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Content Marketing - The Case of Coca-Cola Bloggers Network Adria

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What is Content Marketing? Why is it important? This is the case of Coca-Cola Bloggers Network Adria, which started in November 2013, when Coca-Cola System hired 9 bloggers from 5 countries from former Yugoslavia (Serbia, Croatia, Bosnia and Herzegovina, Montenegro and Macedonia). (August 2014) Vladimir Vulic, www.vanja.me

Publié dans : Marketing, Médias sociaux
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Content Marketing - The Case of Coca-Cola Bloggers Network Adria

  1. 1. Coca-Cola Bloggers Network Adria The case of www.vanja.me
  2. 2. The first media revolution
  3. 3. The printing press was an important step towards the democratisation of news, information and knowledge
  4. 4. The second media revolution Bigger distribution Bigger profits Buying advertising Bigger sales TV-industrial complex (Seth Godin)
  5. 5. “’Mad Men’ were great in a one way communication world.” Jackie Kelly, UM, CEO
  6. 6. Good old days...
  7. 7. Today’s family
  8. 8. “The fact that your target audience is not listening is not their fault, but yours. If your story is not getting through, you should change your approach, instead of shouting louder.” Seth Godin Author, entrepreneur, marketer, and public speaker
  9. 9. “If you talked to people the way advertising talked to people, they'd punch you in the face!” Hugh MacLeod, cartoonist
  10. 10. The third media revolution
  11. 11. “Markets are conversations.” “Corporations will only sound human when they empower real human beings to speak on their behalf.” “Companies need to get out of the way so intranetworked employees can converse directly with internetworked markets.”
  12. 12. Web 2.0 “Network as the platform”
  13. 13. “Many to many!”
  14. 14. ”Your consumers will talk about your brand more powerfully than you ever could!” Joseph V. Tripodi The Coca-Cola Company Executive Vice President
  15. 15. “If I tell my Facebook friends about your brand, it's not because I like your brand, but rather because I like my friends.” - Mike Arauz, consultant
  16. 16. “Take the megaphone away from your mouth and put it to your ear!” Jonathan Becher, SAP, CMO
  17. 17. “Social networks are now the operating systems for consumers’ lives.” Ajaz Ahmed, AKQA, chairman and founder
  18. 18. “Users, especially young users, believe not just that spam is spam, but that all advertising is spam.” - Bob Garfield, Advertising Age
  19. 19. “Stop interrupting what people are interested in, and become what people are interested in speaking with.” Nick Davidge Greenlight, Creative director
  20. 20. “Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.” Source: Content Marketing Institute
  21. 21. “Content marketing’s purpose is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior.” - Content Marketing Institute
  22. 22. “70% of people would rather learn about a company via an article than an ad.” Source: Content Marketing Institute
  23. 23. “Content marketing is the only marketing left.” Seth Godin, author, entrepreneur, marketer, and public speaker
  24. 24. “We produce 15% of the content. Consumers produce 85%.” Wendy Clark, The Coca-Cola Company, Senior Vice President
  25. 25. “The digital revolution has not just arrived, it has well and truly settled in. Traditional communication channels have mutated, fragmented and diversified to create a spectrum of media experiences that give consumers unparalleled options and freedom of choice.” - Kate Connolly, Universal McCann London
  26. 26. “Millennials (those born from the early 1980s to the early 2000s) are dramatically transforming how companies interact with customers. They’ve introduced a new value system and expect brands to be transparent, authentic, organic and sustainable. Millennials are loyal consumers if we engage them on their own terms. To meet these expectations, we have to pivot and evolve everything we do, reorganizing with new skillsets, tools and processes. Coca-Cola is doing so by placing emphasis on creating rich content, managing conversations in real time, investing in experiential marketing and providing compelling digital storytelling platforms. Everything has to be shareable.” - Joe Tripodi, The Coca-Cola Company, Executive Vice President “Millennials (those born from the early 1980s to the early 2000s) are dramatically transforming how companies interact with customers. They’ve introduced a new value system and expect brands to be transparent, authentic, organic and sustainable. Millennials are loyal consumers if we engage them on their own terms.” Joseph V. Tripodi The Coca-Cola Company Executive Vice President
  27. 27. “To meet these expectations, we have to pivot and evolve everything we do, reorganizing with new skillsets, tools and processes. Coca-Cola is doing so by placing emphasis on creating rich content, managing conversations in real time, investing in experiential marketing and providing compelling digital storytelling platforms. Everything has to be shareable.” Joseph V. Tripodi The Coca-Cola Company, Executive Vice President
  28. 28. Coca-Cola Bloggers Network Adria The case of www.vanja.me
  29. 29. There are no professional bloggers in countries from former Yugoslavia, since the traditional online advertising revenue model is inappropriate for low- volume traffic web sites There are no blogs in Top 100 web sites in the region Aspiring professional bloggers do exist - influential bloggers, social network influencers…
  30. 30. The mission of CSR Project “Building Advertising Capacity for Bloggers” is to help influencers become professional bloggers Project founder - Dragan Varagić, e-business & communication strategist from Serbia
  31. 31. Coca-Cola Bloggers Network Adria started in November 2013, when Coca-Cola System hired 9 bloggers from 5 countries from former Yugoslavia The blogger receives a fixed monthly fee and is obliged to create one blog post per month Coca-Cola System discloses the sponsorship by placing a banner on each blog
  32. 32. Leadership The courage to shape a better future Collaboration Leveraging collective genius Integrity Being real Accountability Recognizing that if it is to be, it’s up to me Passion Showing commitment in heart and mind Diversity Being as inclusive as our brands Quality Ensuring what we do, we do well Characteristics Coca-Cola System looks for in a blogger
  33. 33. Tools used to determine Social Media Visibility: Topsy Sysomos Bloggers selection criteria
  34. 34. Serbia Nenad Pavlović, http://nesha.me/ Maja Petrović, www.vitkigurman.com Marija Petrović, http://palachinkablog.com Mirjana Mimica, http://mahlat.rs/ Croatia Mario Poje, http://pojemario.com/ Tadeja Bjažević, http://doubletkitchen.blogspot.com/ Bosnia and Herzegovina Hana Kazazović, www.bosanka.net Montenegro Vladimir Vulić, http://digitalizuj.me/ Macedonia Darko Buldioski, http://komunikacii.net/ Coca-Cola Bloggers Network Adria
  35. 35. Visitors/Page views on blogs Number of blog post comments Number of social media interactions Sentiment analysis Success metrics
  36. 36. Coke and Food Twitter community Water replenishment Child obesity Content examples Innovation
  37. 37. Spreading the content Bloggers share their own content on social media Bloggers share content of other bloggers participating in this project Coca-Cola System promotes blog posts on Facebook with a small budget - $50 per blog post Blog posts from this project get much more interaction than posts from Coke’s own Facebook brand page
  38. 38. Project team communication Secret Facebook group for bloggers, PAC and Activation managers
  39. 39. Key learnings Context is more important than content - blog posts should be in line with trending topics to achieve high engagement Brief has to allow lots of creative space in order to get truly different posts on the same topic
  40. 40. Project results (first 6 months) 48 blog posts 101,525 readers 217 blog comments - 95% positive sentiment
  41. 41. Social Media Expressions 8,228 FB likes 1,206 FB comments - 88% positive 1,535 FB shares 369 tweets 13,593 social media expressions in total
  42. 42. Vladimir Vulić To connect, and for speaking enquiries, please visit www.vanja.me

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