Professional Documents
Culture Documents
Social Communities
Michael 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 BILLION
SERVINGS A DAY
our home page isn’t
just coke.com, it
is google.com
and today, I’d say…
On Facebook
Facebook alone we’ve
“2 Billion photo got:
-uploads
4,600+ photos
a month - nearly 70
-million a day…” USA TODAY 8/09
95+ videos
- 500,000+ “likes”*
- 90,000+ “comments”*
(*just in the last 6 months)
5000 Mentions a Day - Here is a taste
of what they are saying…
CONVERSATION CLOUD FOR TOP TERMS MENTIONED ON FB COCA-COLA FAN PAGE
(SEPTEMBER 2009)
N = 1,276 posts*
*non-english language posts removed
Source: Analysis of Facebook for Sept 1st – 30th 2009
General comments about the brand and
other Coke products are top topics…
Positive Conversation Tones
“Coca-Cola is the best drink!!!! I love it...”
“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! :-)]
11
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…
Coke fans interact with each other, and the brand, more than they do on any other top
brand fan pages. INTERACTIONS PER POST
6000
5000
4000
3000
2000
1000
0
Coke Brand A Brand B Brand C Brand D
Fans/Follows/Friends
Fans/Follows/Friends
Time Time
Majority
of our
efforts
Being a Fan, Friend or Follower does not mean that they opted in to have
advertising blasted at them.
16
Our “less about us-more about them”
approach is getting noticed
Missed Opportunity...MSNBC
Pepsi. The
on company makes a
disappointing showing on11/30/09
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.
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?
The Coca-Cola Happiness Machine…
Vitamin Water’s Flavor Creator…
flavor creator lab environment within the vitaminwater facebook fan page
24
Determined flavor via conversation
mining & ranking…
28
The results…
7+ minutes of engagement
per app session
29
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 about
Fishing 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…