Social Media Marketing für Tourismusorganisationen - Fallstudie Social Media Marketing bei Coca Cola
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Social Media Marketing für Tourismusorganisationen - Fallstudie Social Media Marketing bei Coca Cola
- 1. 17. Juni 2010 Social Media Marketing für TourismusorganisationenFallbeispiel Coca Cola
- 2. Inhalt Was macht Coca Cola im Social Media Marketing? Was können wir davon lernen? Warum betreibt Coca Cola SocialMedia Marketing? 2
- 3. Coke’s “Fans First” Approach in Social Communities Michael Donnelly Group Director, Worldwide Interactive Marketing [Michel Donelly]
- 4. our home page isn’t just coke.com, it is google.com [Michel Donelly]
- 5. and today, I’d say… our home page isn’t just coke.com, it is google.com and hyves.nl and twitter.com and youtube.com and facebook.com and studiVZ.net and… [Michel Donelly]
- 6. Coca-Cola “official” Social Communities… [Michel Donelly] 6
- 8. 95+ videos
- 9. 500,000+ “likes”*- 90,000+ “comments”* (*just in the last 6 months) Facebook “2 Billion photo uploads a month - nearly 70 million a day…” USA TODAY 8/09 [Michel Donelly]
- 10. 120 Photos of Your Next Coke… [Michel Donelly] 8
- 11. 5,800 Times of day to enjoy a Coke… [Michel Donelly] 9
- 12. Our Fan Focused approach has yielded a Highly Engaged fan community… Coke fans interact with each other, and the brand, more than they do on any other top brand fan pages. InteractionS Per Post Source: FB Fan Page Analysis , Sept 2009 *Interactions = likes + comments [Michel Donelly]
- 13. «moving away from campaigns to constant engagement» Campaigns Based on Earning Sustainable Relationships Traditional Campaigns Fans/Follows/Friends Fans/Follows/Friends Time Time [Michel Donelly]
- 14. Was können wir von Coca Cola lernen? Fishwherethefishesare… Social Media-Präsenz als Wettbewerbs-Vorteil (Pioniere) Klare Strategie und Social Media-Haltung Genügend und die richtigen Ressourcen bereitgestellt Konstantes Engagement/Dialog – statt Kampagnen-Denken Effektvoller Einsatz der Basis-Funktionen der Plattformen – z.B. Einsatz des Newsfeeds bei Facebook: durch die Interaktionen (Dialoge) der Fans auf der Fanpage mit der Marke werden die Konsumenten zu Markenbotschaftern. 12
- 15. Warum werden User Fans? 13 http://www.cmbinfo.com/cmb-cms/wp-content/uploads/2010/04/Why_Social_Media_Matters_2010.pdf
- 16. Sind Fans wertvoll? 14 http://www.syncapse.com/media/syncapse-value-of-a-facebook-fan.pdf
- 17. Herzlichen Dank! Fragen? Gerne ;-) 15
Notes de l'éditeur
- However, it really is kind of business as usual…just with a few new technologies to make it a little more challenging and even better…because our brand is and always has been social by nature…you share a coke the refreshing experience…These pictures, by the way, have all been uploaded by loyal fans within the past 24 hours on our Facebook page which we’ll talk about more in a few minutes….