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Coca-Cola's Social Media Journey: Connecting with Fans Since 2009

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adanna
11 diapositives · 365 Views · Sep 01, 2014

Since December 2009, Coca-Cola has embraced social media with its first site, Coca-Cola Conversations, actively engaging fans through regular posts. This platform encourages sharing diverse content, from art and recipes, to personal Coke stories. With over 12 million Facebook fans and robust participation on Twitter and MySpace, Coca-Cola fosters a vibrant community where consumers can ask questions and share experiences. The company's innovative Expedition 206 campaign connects fans worldwide through social media, reinforcing its commitment to sustainability and community engagement.

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  1. Blog • Coca-Cola’s first social media site, called Coca-Cola Conversations, started in December 2009 • Entries at least three times per week • Emphasize that they “love hearing from you.” • Anything from art, to Coke stories to sharing of recipes (Coke cake). • Post about sharing photos on Flickr • Lots of old fashioned photos • http://www.coca-colaconversations.com/

  2. Facebook • Coca-Cola has more than 12 million fans • Page has links to Twitter, MySpace, YouTube and Flickr • Place where costumers can ask questions • The page ranks #17 in the number of fans. It has a daily growth rate of 46,596

  3. Twitter • As of 7:30 p.m. on Saturday, Sept. 18, 2010, @cocacola had 119,356 followers • Also has separate Twitter pages for other Coke products and for different continents:@cocacola/asia, @cocacola/north-america, etc.

  4. Costumer submitted photos • http://www.flickr.com/photos/cdomenig/2798862900/ • http://www.flickr.com/photos/scrubaimages/3394622202/ • http://www.flickr.com/photos/ahmad_-_ftw/4668640897/ • http://www.flickr.com/photos/neilp/143910103/

  5. Coca-Cola created a channel in 2006 • Nearly 4 million people have viewed it • More than 6 million people have viewed their various uploads • Links to Facebook, Twitter, MySpace, Bebo

  6. MySpace • Coca-Cola has 495 MySpace friends • Links to Twitter, Facebook, Bebo, YouTube

  7. Bebo (Blog Early, Blog Often) • Coca-Cola’s Bebo page has 113 members. • 639 people have view its Web site

  8. Coca-Cola’s Expedition 206 campaign • Coca-Cola used social media to choose three people to travel around the world this year. They are visiting all 206 countries where Coca-Cola has a presence. • Along the way, the “Happiness Ambassadors” are putting their experiences on social media by taking photos, making videos and updating Twitter and Facebook pages. • The three people already visited the Vancouver Olympics and the World Cup in South Africa.

  9. Coca-Cola and Social Media • Coca-Cola has more than 5,000 conservations per day on social media sites • Has an Online Social Media Principles pagehttp://www.thecoca-colacompany.com/socialmedia/ • In April 2009, they opened a new Office of Digital Communications and Social Media

  10. Noticed on all of these that it wasn’t about how good Coke is; people already know that. It was about reassuring people that Coca-Cola has good products. Also noticed that Coca-Cola emphasized recycling, community involvement, water conservation and climate protection on each of these social media sites.