BlogWell Atlanta Social Media Case Study: Coca-Cola, presented by Adam Brown
-
Upload
socialmediaorg -
Category
Business
-
view
3.473 -
download
0
Transcript of BlogWell Atlanta Social Media Case Study: Coca-Cola, presented by Adam Brown
![Page 1: BlogWell Atlanta Social Media Case Study: Coca-Cola, presented by Adam Brown](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a5b7061a28ab27578b461e/html5/thumbnails/1.jpg)
How we’re leveraging the real-time web at Coca-Cola
Coca-ColaAdam Brown
Atlanta | November 10, 2009
www.gaspedal.com/BlogWell
How Big Brands Use Social Media
![Page 2: BlogWell Atlanta Social Media Case Study: Coca-Cola, presented by Adam Brown](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a5b7061a28ab27578b461e/html5/thumbnails/2.jpg)
how we’re leveraging the real-time web at Coca-Cola
office of digital communications & social mediatuesday, november 10, 2009
coca-cola confidential & proprietary
![Page 3: BlogWell Atlanta Social Media Case Study: Coca-Cola, presented by Adam Brown](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a5b7061a28ab27578b461e/html5/thumbnails/3.jpg)
think about it…
our home page isn’t just coke.com, it is google.com
coca-cola confidential & proprietary
![Page 4: BlogWell Atlanta Social Media Case Study: Coca-Cola, presented by Adam Brown](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a5b7061a28ab27578b461e/html5/thumbnails/4.jpg)
and today, it’s still different…
our home page isn’t just coke.com, it is google.com and digg.com and twitter.com and youtube.com and facebook.com and myspace.com
coca-cola confidential & proprietary
![Page 5: BlogWell Atlanta Social Media Case Study: Coca-Cola, presented by Adam Brown](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a5b7061a28ab27578b461e/html5/thumbnails/5.jpg)
a daily chatter snapshot…
coca-cola confidential & proprietary
![Page 6: BlogWell Atlanta Social Media Case Study: Coca-Cola, presented by Adam Brown](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a5b7061a28ab27578b461e/html5/thumbnails/6.jpg)
coca-cola confidential & proprietary
two new mantras…
fish where the fish are1
![Page 7: BlogWell Atlanta Social Media Case Study: Coca-Cola, presented by Adam Brown](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a5b7061a28ab27578b461e/html5/thumbnails/7.jpg)
coca-cola confidential & proprietary
two new mantras…
fish where the fish are
keep fans first
12
![Page 8: BlogWell Atlanta Social Media Case Study: Coca-Cola, presented by Adam Brown](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a5b7061a28ab27578b461e/html5/thumbnails/8.jpg)
coca-cola confidential & proprietary
![Page 9: BlogWell Atlanta Social Media Case Study: Coca-Cola, presented by Adam Brown](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a5b7061a28ab27578b461e/html5/thumbnails/9.jpg)
reviewwhat the social media community is talking about with strong, coordinated monitoring programs. take ideas for community participation and video vignettes from them
respondto the comments, posts and other chatter with accurate information on the Company and our initiatives with full transparency and disclosure and an approachable style
recordshort video vignettes that respond to the conversation with “purposeful entertainment” that educates and informsin an entertaining fashion that isn’t too slick
redirectOnline 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
4R social media strategy
coca-cola confidential & proprietary
![Page 10: BlogWell Atlanta Social Media Case Study: Coca-Cola, presented by Adam Brown](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a5b7061a28ab27578b461e/html5/thumbnails/10.jpg)
our key focus here…
coca-cola confidential & proprietary
empowering subject matter experts to respond*
![Page 11: BlogWell Atlanta Social Media Case Study: Coca-Cola, presented by Adam Brown](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a5b7061a28ab27578b461e/html5/thumbnails/11.jpg)
social media guidelines
online company commitmentswhat does the Company commit to do (and not do)
online spokesperson guidelineswhat we’re asking of our associates when they represent the Company online
online associate guidelines
what do we expect of our associates when they are onlineon their own time?
![Page 12: BlogWell Atlanta Social Media Case Study: Coca-Cola, presented by Adam Brown](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a5b7061a28ab27578b461e/html5/thumbnails/12.jpg)
this is all great, but…
how do we create compelling content in these online venues that celebrates the spirit of our brand and drives intent?
![Page 13: BlogWell Atlanta Social Media Case Study: Coca-Cola, presented by Adam Brown](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a5b7061a28ab27578b461e/html5/thumbnails/13.jpg)
![Page 14: BlogWell Atlanta Social Media Case Study: Coca-Cola, presented by Adam Brown](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a5b7061a28ab27578b461e/html5/thumbnails/14.jpg)
![Page 15: BlogWell Atlanta Social Media Case Study: Coca-Cola, presented by Adam Brown](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a5b7061a28ab27578b461e/html5/thumbnails/15.jpg)
![Page 16: BlogWell Atlanta Social Media Case Study: Coca-Cola, presented by Adam Brown](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a5b7061a28ab27578b461e/html5/thumbnails/16.jpg)
![Page 17: BlogWell Atlanta Social Media Case Study: Coca-Cola, presented by Adam Brown](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a5b7061a28ab27578b461e/html5/thumbnails/17.jpg)
![Page 18: BlogWell Atlanta Social Media Case Study: Coca-Cola, presented by Adam Brown](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a5b7061a28ab27578b461e/html5/thumbnails/18.jpg)
![Page 19: BlogWell Atlanta Social Media Case Study: Coca-Cola, presented by Adam Brown](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a5b7061a28ab27578b461e/html5/thumbnails/19.jpg)
![Page 20: BlogWell Atlanta Social Media Case Study: Coca-Cola, presented by Adam Brown](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a5b7061a28ab27578b461e/html5/thumbnails/20.jpg)
![Page 21: BlogWell Atlanta Social Media Case Study: Coca-Cola, presented by Adam Brown](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a5b7061a28ab27578b461e/html5/thumbnails/21.jpg)
fish where the fish are…
![Page 22: BlogWell Atlanta Social Media Case Study: Coca-Cola, presented by Adam Brown](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a5b7061a28ab27578b461e/html5/thumbnails/22.jpg)
![Page 23: BlogWell Atlanta Social Media Case Study: Coca-Cola, presented by Adam Brown](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a5b7061a28ab27578b461e/html5/thumbnails/23.jpg)
thank you
adam browndirectoroffice of digital communications & social media
[email protected]: adamcb
coca-cola confidential & proprietary