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Coca-Cola‘s „Fans First“ Approach in Social Communities

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Coca-Cola‘s „Fans First“ Approach in Social Communities

  1. 1. BSI<br />Coca-Cola‘s „Fans First“ Approach in Social Communities<br />Marketing 2.0 Conference, Paris 2010<br />
  2. 2. Jointheconversation<br />MARKETING 2.0 CONFERENCE<br />www.marketing2conference.com<br />
  3. 3. Coke’s “Fans First” Approach in Social Communities<br />Michael Donnelly<br />Group Director, Worldwide Interactive Marketing<br />
  4. 4. 1.6 BILLION SERVINGS A DAY<br />History of “painting the town red”…<br />
  5. 5. Working from the center…<br />
  6. 6. Consumers remind us every day that Coke is THEIR brand…<br />On Facebook alone we’ve got:<br /><ul><li> 5,300+ photos
  7. 7. 100+ videos
  8. 8. 750,000+ “likes”*</li></ul>- 120,000+ “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 />
  9. 9. 5000 Mentions a Day - Here is a taste of what they are saying…<br />Conversation Cloud for top terms mentioned on FB coca-cola fan page<br />(September 2009)<br />N = 1,276 posts*<br />*non-english language posts removed<br />Source: Analysis of Facebook for Sept 1st – 30th 2009<br />
  10. 10. And they are producing GREAT Content - for the LOVE of THEIR Brand<br />
  11. 11. Sometimes we ask for it…<br />Where have you had a Coke lately?<br />“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! :-)]<br />“Les Grand Montets near Mont Blanc French Alps 3275m”<br />“NEVADO DEL TOLIMA KOLOMBIA 5.800 MTS...CHARLYTOONS”<br />9<br />
  12. 12. 120 Photos of Your Next Coke…<br />10<br />
  13. 13. 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 />
  14. 14. Our “Fans First” Approach: We will be Everywhere Our Consumers are in an Authentic “Member of the Community – Non BIG Brand Way”<br />12<br />Majority of our efforts<br />Enabling Fans to Comment, Upload and Consume THEIR own consumer generated brand related content<br />Strategically targeted messaging in<br />support of our brand objectives<br />Our approach is designed to foster equitable engagement to earn sustainable relationships that are authentic, delightful and reciprocal. <br />Being a Fan, Friend or Follower does not mean that they opted in to have advertising blasted at them.<br />
  15. 15. Our “less about us-more about them” approach is getting noticed<br />Missed Opportunity... Pepsi. The company makes a disappointing showing on Facebook…has 250,000 fans, a fraction of rival Coke's. The company mostly uses it as a channel for pumping out updates of marketing activities.<br />MSNBC on 11/30/09<br />
  16. 16. Coca-Cola “official” Social Communities…<br />14<br />
  17. 17. this is all great, but…<br />how do we create compelling content in these online venues that celebrates the spirit of our brand and drives intent?<br />
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  19. 19.
  20. 20. The Coca-Cola Happiness Machine…<br />
  21. 21. So, We are all aboutFishing Where the Fish are…<br />19<br />
  22. 22. Optimizing Functionality that Already Exists…<br />20<br />
  23. 23. Creating New Ones ONLY when Necessary…<br />21<br />
  24. 24. Clear Principles are a must to insure everyone is aligned…<br />http://www.thecoca-colacompany.com/socialmedia<br />
  25. 25. Finally, Some Quick Lessons Learned…<br />SMM is a tactic and should always be in support of brand objectives<br />These platforms change frequently and can be very disruptive<br />Keep it simple and intuitive – fewer objectives is better and shorten users’ paths at every opportunity<br />Silly to start from zero…<br />“Viral” shouldn’t BE your strategy – just part of a comprehensive plan<br />Clear the Legal hurdles first – this is new for everyone so legitimate questions arise around every corner<br />Always work with pros…There is no “sticking your toe in the water”<br />Each new Community is an entirely new market and should be treated as such<br />Moderation is a must!<br />
  26. 26. What’s Next…<br />“Fans First” will continue to be our compass<br />Continue building Common Solutions to Amplify our Global & Local campaigns <br />More Brands on More Platforms<br />We will continue to Test, Learn, Share, SCALE & REPEAT…Again, and Again, and Again<br />
  27. 27. Questions?<br />

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