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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

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