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

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Coke's 'fans first' approach in social communities

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Editor's Notes

  1. However, it really is kind of business as usual…just with a few new technologies to make it a little more challenging and even better…because our brand is and always has been social by nature…you share a coke the refreshing experience…These pictures, by the way, have all been uploaded by loyal fans within the past 24 hours on our Facebook page which we’ll talk about more in a few minutes….
  2. ‘share’ is featured a bit more prominently in this graphic – likely due to the “who would you share the last Coke on earth with?” status update on Sept 23rd
  3. Song that thing - Coke Canhttp://www.facebook.com/video/video.php?v=516887211762&oid=40796308305"This is the first of what I hope to turn into something of a series. The idea here is to create a song that features a single object. While I still use my voice and occasionally get minor help with other instruments (such as a microphone, razor blades, computer software, etc.) I try to stay true to the challenge. I make the songs sound as good as I can with all of the tools at my disposal, but the sounds really do come from the object featured in the video."Gotta Get It, Gotta Have It, Gotta Live It! Sing along!http://www.facebook.com/video/video.php?v=1174726572504&oid=40796308305HEY COKE EXECS & Fans! Check out my friend (and devout Coke Drinker) Andy Grube's song he wrote about Coke. Great gingle and perfect for an Ad Campaign! Let me know what you think. Run, Run, Run!http://www.facebook.com/video/video.php?v=104214778932&oid=407963083052 Young men are spending a bored afternoon in the house until they decide to go get a Coke and the run is on! Filmed in Santiago, Dominican Republic. Fan Created - Open Happiness - Coke Commercialhttp://www.youtube.com/watch?v=x2ye-9jk6T0World's Greatest Coca-Cola Fanhttp://www.facebook.com/video/video.php?v=1036596479551&oid=40796308305The World's Greatest Coke Fan was CANNED by his employees at AdvanceMe, Inc. Check out the video to see how far $800 worth of Coke can go!
  4. 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 3275mNEVADO DEL TOLIMA KOLOMBIA 5.800 MTS...CHARLYTOONS
  5. We will abide by our “Fans First” approach: Listening, Respecting and Celebrating them and THEIR manifestations of THEIR brand. Majorityof our efforts will be spent enabling them to comment, upload, create, and consume THEIR own consumer-generated brand-related content while thirty percent will be spent on strategically targeted messaging supporting regional business objectives.
  6. example of one of the games: tap two keyboard letters as fast as you can to win.this functionality game focuses on the need for energy.
  7. Virtual or Physical Events – CNN Manufactured Obama’s 100 Days