This document compares and contrasts the social media strategies of Coca-Cola and Starbucks. It finds that Coca-Cola focuses on building relationships with fans through experiences rather than discounts. In contrast, Starbucks primarily uses deals and offers to engage fans. The document recommends Coca-Cola continue fostering engagement through campaigns and CSR efforts while introducing limited discounts. It also suggests exploring location-based social media like Foursquare.
Some ideas to increase social reputation of Coca-Cola. Presentation made with the collaboration of Davide Pennati, social media analyst at Teleperformance Portugal
Social Media Impact Analysis: Coca Cola's Small world machines Abubakr Elsayed
As part eMarketing & Social Networking module, I was asked to pick a social media campaign conducted by a given organisations and analyze the campaign and its outcomes. The campaign of my choice was one of Coca Cola's iconic Open happiness campaigns 'Small World Machines'.
The 'Small World Machines' campaign set out to break down barriers and create a simple moment of connection between two rival nations, India and Pakistan. The initiative of 'Small World Machines' provided a real time communications portal between people in India and Pakistan and showed that what unites us is stronger than what sets us apart.
Some ideas to increase social reputation of Coca-Cola. Presentation made with the collaboration of Davide Pennati, social media analyst at Teleperformance Portugal
Social Media Impact Analysis: Coca Cola's Small world machines Abubakr Elsayed
As part eMarketing & Social Networking module, I was asked to pick a social media campaign conducted by a given organisations and analyze the campaign and its outcomes. The campaign of my choice was one of Coca Cola's iconic Open happiness campaigns 'Small World Machines'.
The 'Small World Machines' campaign set out to break down barriers and create a simple moment of connection between two rival nations, India and Pakistan. The initiative of 'Small World Machines' provided a real time communications portal between people in India and Pakistan and showed that what unites us is stronger than what sets us apart.
Coke's 'fans first' approach in social communitiesiStrategy
A presentation by Michael Donnelly,
Group Director of Worldwide Interactive Marketing for Coca-Cola, created for the iStrategy2010 conference. @MichaelDonnelly
This presentation outlines Coke's 'fans first' approach in social communities.
Case study: Share a Coke Campaign Post-analysis
Campaign: Share a Coke
Client: Coca-Cola
Agencies: Naked, Ogilvy, Wunderman, Ikon, Fuel, Urban, Momentum, One Green Bean
Coke's 'fans first' approach in social communitiesiStrategy
A presentation by Michael Donnelly,
Group Director of Worldwide Interactive Marketing for Coca-Cola, created for the iStrategy2010 conference. @MichaelDonnelly
This presentation outlines Coke's 'fans first' approach in social communities.
Case study: Share a Coke Campaign Post-analysis
Campaign: Share a Coke
Client: Coca-Cola
Agencies: Naked, Ogilvy, Wunderman, Ikon, Fuel, Urban, Momentum, One Green Bean
these presentation was made by Georgian-American University students for Mgmt mid-term, it covers coca colas Environment,Organizational Culture,SR an Ethics,Organizational Strategies,Organizational Structure and Design And HR Mgmt
In our "Public Relations" course at SFSU my group and I analyzed Coca-Cola's problems with the CSE in 2003 and came up with an alternative to handle the situation.
Aside from a few highly publicized success stories, brands are still figuring out how to maximize their recent investments in Social Media. Learn how merging your social campaigns with established best practice direct marketing strategies can create the winning formula.
What are the top tactics your company can use to boost holiday sales with social media, including those for Facebook, mobile, and more? What are ways to connect with loyal customers and attract new connections?
These questions are answered and examples of holiday campaigns from socially savvy brands are highlighting in this paper
Honest Reviews of Tim Han LMA Course Program.pptxtimhan337
Personal development courses are widely available today, with each one promising life-changing outcomes. Tim Han’s Life Mastery Achievers (LMA) Course has drawn a lot of interest. In addition to offering my frank assessment of Success Insider’s LMA Course, this piece examines the course’s effects via a variety of Tim Han LMA course reviews and Success Insider comments.
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
Introduction to AI for Nonprofits with Tapp NetworkTechSoup
Dive into the world of AI! Experts Jon Hill and Tareq Monaur will guide you through AI's role in enhancing nonprofit websites and basic marketing strategies, making it easy to understand and apply.
A Strategic Approach: GenAI in EducationPeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
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http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
Synthetic Fiber Construction in lab .pptxPavel ( NSTU)
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Welcome to TechSoup New Member Orientation and Q&A (May 2024).pdfTechSoup
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2. “learning that could be applied at global
scale with local relevance”.
Michael Donnelly
Social Media Strategy
Evaluation and Recommendations
3. Starbuck’s Strategy
One of our main competitors
“it’s largely about deals, pure and simple” (Deighton and Kornfeld,
2011)
Starbuck’s main social media strategy draws its fans by offering
regular offers or deals on their country (local)Facebook pages.
http://www.facebook.com/Starbucks
4. Pros
Main reason for fans for visit brand pages is to get deals or discounts
(Deighton and Kornfeld, 2011)
44% on Twitter
37% on Facebook and MySpace
Fans ‘like’ global Facebook page as well as their country specific Facebook
page.
Easy to see social media activity into actual sales with the use of discounts or
deals that can be tracked.
5. Cons
Harder to have a global message when discounts or other incentives are used as they need to be local
Starbucks currently has 20 different pages to manage (Choueke,2010)
While their is a global page fans have to ‘like’ a second page in order to get more relevant posts to them and also get
the offers that Starbuck’s is popular for.
My Starbuck’s idea
Worked well in US and Canada hasn’t been implemented in all countries. Not all Starbuck’s Fans get the same
opportunities. Offerings should be someone uniform across different country pages for it to be fair to fans.
http://www.starbucks.ca/coffeehouse/community/mystarbucksidea
While successful for gaining fan quantity incentives shouldn’t be main focus of fan engagement. Quality fans –
engage with brand more then just printing off coupons or getting discount codes.
Company shouldn’t ‘buy’ fans.
Not getting as good representation of those that truly ‘like’ your brand as some may only be attracted by the offers.
Starbuck’s move to SM came about from loss in revenue and stock value – Focus is to boost sales – immediately – not
long term brand awareness
6. Coca Cola’s Strategy
Has an older and more widely known reputation then that of Starbucks or some of the other major brands on social
media – this means it could potentially have a wider fan base to reach globally and across age ranges
“relationship based on a non-promotional foundation – for brief times and particular places”
We want to empower those who you want to buy your product
Create a relationships with fans based on their experience with the brand
Vending machine that required friends to help each other to get 2 cans for the price of one
our customers shared their experience with the vending machine and it further developed out happiness's element.
People were more attracted to the experience then the actual product
Easily relatable around the world
http://mashable.com/2011/04/29/coke-friendship-machine/
Brand page on Facebook was actually designed by two fans – collaboration with these fans developed it into existing
page.
7. Pros
Easier to ensure our goal of maintaining real conversations with our fans.
Want real engagement beyond a fan visiting our page simply to get an offer or a coupon.
More then a visit or simple like – we want posts or comments.
http://www.marketwatch.com/story/coke-is-it-facebook-fans-like-coca-cola-best-according-to-covario-social-media-study-of-top-10
Collaboration
Page was started by two fans themselves and then has been taken on by Coke in collaboration with two fans.
More open to fans have a creative input into our brand.
Use social media for a global conversation
Expedition 206 – integrated across different social media (Facebook, Flickr, YouTube)
Find what makes people happy – not just about product – relatable globally.
http://www.thecoca-colacompany.com/dynamic/press_center/2010/12/expedition-206-finale.html
Way ahead of direct competitor - Pepsi
Better in engagement
Better insight into fans perception of brand
Fans continually engage
Can see what experiences and perceptions fans have of brand
Mentos and Diet Coke video, (Deighton and Kornfeld, 2011)
How fans use our product
8. Cons
Fans go to brand social media pages to get discounts.
Not getting what they expect from other brand pages.
Have to use other tactics to encourage traffic to brand page.
Less control over what users are saying in a social media environment
Can’t censor fans.
Negative comments reacted to but not removed.
Other fan pages exist created by fans themselves. Not all Coke fans are engaged in our fan
page.
Harder to gauge how their brand awareness in social media is translating into actual
sales.
Common with much of social media activity by companies
Social media still fairly new and improvements to how its measured are being developed.
9. Recommendation - Other Brand Examples
Nutella (http://www.facebook.com/Nutella)
Similar strategy to Coke’s current strategy
One Global Facebook page
Some more local posts (Holiday memories from around the world.
Ongoing conversation – fans share experience with product
Has been one of most popular Facebook pages in the past
Let fans create their own conversations
Subway don’t post as regularly on their Facebook but their fans
still post many times daily. (Romeo,2011)
10. Recommendations – Other Considerations
The role of CSR
The issue of CSR has become more important in recent years and this could be used in
combination with social media to foster better relationships with fans.
Pepsi (http://www.facebook.com/pepsi?sk=app_269511906412644)
Campaign with Feeding America
Donation for each purchase product
Campaign to fund community ideas (http://www.refresheverything.com/)
Coca Cola already engaging in CSR and social media separately
Coke’s can going white in an effort to save polar bears, an iconic part of their brand image)
http://www.forbes.com/sites/eco-nomics/2011/10/27/in-first-coca-cola-cans-go-white-for-polar-bears/
Location Based Social Media
Foursquare
Sponsored check ins
Can be with brands that have physical stores or with brands that are simply carried by other stores.
Pepsi previously partnered with Foursquare to offer their location base social media
Purely mobile – engage with fans all the time.
Pepsi – own app to check in to receive deals.
11. Recommendations
Building a relationship with consumers is key to getting continual engagement and brand awareness.
This cannot be fostered by simple discount sharing
Need to foster engaging relationships with fans
Connect with global fans through posts, events, campaigns that relate to all but can still have local elements. E.g. Nutella’s
holiday memories from around the world.
Has to be some value for fans to engage with us on social media – not necessarily discounts or deals but some
perceived value for interacting with brands
Those that consume the brand should be involved in what the brand does in terms of production or design
Getting fans involved in social media environment can mean insight into what they want out of our products
Should be a combination of these different strategies in order to be competitive with other brands
Discounts or deals could be introduced as part of social media but not the main focus or draw to our page.
Location based social media is more mobile and 24/7 connection with fans.
Other considerations that haven’t been done by all major brands yet
More CSR related social media to attract more fans to our page.
Integrate Coke existing CSR activity on social media to gain more awareness of brand, its social media presence, and its CSR
activity
CSR can be on local or global scale
E.g. Polar Bears – more a global issue vs. Pepsis – Feeding America more specific to location
12. References
Choueke, Mark. "Bring Digital To Life By Building Relationships." Marketing Week (01419285) 33.30 (2010): 20-21. Business Source Premier. Web. 1 Nov. 2011.
"Coca-Cola's Friendship Machine Rewards Cooperation with Cokes [VIDEO]." Social Media News and Web Tips – Mashable – The Social Media Guide.
Mashable, 29 Apr. 2011. Web. 01 Nov. 2011. <http://mashable.com/2011/04/29/coke-friendship-machine/>.
"Coke Is It! Facebook Fans "Like" Coca-Cola Best According to Covario Social Media Study of Top 100 Advertisers." Market Watch. Web. 1 Nov. 2011.
<http://www.marketwatch.com/story/coke-is-it-facebook-fans-like-coca-cola-best-according-to-covario-social-media-study-of-top-100-advertisers-2011-10-
19>
"Coca-Cola - Press Center - Press Kits - Expedition 206 Finale." Coca-Cola: The Coca-Cola Company. Web. 01 Nov. 2011. http://www.thecoca-
colacompany.com/dynamic/press_center/2010/12/expedition-206-finale.html
Deighton, John, and Leora Kornfeld. "Coca-Cola on Facebook." Harvard Business School119=0 9.511 (2011). Print.
Hincha-Ownby, Melissa. "In First, Coca-Cola Cans Go White For Polar Bears - Forbes."Information for the World's Business Leaders - Forbes.com. 21 Oct. 2011.
Web. 01 Nov. 2011. <http://www.forbes.com/sites/eco-nomics/2011/10/27/in-first-coca-cola-cans-go-white-for-polar-bears/>.
"MyStarbucksIdea.com." Starbucks Coffee Company. Web. 01 Nov. 2011. <http://www.starbucks.ca/coffeehouse/community/mystarbucksidea>.
"Nutella | Facebook." Web. 01 Nov. 2011. <http://www.facebook.com/Nutella>.
"Pepsi - Feeding America | Facebook. Web. 01 Nov. 2011. <http://www.facebook.com/pepsi?sk=app_269511906412644>.
Romeo, Peter. "Facebook Social Media 50. (Cover Story)." Restaurant Business 110.4 (2011): 23-36. Business Source Premier. Web. 01Nov. 2011.
"Starbucks | Facebook." Web. 01 Nov. 2011. <http://www.facebook.com/Starbucks>.
Support Your Community - Pepsi Refresh Project. Pepsi. Web. 01 Nov. 2011. <http://www.refresheverything.com/>.