The document discusses the digital marketing strategies of several major companies including Coca-Cola, Hershey's, and Time Warner. It notes that Coca-Cola plans to double its business by 2020 using content marketing to educate and entertain consumers. It also mentions that Hershey's manages multiple brand pages on Facebook and encourages user engagement. Finally, it provides an overview of Time Warner's media properties and their social media presence across platforms like Facebook, Twitter, and YouTube.

1. DIGITAL
MARKETING
NILORMI DAS (A006)
NMIMS, HYDERABAD; PGDM 2011-13

2. Rank 103; Founded: Rank:404;Founded:1894
Rank: 59;Founded: 1892 1923(WB);1989(WC);1970(TB) Revenues: $60808 ML
Revenue:$ 46,542ML Revenue: $28974 ML Profit: $629 ML
Profits:$ 8572 ML Profits: $2886 ML Industry: Food Consumer
Industry: Beverage Industry: Entertainment Products
Competitors: Competitors
Competitors:
1> PepsiCo (41)  $66504
1>Coca Cola 1>Walt Disney (Rank:66) ML
2>Coca Cola Enterprises  $40893ML 2>Kraft foods (50) $54365
(Rank:324)  $7939 ML 2>News Corp. (Rank:91) ML
3>Dr. Pepper Snapple $33405 ML 3>General Mills (181) 
Group (Rank:417)  3> Time Warner $14880.2 ML
$5903 ML 13>Hershey „s

3. Trivia Slide
Hershey ranked 13th in
the Food Consumer
Products

4. Hershey's
56,800 talking about
Facebook 5,892,679 likes this
LinkedIn 11,715 followers
Hershey's Kisses
Twitter 8045 tweets 6554 Following 18971 followers
17,208 talking about
Facebook 2,118,045 likes this
Celebrate with Hershey's
YouTube 223subscribers 56,715video views
Hershey‟s Syrup
Facebook 131,382 likes 1,289 talking about this
Hershey's Kitchens
YouTube 1,801subscribers 216,220video view

5. Hershey‟s You Tube
 HERSHEY'S Kitchens provides tons
of recipes, tips and ideas right at your
fingertips
 Their YouTube Channel offers baking
lovers a host of how-to baking videos
featuring Linda Stahl, the
HERSHEY's Kitchens Director and
their resident baking

7. •Link to recipes:
http://hrshys.us/vlfx9u
•Creative recipe :
http://hrshys.us/vfuw3f
(mention of pilsbury
also)
•Also q/a surveys:
•Provides new special
Generated 868 product offerings and
Comments links to instagram:
http://hrshys.us/1590qh0
Hershey‟s FB • Which also drives in
user generated content

8. Example:
 Philosophy  “more content
 Hershey's Cocoa Iconic Recipe promotion,
generates more engagement” which ran from February to April in 2011,
resulted in 34 million media impressions. In
 Fans‟ questions are answered if the
addition, cocoa growth exceeded category
company‟s “decision tree” growth rates. Here are a few more results from
the effort:
determines that they should receive
 Site visits increased by 20 percent
a response – so there‟s a system in
 Page views increased by 11 percent
place to respond to questions, but it
 Recipe views increased by 24 percent
doesn‟t guarantee that each post
 Mobile views increased by 40 percent
will receive a reply.
 Time on site increased by 5 percent

9. Hershey‟s social media
presence…
 Having the right „voice‟ is key to establishing an effective and engaging brand
presence in social media.
 Hershey‟s corporation needs multiple voices – for distinct products with their
own respective fan bases
 Hershey‟s has Facebook pages for many of its brands, including Hershey‟s
Syrup, Hershey‟s Kisses, Jolly Ranchers
 While the classic Hershey‟s page has a “genial, friendly tone,” the Reese‟s page
is more “conversational” and the Kitchens page posts tips for fans and has a
“resident baking expert” to answer questions on the Facebook wall.

10. Consistency
in response
to its
consumers
Interaction with
consumers and Users voice
General
engagement
Observation
their
being opinions
encouraged
Voicing
opinion in
turn creates
engagement

11. Time Warner Inc.
 About
 Time Warner Inc., a global leader in media and entertainment with businesses
in television networks, film and TV entertainment and publishing.
 Description
 Time Warner Inc., a global leader in media and entertainment with businesses
in television networks, film and TV entertainment and publishing, uses its
industry-leading operating scale and brands to create, package and deliver
high-quality content worldwide through multiple distribution outlets.

12. Time Warner
Facebook 18,690 likes 255 talking about this
Twitter 1261 tweets 495 following 6693 followers
LinkedIn 34,832 followers
HBO
Facebook 9,535,328 likes 46,669 talking about this
YouTube 285,810subscribers 129,980,376video views
Warner Bros. Entertainment
Facebook 1,155,818 likes 12,127 talking about this
Time Warner Cable
Facebook 1,353,217 likes 30,103 talking about this
YouTube 2,627subscribers 3,385,160video views

13. Time Warner Facebook
 Video teaser  HBO
 http://www.timewarner.com/blog/pos  http://itsh.bo/ZeZ08X
ts/20130307-DC-Comics-Launches-
 Time Warner cable
Fan-Family-Blog/
 Integrated with all their
 Links to their blog
service/product related website:
 http://t.co/JwmVvBKgq4
 Websitehttp://www.twc.com
 Career links http://www.twcableuntangled.com
http://www.twitter.com/twcablehelp
 http://www.linkedin.com/jsearch?co
http://www.YouTube.com/TimeWarn
mpany=time-warner-
erCable
inc%2E&trk=careers_promo_module
http://www.facebook.com/TimeWarn
erCable
http://www.facebook.com/TimeWarn
erCableB...
http://www.facebook.com/TimeWarn
erCableJobs

14. YouTube: Time Warner Inc.

16. Policies
Maintain a consistent look and
Coordinate web projects across feel throughout the site and Copyedit and proofread all web
departments. external communications about content uploaded to the site.
the site.
Assign and manage team Working with a cross-
member to oversee campaigns departmental team (publicity
Prepare „sales‟ materials/pitches
and ensure that all campaign and audience development) to
for the WB Word network of
management deliverables are maintain and develop the master
bloggers to potential clients.
being met per the campaign content calendar for the site.
procedure docs.
Develops best practices and
social media strategies alongside
TV publicity to market all Ongoing evaluation of new and
WBTV shows to consumers emerging social media
while taking advantage of fan platforms.
sites, blogs, social media
platforms.

17. Time Warner Inc. social media
policies observation
Work in tandem with publicity and photo
department to proactively pitch and place
similar online photos in every social media
In sync with Publicity on consumer
facing Social Media PR Stunts and
campaigns

19. Coca Cola
Facebook 60,752,911 likes 933,432 talking about this
Sprite
177,564 talking about
Facebook 12,258,433 likes · this
Fanta
170,875 talking
Facebook about this 7,010,142 likes
YouTube 112,678subscribers 129,253,124video views
683,766
Twitter 74, 460 tweets 67719 following Followers
LinkedIn 196,923 followers

20. 1. Create „Liquid‟ and „Linked‟ content
2. The case for change
 Double the size of their business
 Distribution of Creativity
•To double worldwide
consumption of Coca Cola by  Empowered consumers
the year 2020, and they plan on
using content marketing to take
3.The evolution of story telling
them there. Goal: Educate+ Entertain
•They have consistently been at Content Type
the forefront of new ideas and
marketing techniques 70:20:12
“Consumer-generated stories
outnumber their stories on most
of their brands.” - Jonathan
Mildenhall — the Coca-Cola
Company’s Vice President of
Global Advertising Strategy and
Creative Excellence

21. Coca Cola‟s Social Media Policies
 According to Jonathan Mildenhall, the vice president of global advertising and creative
excellence for Coca Cola that they chose to release the information because it would
require too much effort to keep their new marketing plan away from public knowledge.
Instead, they chose to release the information and benefit from the publicity.
Insights Taken from Coca Cola‟s Content Marketing:
Liquid and Linked
 Referring to two aspects of content marketing approach when they say this:
 Liquid- They plan on consistently creating content so remarkable that it goes viral and
wanders endlessly around the web. They won‟t waste time on „good‟ or even „great‟
content. They will push out only the very best- generating high levels of interest across
social networks as well as direct links.
 Linked- This outlines the importance of ensuring their content remains close to the heart
of their underlying business goals.

23. Coca Cola Twitter
https://twitter.com/CocaCola_GB
https://twitter.com/cokescholars
https://twitter.com/search?q=%23Goo
dDeedsDay&src=hash

24. Coca Cola Facebook
 Links to their ads
 http://cokeurl.com/5tru
 Links to their other products page
 Generates ads, topics which will
drive to user generated content
Generated 285 comments on
Fun, Freedom,
women‟s day topic
and Refreshment

26. Conclusion
Customer Engagement
Company Customers
High
Coca Cola Hershey’s Time Coca Hershey’s Time
Warner Cola Warner
Promotions Needs
Education Characteristics Medium
Entertainment Resources
Product Offers Attitudes
Low
Service Behaviors
Customization

27.  http://therealtimereport.com/2012/01/20/facebook-marketing-how-hersheys-manages-multiple-brands/
http://investing.businessweek.com/research/stocks/snapshot/snapshot.asp?ticker=HSY
 http://mashable.com/2012/05/12/coca-cola-movies/
References
 http://www.timewarner.com/blog/
 http://www.timewarner.com/our-content/warner-bros-entertainment/
 http://www.facebook.com/warnerbrosent?fref=ts
 http://www.brafton.com/news/coke-no-1-in-social-media-marketing-thanks-to-user-generated-content
 http://www.forbes.com/sites/roberthof/2012/05/15/coca-colas-new-world-of-marketing-facebook-tv-sales/
 http://blogs.imediaconnection.com/blog/2012/04/24/hersheys-sweet-success-and-reaching-mobile-moms/
 http://www.imediaconnection.com/profiles/iMedia_PC_Bio.aspx?ID=2856
 http://socialmediatoday.com/danielblinman/977266/what-coca-cola-can-teach-us-about-content-marketing
 http://socialmediatoday.com/danielblinman/977266/what-coca-cola-can-teach-us-about-content-marketing
 http://contentmarketinginstitute.com/2012/11/brand-storytelling-content-2020-3/

28. Thank You !!!