Example 2: Using Facebook for Brand Promotion- Coca Cola


By: Akanksha Mishra

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https://www.facebook.com/cocacola

Company Background:

Created in 1886 in Atlanta, Georgia, by Dr. John S. Pemberton, Coca-Cola was first offered as a fountain beverage at Jacob’s Pharmacy by mixing Coca-Cola syrup with carbonated water.

Coca-Cola was patented in 1887, registered as a trademark in 1893 and by 1895 it was being sold in every state and territory in the United States. In 1899, The Coca-Cola Company began franchised bottling operations in the United States.

Coca-Cola might owe its origins to the United States, but its popularity has made it truly universal. Today, you can find Coca-Cola in virtually every part of the world.

Facebook Presence:

  • Coca-Cola is the 3rd most popular brand of Facebook, with nearly 40 million fans, falling only behind Facebook itself and YouTube. According to a Covario Case Study, the soft drink’s page is “growing at a monthly rate of nearly 3%.”
  • The brand actually posts less frequently than many larger brands. With an average of seven posts per month, each post garners more than 235 comments and nearly 1,750 “Likes.”
  • Coca-Cola CEO Muhtar Kent told the Harvard Business Review that the company spends more than 20% of its overall media spend on social media, up from 3% five years ago.

There is no doubt that the world’s most popular soft drink company is also one of the smartest when it comes to social media. By finding ways to motivate its fans and involve them in the future of the company, it’s built a Facebook Page that continues to see a steady increase in activity.

Coca-Cola’s Facebook page quickly became legendary after it was launched by consumers and gained a massive number of spontaneous likes. Social media spaces are grounded in consumer passions and there’s nothing more authentic than when brand adorers take the lead. Today Coke’s fan page is among the most popular, and the universally recognised brand enjoys the spontaneity of immediate and unprompted likes. As well as looking at the Facebook page, here’s a video from the guys who created it.

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Approach:

1. Encouraging Participation

Coca-Cola’s Facebook Page is mostly run by its fans. By posting very little of its own updates, it is letting the fan to do the talking. The company asks people to send in pictures of the places they drink Coke and poses questions such as, “What’s your favorite time of day to enjoy an ice-cold Coca-Cola?,” receiving thousands of likes and comments. Coca-Cola is one of the foremost companies that understands the need to abandon traditional advertising on social media sites in exchange for fan engagement. Asking for fans’ opinions, videos, stories and photos is endearing and shows that the company cares.

2. Running Contests

From August 2010 to February 2011, Coca-Cola doubled its fan base from 10.4 million to over 22 million on its Facebook Page. The Realtime Report suggests that it had to do with Expedition 206, a social media campaign that lasted for one year and chose fans as brand ambassadors. Three Coke fans had the opportunity to travel for 365 days around the world and promote the soft drink to its 206 markets. Along the way, the travelers posted their updates on blogs, Facebook, and Twitter, bringing fans along on their journeys. Coke developed a genius social media strategy for Expedition 206, and it certainly paid off.

3. Developing Apps that Further Fan Engagement

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In 2009, when the corporation was promoting Coke Zero, it launched a Facebook app called Facial Profiler that allowed Fans to find their look- alikes on the site. They’d upload photos and then find their matches. The point of the app, according to Inside Facebook, was “to get consumers thinking that its flagship soft drink has a twin in its sugar-free version, Coca-Cola Zero.” After the matches were generated, the first photo that would come up would show Coca-Cola and Coca-Cola Zero side by side. Users of the app could contact their match and post results on Facebook or Twitter.

As for its other brands, Coca-Cola stays on the mark when it comes to making its fans the number one priority. As opposed to direct advertising, in order to promote Vitaminwater, the company released an app called “Flavor Creator”, where fans could make their own virtual drinks. They could combine flavors, test out their healthiness, and create labels. According to a slideshow on Simply Zesty, this app resulted in tens of thousands of votes for flavors, 40,000 label designs, and a 174% increase in fans. In addition, the brand released black-cherry lime, as created and voted on by fans. On Facebook, Vitaminwater has 3.1 million fans.

4. Coca-Cola’s Core Values Translated onto Facebook

According to their blog, “Each day, fans from around the world visit the page to express their love and share stories about Coca-Cola, which plays a key role in their lives. The brand is taking a backseat by joining, not hijacking, these online conversations. Doing so shows respect for our consumers and celebrates their creativity.”

“By its nature, Coca-Cola has always been a social brand that consumers share with friends. … In social media marketing, we want to be everywhere our consumers are, but in a contextual, non-big-brand advertiser way.”- Michael Donnelly, group director of global interactive marketing at Coca-Cola

It is clear that Coca-Cola values its customers and fans, and vice versa. After all, 2 fans started the original Coca- Cola Facebook Page. Instead of taking over the page, the company let the two fans keep their positions, helping them out with the duties. From the beginning of its social media campaign, Coca-Cola has proven that its fans are its number one priority.

Results:

A recent eMarketer analysis of Facebook Fan Pages found significant growth in the number of Facebook fans for some major brands between August and November of 2010.  We checked the most recent numbers for the top 10 brands, and found that this growth has continued.

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  • High Customer Engagement
  • Consumer Tribes believes in sharing
  • The community is well defined

By:- Akanksha Mishra

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2 comments

  1. Great work done! Thanks for compiling all the information. I have not seen this video before. Good one!

  2. […] Mishra, A. (2012). USING Facebook for Brand Promotion- Coca Cola, social media unleshed. Retrieved Nov. 15, 2016 from https://socialmediaunleashed.wordpress.com/2012/09/01/httpswww-f/ […]

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