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How Big Companies Use Social Media
         New York City | April 29, 2009


                      Adam Brown
                      The Coca-Cola Company
                  “Coca-Cola: Sharing What Matters”
what we’re
doing in the
social media
space

wednesday, april 29, 2009
let’s go back in time…
you’ve would have heard me say…



our home page isn’t
just coke.com, it
is google.com
search engine optimization/marketing


 1.2 million+
 
fast forward to today…
today I would say…

our home page isn’t just
coke.com, it is
google.com
today I would say…

our home page isn’t just
coke.com, it is
google.com and
technorati.com and
twitter.com and
youtube.com and
facebook.com and
myspace.com
today’s landscape
a daily chatter snapshot…

~1000 blog/forum posts

~300 tweets

~15 youtube videos

~50 pictures on flickr
a daily chatter snapshot…

~1000 blog/forum posts

~300 tweets

~15 youtube videos

~50 pictures on flickr

~25,000 new facebook friends
4R social media strategy
review
what the social media community is talking about with strong,
coordinated monitoring programs. take ideas for community
participation and video vignettes from them


respond
to the comments, posts and other chatter with accurate information
on the Company and our initiatives with full transparency and
disclosure and an approachable style


record
short video vignettes that respond to the conversation with
“purposeful entertainment” that educates and informs
in an entertaining fashion that isn’t too slick


redirect
Online community members to the videos and other social media
content, using both search engine optimization/marketing as well
as online conversation “cross-pollenization” to improve search
rankings and assist others in discovering the relevant content
REVIEW: social media monitoring
RESPOND: social media outreach



10x6x10
RESPOND: social media outreach



10x6x10
                                           s
                                   n  Right ability
                             Huma Sustain
                 Ev ents & ter and
          rrent ent, Wa                 on
•  Cu          nm              N utriti
 •  E   nviro          t yle & sing
            lth , Lifes dverti
  •  Hea ting & A
              e
   •   Mark ing                    t
              nt             tmen
    •  Pare ce & Inves
              n
      •  Fina
our key focus here…



empowering
subject matter
experts to
respond
RECORD: online video
REDIRECT: seo & sem, cross-pollenization
the big question…




who owns these
relationships?
what’s coming next…


new corporate site
new blog initiatives
more music outreach
more conversations
more “purposeful
edutainment”
thank you



adam brown
director
office of digital communications & social media



adbrown@na.ko.com
How Big Companies Use Social Media

Learn more about upcoming and past BlogWells:
        http://gaspedal.com/blogwell
                     or
             live@gaspedal.com

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BlogWell New York Social Media Case Study: Coca-Cola, presented by Adam Brown

  • 1. How Big Companies Use Social Media New York City | April 29, 2009 Adam Brown The Coca-Cola Company “Coca-Cola: Sharing What Matters”
  • 2. what we’re doing in the social media space wednesday, april 29, 2009
  • 3. let’s go back in time…
  • 4. you’ve would have heard me say… our home page isn’t just coke.com, it is google.com
  • 6. fast forward to today…
  • 7. today I would say… our home page isn’t just coke.com, it is google.com
  • 8. today I would say… our home page isn’t just coke.com, it is google.com and technorati.com and twitter.com and youtube.com and facebook.com and myspace.com
  • 10. a daily chatter snapshot… ~1000 blog/forum posts ~300 tweets ~15 youtube videos ~50 pictures on flickr
  • 11. a daily chatter snapshot… ~1000 blog/forum posts ~300 tweets ~15 youtube videos ~50 pictures on flickr ~25,000 new facebook friends
  • 12. 4R social media strategy review what the social media community is talking about with strong, coordinated monitoring programs. take ideas for community participation and video vignettes from them respond to the comments, posts and other chatter with accurate information on the Company and our initiatives with full transparency and disclosure and an approachable style record short video vignettes that respond to the conversation with “purposeful entertainment” that educates and informs in an entertaining fashion that isn’t too slick redirect Online community members to the videos and other social media content, using both search engine optimization/marketing as well as online conversation “cross-pollenization” to improve search rankings and assist others in discovering the relevant content
  • 13. REVIEW: social media monitoring
  • 14. RESPOND: social media outreach 10x6x10
  • 15. RESPOND: social media outreach 10x6x10 s n Right ability Huma Sustain Ev ents & ter and rrent ent, Wa on •  Cu nm N utriti •  E nviro t yle & sing lth , Lifes dverti •  Hea ting & A e •   Mark ing t nt tmen •  Pare ce & Inves n •  Fina
  • 16. our key focus here… empowering subject matter experts to respond
  • 18. REDIRECT: seo & sem, cross-pollenization
  • 19. the big question… who owns these relationships?
  • 20. what’s coming next… new corporate site new blog initiatives more music outreach more conversations more “purposeful edutainment”
  • 21. thank you adam brown director office of digital communications & social media adbrown@na.ko.com
  • 22. How Big Companies Use Social Media Learn more about upcoming and past BlogWells: http://gaspedal.com/blogwell or live@gaspedal.com