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“Coke is It” Coca-Cola Emily Tackett Northeastern University
Who is Coca-Cola• Coca-Cola has over 3500 products in over 200 countries• Most recognized brand in the world (94% of world’s population recognize Coca-Cola)• Employs 146,200 people worldwide• In business for 126 years and 50 consecutive years of increased profit.
Vision Coca-Cola Company’s People: Be a great place to work Mission where people are inspired to be theTo refresh the world best they can be.To inspire moments of optimism Portfolio: Bring to the world aand happiness portfolio of quality beverage brandsTo create value and make a that anticipate and satisfy people’sdifference desires and needs. Partners: Nurture a winning network Values of customers and suppliers, togetherLeadership– The courage to shape we create mutual, enduring value.a better future Planet: Be a responsible citizen thatCollaboration - Leverage collectivegenius makes a difference by helping buildIntegrity– Be real and support sustainable communities.Accountability- If it is to be, it’s upto me Profit: Maximize long-term return toPassion– Committed in heart and shareholders while being mindful ofmind our overall responsibilities.Diversity- As inclusive as our brands Productivity: Be a highly effective,Quality- What we do, we do well lean, and fast-moving organization.
Business ModelCoca-Cola uses the multiple hub and spokemodel for their brands and their use of socialmedia.The Multiple Hub and Spoke Model allows“companies within companies to act nearlyautonomously from each other under acommon brand.”
Branding the BrandCoca-Cola uses socialmedia sites to connectwith consumers by Use of these social mediaencouraging users to sites has led Coca-Cola toshare stories, pictures, have “Connectedand videos. Consumers”(Solis, 2012)
Coca-Cola and FacebookOver 62.2 million “Likes” 797,581 people talking about Coca-Cola
How Coca-Cola reached over 50 million fans on Facebook• Encouraging fan interaction – Posting content such as fill in the blank which takes users seconds to respond to.• Being on the cultural pulse – Posting to toast the success of Women’s US Boxer Marlen Esparza during the 2012 Olympic games.• Asking questions – Posting questions that only require 1-2 word answers.• Posting shareable content – Posting pictures of their macsot, the polar bear, which induces users to comment with “awww” and to share the image• Being funny :
Coca-Cola and Twitter• On their main Twitter account, @CocaCola, Coca- Cola has:• 691,616 followers• Following 67,733 users• 1,322,000 tweets per quarter
Coca-Cola’s Twitter Success• Engages users by posting questions that require short answers• Hosts contests that get users involved in the brand. A good example was this year’s heart month contest. The Diet Coke twitter page hosted the contest which required twitter users to post heart related pictures with #showyourheart.
Coca-Cola and Google+• On the main Google+ page, google.com/+Coca-Cola, Coke has:• 843,664 followers, a small percentage of their Facebook page, but more than their Twitter page.• 828,305 people have Coca-Cola in their “circles”
Google+ Success• Coca-Cola utilizes the same strategy on Google+ that do with Facebook. Posting content that engages and interacts with users.• The main difference for Google+ is Google Hangouts, a video chatting feature that Coca-Cola takes advantage of.• Coca-Cola hosts Google Hangouts between consumers and Coca-Cola’s employers, celebrity endorsers, and so called “biggest fans”.
Coca-Cola and Pinterest• 2,791 followers, by far the lowest amount of fans of any of their social media pages.• 139 Pins• 6 boards• 980 Repins
Social Media Failures• While Coca-Cola clearly has had great success with social media, they have had failures as well• The #1 failure is not having a clear target audience. Social media denotes the younger generations, however Coca-Cola’s marketing strategies online do not reflect any particular target, young or old.• Not having a clear audience negatively effect the number of consumers their social media pages are engaging. Google+ has less than 1 million followers, while Facebook has over 62 million. Part of that is due to Facebook being bigger and more popular, part of it is due to Coca-Cola not having a clear strategy in mind.
Social Media Failures Cont’d• Pinterest is a prime example of a social media failure.• The reason for this disconnect on Pinterest is that Coca-Cola isn’t sure how to market themselves on this platform, other than posting pictures of Coke. As a result, few people pay attention to it.• In order to correct this problem, Coca-Cola needs to understand how to use this platform, as well as all the other social media platforms. Using a monitoring tool such as Argyle, which allows Coca-Cola to monitor all of their social media profiles as well as which marketing campaigns are resonating with consumers. This will let Coca-Cola pin down their target audience and the best ways to reach them.
Sustainability • Coca-Cola has numerous environmental programs, including clean water programs, in their effort to commit to corporate social responsibility • However, while Coca-Cola highlights their clean water programs, they are also guilty of wasting water. It takes 2.7 liters of water to create 1 liter of Coca-Cola.
Traditional Media – Print Ads • Coca-Cola has been printing ads in magazines and newspapers since 1895. • The brand’s mascot, the polar bear, first appeared in an ad in France in 1922.
References• Solis, B. (2012). The End of Business as Usual. Hoboken, New Jersey. John Wiley and Sons, Inc.• Missions, Vision, and Values. (2012). Retrieved March 29, 2013 from http://www.coca- colacompany.com/our-company/mission-vision-values.• Coca-Cola Facebook Page. Retrieved March 28th, 2013 from https://www.facebook.com/cocacola• 5 Crucial Facebook Practices that Helped Coca-Cola Reach 50M Fans. Darrell, R. Retrieved March 29th, 2013 from http://www.bitrebels.com/social/facebook-practices-coca-cola-fans/• Coca-Cola Twitter Page. Retrieved March 29, 2013 from https://twitter.com/CocaCola• Case Study – Coke’s Twitter Contest. Nagy, B. (2013, Feb. 3). Retrieved March 29, 2013 from http://socialmediatoday.com/bryannagy/1211641/coca-cola-s-twitter-contest-heart-truth• Coca-Cola Pinterest Page. Retrieved March 28th, 2013 from http://pinterest.com/cocacola/• Coca-Cola Collage. Retrieved March 29, 2013 from http://lofredocolombia.files.wordpress.com/2011/06/coke-collage.jpg• The Visula Tour into Coca-Cola Print Advertising. Seosmarty. 2009. Retrieved March 28th, 2013 from http://www.dirjournal.com/internet-journal/the-visual-tour-into-coca-cola-print-advertising/• The Enduring History of Coca-Cola’s Polar Bears. Conversations Staff. (2012, January). Retrieved March 29, 2013 from http://www.coca-colacompany.com/stories/coke-lore-polar-bears• Social Smackdown: Coca Cola Outperforms Pepsi [Infographic]. Infinigraph Admin. (2012, September). Retrieved March 29, 2013 from http://blog.infinigraph.com/2012/09/19/social- smackdown-coca-cola-outperforms-pepsi-infographic/.• Coca-Cola and Water – An Unsustainable Relationship. Srivastava, A. (2006, March). Retrieved March 28th, 2013 from http://www.indiaresource.org/campaigns/coke/2006/cokewwf.html