11
120 Photos of Your Next Coke…
12
5,800 Times of day to enjoy a Coke…
13
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
Coke’s “Fans First” Approach in
Social Communities
Michael Donnelly Group Director, Worldwide Interactive Marketing
How many Social Media “Experts” are in the house?
“Biggest Fan”
Other Coke Products
General Comments
Ideas/ Suggestions
Low Post Volume Availability
Consumptio n Habits/ Addicted
“DIET COKE IS WHERE IT'S AT YA'LL!!!! :)”
our home page isn’t just
, it is and hyves.nl and and and and
Consumers remind us every day that Coke is THEIR brand…
OFnacFeabcoeobkoo“2k Baillolinoen wpheo’vteo got: -u4p,l6o0a0d+s pahmotoonsth - nearly 70 -m9i5ll+ionvidaedoasy…” USA TODAY 8/09 - 500,000+ “likes”* - 90,000+ “comments”*
Positive Conversation Tone love it...”
“ALWAYS COCA-COLA!! funny add from Coca-Cola with Grant Theft Auto!”
Advertising
Brand C
Photo 3,142
0 0 0 134
Brand D
Video 77 0 84 0 4
Source: FB Fan Page Analysis , Sept 2009 *Interactions = likes + comments
“It was taken from the peak of the Iztaccihuatl, Mexico's third highest mountain. [At 5,230m... you can guess why was the bottle half-full! :-)]
“Les Grand Montets near Mont Blanc French Alps 3275m” “NEVADO DEL TOLIMA KOLOMBIA 5.800 MTS...CHARLYTOONS”
Working from the center…
History of “painting the town red”…
1.5 BILLION
SERVINGS A DAY
our home page isn’t
just , it is
and today, I’d say…
brand fan pages.
INTERACTIONS PER POST
6000
5000
4000
3000
2000
1000
0 Coke
Brand A
User generated content
Coke
Brand A
Brand B
Brand C
Brand D
Brand B
Interactions* 73,391 34,094 10,873 6,962 5,092
(*just in the last 6 months)
5000 Mentions a Day - Here is a taste of what they are saying…
CONVERSATION CLOUD FOR TOP TERMS MENTIONED ON FB COCA-COLA FAN PAGE (SEPTEMBER 2009)
Negative Conversation Tones
And they are producing GREAT Content - for the LOVE of THEIR Brand
Sometimes we ask for it…
•Where have you had a Coke lately?
High Post Volume
“i am the # 1 fan. just ask anyone who knows me.”
“Anyone know if 'Kosher Coke' is available in Colorado??”
“I adore cola! I can drink it every day :D” “. . . Bring back the glass bottle it makes a difference”
N = 1,276 posts* *non-english language posts removed Source: Analysis of Facebook for Sept 1st – 30th 2009
General comments about the brand and other Coke products are top topics…