google.com and hyves.nl and twitter.com and youtube.com ...
Coca-Cola “official” Social Communities…<br />[Michel Donelly]<br />6<br />
Consumers remind us every day that Coke is THEIR brand…<br />On Facebook alone we’ve got (5.7 Mio Fans…):<br /><ul><li> 4,...
 95+ videos
 500,000+ “likes”*</li></ul>- 90,000+ “comments”*<br />(*just in the last 6 months)<br />Facebook “2 Billion photo uploads...
120 Photos of Your Next Coke…<br />[Michel Donelly]<br />8<br />
5,800 Times of day to enjoy a Coke…<br />[Michel Donelly]<br />9<br />
Our Fan Focused approach has yielded a Highly Engaged fan community…<br />Coke fans interact with each other, and the bran...
«moving away from campaigns to constant engagement»<br />Campaigns Based on<br />Earning Sustainable Relationships<br />Tr...
Was können wir von Coca Cola lernen?<br />Fishwherethefishesare…<br />Social Media-Präsenz als Wettbewerbs-Vorteil (Pionie...
Warum werden User Fans?<br />13<br />http://www.cmbinfo.com/cmb-cms/wp-content/uploads/2010/04/Why_Social_Media_Matters_20...
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Social Media Marketing für Tourismusorganisationen - Fallstudie Social Media Marketing bei Coca Cola

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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….
  • Transcript of "Social Media Marketing für Tourismusorganisationen - Fallstudie Social Media Marketing bei Coca Cola"

    1. 1. 17. Juni 2010<br />Social Media Marketing für TourismusorganisationenFallbeispiel Coca Cola<br />
    2. 2. Inhalt<br />Was macht Coca Cola im Social Media Marketing?<br />Was können wir davon lernen?<br />Warum betreibt Coca Cola SocialMedia Marketing?<br />2<br />
    3. 3. Coke’s “Fans First” Approach in Social Communities<br />Michael Donnelly<br />Group Director, Worldwide Interactive Marketing<br />[Michel Donelly]<br />
    4. 4. our home page isn’t just coke.com, it is google.com<br />[Michel Donelly]<br />
    5. 5. and today, I’d say…<br />our home page isn’t just coke.com, it is google.com and hyves.nl and twitter.com and youtube.com and facebook.com and studiVZ.net and…<br />[Michel Donelly]<br />
    6. 6. Coca-Cola “official” Social Communities…<br />[Michel Donelly]<br />6<br />
    7. 7. Consumers remind us every day that Coke is THEIR brand…<br />On Facebook alone we’ve got (5.7 Mio Fans…):<br /><ul><li> 4,600+ photos
    8. 8. 95+ videos
    9. 9. 500,000+ “likes”*</li></ul>- 90,000+ “comments”*<br />(*just in the last 6 months)<br />Facebook “2 Billion photo uploads a month - nearly 70 million a day…” USA TODAY 8/09<br />[Michel Donelly]<br />
    10. 10. 120 Photos of Your Next Coke…<br />[Michel Donelly]<br />8<br />
    11. 11. 5,800 Times of day to enjoy a Coke…<br />[Michel Donelly]<br />9<br />
    12. 12. Our Fan Focused approach has yielded a Highly Engaged fan community…<br />Coke fans interact with each other, and the brand, more than they do on any other top brand fan pages.<br />InteractionS Per Post<br />Source: FB Fan Page Analysis , Sept 2009<br />*Interactions = likes + comments<br />[Michel Donelly]<br />
    13. 13. «moving away from campaigns to constant engagement»<br />Campaigns Based on<br />Earning Sustainable Relationships<br />Traditional Campaigns<br />Fans/Follows/Friends<br />Fans/Follows/Friends<br />Time<br />Time<br />[Michel Donelly]<br />
    14. 14. Was können wir von Coca Cola lernen?<br />Fishwherethefishesare…<br />Social Media-Präsenz als Wettbewerbs-Vorteil (Pioniere)<br />Klare Strategie und Social Media-Haltung<br />Genügend und die richtigen Ressourcen bereitgestellt<br />Konstantes Engagement/Dialog – statt Kampagnen-Denken<br />Effektvoller Einsatz der Basis-Funktionen der Plattformen – z.B. Einsatz des Newsfeeds bei Facebook: durch die Interaktionen (Dialoge) der Fans auf der Fanpage mit der Marke werden die Konsumenten zu Markenbotschaftern.<br />12<br />
    15. 15. Warum werden User Fans?<br />13<br />http://www.cmbinfo.com/cmb-cms/wp-content/uploads/2010/04/Why_Social_Media_Matters_2010.pdf<br />
    16. 16. Sind Fans wertvoll?<br />14<br />http://www.syncapse.com/media/syncapse-value-of-a-facebook-fan.pdf<br />
    17. 17. Herzlichen Dank!<br />Fragen? Gerne ;-)<br />15<br />

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