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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
The Power Of
How Coca-Cola Uses Data and Content
to Break Through the Noise
Our Media Outlet
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
COCA-COLA JOURNEY WAS LAUNCHED TO:
IS KEY
GREAT CONTENT
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:
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?
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
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
INTEGRATING
GREAT CONTENT
WHAT WILL YOU SEE ON JOURNEY?
Food History Jobs
LinkedIn & Google+
Coca-Cola Unbottled
Twitter
High level of
consumer
engagement
Coca-Cola Journey
INTEGRATING GREAT CONTENT
Journey Microsite
Supporting Stories
INTEGRATING GREAT CONTENT
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
WHAT HAS WORKED WELL – REACTIVELY
PERFORMANCE
GROWTH
AND
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
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
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
THANK YOU
Ashley Callahan
@ashhazie
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

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BlogWell Bay Area Social Media Case Study: The Coca-Cola Company, presented by Ashley Callahan

  • 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
  • 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:
  • 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
  • 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
  • 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
  • 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
  • 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