1. “Coke is It”
Coca-Cola
Emily Tackett
Northeastern University
2. Who is Coca-Cola
• Coca-Cola has over 3500 products in over 200
countries
• Most recognized brand in the world (94% of
world’s population recognize Coca-Cola)
• Employs 146,200 people worldwide
• In business for 126 years and 50 consecutive
years of increased profit.
3. Vision
Coca-Cola Company’s People: Be a great place to work
Mission where people are inspired to be the
To refresh the world best they can be.
To inspire moments of optimism Portfolio: Bring to the world a
and happiness portfolio of quality beverage brands
To create value and make a that anticipate and satisfy people’s
difference desires and needs.
Partners: Nurture a winning network
Values of customers and suppliers, together
Leadership– The courage to shape we create mutual, enduring value.
a better future
Planet: Be a responsible citizen that
Collaboration - Leverage collective
genius makes a difference by helping build
Integrity– Be real
and support sustainable
communities.
Accountability- If it is to be, it’s up
to me Profit: Maximize long-term return to
Passion– Committed in heart and shareholders while being mindful of
mind our overall responsibilities.
Diversity- As inclusive as our brands Productivity: Be a highly effective,
Quality- What we do, we do well lean, and fast-moving organization.
4. Business Model
Coca-Cola uses the multiple hub and spoke
model for their brands and their use of social
media.
The Multiple Hub and Spoke Model allows
“companies within companies to act nearly
autonomously from each other under a
common brand.”
5. Branding the Brand
Coca-Cola uses social
media sites to connect
with consumers by Use of these social media
encouraging users to sites has led Coca-Cola to
share stories, pictures, have “Connected
and videos. Consumers”(Solis, 2012)
7. How Coca-Cola reached over 50
million fans on Facebook
• Encouraging fan interaction – Posting content such as fill in the blank
which takes users seconds to respond to.
• Being on the cultural pulse – Posting to toast the success of Women’s US
Boxer Marlen Esparza during the 2012 Olympic games.
• Asking questions – Posting questions that only require 1-2 word answers.
• Posting shareable content – Posting pictures of their macsot, the polar
bear, which induces users to comment with “awww” and to share the
image
• Being funny :
8. Coca-Cola and Twitter
• On their main Twitter account, @CocaCola, Coca-
Cola has:
• 691,616 followers
• Following 67,733 users
• 1,322,000 tweets per quarter
9. Coca-Cola’s Twitter Success
• Engages users by posting questions that require short answers
• Hosts contests that get users involved in the brand. A good
example was this year’s heart month contest. The Diet Coke
twitter page hosted the contest which required twitter users
to post heart related pictures with #showyourheart.
10. Coca-Cola and Google+
• On the main Google+ page,
google.com/+Coca-Cola, Coke has:
• 843,664 followers, a small percentage of their
Facebook page, but more than their Twitter
page.
• 828,305 people have Coca-Cola in their
“circles”
11. Google+ Success
• Coca-Cola utilizes the same strategy on Google+
that do with Facebook. Posting content that
engages and interacts with users.
• The main difference for Google+ is Google
Hangouts, a video chatting feature that Coca-Cola
takes advantage of.
• Coca-Cola hosts Google Hangouts between
consumers and Coca-Cola’s employers, celebrity
endorsers, and so called “biggest fans”.
12. Coca-Cola and Pinterest
• 2,791 followers, by far the lowest amount of
fans of any of their social media pages.
• 139 Pins
• 6 boards
• 980 Repins
13. Social Media Failures
• While Coca-Cola clearly has had great success with
social media, they have had failures as well
• The #1 failure is not having a clear target audience.
Social media denotes the younger generations,
however Coca-Cola’s marketing strategies online do
not reflect any particular target, young or old.
• Not having a clear audience negatively effect the
number of consumers their social media pages are
engaging. Google+ has less than 1 million followers,
while Facebook has over 62 million. Part of that is due
to Facebook being bigger and more popular, part of it is
due to Coca-Cola not having a clear strategy in mind.
14. Social Media Failures Cont’d
• Pinterest is a prime example of a social media failure.
• The reason for this disconnect on Pinterest is that Coca-Cola isn’t
sure how to market themselves on this platform, other than posting
pictures of Coke. As a result, few people pay attention to it.
• In order to correct this problem, Coca-Cola needs to understand
how to use this platform, as well as all the other social media
platforms. Using a monitoring tool such as Argyle, which allows
Coca-Cola to monitor all of their social media profiles as well as
which marketing campaigns are resonating with consumers. This will
let Coca-Cola pin down their target audience and the best ways to
reach them.
15. Sustainability
• Coca-Cola has numerous
environmental programs,
including clean water
programs, in their effort to
commit to corporate social
responsibility
• However, while Coca-Cola
highlights their clean water
programs, they are also
guilty of wasting water. It
takes 2.7 liters of water to
create 1 liter of Coca-Cola.
16. Traditional Media – Print Ads
• Coca-Cola has been
printing ads in
magazines and
newspapers since
1895.
• The brand’s mascot,
the polar bear, first
appeared in an ad in
France in 1922.
19. References
• Solis, B. (2012). The End of Business as Usual. Hoboken, New Jersey. John Wiley and Sons, Inc.
• Missions, Vision, and Values. (2012). Retrieved March 29, 2013 from http://www.coca-
colacompany.com/our-company/mission-vision-values.
• Coca-Cola Facebook Page. Retrieved March 28th, 2013 from https://www.facebook.com/cocacola
• 5 Crucial Facebook Practices that Helped Coca-Cola Reach 50M Fans. Darrell, R. Retrieved March
29th, 2013 from http://www.bitrebels.com/social/facebook-practices-coca-cola-fans/
• Coca-Cola Twitter Page. Retrieved March 29, 2013 from https://twitter.com/CocaCola
• Case Study – Coke’s Twitter Contest. Nagy, B. (2013, Feb. 3). Retrieved March 29, 2013 from
http://socialmediatoday.com/bryannagy/1211641/coca-cola-s-twitter-contest-heart-truth
• Coca-Cola Pinterest Page. Retrieved March 28th, 2013 from http://pinterest.com/cocacola/
• Coca-Cola Collage. Retrieved March 29, 2013 from
http://lofredocolombia.files.wordpress.com/2011/06/coke-collage.jpg
• The Visula Tour into Coca-Cola Print Advertising. Seosmarty. 2009. Retrieved March 28th, 2013 from
http://www.dirjournal.com/internet-journal/the-visual-tour-into-coca-cola-print-advertising/
• The Enduring History of Coca-Cola’s Polar Bears. Conversations Staff. (2012, January). Retrieved
March 29, 2013 from http://www.coca-colacompany.com/stories/coke-lore-polar-bears
• Social Smackdown: Coca Cola Outperforms Pepsi [Infographic]. Infinigraph Admin. (2012,
September). Retrieved March 29, 2013 from http://blog.infinigraph.com/2012/09/19/social-
smackdown-coca-cola-outperforms-pepsi-infographic/.
• Coca-Cola and Water – An Unsustainable Relationship. Srivastava, A. (2006, March). Retrieved
March 28th, 2013 from http://www.indiaresource.org/campaigns/coke/2006/cokewwf.html
