What is Coke doing about all this Social Networking Stuff? Michael Donnelly Group Director, Worldwide Interactive Marketing
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What is Coke doing about all
this Social Networking Stuff?Michael Donnelly
Group Director, Worldwide Interactive Marketing
History of “painting the town red”…
1.5 BILLIONSERVINGS A DAY
Of course, Consumers remind us every day that it is THEIR brand…
Working from the center…
Social Media MarketingLearning Initiative…(SMMLI)
• Collect, Learn, Analyze, Share & SCALE then REPEAT
– Interviewed 23 countries
– Matrix of SM Tactics – be segment, by objective and by appropriate
measures
– Collected 60+ Coke and 150+ competitor case studies
– Lots „o Learning yielding very specific country level strategies and a
baseline of understanding around the world.
– Broad definition of SMM – Blogs, Social Networks, Photo Sharing,
Video Sharing, Virtual Worlds, Microblogging, and more…
Here’s a few of those case studies…
• Coca-Cola Conversations – Corp Blog
• Virtual Thirst – Virtual Worlds
• 007 Trivia Challenge/CokeTag/AskMyFriends – Apps
• Brand Page
Coca-Cola Conversations
• Our 1st Corporate Blog - content in a “non-commercial” way
• Focused primarily on
• our role in pop culture
• brand history
• Coke collectibles
• Recently extended to
a YouTube Channel
007 Trivia Challenge…
CokeTag ZeroZero7 Edition
- Custom Quantum of Solace skin
- Fully-functional and customizable CokeTag
- Collectible and populated with:
- Links to wallpapers, games & exclusive video
- Premiere count-down
- Links to official contest rules and sites
- Media linking to C2A for text-to-win promotion
007 Trivia Challenge Evolution to AskMyFriends…
- Wall/Publisher/Notification based
interactions to accommodate for redesign
- Daily 007 trivia questions
- Individuals respond, but need friends to do so as well to
unlock correct answers
- Users invite friends (active virality) to assist
- Notifications and wall posts alert friends (passive virality)
of the question
- Unlocked answers “rank” the ad hoc team‟s performance
Some Quick Lessons Learned…• These platforms change frequently, and can be very disruptive and
unannounced – be vigilant in maintaining your presence and updating your
strategy
• 3rd-party app networks can deliver efficiency and flexibility
• Get beyond the “Build it & they will come” mentality…because they won’t just
come
• 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 – we underwent churn and re-work due to
multiple review cycles with counsel
• Always work with pros…There is no “just sticking your toe in the water”
Now, Let’s Talk fb Pages…Who do you think has the #1 page?
We are #2…at the moment…
Classified - Internal use
These guys are on our tails…
What’s Next…
• We will be everywhere our consumers are in a non-
BIG advertiser way…as members of these
communities
• We will focus on SMM (not just sn) as part of a
holistic integrated marketing plan in support of BIG
ideas and brand objectives
• We will continue to test, learn, share, SCALE &
REPEAT…again, and again, and again
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