Generation Z auf Social Media: So nutzen Schweizer Jugendliche ihre Handys | ...
Social Media Marketing für Tourismusorganisationen - Fallstudie Social Media Marketing bei Coca Cola
1. 17. Juni 2010 Social Media Marketing für TourismusorganisationenFallbeispiel Coca Cola
2. Inhalt Was macht Coca Cola im Social Media Marketing? Was können wir davon lernen? Warum betreibt Coca Cola SocialMedia Marketing? 2
3. Coke’s “Fans First” Approach in Social Communities Michael Donnelly Group Director, Worldwide Interactive Marketing [Michel Donelly]
4. our home page isn’t just coke.com, it is google.com [Michel Donelly]
5. and today, I’d say… our home page isn’t just coke.com, it is google.com and hyves.nl and twitter.com and youtube.com and facebook.com and studiVZ.net and… [Michel Donelly]
9. 500,000+ “likes”*- 90,000+ “comments”* (*just in the last 6 months) Facebook “2 Billion photo uploads a month - nearly 70 million a day…” USA TODAY 8/09 [Michel Donelly]
12. Our Fan Focused approach has yielded a Highly Engaged fan community… Coke fans interact with each other, and the brand, more than they do on any other top brand fan pages. InteractionS Per Post Source: FB Fan Page Analysis , Sept 2009 *Interactions = likes + comments [Michel Donelly]
13. «moving away from campaigns to constant engagement» Campaigns Based on Earning Sustainable Relationships Traditional Campaigns Fans/Follows/Friends Fans/Follows/Friends Time Time [Michel Donelly]
14. Was können wir von Coca Cola lernen? Fishwherethefishesare… Social Media-Präsenz als Wettbewerbs-Vorteil (Pioniere) Klare Strategie und Social Media-Haltung Genügend und die richtigen Ressourcen bereitgestellt Konstantes Engagement/Dialog – statt Kampagnen-Denken Effektvoller Einsatz der Basis-Funktionen der Plattformen – z.B. Einsatz des Newsfeeds bei Facebook: durch die Interaktionen (Dialoge) der Fans auf der Fanpage mit der Marke werden die Konsumenten zu Markenbotschaftern. 12
15. Warum werden User Fans? 13 http://www.cmbinfo.com/cmb-cms/wp-content/uploads/2010/04/Why_Social_Media_Matters_2010.pdf
16. Sind Fans wertvoll? 14 http://www.syncapse.com/media/syncapse-value-of-a-facebook-fan.pdf
However, it really is kind of business as usual…just with a few new technologies to make it a little more challenging and even better…because our brand is and always has been social by nature…you share a coke the refreshing experience…These pictures, by the way, have all been uploaded by loyal fans within the past 24 hours on our Facebook page which we’ll talk about more in a few minutes….