Facebook Case Study on Coca Cola57 Million fans and counting ….. Prateek Chatterjee, January 10, 2013
How Coca Cola got its fizz from FB?• In 2008, executives at Coca-Cola had to decide what to do with a fan-created page on Facebook that had amassed over one million followers in three months• Rather than trying to buy it or create another "official" page, they rewarded the two fans (who created the page) and worked with them to continue building the page and representing the brandBy empowering their existing fans, rather than trying to marginalize them, Coca-Cola has been able to build on the connections that were already established with fans on Facebook before they even arrived in an official capacity.
So what else did Coke do differently?• Emphasis on User generated content• Website integration to FB page• Visual appeal – say it with pictures
User generated content• Coca-Cola’s Facebook Page is mostly run by its fans. By posting very little of its own updates, it is letting the fans do the talking.• It asks people to send in pictures of the places they drink Coke and poses questions such as, “What’s your favorite time of day to enjoy an ice-cold Coca-Cola?,” receiving thousands of likes and comments. Coca-Cola understands the need to abandon traditional advertising on social media sites in exchange for fan engagement. Asking for fans’ opinions, videos, stories and photos is endearing and shows that the company cares.
Saying it with pictures …• Another way that Coca-Cola stands out, is their approach to photo albums.• Many companies simply incorporate an album of product pictures and call it a day, but Facebook offers companies a chance to get creative with photos, and Coca-Cola realized that.• They have a number of albums showing off the product, workers at the company, photos of Coke fans, pictures of Coke products from all around the world, and pictures of old Coke nostalgia.• Coke knows that their brand is an icon and people dont just interact with their product by drinking it — they actually collect it. Their photo albums reflect that.
The FB fizz around Coke campaigns• In 2009, when the corporation was promoting Coke Zero, it launched a Facebook app called Facial Profiler that allowed fans to find their look-alikes on the site.• They’d upload photos and then find their matches. The point of the app, was to get consumers thinking that its flagship soft drink has a twin in its sugar-free version, Coca-Cola Zero.• After the matches were generated, the first photo that would come up would show Coca-Cola and Coca-Cola Zero side by side. Users of the app could contact their match and post results on Facebook
Fan engagement• From August 2010 to February 2011, Coca-Cola doubled its fan base from 10.4 million to over 22 million on its Facebook Page.• It was because of Expedition 206, a social media campaign that lasted for one year and chose fans as brand ambassadors.• Three Coke fans had the opportunity to travel for 365 days around the world and promote the soft drink to its 206 markets.• Along the way, the travelers posted their updates on blogs, Facebook, and Twitter, bringing fans along on their journeys. Press link below to watch Youtube video on Expedition 206http://www.youtube.com/watch?feature=player_embedded&v=C4BfxQj98cc
Website integration to FB page• The Coca-Cola website encourages viewers to visit the Facebook, Twitter and Youtube pages• The Coca-Cola fan page seems generic at first glance, but upon closer inspection it is really a testament to the brands commitment to user participation.
Coca Cola website - Home Page Putting social media upfront
• According to Coca-Cola’s official blog, “Each day, fans from around the world visit the page to express their love and share stories about Coca-Cola, which plays a key role in their lives. The brand is taking a backseat by joining, not hijacking, these online conversations. Doing so shows respect for our consumers and celebrates their creativity.” What do you think?