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Coke’s“FansFirst”ApproachinSocialCommunitiesMichaelDonnellyGroupDirector,WorldwideInteractiveMarketingHowmanySocialMedia“Experts”areinthehouse?Workingfromthecenter…Historyof“paintingthetownred”…1.5BILLIONSERVINGSADAYourhomepageisn’tjustcoke.com,itisgoogle.comandtoday,I’dsay…ourhomepageisn’tjustcoke.com,itisgoogle.comandhyves.nlandtwitter.comandyoutube.comandfacebook.comandstudiVZ.netConsumersreminduseverydaythatCokeisTHEIRbrand…Facebook“2Billionphotouploadsamonth-nearly70millionaday…”USATODAY8/09OnFacebookalonewe’vegot:-4,600+photos-95+videos-500,000+“likes”*-90,000+“comments”*(*justinthelast6months)CONVERSATIONCLOUDFORTOPTERMSMENTIONEDONFBCOCA-COLAFANPAGE(SEPTEMBER2009)5000MentionsaDay-Hereisatasteofwhattheyaresaying…N=1,276posts**non-englishlanguagepostsremovedSource:AnalysisofFacebookforSept1st–30th2009AvailabilityIdeas/SuggestionsAdvertising“BiggestFan”OtherCokeProductsGeneralCommentsLowPostVolumeHighPostVolumePositiveConversationTonesNegativeConversationTonesGeneralcommentsaboutthebrandandotherCokeproductsaretoptopics…“Coca-Colaisthebestdrink!!!!Iloveit...”“ALWAYSCOCA-COLA!!funnyaddfromCoca-ColawithGrantTheftAuto!”“...Bringbacktheglassbottleitmakesadifference”“Anyoneknowif'KosherCoke'isavailableinColorado??”“Iadorecola!Icandrinkiteveryday:D”ConsumptionHabits/Addicted“iamthe#1fan.justaskanyonewhoknowsme.”“DIETCOKEISWHEREIT'SATYA'LL!!!!:)”AndtheyareproducingGREATContent-fortheLOVEofTHEIRBrandSometimesweaskforit…11•WherehaveyouhadaCokelately?“ItwastakenfromthepeakoftheIztaccihuatl,Mexico'sthirdhighestmountain.[At5,230m...youcanguesswhywasthebottlehalf-full!:-)]“LesGrandMontetsnearMontBlancFrenchAlps3275m”“NEVADODELTOLIMAKOLOMBIA5.800MTS...CHARLYTOONS”120PhotosofYourNextCoke…125,800TimesofdaytoenjoyaCoke…13OurFanFocusedapproachhasyieldedaHighlyEngagedfancommunity…INTERACTIONSPERPOSTSource:FBFanPageAnalysis,Sept2009*Interactions=likes+commentsUsergeneratedcontentInteractions*PhotoVideoCoke73,3913,14277BrandA34,09400BrandB10,873084BrandC6,96200BrandD5,09213440100020003000400050006000CokeBrandABrandBBrandCBrandDCokefansinteractwitheachother,andthebrand,morethantheydoonanyothertopbrandfanpages.Inthepast–WewerenotbuildingsustainablerelationshipsTraditionalCampaignsstartfromzeroandabandontheaudiencethey’veamasseduponcompletion.CampaignsbasedonearningSustainableRelationshipsleveragetheexistingaudienceandgrowitforfutureuse.TraditionalCampaignsCampaignsBasedonEarningSustainableRelationshipsTimeTimeFans/Follows/FriendsFans/Follows/FriendsOur“FansFirst”Approach:WewillbeEverywhereOurConsumersareinanAuthentic“MemberoftheCommunity–NonBIGBrandWay”16Ourapproachisdesignedtofosterequitableengagementtoearnsustainablerelationshipsthatareauthentic,delightfulandreciprocal.BeingaFan,FriendorFollowerdoesnotmeanthattheyoptedintohaveadvertisingblastedatthem.EnablingFanstoComment,UploadandConsumeTHEIRownconsumergeneratedbrandrelatedcontentStrategicallytargetedmessaginginsupportofourbrandobjectivesMajorityofoureffortsOur“lessaboutus-moreaboutthem”approachisgettingnoticedMissedOpportunity...Pepsi.ThecompanymakesadisappointingshowingonFacebook…has250,000fans,afractionofrivalCoke's.Thecompanymostlyusesitasachannelforpumpingoutupdatesofmarketingactivities.MSNBCon11/30/09Coca-Cola“official”SocialCommunities…18thisisallgreat,but…howdowecreatecompellingcontentintheseonlinevenuesthatcelebratesthespiritofourbrandanddrivesintent?TheCoca-ColaHappinessMachine…VitaminWater’sFlavorCreator…24flavorcreatorlabenvironmentwithinthevitaminwaterfacebookfanpageDeterminedflavorviaconversationmining&ranking…cloudtagging-showstherankingofflavorsandallowsyoutonavigateformoreinformationFlavorvoting…voteonasingleflavor,flavorcombinationsorusethe‘wildcard’tovoteforaflavorthatdidn’tmakethetoptenGamingdeterminedfunctionalbenefit…doyouneedmoreenergy?Labeldesigncontest-areal-timecollaborativeworkspace…28Theresults…297+minutesofengagementperappsession174%increaseinfanstensofthousandsoftotalvotes40KuniquelabeldesignersSayhelloto…connect•blackcherry-lime•caffeine+8keynutrients•madebyfans,forfanson•instoresmarch1st30So,WeareallaboutFishingWheretheFishare…31IntegratingCampaignswithCommonSocialSolutions…32OptimizingFunctionalitythatAlreadyExists…33CreatingNewOnesifNecessary…34ClearPrinciplesareamusttoinsureeveryoneisaligned……•SMMisatacticandshouldalwaysbeinsupportofbrandobjectives•Theseplatformschangefrequentlyandcanbeverydisruptive•Keepitsimpleandintuitive–fewerobjectivesisbetterandshortenusers’pathsateveryopportunity•Sillytostartfromzero…•“Viral”shouldn’tBEyourstrategy–justpartofacomprehensiveplan•CleartheLegalhurdlesfirst–thisisnewforeveryonesolegitimatequestionsarisearoundeverycorner•Alwaysworkwithpros…Thereisno“stickingyourtoeinthewater”•EachnewCommunityisanentirelynewmarketandshouldbetreatedassuch•Moderationisamust!What’sNext…•“FansFirst”willcontinuetobeourcompass•ContinuebuildingCommonSolutionstoAmplifyourGlobal&Localcampaigns•MoreBrandsonMorePlatforms•WewillcontinuetoTest,Learn,Share,SCAL