1.
Ashley Callahan
The Power of Coca-Cola Journey
This video is from
BlogWell
San Francisco
June 20, 2011
socialmedia.org/blogwell
SocialMedia.org
Case Studies
This presentation is from
BlogWell
Bay Area
August 6, 2013
socialmedia.org/blogwell

2.
The Power Of
How Coca-Cola Uses Data and Content
to Break Through the Noise

3.
Our Media Outlet

4.
COCA-COLA JOURNEY WAS LAUNCHED TO:
Be a hub for the company’s content– stories and interactions
Provoke, inspire and engage
Cultivate a deeper level of brand loyalty,
supporting business growth
Prompt action of some kind
Establish Coca-Cola as a leader in digital
communications

5.
COCA-COLA JOURNEY WAS LAUNCHED TO:

6.
IS KEY
GREAT CONTENT

7.
EDITORIAL PLANNING
& CONTENT DEVELOPMENT
With every story and piece of content we strive
to always drive consumer engagement.
Editorial planning meetings
Daily: Journey team
Weekly: PAC marketing
Monthly: Global PAC
Pitches
Internal
Freelancers
We do this with:

8.
CRAFT A GREAT STORY
Does it answer the “Why should I care” test?
Is it compelling with universal appeal?
It surprises
Is it being measured systematically?

9.
Does the topic generate interest?
Is it new – something that you haven’t seen before?
Is it differentiated from the competition?
CRAFT A GREAT STORY

10.
REAL-TIME
MONITORING
Tracking user performance and
feedback is key to optimizing Journey
Tools: Google Analytics & Gigya
Data Monitored:
• Visits
• Most popular content
• Time on site
• Bounce rate
• Number of countries
• Social and media impressions
Tools: Website
Feedback Monitored:
• Comments
• Social posts

11.
INTEGRATING
GREAT CONTENT

12.
WHAT WILL YOU SEE ON JOURNEY?
Food History Jobs

13.
LinkedIn & Google+
Coca-Cola Unbottled
Twitter
High level of
consumer
engagement
Coca-Cola Journey
INTEGRATING GREAT CONTENT

14.
Journey Microsite
Supporting Stories
INTEGRATING GREAT CONTENT

15.
WHAT HAS WORKED WELL – PROACTIVELY
Results
• More than 48,000 visitors in the first week.
• Average time spent on the page was more than 5 minutes.
• Almost 8K social shares or likes
• 2.0 million video views to date

16.
WHAT HAS WORKED WELL – REACTIVELY

17.
PERFORMANCE
GROWTH
AND

18.
KEY STATS
total
visitors
9.2M
pages of content
viewed
23.8M
social shares
of content
(old site = 0)
54k
comments
(old site = 0)
8.5k
visits from
mobile devices
24%
Media Coverage
346+M
media impressions
67.6+M
social media impressions
Top Stories In: Responsive Design

19.
JOURNEY GOING INTERNATIONAL
• Shared editorial
• Shared master content
migration
• Shared CMS
• Shared philosophy
Coca-Cola Journey is becoming an international vehicle for
consumers, fans and the company, expanding to other countries
Morocco
launched June 14
Germany
launched April 23
Japan launched
June 25
Australia
launches July 22
U.S. launched
November 12
z
Morocco
launched July 1
Germany
launched April 22
Japan launched
June 25
Australia & New Zealand
launched July 16
U.S. launched
November 12

20.
WHAT’S NEXT FOR JOURNEY
Develop international contributor network
Adoption by brands and teams
Establish credibility, stronger relationships and shared
value with third parties: media, consumers, partners
Launch and break news
Build infrastructure to support Journey
editors and owners globally
Triple our readership by 2018

21.
THANK YOU
Ashley Callahan
@ashhazie

22.
Learn more about past and
upcoming BlogWells
socialmedia.org/blogwell
This video is from
BlogWell
San Francisco
June 20, 2011
socialmedia.org/blogwell
SocialMedia.org
Case Studies
This presentation is from
BlogWell
Bay Area
August 6, 2013
socialmedia.org/blogwell