Mad About MadTech
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The fusion between two distinct technology disciplines are becoming one. MarTech and AdTech collide to create MadTech, a whole new possibility of solutions that are emerging and giving marketers an avenue of technologies that will give them an advantage with marketing tactics. Jenny Wilburn: Senior Manager, Digital Communications and Social Media at The Coca-Cola Company Chris Hackney: President and COO at Insightpool
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Mad About MadTech
- 2. 2 #MadTech#MadTech The Modern Marketer’s Paradox Consumers are tuning out brand messaging, but we know more about consumers than ever before #MadTech
- 3. 3 #MadTech#MadTech Coca-Cola Journey is the company’s corporate website turned content platform – a storytelling engine hosting unique and original content about the company What is Journey?
- 4. 4 #MadTech#MadTech An Integrated Content Platform Our website, blog, and social networks comprise the entirety of Coca-Cola Journey
- 5. 5 #MadTech#MadTech 2/3’s of Coca-Cola Journey’s audience is… Millennial s
- 6. 6 #MadTech#MadTech For Example… Company’s New Parental Leave PolicyEffort led by a Millennial Task Force (TCCC) We knew publishing this story would resonate everywhere… and we were right!
- 7. 7 #MadTech#MadTech Millennial Voices Campaign A group of Millennial employees serves as a change agent for senior leadership and a kickstarter for innovation and cultural change at The Coca-Cola Company
- 8. 8 #MadTech#MadTech Go to market complexity has driven an explosion in MarTech & AdTech solutions Source: chiefmartec.com
- 9. 9 #MadTech#MadTech Marketing technology has evolved rapidly as well
- 11. 11 #MadTech#MadTech MarTech AdTech MadTech personalizes marketing in owned channels delivers scale to reach a much broader audience Together they solve the Marketer’s paradox and allow for personalization at scale
- 12. 12 #MadTech#MadTech Why Now for MadTech? Consumer Behavior On Demand Data Technology & Media Landscape
- 13. 13 #MadTech#MadTech So what does this mean for today’s marketer?
- 14. 14 #MadTech#MadTech Automated to Optimized to PREDICTIVE
- 15. 15 #MadTech#MadTech Organic wasn’t enough Fast Forward to 2015…
- 16. 16 #MadTech#MadTech PAID is still a very new thing for the Coca-Cola Company social properties. a creative organic way to spread love for our products and company Not brand, Coca-Cola Company
- 17. 17 #MadTech#MadTech Without PAID, we were missing out Heavy focus on social, but with a strategy that evolves daily. We go where our readers are and engage them there. Our CPMs & CPEs would blow your mind!
- 18. 18 #MadTech#MadTech Hyper Targeting at Scale
- 20. 20 #MadTech#MadTech Each Owned, Earned and Paid Pathway Strengthened by the Others
- 22. 22 #MadTech#MadTech MadTech is now arming the modern marketer with more data than EVER before…
- 23. 23 #MadTech#MadTech Making the Most Important Role At Any Company … The CMO
Editor's Notes
- Need an overview
- Most people would not guess, but around 2/3s of Coca-Cola Journey’s audience is millenials. To that point, we make sure that we are both publishing content that might appeal to milennials, as well as highlighting work done by millenials at Coke.
- One example is the story we released a few weeks ago about the company’s new parental leave policy. This was an effort led by a millenial task force at TCCC. We knew that publishing a story on a millenial task force working hard to enact change at the company was something that would do well everywhere – and we were right!
- Overview: A group of Millennial employees serves as a change agent for senior leadership and a kickstarter for innovation and cultural change at The Coca-Cola Company. Learn more at http://CokeURL.com/MV Targeting: Millenial brand, Biz/Marketing Professionals, career development interested (linkedin, start-ups)
- Less blue
- Digital Environments that POEM – bringing this together Systems are coming together
- Fast forward to 2015, and it became clear that counting on organic wasn’t going to get us anywhere. The vast majority of our traffic comes from social – our homepage is no longer the first thing most people see when engaging in our content. So, in order to make sure people saw ANY of our content, we had to quickly make the case to upper management that w/o paid, we were missing out.
- Paid is still a very new thing for the Coca-Cola Company social properties. Not brand, company. When Journey was created a few years ago, the idea was that this would be a nice organic way to spread love for our products and company.
- So, in order to make sure people saw ANY of our content, we had to quickly make the case to upper management that w/o paid, we were missing out. Now, as a team, we have a paid strategy for all of current social networks. Our budget isn’t huge, but we have a really smart team that makes the most out of every single penny. We focus heavily on social – b/c that is definitely where our bread is buttered – but it’s a strategy that evolves every single day. We try to go where our readers are – and hit them there. We’re on all the social networks, but know that FB is where we get most of our traffic, so we heavily weight our budget there. In addition, we’re constantly looking for different ways to spread our message – like InsightPool. In addition – and this is crazy, I know – we do our media buys ourselves. We’re a nimble team who love to crunch numbers – and because of that we’ve been able to really get the most for our money by staying on top of it. Some of our CPMs and CPEs would blow your mind!
- http://www.coca-colacompany.com/stories/id-like-to-buy-the-world-a-coke-motorhome/ Posted on FB, ran a 2 day paid campaign with a WHOPPING $300. We went hard core on the hypertargeting with the post (GMC Motorhome, American Restoration, Motor home, Pawn Stars, Rvs) and the results were great. 104,896 People (Paid Reach) 110,784 People (Organic Reach) 5,902 Post Likes 3,191 Clicks Through to Journey 1,059Post Shares 624Comments
- But then. Then we got the call that Hilltop was going to be used in the finale of Mad Men. We didn’t know how – JUST that it was going to be in the last episode. So, we did some extra work. We freshened up Ted’s piece, added some new images, more links, etc. Then, we put together the bones of a story about Hilltop appearing on Mad Men – a story that needed to be finished up once we actually saw how the ad was used. Then, as the show aired, we added a little paid support – and the results were insane. Hilltop – and specifically Journey’s version of Hilltop was everywhere.
- We need to bring it back to the Modern Marketers Paradox and talk about how marketers are armed with more data than ever via Mar Tech and Ad Tech and that is what is driving the strategic importance of the CMO.
- We need to bring it back to the Modern Marketers Paradox and talk about how marketers are armed with more data than ever via Mar Tech and Ad Tech and that is what is driving the strategic importance of the CMO.
- http://bit.ly/1lUZYZ6