BlogWell Atlanta Case Study: Coca-Cola, presented by Natalie Johnson
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In her BlogWell presentation, Coca-Cola's Digital Manager of Communications, Natalie Johnson, shares how the world’s most iconic brand is engaging fans through social media.
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BlogWell Atlanta Case Study: Coca-Cola, presented by Natalie Johnson
- 2. Social Media Monitoring at The Coca-Cola Company Natalie Johnson
- 3. Social Media Monitoring at Coca-Cola • Gather insights about online consumer sentiment • Identify and engage with key influencers • Track and evaluate campaigns • Identify trending topics • Benchmark and track brand and Company conversations • Conduct competitor benchmarking and tracking • Evaluate online share of voice • Develop key insights and strategies
- 4. Heartbeat vs. MAP Best for real-time monitoring of Best for in-depth research and brands and products. Ideal for historical analysis. Ideal for looking knowing what is happening right at what has happened in the past or now. over time • Real-time monitoring and • Real-time monitoring with measurement historical archives • Key influencer tracking • Key influencer tracking • Geography and demographics • Geography and demographics • Automated sentiment • Automated sentiment • Engagement workflow
- 5. Global License Allocation for Heartbeat • Each Heartbeat can be used my multiple Sysomos users; pre-established Heartbeats available for use are: – Each of the top brands – Each of the five regions • Pacific • North America • Latin America • Europe • Eurasia and Africa – Dedicated Corporate topics • Remaining Heartbeats will be designated for ongoing requests
- 6. Global License Allocation for MAP • There are less licenses for MAP • Each operating unit and two key functions will receive licenses to use as needed: – Pacific – North America – Latin America – Europe – Eurasia and Africa – Public Affairs and Communications – Global Connections • The most important thing about MAP is to LOG OUT
- 7. Rules for Sharing Information All users are required to include the following information when sharing information obtained through Sysomos whether it is a casual email or a formal report: Date that the information was pulled or the report was developed Heartbeats used Date range of the data analyzed Summary of tags or queries Goal or purpose of the report Requestor (this could be an individual person or an ongoing team request)
- 8. Progress to Date • There were less than 50 people trained in 2010 and we’ve more than quadrupled this number in 2011 • We are monitoring in more than two dozen languages around the world • Various markets are customizing and creating their own local dashboards using data from Sysomos • Teams from various business areas within the organization are asking for access to the tools – momentum is building
- 9. They are Using the Tools too… • Benchmark the amount of conversation prior to a campaign and measure the campaign’s effectiveness • Identify influential people who are driving conversations or who are actively talking about The Company, brand or campaign. • Analyze the effectiveness, velocity or viral spread of a campaign or product launch • Monitor sensitive topics to determine if conversations are trending up or down • Determine if a campaign or phrase has been previously used by another Company or if there are any positive or negative associations with a phrase or potential spokesperson • Assess the conversation related to partnerships, sponsorships or events • Track general share-of-voice relative to competitors
- 10. Some Quick Lessons Learned… Interesting Findings: • Adoption across the globe is best when conducted in person – Local champions are a must – Web based training should be used as a supplement • Creating an @CocaColaCo Twitter voice requires the following: – Posting more often – Following followers – Engaging and compelling content Creating Buzz • Tweeting live CEO speeches • Earnings content • Don’t be afraid to be controversial • New and exciting activations
- 11. Thank You Natalie Johnson @nataliejohnson @cocacolaco
Notes de l'éditeur
- The real value of Sysomos is not in the data or the technology, but how you use the system. This training and the accompanying manual is designed as a helpful guide for end users to learn how to use the tool and to maximize its value.
- Coca-Cola has purchased licenses to two Sysomos products - Heartbeat and Media Analysis Platform or MAP. Both are based on the same technology; however they provide different features to meet the needs of different users. Heartbeat is designed for day-to-day monitoring and measurement requirements which will be available to most users within The Coca-Cola Company. MAP is designed to be a research tool and will be available to select users only. The key difference is the ability to assign workflow within Heartbeat.
- Access to MAP is limited to a specific number of licenses and only one person can utilize one license at a time. It is extremely important that each user log out when they are finished using MAP or if they will be idle in the system for a period exceeding 10 minutes.
- At the core of Sysomos is an ever-growing and evolving database of conversations. How and when information is pulled and analyzed can significantly impact the results. Two people utilizing the same Heartbeat to obtain a snapshot of consumer sentiment regarding Diet Coke, for example could get differing results. If these reports are circulated internally without context it could create confusion. In order to limit possible confusion, each user is required to include a report summary to allow for easier comparison.Depending on the final format of the report, this information can be included in a cover memo, overview section or final/appendix section of the report. The important factor is that it is included and clearly marked. If you have been asked to develop a report on the following topics, you must include the appropriate team member on the report distribution list regardless of business unit, report purpose or report recipients. NOTE: mention cc list if still applicable
- Sysomos can be a very powerful tool, but at its core it is simply a database. The value is in how the data is analyzed and used internally to make The Coca-Cola Company smarter and more effective. If you are pulling data or creating a report for another person or team it is recommended that you decide as a group what type of information would be helpful and in what format.