brand publishing - ragan communications · 2018-05-02 · brand content tends to focus on brand...
TRANSCRIPT
September 28, 2017#ragancontent@KOnocomment
Ben Deutsch
Brand Publishing:the good, the bad, and the undiscovered content
WHERE IT ALL STARTED…
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Coca-Cola Journey is the company’s digital magazine, featuring unique and human-centered content about our business, our brands, and our
people
JOURNEY TODAY:
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The Coca-Cola Journey ecosystem includes the magazine
– its central content hub – as well as the blog and an
evolving family of social networks
WHERE JOURNEY LIVES
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WHAT IS JOURNEY’S PURPOSE?
…by shaping the narrative and acting as a launch vehicle for
the company news, programs, campaigns and more
Deliver content that makes a difference for the
business
Tell deeper stories behind our work and our priorities
…by partnering with our communications and marketing teams; Journey aims to tell the story of the Company — who we are, what we do and
why we do it
Engagethe conversation
…around our portfolio, passions and challenges — via content that inspires, informs, delights,
provokes + changes minds
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Coca-Cola Journey + its social media outlets represent the company’s corporate content and voice
Journey works hand-in-hand with communications teams to complement brand channel efforts
Brand Stories Journey
Brand + Journey Voice:
A CONTENT CONTINUUM
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Brand Stories Journey
North America FB:Shoppers + Moms
North America Twitter:Playful, Timely
Brand Content Tends to Focus on
BRAND ACTIVATION
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Brand Stories Journey
Journey Twitter: Earnings Journey Twitter: Customer Stories
Journey Facebook:Sustainability
Journey Tells All Types of StoriesAbout the company, its priorities and people
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Brand Stories Journey
Where Journey + Brand Journalism Meet:Stories That Extend + Amplify Brand Content
Shared: Major Events
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THE CENTER SITE ALONE HAS PUBLISHED:to date
4,000articles
27,000videos
1,100blog posts
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A Top Story:
‘Our Way Forward’
Content that…builds our brandsand business
key stakeholder value
14,494,000 media impressions
avg 6% social engagement rate
Strategic CAGNY coverage and dedicated editorial vertical outlined company’s new consumer-centric business strategy and operating model
Received ~30k more clicks and 3x the CTR than any other story on Outbrain (a Journey ad network partner).
Performance Highlights:
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Earned Media Pick-up:
Parental Leave & Millennial Voices
In lieu of a press release, a multimedia package supported by third-party op-eds announced company’s enhanced parental leave policy and the Millennial employee-driven story behind it.
Story and infographic broadcast by:• Huffington Post• Fast Company
Performance Highlights:
key stakeholder value
180,517,000 media impressions
avg 6% social engagement rate
Content that…drives earnedmedia multipliers
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Going Viral:
Dunkin’ Donuts New RTD
customer/partner value
avg 7% social engagement rate
Journey partnered with NA PAC to break news of Coke’s partnership with Dunkin’ Donuts and share our multi-brand strategy in the fast-growing RTD tea category.
The story took on a life of its own on Facebook, despite a small spend, with organic reach outpacing paid reach 2:1.
Performance Highlights:
Content that…is shareworthy;builds our brands& business
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Warren Buffett on Cherry Coke Cans in China:
key stakeholder value
134,951,000 media impressions
avg 5% social engagement rate
A caricature of KO’s biggest investor appeared on limited-edition Cherry Coke cans to mark the brand’s debut in China. Our media relations team placed an exclusive with Yahoo! Finance, then used a behind-the-scenes Journey story to generate additional interest with business media. Many outlets cited Journey as a source and even provided a link back to our piece.
Performance Highlights:
Content that…drives corporatereputation, offense& defense
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Earned Media Pick-up:
Watershed Milestone
Robust coverage – including a lead story, video series, infographics and Muhtar Kent op-ed – supported the company’s 100% water replenishment achievement: a first for any Fortune 500 company.
Story and infographic broadcast by:• Mashable• CNN / Money
Performance Highlights:
over 18K pageviews
277,955,000
key stakeholder value
Content that…drives corporatereputation, offense& defense; drivesearned mediamultipliers
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over 22K pageviews
massive 24% social engagement rate
customer/partner value
Viral Video:
Collaborative Storytelling: The ‘Coke Plant’ + Mellow Mushroom
The Journey and Archives teams partnered with Mellow Mushroom to tell this story of an iconic Coke bottling plant’s rebirth in Paducah, KY. Coverage included a long-form story and two video pieces.
The video saw extraordinary organic spread on social, breaking Journey records
Performance Highlights:
Content that…is shareworthy;builds our brands& business
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A Global Template:
Commitment to Transparency:
over 100K pageviews
489,600,000 media impressions
transparency.coca-cola.com is a dedicated Journey microsite that discloses all KO funding of well-being related research, partnerships and health professionals and scientific experts, and provides regular leadership points of view.
Transparency sites will be launched in ~40 countries by YE 2017.
Content that…drives corporatereputation, offense& defense Performance Highlights:
key stakeholder value
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The success of an individual Journey story can be measured in many ways. Here are a few:
THE IMPACT OF OUR CONTENT
Journeypageviews
mediareach
engagementrate (social)*
brand love &corporate reputation
stakeholder &customer value
powered by:
paid support19
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*
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**Center Site**Globally
MEASURING READERSHIP:Comparable Site Traffic*
*Avg Visits / Mo as of April 2017. Third-party site data estimated.
394MM83.1MM
24.5MM7.8MM3.5MM
1.8MM344K
3.4MM
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WHO IS OUR READER?Center Site & Network Demographics
/sustainability
/stories
/investors
/careers
61%Millennials
visitors:
1.28MM followers
1.1MM followers
55K followers
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34%of readers said Journey “significantly improved”
their opinion of sparkling
61%of readers said they enjoy and
frequently drink sparkling
according to reader / sharer research on center site:
BRAND LOVE &CORPORATE REPUTATION
70%of readers report slightly or significantly improved
opinion of the company
15,000Total surveys submitted. 30% of those have left comments
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890% YOY 138% YOY
222% YOYLAUNCHED
DRIVING ENGAGEMENT VIA SOCIAL:Engagement Increasing Year-Over-Year*
131% YOY
*April 2016 – April 2017 data.
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editorial that engagesstories that spread
brand journalism that builds the business
THE JOURNEY BOTTOM LINE:
LESSONS LEARNED…
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Stay True toYour Brand
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LeverageYourNetwork
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Make YourselfUncomfortable
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[under construction]
Don’t BreatheYour OwnExhaust
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Meet YourReaders Where
They Are
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A Little PaidGoes a Long Way
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Stories Aren’tOnly ToldIn Words
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PLACEHOLDER:
Final History of Bottling Plant.mov
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PLACEHOLDER:
Times Square Video Final2.mov
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Keep Your EarsTo the Ground
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Q&A
follow Ben: @KOnocomment | follow Journey: @cocacolaco