Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Coke's 'fans first' approach in social communities

A presentation by Michael Donnelly,
Group Director of Worldwide Interactive Marketing for Coca-Cola, created for the iStrategy2010 conference. @MichaelDonnelly

This presentation outlines Coke's 'fans first' approach in social communities.

  • Login to see the comments

Coke's 'fans first' approach in social communities

  1. Coke’s “Fans First” Approach in Social Communities<br />Michael Donnelly<br />Group Director, Worldwide Interactive Marketing<br />
  2. How many Social Media “Experts” are in the house?<br />
  3. Working from the center…<br />
  4. 1.5 BILLION SERVINGS A DAY<br />History of “painting the town red”…<br />
  5. our home page isn’t just, it is<br />
  6. and today, I’d say…<br />our home page isn’t just, it is and and and and and<br />
  7. Consumers remind us every day that Coke is THEIR brand…<br />On Facebook alone we’ve got:<br /><ul><li> 4,600+ photos
  8. 95+ videos
  9. 500,000+ “likes”*</li></ul>- 90,000+ “comments”*<br />(*just in the last 6 months)<br />Facebook “2 Billion photo uploads a month - nearly 70 million a day…” USA TODAY 8/09<br />
  10. 5000 Mentions a Day - Here is a taste of what they are saying…<br />Conversation Cloud for top terms mentioned on FB coca-cola fan page<br />(September 2009)<br />N = 1,276 posts*<br />*non-english language posts removed<br />Source: Analysis of Facebook for Sept 1st – 30th 2009<br />
  11. General comments about the brand and other Coke products are top topics…<br />Positive Conversation Tones<br />“Coca-Cola is the best drink!!!! I love it...”<br />“ALWAYS COCA-COLA!! funny add from Coca-Cola with Grant Theft Auto!”<br />“DIET COKE IS WHERE IT&apos;S AT YA&apos;LL!!!! :)”<br />Availability<br />Ideas/<br />Suggestions<br />Advertising<br />“Biggest Fan”<br />Other Coke Products<br />General Comments<br />Consumption Habits/<br />Addicted<br />Low Post Volume<br />High Post Volume<br />“i am the # 1 fan. just ask anyone who knows me.”<br />“I adore cola! I can drink it every day :D”<br />“Anyone know if &apos;Kosher Coke&apos; is available in Colorado??”<br />“. . . Bring back the glass bottle it makes a difference”<br />Negative Conversation Tones<br />
  12. And they are producing GREAT Content - for the LOVE of THEIR Brand<br />
  13. Sometimes we ask for it…<br />Where have you had a Coke lately?<br />“It was taken from the peak of the Iztaccihuatl, Mexico&apos;s third highest mountain. [At 5,230m... you can guess why was the bottle half-full! :-)]<br />“Les Grand Montets near Mont Blanc French Alps 3275m”<br />“NEVADO DEL TOLIMA KOLOMBIA 5.800 MTS...CHARLYTOONS”<br />11<br />
  14. 120 Photos of Your Next Coke…<br />12<br />
  15. 5,800 Times of day to enjoy a Coke…<br />13<br />
  16. Our Fan Focused approach has yielded a Highly Engaged fan community…<br />Coke fans interact with each other, and the brand, more than they do on any other top brand fan pages.<br />InteractionS Per Post<br />Source: FB Fan Page Analysis , Sept 2009<br />*Interactions = likes + comments<br />
  17. In the past – We were not building sustainable relationships<br />Campaigns Based on<br />Earning Sustainable Relationships<br />Traditional Campaigns<br />Fans/Follows/Friends<br />Fans/Follows/Friends<br />Time<br />Time<br />Traditional Campaigns start from zero and abandon the audiencethey’ve amassed upon completion. Campaigns based on earning Sustainable Relationships leverage the existing audience and grow it for future use.<br />
  18. Our “Fans First” Approach: We will be Everywhere Our Consumers are in an Authentic “Member of the Community – Non BIG Brand Way”<br />16<br />Majority of our efforts<br />Enabling Fans to Comment, Upload and Consume THEIR own consumer generated brand related content<br />Strategically targeted messaging in<br />support of our brand objectives<br />Our approach is designed to foster equitable engagement to earn sustainable relationships that are authentic, delightful and reciprocal. <br />Being a Fan, Friend or Follower does not mean that they opted in to have advertising blasted at them.<br />
  19. Our “less about us-more about them” approach is getting noticed<br />Missed Opportunity... Pepsi. The company makes a disappointing showing on Facebook…has 250,000 fans, a fraction of rival Coke&apos;s. The company mostly uses it as a channel for pumping out updates of marketing activities.<br />MSNBC on 11/30/09<br />
  20. Coca-Cola “official” Social Communities…<br />18<br />
  21. this is all great, but…<br />how do we create compelling content in these online venues that celebrates the spirit of our brand and drives intent?<br />
  22. The Coca-Cola Happiness Machine…<br />
  23. Vitamin Water’s Flavor Creator…<br />flavor creator lab environment within the vitaminwater facebook fan page<br />24<br />
  24. Determined flavor via conversation mining & ranking…<br />cloud tagging- shows the ranking of flavors <br />and allows you to navigate for more information<br />
  25. Flavor voting…<br />vote on a single flavor, flavor combinations or use the ‘wild card’ to<br />vote for a flavor that didn’t make the top ten<br />
  26. Gaming determined functional benefit… do you need more energy?<br />
  27. Label design contest - a real-time collaborative workspace…<br />28<br />
  28. The results…<br />7+ minutes of engagement <br />per app session<br />tens of thousands of total votes<br />40K unique label designers<br />174% increase in fans<br />29<br />
  29. Say hello to…connect<br />black cherry-lime<br />caffeine + 8 key nutrients<br />made by fans, for fans on<br />in stores march 1st <br />30<br />
  30. So, We are all aboutFishing Where the Fish are…<br />31<br />
  31. Integrating Campaigns with Common Social Solutions…<br />32<br />
  32. Optimizing Functionality that Already Exists…<br />33<br />
  33. Creating New Ones if Necessary…<br />34<br />
  34. Clear Principles are a must to insure everyone is aligned…<br /><br />
  35. Finally, Some Quick Lessons Learned…<br />SMM is a tactic and should always be in support of brand objectives<br />These platforms change frequently and can be very disruptive<br />Keep it simple and intuitive – fewer objectives is better and shorten users’ paths at every opportunity<br />Silly to start from zero…<br />“Viral” shouldn’t BE your strategy – just part of a comprehensive plan<br />Clear the Legal hurdles first – this is new for everyone so legitimate questions arise around every corner<br />Always work with pros…There is no “sticking your toe in the water”<br />Each new Community is an entirely new market and should be treated as such<br />Moderation is a must!<br />
  36. What’s Next…<br />“Fans First” will continue to be our compass<br />Continue building Common Solutions to Amplify our Global & Local campaigns <br />More Brands on More Platforms<br />We will continue to Test, Learn, Share, SCALE & REPEAT…Again, and Again, and Again<br />
  37. Questions?<br />