Gone are the
days when companies like Coca Cola could rely on their global brand image to
capture market share. As they realized the important needed to move with
the time and to adapt to the changing market and customer needs, they entered
into the social media conversation in order to become relevant and modern,
while appealing also to the new generation. They understood that traditional
marketing disciplines must be supplemented with new models rich with content,
engagement, conversation, and analytics, all of which are the essence factors
of social commerce.
With evolving
social media communication strategies on the most popular and important
channels and networks (Facebook, Twitter, Instagram, etc.), Coca-Cola has shown
the world how revolutionary they can be and how this marketing approach evokes
emotional, long-lasting customer engagement. They are aiming to capitalize on
the ever-changing media landscape.
Doing
so, they give a lot of space to their consumers for interactions, feedback,
recommendations, sharing functions and being part of a big passionate community
around the globe. The following picture is a screenshot showing the current
Coca Cola Facebook page with the latest news, events and pictures on it which
is regularly updated, as well as all other used social network pages and
applications of the company.
Wisely
recognizing the power of owning its own content and democratizing access to it,
Coca-Cola has partnered with “Thismoment“
to design a concept called “Pantry.” This concept provides Coca-Cola with the
ability to consolidate valuable content and democratize access to it.
John Bara, CMO
of Thismoment, about how companies
like Coca-Cola are able to continuously stay on top of the brand marketing
pyramid: “The youth audience is online all the time. The ultimate objective of
savvy social marketers is to reach and engage the audience anytime. Marketers
need a social marketing system which can help them and their agencies share,
re-use and distribute content across all social end points and devices.”
Coca Cola
followed this advice, and integrated social sharing functions and applications
throughout every single page of their corporate website.
One objective
is to attract customers to engage in social communities and therefore to
interact with the company. Another reason is to show the customers how active
and globalized the company is and that they are always adapting to the current
market changes. Using these networks offered the company the possibility of now
having reached a tremendous online marketing performance and to generate a wide
ranging word of mouth.
This screenshot portrays the social media newsroom of the Coca Cola homepage, where the latest posts and activities of all used social media channels are updated for the homepage visitors. The same considerations that apply to their messaging and communications in traditional media still apply in the online social media space, “internal” platforms on the corporate homepage.
Now, countless conversations take place online
about Coca-Cola every day. Meanwhile, the company always remembers who they are
– the world’s largest beverage company, refreshing consumers with more than 500
sparkling and still brands, and what their role is in the social media
community. They want to inspire moments of optimism and happiness and build
their brands. Coca Cola’s 150,000 associates in more than 200 countries
are supposed to join those conversations, to present the company and to share
the brands optimistic and positive spirits.
The most
current and very successful marketing campaign of Coca Cola which has he motto:
"Drink a coke with…“ (campaign wasn’t found on the UK/US page), is
spreading like a virus in the social networks and other media. Besides several
possibilities for sharing of an individualized bottle on different channels,
the customer also has the opportunity to create their own video clip. With
these measures, Coke implemented the strategy of the mass customization phenomenon which is
crucial to reach the target groups adequately and to interact with them.
Recently, the Coca-Cola company was honored with the 2013 NASCAR Marketing Achievement Award in Las Vegas. An official partner since 1998, Coca-Cola becomes the first three-time recipient of the prestigious award. Utilizing an immersive integrated marketing approach, Coca-Cola has engaged fans, customers and employees across virtually every facet of the NASCAR ecosystem, including intellectual property, promotions, public relations, B2B, event marketing, social media and retail.
"Over the
course of our 15-year relationship Coca-Cola has become one of the most
recognized brands in our sport," said Jim O'Connell, NASCAR chief sales
officer. "Once again Coca-Cola raised the bar by creating innovative
activation and an integrated marketing approach to engage with millions of
NASCAR fans, embodying the spirit of the award."
Aline Kellner
http://marketing-wissen.net/marketing-lehrstunde-von-coca-cola-trink-ne-coke-mit/
http://sports.yahoo.com/news/coca-cola/recognized-marketing-award-144500545--nascar.html
http://www.coca-colacompany.com/stories/online-social-media-principles
http://www.forbes.com/sites/siliconangle/2013/06/18/coca-cola-leveraing-social-to-drive-leadership-in-social-media-marketing/htt
http://www.coke.de/deinname
http://www.coca-colacompany.com/brands/the-coca-cola-company/
http://www.facebook.com/cocacola
