blogwell atlanta social media case study: coca-cola, presented by adam brown
TRANSCRIPT
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
how we’re leveraging the real-time web at Coca-Cola
office of digital communications & social mediatuesday, november 10, 2009
coca-cola confidential & proprietary
think about it…
our home page isn’t just coke.com, it is google.com
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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
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a daily chatter snapshot…
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coca-cola confidential & proprietary
two new mantras…
fish where the fish are1
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two new mantras…
fish where the fish are
keep fans first
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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
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our key focus here…
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empowering subject matter experts to respond*
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?
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?
fish where the fish are…
thank you
adam browndirectoroffice of digital communications & social media
[email protected]: adamcb
coca-cola confidential & proprietary
