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COCA-COLA
VS.
PEPSI
CREATED BY: ARSALAN IQBAL
COCA-COLA
• The Coca-ColaCompany is a multinational corporation that produces
nonalcoholic beverage concentrates and syrups.There namesakes comes
from the product invented by pharmacist John Stith
Pemberton in Atlanta, Georgia, in 1886.
• The company owns many popular brands such as Sprite, Fanta, Dasani,
SmartWater, Minuteman, Powerade to name a few.They also are known to
sell the alternate versions of Coke for example Diet Coke and Coke Zero.
PEPSICO
• PepsiCo, Inc. is an American multinational food, snack, and beverage
corporation.The merging of Pepsi-Cola Company and Frito-Lay, Inc. formed
PepsiCo in 1965.
• The company owns many popular brands such as Mountain
Dew, Lay's, Gatorade,Tropicana, 7 Up, Doritos, Brisk, Quaker Foods, to
name a few.
STATS FOR COCA-COLAVS. PEPSI
• PepsiCo, Inc. was beating the Coca-ColaCompany onWall Street as well as Google
Searches in July, 2019
• PepsiCo's shares gained 19.45% in July 2018 to July 2019 (12 months) and 49.20% from
2015 (the last five years)
• Whereas Coca-Cola company gained 15.75% and 22.13% respectively.
• PepsiCo. had approximately 164M google searches and Coca-Cola had 142M.
• This possible because PepsiCo not only focuses on beverage but diversified there brand to
include snacks like Quaker Oats, Frito-Lay and other brands that are similar.
• However in the 2019 Forbes World’s MostValuable brands Coca-Cola came in 6th place and
Pepsi came in 29th which is also seen in there social media following.
SOCIAL MEDIA ACCOUNTS
COCA-
COLA
Instagram Accounts 21
Facebook Pages 70
Twitter Handles 35
YouTube Channels 10
LinkedIn Accounts 2
PEPSI
Instagram Accounts 19
Facebook Pages 87
Twitter Handles 52
YouTube Channels 25
LinkedIn Accounts 3
COCA-COLA
• The Coca-Cola brand has 3.3M followers on
twitter and on Instagram 2.7M followers
• Average Interaction per post
• Twitter
• Likes- 462 likes
• Retweets- 98.6 retweets
• Comments- 27.8 comments
• Instagram
• Likes- 8,592.2 likes
• Comments- 416.6 comments
• Average engagement rate
• Twitter
• Likes- 0.014%
• Retweets- 0.0030%
• Comments- 0.00084%
• Instagram
• Likes- 0.32%
• Comments- .015%
BRAND
ENGAGEMENT
• Coca-Cola knows how to work the social media audience by doingThe Happiness
Machine campaign they were able to use social media to their advantage.
• Coca-Cola has a tailor-made strategy for each social network.
• For example, Instagram is a picture sharing website, so they have made their feed
aesthetically pleasing.
• However twitter is much more of a casual platform and so they have more relatable
and retweetable content.
• From the most recent tweets they have consistently posted in the early mornings
when special events are happening, for example superbowl Sunday andValentine’s
Day.
• Three of there most popular posts on Instagram have to do a StrangerThings inspired
Ad. By utilizing a hype/trend that is going to be present Coca-Cola is able to market
Relatable
Tweets
Aesthetically pleasing feedStrangerThings inspired flavor
THE COCA-COLA
COMPANY
• The Coca-Cola company has 1.2M followers
on twitter and on Instagram 86.6K followers
• Average Interaction per post
• Twitter
• Likes- 203.6 likes
• Retweets- 41 retweets
• Comments- 18 comments
• Instagram
• Likes- 4,138.2 likes
• Comments- 6.2 comments
• Average engagement rate
• Twitter
• Likes- 0.017%
• Retweets- 0.0034%
• Comments- 0.0015%
• Instagram
• Likes- 4.78%
• Comments- .0072%
BRAND
ENGAGEMENT
• The Coca-Cola company social media is more about the company
and its workers than products themselves.
• Coca-Cola is known is known to be the single largest plastic polluter
in the world. So to counteract that reputation they have posted
multiple videos on twitter to show how they are trying to help.
• The company has presented itself to be more inclusive on there
Instagram by taking part in Pride Marches and showing appreciation
for there employees that are of color.This is a good way of getting
more positive exposure.
Counteract their reputation
Showcasing their diversity and inclusion
PEPSI
• The Pepsi brand has 3M followers on twitter
and on Instagram 1.6M followers
• Average Interaction per post
• Twitter
• Likes- 1175.4 likes
• Retweets- 198 retweets
• Comments- 296 comments
• Instagram
• Likes- 34,783.6 likes
• Comments- 308.4 comments
• Average engagement rate
• Twitter
• Likes- 0.040%
• Retweets- 0.0066%
• Comments- 0.0099%
• Instagram
• Likes- 2.17%
• Comments- .020%
BRAND ENGAGEMENT
• Evaluate brand engagement:
• Include a brief overview of posts that seem to
perform well for them (e.g. look at the type of
content and sentiment of posts, look at what time
of day and day of the week they are posting - you
can find research to see the most
common/successful times to post on certain social
channels and see if that aligns with what they are
doing, etc.
• (d) Include some screen shots of successful and
unsuccessful posts as examples
BRAND
ENGAGEMENT
• Pepsi is good at keeping in touch with its consumers. On twitter they do
#pepsimentionoftheweek which helps them have loyal customers
because they are appreciated.
• They also do competitions like the #pepsimoji campaign that took
place or the “contest” that is taking place now called #Pepsi Proposal.
It’s a way to in the Pepsi engagement ring.The tweet now has
approximately 6.8M views.
• They also sponsor and showcase multiple celebrities on Instagram like
Lizzo, Harry Styles, Cardi B, Missy Elliot etc. allowing them to market to
their audiences.
Pepsi Proposal
Weekly interaction with there
consumers
Showcasing celebrities
PEPSICO
• PepsiCo has 342.4K followers on twitter and
on Instagram 52.9K followers
• Average Interaction per post
• Twitter
• Likes- 34 likes
• Retweets- 6.2 retweets
• Comments- 2.2 comments
• Instagram
• Likes- 1051.6 likes
• Comments- 21.8 comments
• Average engagement rate
• Twitter
• Likes- 0.0010%
• Retweets- 0.0018%
• Comments- 0.00064%
• Instagram
• Likes- 1.99%
• Comments- .041%
BRAND
ENGAGEMENT
• PepsiCo is a much more diverse brand that Coca-Cola.They have
shares in multiple companies and that is perfectly seen in there
Instagram which showcases all the brands they have.
• They do not get many likes since it is a food blog about there
products however it is still a smart way to showcase all the brands,
they have stakes in.
• There twitter is more of a business twitter, showing revenues and
growth, what changes they are making and how it will impact the
stocks.This does not get as many like or retweets as their other
pages but this seems like a more business page than an ad page.
Showing their brands
Revenue
growth and
more of the
business side
CONCLUSION
• Competition forces both the companies to continuously engage
in defensive and offensive marketing strategies.
• Coca-Cola and PepsiCo, both are utilizing social media
channels effectively. Facebook, Instagram and twitter are the
three active platforms which both the companies are using.
• Coca-Cola brand has al together higher number of followers
than Peps.
POEM
• Paid Media: TV ads , Out of Home, banners that a brand pays to
be seen by audiences.
• Owned Media: Media that a brand completely controls , i.e.
Coca-Cola YouTube channel, Instagram account etc.
• Earned Media: Type of social media exposure achieved through
word of mouth, conversations and recommendations etc.
SOURCES
• https://www.forbes.com/sites/panosmourdoukoutas/2019/07
/13/pepsi-beats-coke-again/#502305c22bad
• https://unmetric.com/brands/coca-cola
• https://unmetric.com/brands/pepsi
• https://mediakix.com/blog/paid-owned-earned-media-
difference-definition/

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Social media audit

  • 2. COCA-COLA • The Coca-ColaCompany is a multinational corporation that produces nonalcoholic beverage concentrates and syrups.There namesakes comes from the product invented by pharmacist John Stith Pemberton in Atlanta, Georgia, in 1886. • The company owns many popular brands such as Sprite, Fanta, Dasani, SmartWater, Minuteman, Powerade to name a few.They also are known to sell the alternate versions of Coke for example Diet Coke and Coke Zero.
  • 3. PEPSICO • PepsiCo, Inc. is an American multinational food, snack, and beverage corporation.The merging of Pepsi-Cola Company and Frito-Lay, Inc. formed PepsiCo in 1965. • The company owns many popular brands such as Mountain Dew, Lay's, Gatorade,Tropicana, 7 Up, Doritos, Brisk, Quaker Foods, to name a few.
  • 4. STATS FOR COCA-COLAVS. PEPSI • PepsiCo, Inc. was beating the Coca-ColaCompany onWall Street as well as Google Searches in July, 2019 • PepsiCo's shares gained 19.45% in July 2018 to July 2019 (12 months) and 49.20% from 2015 (the last five years) • Whereas Coca-Cola company gained 15.75% and 22.13% respectively. • PepsiCo. had approximately 164M google searches and Coca-Cola had 142M. • This possible because PepsiCo not only focuses on beverage but diversified there brand to include snacks like Quaker Oats, Frito-Lay and other brands that are similar. • However in the 2019 Forbes World’s MostValuable brands Coca-Cola came in 6th place and Pepsi came in 29th which is also seen in there social media following.
  • 5. SOCIAL MEDIA ACCOUNTS COCA- COLA Instagram Accounts 21 Facebook Pages 70 Twitter Handles 35 YouTube Channels 10 LinkedIn Accounts 2 PEPSI Instagram Accounts 19 Facebook Pages 87 Twitter Handles 52 YouTube Channels 25 LinkedIn Accounts 3
  • 6. COCA-COLA • The Coca-Cola brand has 3.3M followers on twitter and on Instagram 2.7M followers • Average Interaction per post • Twitter • Likes- 462 likes • Retweets- 98.6 retweets • Comments- 27.8 comments • Instagram • Likes- 8,592.2 likes • Comments- 416.6 comments • Average engagement rate • Twitter • Likes- 0.014% • Retweets- 0.0030% • Comments- 0.00084% • Instagram • Likes- 0.32% • Comments- .015%
  • 7. BRAND ENGAGEMENT • Coca-Cola knows how to work the social media audience by doingThe Happiness Machine campaign they were able to use social media to their advantage. • Coca-Cola has a tailor-made strategy for each social network. • For example, Instagram is a picture sharing website, so they have made their feed aesthetically pleasing. • However twitter is much more of a casual platform and so they have more relatable and retweetable content. • From the most recent tweets they have consistently posted in the early mornings when special events are happening, for example superbowl Sunday andValentine’s Day. • Three of there most popular posts on Instagram have to do a StrangerThings inspired Ad. By utilizing a hype/trend that is going to be present Coca-Cola is able to market
  • 9. THE COCA-COLA COMPANY • The Coca-Cola company has 1.2M followers on twitter and on Instagram 86.6K followers • Average Interaction per post • Twitter • Likes- 203.6 likes • Retweets- 41 retweets • Comments- 18 comments • Instagram • Likes- 4,138.2 likes • Comments- 6.2 comments • Average engagement rate • Twitter • Likes- 0.017% • Retweets- 0.0034% • Comments- 0.0015% • Instagram • Likes- 4.78% • Comments- .0072%
  • 10. BRAND ENGAGEMENT • The Coca-Cola company social media is more about the company and its workers than products themselves. • Coca-Cola is known is known to be the single largest plastic polluter in the world. So to counteract that reputation they have posted multiple videos on twitter to show how they are trying to help. • The company has presented itself to be more inclusive on there Instagram by taking part in Pride Marches and showing appreciation for there employees that are of color.This is a good way of getting more positive exposure.
  • 11. Counteract their reputation Showcasing their diversity and inclusion
  • 12. PEPSI • The Pepsi brand has 3M followers on twitter and on Instagram 1.6M followers • Average Interaction per post • Twitter • Likes- 1175.4 likes • Retweets- 198 retweets • Comments- 296 comments • Instagram • Likes- 34,783.6 likes • Comments- 308.4 comments • Average engagement rate • Twitter • Likes- 0.040% • Retweets- 0.0066% • Comments- 0.0099% • Instagram • Likes- 2.17% • Comments- .020%
  • 13. BRAND ENGAGEMENT • Evaluate brand engagement: • Include a brief overview of posts that seem to perform well for them (e.g. look at the type of content and sentiment of posts, look at what time of day and day of the week they are posting - you can find research to see the most common/successful times to post on certain social channels and see if that aligns with what they are doing, etc. • (d) Include some screen shots of successful and unsuccessful posts as examples
  • 14. BRAND ENGAGEMENT • Pepsi is good at keeping in touch with its consumers. On twitter they do #pepsimentionoftheweek which helps them have loyal customers because they are appreciated. • They also do competitions like the #pepsimoji campaign that took place or the “contest” that is taking place now called #Pepsi Proposal. It’s a way to in the Pepsi engagement ring.The tweet now has approximately 6.8M views. • They also sponsor and showcase multiple celebrities on Instagram like Lizzo, Harry Styles, Cardi B, Missy Elliot etc. allowing them to market to their audiences.
  • 15. Pepsi Proposal Weekly interaction with there consumers Showcasing celebrities
  • 16. PEPSICO • PepsiCo has 342.4K followers on twitter and on Instagram 52.9K followers • Average Interaction per post • Twitter • Likes- 34 likes • Retweets- 6.2 retweets • Comments- 2.2 comments • Instagram • Likes- 1051.6 likes • Comments- 21.8 comments • Average engagement rate • Twitter • Likes- 0.0010% • Retweets- 0.0018% • Comments- 0.00064% • Instagram • Likes- 1.99% • Comments- .041%
  • 17. BRAND ENGAGEMENT • PepsiCo is a much more diverse brand that Coca-Cola.They have shares in multiple companies and that is perfectly seen in there Instagram which showcases all the brands they have. • They do not get many likes since it is a food blog about there products however it is still a smart way to showcase all the brands, they have stakes in. • There twitter is more of a business twitter, showing revenues and growth, what changes they are making and how it will impact the stocks.This does not get as many like or retweets as their other pages but this seems like a more business page than an ad page.
  • 18. Showing their brands Revenue growth and more of the business side
  • 19. CONCLUSION • Competition forces both the companies to continuously engage in defensive and offensive marketing strategies. • Coca-Cola and PepsiCo, both are utilizing social media channels effectively. Facebook, Instagram and twitter are the three active platforms which both the companies are using. • Coca-Cola brand has al together higher number of followers than Peps.
  • 20. POEM • Paid Media: TV ads , Out of Home, banners that a brand pays to be seen by audiences. • Owned Media: Media that a brand completely controls , i.e. Coca-Cola YouTube channel, Instagram account etc. • Earned Media: Type of social media exposure achieved through word of mouth, conversations and recommendations etc.
  • 21. SOURCES • https://www.forbes.com/sites/panosmourdoukoutas/2019/07 /13/pepsi-beats-coke-again/#502305c22bad • https://unmetric.com/brands/coca-cola • https://unmetric.com/brands/pepsi • https://mediakix.com/blog/paid-owned-earned-media- difference-definition/

Editor's Notes

  1. These numbers are from July 2019, if you don’t think that is clear added at the end when presenting
  2. Make sure to say you will only be focusing on the US page and the may company’s page