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Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,Cokes“Fans First”Approach in 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 isnt just,it is,and today,Id say,our home page isnt just,it is,and,hyves.nl,and,and,and,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 weve 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 1,st,30,th,2009,Availability,Ideas/,Suggestions,Advertising,“Biggest Fan”,Other Coke Products,General Comments,Low Post Volume,High 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”,Consumption Habits/,Addicted,“i am the#1 fan.just ask anyone who knows me.”,“DIET COKE IS WHERE ITS AT YALL!:)”,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,Mexicos 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,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,theyve amassed upon completion.Campaigns based on earning Sustainable Relationships,leverage the existing audience and grow it for future use.,Traditional Campaigns,Campaigns Based on,Earning Sustainable Relationships,Time,Time,Fans/Follows/Friends,Fans/Follows/Friends,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 Facebookhas 250,000 fans,a fraction of rival Cokes.,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,?,The Coca-Cola Happiness Machine,Vitamin Waters Flavor Creator,24,flavor creator lab environment within the,vitamin,water 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 didnt 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 toconnect,black cherry-lime,caffeine+8 key nutrients,made by fans,for fans on,in store
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