世界強(qiáng)企業(yè)商務(wù)模板之可口可樂(lè)公司的飲料商務(wù)營(yíng)銷

Coke’s“FansFirst”ApproachinSocialCommunitiesMichaelDonnellyGroupDirector,WorldwideInteractiveMarketingHowmanySocialMedia“Experts”areinthehouse?Workingfromthecenter…Historyof“paintingthetownred”…1.5BILLIONSERVINGSADAYourhomepageisn’t

just,itisandtoday,I’dsay…ourhomepageisn’tjust,itisandhyves.nlandandandandstudiVZ.netConsumersreminduseverydaythatCokeisTHEIRbrand…Facebook“2Billionphotouploadsamonth-nearly70millionaday…”USATODAY8/09OnFacebookalonewe’vegot:4,600+photos95+videos500,000+“l(fā)ikes”*-90,000+“comments”*

(*justinthelast6months)ConversationCloudfortoptermsmentionedonFBcoca-colafanpage(September2009)5000MentionsaDay-Hereisatasteofwhattheyaresaying…N=1,276posts**non-englishlanguagepostsremovedSource:AnalysisofFacebookforSept1st–30th2009AvailabilityIdeas/SuggestionsAdvertising“BiggestFan”O(jiān)therCokeProductsGeneralCommentsLowPostVolumeHighPostVolumePositiveConversationTonesNegativeConversationTonesGeneralcommentsaboutthebrandandotherCokeproductsaretoptopics…“Coca-Colaisthebestdrink!!!!Iloveit...”“ALWAYSCOCA-COLA!!funnyaddfromCoca-ColawithGrantTheftAuto!”“...Bringbacktheglassbottleitmakesadifference”“Anyoneknowif'KosherCoke'isavailableinColorado??”“Iadorecola!Icandrinkiteveryday:D”ConsumptionHabits/Addicted“iamthe#1fan.justaskanyonewhoknowsme.”“DIETCOKEISWHEREIT'SATYA'LL!!!!:)”AndtheyareproducingGREATContent-fortheLOVEofTHEIRBrandSometimesweaskforit…11WherehaveyouhadaCokelately?

“ItwastakenfromthepeakoftheIztaccihuatl,Mexico'sthirdhighestmountain.[At5,230m...youcanguesswhywasthebottlehalf-full!:-)]“LesGrandMontetsnearMontBlancFrenchAlps3275m”

“NEVADODELTOLIMAKOLOMBIA5.800MTS...CHARLYTOONS”

120PhotosofYourNextCoke…125,800TimesofdaytoenjoyaCoke…13OurFanFocusedapproachhasyieldedaHighlyEngagedfancommunity…InteractionSPerPostSource:FBFanPageAnalysis,Sept2009*Interactions=likes+commentsUsergeneratedcontentInteractions*PhotoVideoCoke73,3913,14277BrandA34,09400BrandB10,873084BrandC6,96200BrandD5,0921344Cokefansinteractwitheachother,andthebrand,morethantheydoonanyothertopbrandfanpages.Inthepast–WewerenotbuildingsustainablerelationshipsTraditionalCampaignsstartfromzeroandabandontheaudience

they’veamasseduponcompletion.CampaignsbasedonearningSustainableRelationshipsleveragetheexistingaudienceandgrowitforfutureuse.TraditionalCampaignsCampaignsBasedonEarningSustainableRelationshipsTimeTimeFans/Follows/FriendsFans/Follows/FriendsOur“FansFirst”Approach:WewillbeEverywhereOurConsumersareinanAuthentic“MemberoftheCommunity–NonBIGBrandWay”16Ourapproachisdesignedtofosterequitableengagementtoearnsustainablerelationshipsthatareauthentic,delightfulandreciprocal.

BeingaFan,FriendorFollowerdoesnotmeanthattheyoptedintohaveadvertisingblastedatthem.EnablingFanstoComment,UploadandConsumeTHEIRownconsumergeneratedbrandrelatedcontentStrategicallytargetedmessaginginsupportofourbrandobjectivesMajorityofoureffortsOur“l(fā)essaboutus-moreaboutthem”approachisgettingnoticedMissedOpportunity...Pepsi.ThecompanymakesadisappointingshowingonFacebook…h(huán)as250,000fans,afractionofrivalCoke's.Thecompanymostlyusesitasachannelforpumpingoutupdatesofmarketingactivities.MSNBCon11/30/09Coca-Cola“official”SocialCommunities…18thisisallgreat,but…h(huán)owdowecreatecompellingcontentintheseonlinevenuesthatcelebratesthespiritofourbrandanddrivesintent?The湖Coca承-Col鹿aHa心ppin牧ess射Mach疊ine…Vit偷ami攪nW本ate且r’s僻Fl僅avo覽rC滑rea柱tor走…24fla驕vor喝cr炸eat足or已lab忘en譯vir冠onm凳ent協(xié)wi剛thi蘭nt續(xù)hevit聚ami站nwat摘er勞fac痛ebo任ok權(quán)fan額pa炒geDete咸rmin納edf貴lavo塊rvi鋼aco稅nver麗sati咸onm綁inin伙g&腥rank歸ing…clou場(chǎng)dtagg型ing-萬(wàn)sho雨wst轉(zhuǎn)her騰anki勉ngo褲ffl御avor奸sand稈allo聯(lián)wsy附out裳ona紹viga掏tef瓦orm貢ore朝info項(xiàng)rmat衣ionFlav捷orv禿otin幼g…vote沸on達(dá)asi行ngle鄉(xiāng)豐fla海vor,貍fla田vor守comb興inat油ions牢or喚use彼the籍‘wil丟dca壩rd’墊tovote茅for哥af居lavo銷rth薦atd忽idn’酒tma旋ket鴉het扔opt趴enGam興ing事de包ter鞏min嫂edfun盆cti腥ona埋lbene黃fit…do凳you拿ne遞ed膠mor辛ee殿ner朋gy?Lab挨el負(fù)des盲ign即co寸nte筍st喂-a框re鉗al-藍(lán)tim匆ec祖oll裕abo前rat畢ive趣wo縮慧rks優(yōu)pac勢(shì)e…28The根re晌sul啊ts…297+m歷inut型eso急fen撞gage白mentper媽app贈(zèng)sess籌ion174賄%i響ncr槳eas拋ei牛nf級(jí)anstens累of熄thou份sand愛(ài)sof報(bào)tot賄alv揮otes40K篇un欠iqu佛el粗abe腳ld始esi遼gne航rsSay扯hell蟲(chóng)oto服…con脹nectblac踏kch旋erry漆-lim邊ecaf餃fei悶ne盤+8步ke嗓yn桌utr小ien龜tsmade狼by雞fans映,fo流rfa尋nso什nin帥sto塵res裹ma遍rch站1s統(tǒng)t30So,跑We猶ar呈ea爛ll備abo斬ut適Fis驕hin級(jí)gW茄her仍et托he燥Fis淹ha損re…31Inte娘grat鎖ing直Camp手aign悔swi質(zhì)thC佳ommo塔nSo觸cial萬(wàn)Sol支utio去ns…32Opti廊mizi狼ngF判unct勸iona拋lity競(jìng)tha舌tAl孤read閑yEx燙ists沃…33Cre蹈ati季ng撲New郵On離es旁if韻Nec斃ess躁ary揭…34Cle柳ar鞭Pri魄nci撈ple妹sa繳re遲am防ust何to譯in箱sur馬ee贊ver逝yon滾ei汁sa所lig私ned爽…Fina橡lly,房誠(chéng)Som奇eQu癥ick霞Less粱ons復(fù)Lear局ned…SMM飄isa亡tac觀ticand器sh裳oul丑da亭lwa搶ys依beins設(shè)uppo辭rto寧fbr撞and瞇obje兆ctiv少esThe脅sepla括tfo盾rms罪ch頑ang乳ef搭req污uen貢tlyand崖ca做nb柱ever艇ydis危rup近tiv雨eKee衰pi猛ts棵imp居leand援in林tui肅tiv領(lǐng)e–暫fe額wer哨ob桿jec偽tiv業(yè)es梳is溝bet板ter熔an肌ds獎(jiǎng)hor資ten霉us捕ers取’p吩ath亭sa去te壁ver移yo捏ppo崗rtu制nit掌ySil陪ly雖to紋sta轉(zhuǎn)rt粘fro祝mz梨ero鹿…“Vir況al”餅shou揀ldn’升tBE片you奪rst講rate賣gy–懶jus谷tpa蓬rto途fa辟comp喇rehe色nsiv期epl逼anCle波ar養(yǎng)the享Le請(qǐng)gal好hu再rdl愉es霸fir困st–th跌isi眉sne地wfo六rev考eryo驢nes鬧ole壇giti棒mate螞que憶stio貧nsa劑rise番aro源und學(xué)ever趟yco較rnerAlwa區(qū)ysw松ork武with希pro豬s…The誓rei際sno忠“st降icki事ngy籠our團(tuán)toe歷int攪hew深ater數(shù)”Eac恭hn威ew梅Com絕mun前ity研is投an如en裁tir做elynew褲ma邪rke沉tand旦shou州ldb委etr情eate億das逗s