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

Virtual Worlds…

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…

We asked them to tell their story…

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