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Coke’s “Fans First” Approach in
Social CommunitiesMichael Donnelly
Group Director, Worldwide Interactive Marketing
How many Social Media “Experts” are in the house?
Working from the center…
History of “painting the town red”…
1.5 BILLIONSERVINGS A DAY
our home page isn’t
just coke.com, it
is google.com
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
Consumers remind us every day that Coke is THEIR brand…
Facebook “2 Billion photo
uploads a month - nearly 70
million a day…” USA TODAY 8/09
On Facebook alone we’ve got:
- 4,600+ photos
- 95+ videos
- 500,000+ “likes”*
- 90,000+ “comments”*(*just in the last 6 months)
CONVERSATION CLOUD FOR TOP TERMS MENTIONED ON FB COCA-COLA FAN PAGE
(SEPTEMBER 2009)
5000 Mentions a Day - Here is a taste of what they are saying…
N = 1,276 posts*
*non-english language posts removed
Source: Analysis of Facebook for Sept 1st – 30th 2009
Availability
Ideas/
Suggestions
Advertising
“Biggest
Fan”Other
Coke
Products
General
Comments
Low Post
VolumeHigh Post
Volume
Positive Conversation Tones
Negative Conversation Tones
General comments about the brand and other Coke products are top topics…
“Coca-Cola is the best drink!!!! I love it...”
“ALWAYS COCA-COLA!! funny add from
Coca-Cola with Grant Theft Auto!”
“. . . Bring back the glass bottle it makes a difference”
“Anyone know if 'Kosher Coke' is
available in Colorado??”
“I adore cola! I can drink it every day :D”
Consumptio
n Habits/
Addicted
“i am the # 1 fan. just ask anyone who knows me.”
“DIET COKE IS WHERE IT'S AT YA'LL!!!! :)”
And they are producing GREAT Content - for the LOVE of THEIR Brand
Sometimes we ask for it…
11
•Where have you had a Coke lately?
“It was taken from the peak of the Iztaccihuatl, Mexico's third highest mountain.
[At 5,230m... you can guess why was the bottle half-full! :-)]
“Les Grand Montets near Mont Blanc French Alps 3275m”
“NEVADO DEL TOLIMA KOLOMBIA 5.800 MTS...CHARLYTOONS”
120 Photos of Your Next Coke…
12
5,800 Times of day to enjoy a Coke…
13
Our Fan Focused approach has yielded a Highly Engaged fan community…
INTERACTIONS PER POST
Source: FB Fan Page Analysis , Sept 2009
*Interactions = likes + comments
User generated content Interactions* Photo Video
Coke 73,391 3,142 77
Brand A 34,094 0 0
Brand B 10,873 0 84
Brand C 6,962 0 0
Brand D 5,092 134 4
0
1000
2000
3000
4000
5000
6000
Coke Brand A Brand B Brand C Brand D
Coke fans interact with each other, and the brand, more than they do on any other top
brand fan pages.
In the past – We were not building sustainable relationships
Traditional Campaigns start from zero and abandon the
audience they’ve amassed upon completion.
Campaigns based on earning Sustainable Relationships
leverage the existing audience and grow it for future use.
Traditional CampaignsCampaigns Based on
Earning Sustainable Relationships
Time Time
Fans/F
ollo
ws/F
riends
Fans/F
ollo
ws/F
riends
Our “Fans First” Approach: We will be Everywhere Our Consumers are in an Authentic “Member of the Community – Non BIG Brand Way”
16
Our approach is designed to foster equitable engagement to earn
sustainable relationships that are authentic, delightful and reciprocal.
Being a Fan, Friend or Follower does not mean that they opted in to have
advertising blasted at them.
Enabling Fans to Comment, Upload
and Consume THEIR own consumer
generated brand related content
Strategically targeted messaging in
support of our brand objectives
Majority
of our
efforts
Our “less about us-more about them” approach is getting noticed
Missed Opportunity... Pepsi. The company makes a
disappointing showing on Facebook…has 250,000 fans, a
fraction of rival Coke's. The company mostly uses it
as a channel for pumping out updates of
marketing activities.
MSNBC on
11/30/09
Coca-Cola “official” Social Communities…
18
this is all great, but…
how do we create compelling content in these online venues that celebrates the spirit of our brand and drives intent?
Vitamin Water’s Flavor Creator…
24
flavor creator lab environment within the vitaminwater facebook fan page
Determined flavor via conversation mining & ranking…
cloud tagging- shows the ranking of flavors
and allows you to navigate for more information
Flavor voting…
vote on a single flavor, flavor combinations or use the „wild card‟ to
vote for a flavor that didn‟t make the top ten
Gaming determined functional benefit… do you need more energy?
Label design contest - a real-time collaborative workspace…
28
The results…
29
7+ minutes of engagement
per app session
174% increase in fans
tens of thousands of total votes
40K unique label designers
Say hello to…connect
•black cherry-lime
•caffeine + 8 key
nutrients
•made by fans, for
fans on
•in stores march 1st
30
So, We are all aboutFishing Where the Fish are…
31
Integrating Campaigns with Common Social Solutions…
32
Optimizing Functionality that Already Exists…
33
Creating New Ones if Necessary…
34
Clear Principles are a must to insure everyone is aligned…
http://www.thecoca-colacompany.com/socialmedia
Finally, Some Quick Lessons Learned…• SMM is a tactic and should always be in support of brand objectives
• These platforms change frequently and can be very disruptive
• Keep it simple and intuitive – fewer objectives is better and shorten
users’ paths at every opportunity
• Silly to start from zero…
• “Viral” shouldn’t BE your strategy – just part of a comprehensive plan
• Clear the Legal hurdles first – this is new for everyone so legitimate
questions arise around every corner
• Always work with pros…There is no “sticking your toe in the water”
• Each new Community is an entirely new market and should be
treated as such
• Moderation is a must!
What’s Next…
•“Fans First” will continue to be our compass
•Continue building Common Solutions to Amplify
our Global & Local campaigns
•More Brands on More Platforms
•We will continue to Test, Learn, Share, SCALE &
REPEAT…Again, and Again, and Again
Questions?
