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Coca Cola: Driving Global Digital Conversations In Real Time By Jen Miller

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From the SMX Social Media Marketing Conference in Las Vegas, Nevada, November 18-20, 2014. SESSION: Reacting to Real Time Events: Being On Point For Mass Appeal. PRESENTATION: Coca Cola: Driving Global Digital Conversations In Real TIme - Given by Jen Miller, @jenamiller of @CocaCola. #SMX #12A

Published in: Social Media

Coca Cola: Driving Global Digital Conversations In Real Time By Jen Miller

  1. 1. Coca-Cola: Driving global digital conversations in real-time November 2014 @jenamiller
  2. 2. 93 Million 100 Billion
  3. 3. Smart Machines Programmed World New Visual Ecology Globally Connected
  4. 4. The World has Changed. Our Work must Change.
  5. 5. THE WORLD’S MOST SOCIALLY DISCUSSED BRAND COUNTRIES 207 PRODUCTS 3,500 PEOPLE 700,000 RETAILERS 23,000,000 FANS 85,000,000 SERVINGS/DAY 1,900,000,000
  6. 6. INSERT FAMILY TREE
  7. 7. SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG CAMPAIGN LAUNCH PRESS EVENT WWTTSN? BLOGTOGRAPHER FAN LOVE BEST OF TRIVIA MISSIONS LOCAL EPISODES SCENES HAPPINESS FLAG ACTIVATION MANIFESTO BTS MANIFESTO SOCIAL DECORATION KIT CHARACTERS SPETO BACKSTORY GLOBAL ANTHEM REMIX I’M ROOTING FOR TOGETHERNESS PICK UP GAME MY JERSEY NEWSROOM REAL-TIME REPORTING & AMPLIFICATION MILESTONES ACTS 9/16 TROPHY TOUR LAUNCH SOCIAL GAMING GLOBAL LAUNCH FWC QUALIFIER S 12/6 FWC DRAW HAPPINESS FLAG UNVEILING & DIGITAL FLAG LAUNCH 6/12 FWC OPENING 7/13 FWC FINAL #WorldsCup VISUALIZATION GLOBAL LAUNCH SOCIAL GAMING EUROPE LAUNCH SOCIAL GAMING BRAZIL LAUNCH WE ARE ALL FANS LET’S MAKE SOMETHING TOGETER LET’S PLAY TOGETHER LETS CELEBRATE TOGETHER I AM A FAN MANIFESTO FILM LAUNCH GAMETIME FILM LAUNCH GLOBAL ANTHEM LAUNCH GREAT MOMENTS IN FAN HISTORY DIGITAL JERSEYS WWTTSN ECUADOR WWTTSN TURKEY WWTTSN GERMANY WWTTSN JAPAN LOCAL PROMOS REVISIT MANIFESTO HAPPINESS FLAG MOMENTOS WWTTSN BRAZIL DRAW MADNESS FAN AS ART FAN MASH UP FAN REMIX HAPPIEST FANS CHARACTERS (SOCIAL GAME) FANS UNITED ONE SHINING PREVIOUSLY ON PREVIOUSLY ON PREVIOUSLY ON PREVIOUSLY ON PREVIOUSLY ON PREVIOUSLY ON PREVIOUSLY ON PREVIOUSLY ON PREVIOUSLY ON MOMENT BRAZIL LEGEND WORLD’S CUP FACTOIDS FOOTBALL TRANSCENDS WORLDSCUP TRIVIA TROPHY TOUR AT THE GAME DRAW ACTIVE LIVING SUPERSTITION S FAMILY FANDOM SEASONAL INNER BRAZILIAN STREET GAME TEAMMATES TEAM COLORS MY PITCH McMISSIONS JOURNEY TO FWC GAMETIME RITUALS GOL! IT’S GAMETIME! FROM FANS TO FRIENDS MOMENTS ROCKIN’ RIO
  8. 8. Listen Listening at every level to inform our global voice Analyze Identifying the right time to talk Engage Moving beyond the ‘Like’ to the Love
  9. 9. OUR GLOBAL NETWORK
  10. 10. GLOBAL STRENGTH GLOBAL AWARENESS GLOBAL PREDICTIONS GLOBAL STANDARDS GLOBAL CONSISTENCY
  11. 11. SCIENCE + ART + COMMUNITY 1. Benchmark data to understand and act 2. Visual content creation & insights 3. Connected community for scale
  12. 12. #act
  13. 13. #SpeedTrumpsPerfection #SELFIE
  14. 14. #SpeedTrumpsPerfection #ROYALBABY #MANDELA #TRANSFORMATIONTUESDAY
  15. 15. #CASESTUDY 1. Benchmark data to understand and act 2. Visual content creation & insights 3. Connected community for scale
  16. 16. #AMERICAISBEAUTIFUL
  17. 17. #AMERICAISBEAUTIFUL
  18. 18. Critical Decisions January 20- February 7 STEER THE CONVERSATION
  19. 19. Big Game to Sochi: 2014 Big Game - Hourly Sentiment and Benchmarks
  20. 20. STEER THE CONVERSATION Critical Decisions January 20- February 7
  21. 21. SCIENCE + ART + COMMUNITY 1. Benchmark data to understand and act 2. Visual content creation & insights 3. Connected community for scale
  22. 22. “ “ We could have one thing in common, and it could be that we all like drinking Coke. - Sushmitha, #AmericaIsBeautiful Singer
  23. 23. Thank You

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