Online marketing strategy ofBy:Darakeva, VenelinaMarketing student in UNWE
• 1886 – John Pemberton invented the cola syrup and started to sell it in Jacob’s Pharmacy for 5 cents per glass.• 1887 – Frank Robinson, the bookkeeper of Mr. Pemberton, created the famous Coca-Cola logo by his own distinct script.• 1888 - Asa Candler bought the coca-cola’s recipe and established the multinational company and thus became the first president of The Coca- Cola Company.• 1899 – the first coca-cola in a bottle.• 1916 – the famous bottle of coca-cola is manufactured• 1923– Robert Woodruff became the director of The Coca-Cola Company• 1970 – Sprite and Fanta are invented.
Blog marketing of The Coca-Cola Company• The official blog section in Coca- Cola’s website• Coca-Cola’s conversation blog• Bloggers• Topics and discussions• Blogs’ content
Online customersWhat makes online coca-cola’s users differentthan the real ones?
Motivational factors• Needs• Perception• Memory• Brand’s capital• Interest and knowledge• Loyalty and individuality What are the characteristics and features of the average coca-cola’s online user?
Traffic• Traffic – what is it• How to generate traffic• SEO• Ads• Social medias• 8.6 million unique online users are identified for the last three months from The Coca-Cola Company
Marketing in social medias Coca-Cola’s ideas: • fish where the fish are • keep fans first Coca-Cola believes in: • Online Social Media Principles • Company Commitments • Code of Business Conduct Coca-Cola’s online speakers
Facebook• Who created the page?• Over 60 million likes• Other pages• Groups in Facebook• Facebook apps of The Coca-Cola Company
Twitter• The Coca-Cola Company in Twitter• Profiles• Tweets• Publications• The second promoted tweet in the history of Twitter
Youtube• over 100 000 videos• 3 540 000 watches• Professional and non-professional videos• Fans’ videos• Coca-Cola’s videos
Google +• The Coca-Cola Company’s profile• Coca-Cola Hangouts• Brand pages• One of the first organisations on G+
• The Coca-Cola Company in Flickr• Group – 6808 members Flickr• Photos and images : + 24 000• Involvement and engagement of users
ConclusionWhy The Coca-Cola Company has chosen the Content marketing 5 reasons why Content 2020 is over Creative marketing? successful:Because the 30’s second TV ads isno longer the king of advertising. Content 2020 is successful, because TheThe social medias are the new Coca-Cola Company understands thechannel that helps people toconnect with each other. The value of connecting with others by:marketing has changed forever. 1. Create Liquid content 2. Linked the liquid content 3. Create Discussions 4. Dynamic Storytelling 5. Be Brave and Creative • 70/20/10