Coca Cola Facebook Strategy

Venkata Naga Rahul, [email protected]

[email protected] Behaviour MKTG 6150A

211156254

Venkata Naga Rahul, Rani (211156254)

Media Channels Today


Media Channels for a long time had been limited to Owned &

Paid Media.

With the advent of Social Media Channels, Brands have

the option of Earned media and Shared Media.

There are numerous media channels available to both companies and the consumer

The Social Media Landscape is Overwhelming and is expanding everyday.


Social Media Landscape


Its more important to be in the trusted information channel rather than being omnipresent.

Shared & Earned Media are the most trusted and most influential and every brand tries to maximise its presence in these channels.

To Influence consumers, a level of engagement is necessary that requires Brands to convert Owned Media into Shared Media.

However it depends on the business & the brand to either be a community based channel or a promotion based channel. (Channels ie Facebook Pages)

Social Media & Influence

Starbucks Social Media CampaignBackground: Starbucks has changed the world of

coffee shops - not just in the US but around the globe.


Starbucks Social Media CampaignStrategy:

Social media is about engagement. Through existing sites and new.

Starbucks created their site “My Starbucks Idea.” to allows users to submit suggestions to be voted on by Starbucks consumers, and the most popular suggestions are highlighted and reviewed. Starbucks then took it a step further and added an “Ideas in Action” blog that gives updates to users on the status of changes suggested.

Result: By empowering their exceptionally web savvy consumer, Starbucks strengthens their campaign to add a personal touch to coffee.



My Starbucks Idea.

Ideas that have been implemented range from free WiFi at the stores to Splash sticks to new Flavours of beverages.

Starbucks Social Media Campaign

Starbucks Social Media CampaignStrategy:

Starbucks in the US launched a “Free Pastry Day” campaign, an event page on Facebook and there were more than 600,000 confirmed ‘attendees’ to the event!

The news were spread all over Facebook through sharing and automatically triggered co-promotion for the brand / event.

They started the promotion with their fans, At that time, Starbucks had about 3.6 million fans and the news were automatically shared across the network, because the fans were excited.

Result: Starbucks gave their fans a reason to follow them. The reward? 200,000 new fans on its facebook page. 200,000 new prospective loyal customers.



Location based loyalty promotion through

foursquare

High Customer Engagement on

facebook

Starbucks Social Media Campaign

Starbucks Social Media CampaignHigh level on consumer engagement – Starbucks

customers for an active and passionate Tribe.Starbucks enjoys customer loyalty through

engagement.The customers form an important part of the

community.The dialogue online is interactive rather than one

sided.The Channels are used for engagement rather than

promotion.Location based promotion incentivises Tribal

Behaviour.Venkata Naga Rahul, Rani (211156254)

Starbucks Social Media CampaignBottom Line

70.000 suggestions from Starbucks clientsThe top idea received 95,000 votes and over

1,000 commentsStarbucks has over 1,7 million fans on FacebookThe fans on Facebook mostly use engaging

applications such as the event calendar, discussions and notes


The interactive integration of users in the marketing efforts and product development is a perfect social media showcase. It helps

to save cost (i.e market research) and increases the loyalty of Starbucks’ customers.

Coca Cola Social Media CampaignBackground

Page was created by Fans Dusty and Michael, but Coca-Cola made it official, keeping the creators in control.

Coca-Cola Tab (Landing Tab) – Below the Tab graphic, the viewer is invited to follow the brand on Twitter, Myspace, YouTube and Flickr.

Fan Highlights Tab – Photos of snowmen with Cokes in hand, and of old Coca-Cola delivery trucks.

Photos Tab – 11,038 photos by Fans and 28 albums from company.


Coca Cola Social Media CampaignStrategy:

“The most effective strategy to drive revenue for a business is to build the community, earn members’ trust and delicately ask for their permission to market your services”, Seth Godin.Coca Cola Embeds within the community. The page that was created by its fans was made official while letting the creators retain control. The page doesn’t just listen but it gets the community involved.


Coca Cola Social Media Campaign


Coca Cola Social Media CampaignResults

High customer engagement.Consumer tribes believes in sharing.The community is well defined.36,076,629 fans on Facebook.Social Mention shows a 32% passion and a

10:1 sentiment towards the brand.



User Generated Pictures & Promotion

Coca Cola Social Media Campaign

Starbucks | Coca ColaOwned by Starbucks Is community driven.Location based.Rewards customer tribes.Engages customers at a

higher level.Encourages customers to

create content for marketing and operations.

Gratifies customers by implementing their ideas globally.

Owned by fans. Is promotion driven with

engagement built in.Cannot be location based

promotion.Cannot offer discounts to

consumers.Engages consumers to

share pictures, videos and opinion.

Consumer tribe trust this page because of its creators and their non association with Coca Cola.

Promotes the brand of Coca Cola through customer experiences.Venkata Naga Rahul, Rani (211156254)

Coca Cola Facebook StrategyCoca Cola is not a chain of stores providing

service like Starbucks. It cannot be completely community driven.

Coca Cola is limited by its interactions with customers through the product alone, while Starbucks interacts on many levels. This limits the engagement TCCC can offer.

The tribe on facebook are enthusiastic advocates of the brand and it should be engaged on facebook.


RecommendationsCoca Cola should understand its limitations of not

being in the service industry and try to engage the consumer with this handicap.

It should not be looking at matching Starbucks or similar community driven fan pages and marketing strategy as the consumers do not have a major impact on the product.

However a high level of engagement is required by the consumers to promote the brand and create a tribe of fans.


Recommendations


Community based

Promotion based but

engages Community Promotion based

Coca Cola should maximize the promotional based social media marketing while engaging the consumers at events and encouraging them to interact with the brand (page)

to a high extent.

Coca Cola Facebook Strategy

Business

Transcript of Coca Cola Facebook Strategy