Coke's 'fans first' approach in social communities

Coke’s “Fans First” Approach in Social Communities,[object Object],Michael Donnelly,[object Object],Group Director, Worldwide Interactive Marketing,[object Object]

How many Social Media “Experts” are in the house?,[object Object]

Working from the center…,[object Object]

1.5 BILLION SERVINGS A DAY,[object Object],History of “painting the town red”…,[object Object]

our home page isn’t just coke.com, it is google.com,[object Object]

and today, I’d say…,[object Object],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,[object Object]

Consumers remind us every day that Coke is THEIR brand…,[object Object],On Facebook alone we’ve got:,[object Object],[object Object]

500,000+ “likes”*- 90,000+ “comments”*,[object Object],(*just in the last 6 months),[object Object],Facebook “2 Billion photo uploads a month - nearly 70 million a day…” USA TODAY 8/09,[object Object]

5000 Mentions a Day - Here is a taste of what they are saying…,[object Object],Conversation Cloud for top terms mentioned on FB coca-cola fan page,[object Object],(September 2009),[object Object],N = 1,276 posts*,[object Object],*non-english language posts removed,[object Object],Source: Analysis of Facebook for Sept 1st – 30th 2009,[object Object]

General comments about the brand and other Coke products are top topics…,[object Object],Positive Conversation Tones,[object Object],“Coca-Cola is the best drink!!!! I love it...”,[object Object],“ALWAYS COCA-COLA!! funny add from Coca-Cola with Grant Theft Auto!”,[object Object],“DIET COKE IS WHERE IT'S AT YA'LL!!!! :)”,[object Object],Availability,[object Object],Ideas/,[object Object],Suggestions,[object Object],Advertising,[object Object],“Biggest Fan”,[object Object],Other Coke Products,[object Object],General Comments,[object Object],Consumption Habits/,[object Object],Addicted,[object Object],Low Post Volume,[object Object],High Post Volume,[object Object],“i am the # 1 fan. just ask anyone who knows me.”,[object Object],“I adore cola! I can drink it every day :D”,[object Object],“Anyone know if 'Kosher Coke' is available in Colorado??”,[object Object],“. . . Bring back the glass bottle it makes a difference”,[object Object],Negative Conversation Tones,[object Object]

And they are producing GREAT Content - for the LOVE of THEIR Brand,[object Object]

Sometimes we ask for it…,[object Object],Where have you had a Coke lately?,[object Object],“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! :-)],[object Object],“Les Grand Montets near Mont Blanc French Alps 3275m”,[object Object],“NEVADO DEL TOLIMA KOLOMBIA 5.800 MTS...CHARLYTOONS”,[object Object],11,[object Object]

120 Photos of Your Next Coke…,[object Object],12,[object Object]

5,800 Times of day to enjoy a Coke…,[object Object],13,[object Object]

Our Fan Focused approach has yielded a Highly Engaged fan community…,[object Object],Coke fans interact with each other, and the brand, more than they do on any other top brand fan pages.,[object Object],InteractionS Per Post,[object Object],Source: FB Fan Page Analysis , Sept 2009,[object Object],*Interactions = likes + comments,[object Object]

In the past – We were not building sustainable relationships,[object Object],Campaigns Based on,[object Object],Earning Sustainable Relationships,[object Object],Traditional Campaigns,[object Object],Fans/Follows/Friends,[object Object],Fans/Follows/Friends,[object Object],Time,[object Object],Time,[object Object],Traditional Campaigns start from zero and abandon the audiencethey’ve amassed upon completion. Campaigns based on earning Sustainable Relationships leverage the existing audience and grow it for future use.,[object Object]

Our “Fans First” Approach: We will be Everywhere Our Consumers are in an Authentic “Member of the Community – Non BIG Brand Way”,[object Object],16,[object Object],Majority of our efforts,[object Object],Enabling Fans to Comment, Upload and Consume THEIR own consumer generated brand related content,[object Object],Strategically targeted messaging in,[object Object],support of our brand objectives,[object Object],Our approach is designed to foster equitable engagement to earn sustainable relationships that are authentic, delightful and reciprocal. ,[object Object],Being a Fan, Friend or Follower does not mean that they opted in to have advertising blasted at them.,[object Object]

Our “less about us-more about them” approach is getting noticed,[object Object],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.,[object Object],MSNBC on 11/30/09,[object Object]

Coca-Cola “official” Social Communities…,[object Object],18,[object Object]

this is all great, but…,[object Object],how do we create compelling content in these online venues that celebrates the spirit of our brand and drives intent?,[object Object]

Coke's 'fans first' approach in social communities

The Coca-Cola Happiness Machine…,[object Object]

Vitamin Water’s Flavor Creator…,[object Object],flavor creator lab environment within the vitaminwater facebook fan page,[object Object],24,[object Object]

Determined flavor via conversation mining & ranking…,[object Object],cloud tagging- shows the ranking of flavors ,[object Object],and allows you to navigate for more information,[object Object]

Flavor voting…,[object Object],vote on a single flavor, flavor combinations or use the ‘wild card’ to,[object Object],vote for a flavor that didn’t make the top ten,[object Object]

Gaming determined functional benefit… do you need more energy?,[object Object]

Label design contest - a real-time collaborative workspace…,[object Object],28,[object Object]

The results…,[object Object],7+ minutes of engagement ,[object Object],per app session,[object Object],tens of thousands of total votes,[object Object],40K unique label designers,[object Object],174% increase in fans,[object Object],29,[object Object]

Say hello to…connect,[object Object],black cherry-lime,[object Object],caffeine + 8 key nutrients,[object Object],made by fans, for fans on,[object Object],in stores march 1st ,[object Object],30,[object Object]

So, We are all aboutFishing Where the Fish are…,[object Object],31,[object Object]

Integrating Campaigns with Common Social Solutions…,[object Object],32,[object Object]

Optimizing Functionality that Already Exists…,[object Object],33,[object Object]

Creating New Ones if Necessary…,[object Object],34,[object Object]

Clear Principles are a must to insure everyone is aligned…,[object Object],http://www.thecoca-colacompany.com/socialmedia,[object Object]

Finally, Some Quick Lessons Learned…,[object Object],SMM is a tactic and should always be in support of brand objectives,[object Object],These platforms change frequently and can be very disruptive,[object Object],Keep it simple and intuitive – fewer objectives is better and shorten users’ paths at every opportunity,[object Object],Silly to start from zero…,[object Object],“Viral” shouldn’t BE your strategy – just part of a comprehensive plan,[object Object],Clear the Legal hurdles first – this is new for everyone so legitimate questions arise around every corner,[object Object],Always work with pros…There is no “sticking your toe in the water”,[object Object],Each new Community is an entirely new market and should be treated as such,[object Object],Moderation is a must!,[object Object]

Coke's 'fans first' approach in social communities

Coke's 'fans first' approach in social communities

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