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Coke’s “Fans First” Approach in Social Communities<br />Michael Donnelly<br />Group Director, Worldwide Interactive Market...
How many Social Media “Experts” are in the house?<br />
Working from the center…<br />
1.5 BILLION SERVINGS A DAY<br />History of “painting the town red”…<br />
our home page isn’t just coke.com, it is google.com<br />
and today, I’d say…<br />our home page isn’t just coke.com, it is google.com and hyves.nl and twitter.com and youtube.com ...
Consumers remind us every day that Coke is THEIR brand…<br />On Facebook alone we’ve got:<br /><ul><li> 4,600+ photos
 95+ videos
 500,000+ “likes”*</li></ul>- 90,000+ “comments”*<br />(*just in the last 6 months)<br />Facebook “2 Billion photo uploads...
5000 Mentions a Day - Here is a taste of what they are saying…<br />Conversation Cloud for top terms mentioned on FB coca-...
General comments about the brand and other Coke products are top topics…<br />Positive Conversation Tones<br />“Coca-Cola ...
And they are producing GREAT Content - for the LOVE of THEIR Brand<br />
Sometimes we ask for it…<br />Where have you had a Coke lately?<br />“It was taken from the peak of the Iztaccihuatl, Mexi...
120 Photos of Your Next Coke…<br />12<br />
5,800 Times of day to enjoy a Coke…<br />13<br />
Our Fan Focused approach has yielded a Highly Engaged fan community…<br />Coke fans interact with each other, and the bran...
In the past – We were not building sustainable relationships<br />Campaigns Based on<br />Earning Sustainable Relationship...
Our “Fans First” Approach: We will be Everywhere Our Consumers are in an Authentic “Member of the Community – Non BIG Bran...
Our “less about us-more about them” approach is getting noticed<br />Missed Opportunity... Pepsi. The company makes a disa...
Coca-Cola “official” Social Communities…<br />18<br />
this is all great, but…<br />how do we create compelling content in these online venues that celebrates the spirit of our ...
The Coca-Cola Happiness Machine…<br />
Vitamin Water’s Flavor Creator…<br />flavor creator lab environment within the vitaminwater facebook fan page<br />24<br />
Determined flavor via conversation mining & ranking…<br />cloud tagging- shows the ranking of flavors <br />and allows you...
Flavor voting…<br />vote on a single flavor, flavor combinations or use the ‘wild card’ to<br />vote for a flavor that did...
Gaming determined functional benefit… do you need more energy?<br />
Label design contest - a real-time collaborative workspace…<br />28<br />
The results…<br />7+ minutes of engagement <br />per app session<br />tens of thousands of total votes<br />40K unique lab...
Say hello to…connect<br />black cherry-lime<br />caffeine + 8 key nutrients<br />made by fans, for fans on<br />in stores ...
So, We are all aboutFishing Where the Fish are…<br />31<br />
Integrating Campaigns with Common Social Solutions…<br />32<br />
Optimizing Functionality that Already Exists…<br />33<br />
Creating New Ones if Necessary…<br />34<br />
Clear Principles are a must to insure everyone is aligned…<br />http://www.thecoca-colacompany.com/socialmedia<br />
Finally, Some Quick Lessons Learned…<br />SMM is a tactic and should always be in support of brand objectives<br />These p...
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500,000+ “likes”*</li></ul>- 90,000+ “comments”*<br />(*just Coke's 'fans first' approach in social communities

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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

Publié dans : Technologie, Business
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