Coca Cola l Client’s business, - The company primarily produces, bottles and non-alcohol beverages such as Coke, Sprite, and Fanta etc l Challenge & Goals - Keep in the first place l Develop over-arching, integrated theme - With social media, such as twitter, the company focuses on the social responsibility to improve its brand image. l Key Components: Twitter - Our focus is social responsibility - What is the characteristic of Twitter? Follower system - Logic (Viral Marketing) Social Responsibility à Twitter à Follower System à Word of Mouth l Metrics of Success Strength - Easy to spread out - Cost less Weakness - Useless for non Twitter users Opportunities - Huge amount of Twitter users - Increase of social marketing Threat - Low penetration barrier l Budget, Timeline - No Timeline - Achieves the 25% of profit margin ratio in 2011

1. COCA COLA !!! ADV 492 Spring 2011 Sejun Kim

4. KEY COMPONENT What is the focus? Social Responsibility

5. KEY COMPONENT What is the characteristic of Twitter? Follower system

6. KEY COMPONENT Logic (Viral Marketing) Social Responsibility Logic (Viral Marketing) Twitter Follower System Word of Mouth

8. Cost less

10. BUDGET & TIME LINE 2009 & 2011 (USD Million) Income Statement Summary Coca cola Added Revenue (+2,510) Social Responsibility Cost (+834) Expected PM 2011 = 25.37% !!

11. THANK YOU!!Q & A