Coca Cola: Driving Global Digital Conversations In Real Time By Jen Miller
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Coca-Cola: Driving global digital conversations in real-time November 2014 @jenamiller
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From the SMX Social Media Marketing Conference in Las Vegas, Nevada, November 18-20, 2014. SESSION: Reacting to Real Time Events: Being On Point For Mass Appeal. PRESENTATION: Coca Cola: Driving Global Digital Conversations In Real TIme - Given by Jen Miller, @jenamiller of @CocaCola. #SMX #12A
Transcript of Coca Cola: Driving Global Digital Conversations In Real Time By Jen Miller
Coca-Cola: Driving global digital conversations in real-time November 2014 @jenamiller
93 Million100 Billion
Smart MachinesProgrammed WorldNew Visual EcologyGlobally Connected
The World has Changed.
Our Work must Change.
COUNTRIES 207 PRODUCTS 3,500
PEOPLE 700,000 RETAILERS 23,000,000
FANS 85,000,000 SERVINGS/DAY 1,900,000,000
THE WORLD’S MOST SOCIALLY DISCUSSED BRAND
INSERT FAMILY TREE
WWTTSN?
BLOGTOGRAPHER
FAN LOVE
BEST OF
TRIVIA
MISSIONS
LOCAL
SCEN
ES
EPIS
OD
ES
NEWSROOM REAL-TIME REPORTING & AMPLIFICATION
SOCIAL DECORATION KIT
MANIFESTO BTS MANIFESTO CHARACTERS
SPETO BACKSTORY
GLOBAL ANTHEM REMIX
SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG A
CTS
M
ILES
TON
ES
9/16 TROPHY TOUR LAUNCH
SOCIAL GAMING GLOBAL LAUNCH
FWC QUALIFIERS
12/6 FWC DRAW
6/12 FWC OPENING
7/13 FWC FINAL
HAPPINESS FLAG UNVEILING & DIGITAL FLAG LAUNCH
#WorldsCup VISUALIZATION GLOBAL LAUNCH
SOCIAL GAMING EUROPE LAUNCH
SOCIAL GAMING BRAZIL LAUNCH
HAPPINESS FLAG ACTIVATION
WE ARE ALL FANS
LET’S MAKE SOMETHING TOGETER
LET’S PLAY TOGETHER
LETS CELEBRATE TOGETHER
I AM A FAN
MANIFESTO FILM LAUNCH
GAMETIME FILM LAUNCH
GLOBAL ANTHEM LAUNCH
GREAT MOMENTS IN FAN HISTORY
WWTTSN ECUADOR WWTTSN TURKEY WWTTSN GERMANY WWTTSN JAPAN
DIGITAL JERSEYS
HAPPINESS FLAG MOMENTOS
WWTTSN BRAZIL
DRAW MADNESS FAN AS ART FAN MASH UP FAN REMIX HAPPIEST FANS
(SOCIAL GAME) FANS UNITED
ONE SHINING MOMENT PREVIOUSLY ON PREVIOUSLY ON PREVIOUSLY ON PREVIOUSLY ON PREVIOUSLY ON PREVIOUSLY ON PREVIOUSLY ON PREVIOUSLY ON PREVIOUSLY ON
BRAZIL LEGEND WORLD’S CUP FACTOIDS FOOTBALL TRANSCENDS WORLDSCUP TRIVIA
LOCAL PROMOS REVISIT MANIFESTO CHARACTERS
TROPHY TOUR
SUPERSTITIONS
FAMILY FANDOM AT THE GAME DRAW ACTIVE LIVING
SEASONAL I’M ROOTING FOR
INNER BRAZILIAN TOGETHERNESS
STREET GAME PICK UP GAME
TEAMMATES MY JERSEY
MY PITCH TEAM COLORS
JOURNEY TO FWC McMISSIONS
IT’S GAMETIME! GAMETIME RITUALS GOL!
FROM FANS TO FRIENDS
MO
MEN
TS
ROCKIN’ RIO
CAMPAIGN LAUNCH PRESS EVENT
Listening at every level to inform our global voice
Listen Identifying the right
time to talk
Analyze Moving beyond
the ‘Like’ to the Love
Engage
OUR GLOBAL NETWORK
GLOBAL STRENGTH
GLOBAL AWARENESS
GLOBAL PREDICTIONS
GLOBAL STANDARDS
GLOBAL CONSISTENCY
SCIENCE + ART + COMMUNITY
1. Benchmark data to understand and act
2. Visual content creation & insights
3. Connected community for scale
#act
#SpeedTrumpsPerfection
#SELFIE
#ROYALBABY
#MANDELA
#TRANSFORMATIONTUESDAY
#SpeedTrumpsPerfection
#CASESTUDY
1. Benchmark data to understand and act
2. Visual content creation & insights
3. Connected community for scale
#AMERICAISBEAUTIFUL
#AMERICAISBEAUTIFUL
Critical Decisions January 20- February 7
STEER THE CONVERSATION
Big Game to Sochi: 2014
Big Game - Hourly Sentiment and Benchmarks
STEER THE CONVERSATION
Critical Decisions January 20- February 7
SCIENCE + ART + COMMUNITY
1. Benchmark data to understand and act
2. Visual content creation & insights
3. Connected community for scale
We could have one thing in common, and it could be that we all like drinking Coke.
- Sushmitha, #AmericaIsBeautiful Singer
“ “
Thank You
