Coke’s “Fans First” Approach in
Social Communities<br />Michael Donnelly<br />Group Director, Worldwide Interactive Marketing<br />

How many Social Media “Experts”
are in the house?<br />

Working from the center…<br />

1.5 BILLION SERVINGS A DAY<br
/>History of “painting the town red”…<br />

our home page isn’t just
coke.com, it is google.com<br />

and today, I’d say…<br />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<br />

Consumers remind us every day
that Coke is THEIR brand…<br />On Facebook alone we’ve got:<br /><ul><li> 4,600+ photos

95+ videos

500,000+ “likes”*</li></ul>- 90,000+ “comments”*<br />(*just
in the last 6 months)<br />Facebook “2 Billion photo uploads a month - nearly 70 million a day…” USA TODAY 8/09<br />

5000 Mentions a Day -
Here is a taste of what they are saying…<br />Conversation Cloud for top terms mentioned on FB coca-cola fan page<br />(September 2009)<br />N = 1,276 posts*<br />*non-english language posts removed<br />Source: Analysis of Facebook for Sept 1st – 30th 2009<br />

General comments about the brand
and other Coke products are top topics…<br />Positive Conversation Tones<br />“Coca-Cola is the best drink!!!! I love it...”<br />“ALWAYS COCA-COLA!! funny add from Coca-Cola with Grant Theft Auto!”<br />“DIET COKE IS WHERE IT&apos;S AT YA&apos;LL!!!! :)”<br />Availability<br />Ideas/<br />Suggestions<br />Advertising<br />“Biggest Fan”<br />Other Coke Products<br />General Comments<br />Consumption Habits/<br />Addicted<br />Low Post Volume<br />High Post Volume<br />“i am the # 1 fan. just ask anyone who knows me.”<br />“I adore cola! I can drink it every day :D”<br />“Anyone know if &apos;Kosher Coke&apos; is available in Colorado??”<br />“. . . Bring back the glass bottle it makes a difference”<br />Negative Conversation Tones<br />

And they are producing GREAT
Content - for the LOVE of THEIR Brand<br />

Sometimes we ask for it…<br
/>Where have you had a Coke lately?<br />“It was taken from the peak of the Iztaccihuatl, Mexico&apos;s third highest mountain. [At 5,230m... you can guess why was the bottle half-full! :-)]<br />“Les Grand Montets near Mont Blanc French Alps 3275m”<br />“NEVADO DEL TOLIMA KOLOMBIA 5.800 MTS...CHARLYTOONS”<br />11<br />

120 Photos of Your Next
Coke…<br />12<br />

5,800 Times of day to
enjoy a Coke…<br />13<br />

Our Fan Focused approach has
yielded a Highly Engaged fan community…<br />Coke fans interact with each other, and the brand, more than they do on any other top brand fan pages.<br />InteractionS Per Post<br />Source: FB Fan Page Analysis , Sept 2009<br />*Interactions = likes + comments<br />

In the past – We
were not building sustainable relationships<br />Campaigns Based on<br />Earning Sustainable Relationships<br />Traditional Campaigns<br />Fans/Follows/Friends<br />Fans/Follows/Friends<br />Time<br />Time<br />Traditional Campaigns start from zero and abandon the audiencethey’ve amassed upon completion. Campaigns based on earning Sustainable Relationships leverage the existing audience and grow it for future use.<br />

Our “Fans First” Approach: We
will be Everywhere Our Consumers are in an Authentic “Member of the Community – Non BIG Brand Way”<br />16<br />Majority of our efforts<br />Enabling Fans to Comment, Upload and Consume THEIR own consumer generated brand related content<br />Strategically targeted messaging in<br />support of our brand objectives<br />Our approach is designed to foster equitable engagement to earn sustainable relationships that are authentic, delightful and reciprocal. <br />Being a Fan, Friend or Follower does not mean that they opted in to have advertising blasted at them.<br />

Our “less about us-more about
them” approach is getting noticed<br />Missed Opportunity... Pepsi. The company makes a disappointing showing on Facebook…has 250,000 fans, a fraction of rival Coke&apos;s. The company mostly uses it as a channel for pumping out updates of marketing activities.<br />MSNBC on 11/30/09<br />

Coca-Cola “official” Social Communities…<br />18<br
/>

this is all great, but…<br
/>how do we create compelling content in these online venues that celebrates the spirit of our brand and drives intent?<br />

The Coca-Cola Happiness Machine…<br />

Vitamin Water’s Flavor Creator…<br />flavor
creator lab environment within the vitaminwater facebook fan page<br />24<br />

Determined flavor via conversation mining
& ranking…<br />cloud tagging- shows the ranking of flavors <br />and allows you to navigate for more information<br />

Flavor voting…<br />vote on a
single flavor, flavor combinations or use the ‘wild card’ to<br />vote for a flavor that didn’t make the top ten<br />

Gaming determined functional benefit… do
you need more energy?<br />

Label design contest - a
real-time collaborative workspace…<br />28<br />

The results…<br />7+ minutes of
engagement <br />per app session<br />tens of thousands of total votes<br />40K unique label designers<br />174% increase in fans<br />29<br />

Say hello to…connect<br />black cherry-lime<br
/>caffeine + 8 key nutrients<br />made by fans, for fans on<br />in stores march 1st <br />30<br />

So, We are all aboutFishing
Where the Fish are…<br />31<br />

Integrating Campaigns with Common Social
Solutions…<br />32<br />

Optimizing Functionality that Already Exists…<br
/>33<br />

Creating New Ones if Necessary…<br
/>34<br />

Clear Principles are a must
to insure everyone is aligned…<br />http://www.thecoca-colacompany.com/socialmedia<br />

Finally, Some Quick Lessons Learned…<br
/>SMM is a tactic and should always be in support of brand objectives<br />These platforms change frequently and can be very disruptive<br />Keep it simple and intuitive – fewer objectives is better and shorten users’ paths at every opportunity<br />Silly to start from zero…<br />“Viral” shouldn’t BE your strategy – just part of a comprehensive plan<br />Clear the Legal hurdles first – this is new for everyone so legitimate questions arise around every corner<br />Always work with pros…There is no “sticking your toe in the water”<br />Each new Community is an entirely new market and should be treated as such<br />Moderation is a must!<br />

What’s Next…<br />“Fans First” will
continue to be our compass<br />Continue building Common Solutions to Amplify our Global & Local campaigns <br />More Brands on More Platforms<br />We will continue to Test, Learn, Share, SCALE & REPEAT…Again, and Again, and Again<br />

Questions?<br />