Description
coke project on social marketing
SOCIAL MEDIA PROJECT REPORT ON “COCA COLA ON FACEBOOK”
Introduction Atlanta based pharmacist John Pemberton invented Coca-Cola in 1886, and his Book keeper, Frank Robinson, named the product after two ingredients, coca leaves and kola nuts. The beverage was readily available in the United States in 1891 after druggist Asa Candler acquired The Coca-Cola Company, and available in Canada and Mexico seven years later.13 in 1919, Coca-Cola went public after Asa Candler retired and his family sold the company to Atlanta baker Ernest Woodruff for $25 million. Today, Coca-Cola is sold in 206 countries and is the world’s #1 soft-drink company.15 Coca-Cola headquarters is still located in Atlanta, Georgia. Coca-Cola makes or licenses more than 3,000 drinks and owns four of the top five soft-drink brands (Coca-Cola, Diet Coke, Fanta and Sprite).16 “In 2010, The Coca-Cola Company bought out its leading bottler, Coca-Cola Enterprises and renamed it Coca- Cola Refreshments USA. Traditional Marketing Campaigns of Coke
Creation of Facebook Page: Coke The page was originally created by two fans Serg and Jedrzejewski who just loved Coke. They bought the company’s name logo and imagery without permission but as their motive was simply to express their genuine enthusiasm as fans of the brand but they thought nothing of it. Coca-Cola found the page, and rather than trying to buy it or create another “official” page, they rewarded the two fans and worked with them to continue building the page and representing the brand.
Critical Success factors for Coke Using Social Media ? Different Fan Page for each Product: The Company believes that if the product is widely popular such as Diet Coke for example the fans love more to associate themselves with the Products and not with the brands. E.g.: You’ll find a lot more “I love Diet Coke” messages on the Diet Coke’s Wall as compared to “I love Coca-Cola” on Coca-Cola’s Wall. ? Everyone’s Tab instead of Coca-Cola Tab: Its part of its strategy to let fans express themselves freely and allow the community to police the content. Coca-Cola has hired a listening partner, which it won’t identify, to help watch the site and protect against vandalism. But the company won’t remove critical remarks or even shout-outs to competitors as long as they abide by the “house rules” posted on the site that prohibit material that can defame, abuse, harass, stalk, threaten or otherwise violate the rights of others. ? Frequent Up gradation of their Landing Page: Its marketing campaign unlike other brands rides primarily on human emotional quotient, the evidence of which can be first seen on its landing Page. At this very moment, the company has crafted a new landing Page that covers its recent feel good TV advert, information about Dusty and Michael; and selected Photos from its fans. ?
.Very
much Fan centric (Encourages fan to post material on website)
Most Popular Social Media Campaigns of Coca Cola
? “Expedition
206? Campaign: This is perhaps the first major campaign undertaken by the company after it’s entered into the social media space. It featured three young people who spent 2010 criss-crossing the globe on a quest to find what makes people happy. The ultimate aim was to involve Facebook users to interact with the brand and spend time on their Page
?
“Share
A Coke” Campaign: The campaign that’s running currently allows fans to have their names appear on Coke bottles, and up until now 150 names have been voted by its community. It’s been reported that due to the tremendous response from its fans, the company has planned to include more names. They have also had a team of songwriter’s record 150 individual songs – one for each name.
Starbucks Social Media Campaigns ? They created the first social media website named as MyStarBuacksIdea.com .The site invited customers to contribute ideas to what amounted to an effort to repair the troubled company. By using the slogan share, discuss, vote, and see it asked consumers to contribute ideas by posting to a discussion board where other customers could debate their merit, suggest improvements to ideas and vote them up and down. A total of 75000 ideas were contributed, from which the company choose to implement one hundred, including complimentary Wi-Fi, the ability to buy a friend a beverage remotely, and splash sticks to block the hole in coffee cup lids.
Starbucks different strategy in comparison to Coca Cola ? Starbucks success was complemented to the various promotional offers, discounts, schemes etc. which Coke was not doing. Coke major emphasis
was on increasing the Fan base; they were not having much offers and discounts. For Eg: When Starbucks wanted to launch its new line of healthier pastries, they ran a promotion in March 2010 on Twitter and Facebook and named it as free pastry day. The customers who bought a handcrafted coffee drink were offered a free pastry if they presented a coupon that had been posted online. Social Media are at the heart of Starbucks Marketing strategy: ? Heavy ad campaigns on the home page and elsewhere on Facebook to drive traffic both to physical stores and online promotions ? Steady stream of promotions, special offers, coupons and discounts ? Events ? Discussions and notes ? Active and engaged in communications with fans: through posts on their Wall and into fans' news feeds; content, questions or updates aimed at stimulating discussion around the brand But Coca Cola still followed the same strategy because they had a belief that it is the presence globally which makes the brand visible, just catering to the local market with few promotional offers will just provide them with short term growth but Coke was eyeing for long term sustainable growth.
doc_289207435.docx
coke project on social marketing
SOCIAL MEDIA PROJECT REPORT ON “COCA COLA ON FACEBOOK”
Introduction Atlanta based pharmacist John Pemberton invented Coca-Cola in 1886, and his Book keeper, Frank Robinson, named the product after two ingredients, coca leaves and kola nuts. The beverage was readily available in the United States in 1891 after druggist Asa Candler acquired The Coca-Cola Company, and available in Canada and Mexico seven years later.13 in 1919, Coca-Cola went public after Asa Candler retired and his family sold the company to Atlanta baker Ernest Woodruff for $25 million. Today, Coca-Cola is sold in 206 countries and is the world’s #1 soft-drink company.15 Coca-Cola headquarters is still located in Atlanta, Georgia. Coca-Cola makes or licenses more than 3,000 drinks and owns four of the top five soft-drink brands (Coca-Cola, Diet Coke, Fanta and Sprite).16 “In 2010, The Coca-Cola Company bought out its leading bottler, Coca-Cola Enterprises and renamed it Coca- Cola Refreshments USA. Traditional Marketing Campaigns of Coke
Creation of Facebook Page: Coke The page was originally created by two fans Serg and Jedrzejewski who just loved Coke. They bought the company’s name logo and imagery without permission but as their motive was simply to express their genuine enthusiasm as fans of the brand but they thought nothing of it. Coca-Cola found the page, and rather than trying to buy it or create another “official” page, they rewarded the two fans and worked with them to continue building the page and representing the brand.
Critical Success factors for Coke Using Social Media ? Different Fan Page for each Product: The Company believes that if the product is widely popular such as Diet Coke for example the fans love more to associate themselves with the Products and not with the brands. E.g.: You’ll find a lot more “I love Diet Coke” messages on the Diet Coke’s Wall as compared to “I love Coca-Cola” on Coca-Cola’s Wall. ? Everyone’s Tab instead of Coca-Cola Tab: Its part of its strategy to let fans express themselves freely and allow the community to police the content. Coca-Cola has hired a listening partner, which it won’t identify, to help watch the site and protect against vandalism. But the company won’t remove critical remarks or even shout-outs to competitors as long as they abide by the “house rules” posted on the site that prohibit material that can defame, abuse, harass, stalk, threaten or otherwise violate the rights of others. ? Frequent Up gradation of their Landing Page: Its marketing campaign unlike other brands rides primarily on human emotional quotient, the evidence of which can be first seen on its landing Page. At this very moment, the company has crafted a new landing Page that covers its recent feel good TV advert, information about Dusty and Michael; and selected Photos from its fans. ?
.Very
much Fan centric (Encourages fan to post material on website)
Most Popular Social Media Campaigns of Coca Cola
? “Expedition
206? Campaign: This is perhaps the first major campaign undertaken by the company after it’s entered into the social media space. It featured three young people who spent 2010 criss-crossing the globe on a quest to find what makes people happy. The ultimate aim was to involve Facebook users to interact with the brand and spend time on their Page
?
“Share
A Coke” Campaign: The campaign that’s running currently allows fans to have their names appear on Coke bottles, and up until now 150 names have been voted by its community. It’s been reported that due to the tremendous response from its fans, the company has planned to include more names. They have also had a team of songwriter’s record 150 individual songs – one for each name.
Starbucks Social Media Campaigns ? They created the first social media website named as MyStarBuacksIdea.com .The site invited customers to contribute ideas to what amounted to an effort to repair the troubled company. By using the slogan share, discuss, vote, and see it asked consumers to contribute ideas by posting to a discussion board where other customers could debate their merit, suggest improvements to ideas and vote them up and down. A total of 75000 ideas were contributed, from which the company choose to implement one hundred, including complimentary Wi-Fi, the ability to buy a friend a beverage remotely, and splash sticks to block the hole in coffee cup lids.
Starbucks different strategy in comparison to Coca Cola ? Starbucks success was complemented to the various promotional offers, discounts, schemes etc. which Coke was not doing. Coke major emphasis
was on increasing the Fan base; they were not having much offers and discounts. For Eg: When Starbucks wanted to launch its new line of healthier pastries, they ran a promotion in March 2010 on Twitter and Facebook and named it as free pastry day. The customers who bought a handcrafted coffee drink were offered a free pastry if they presented a coupon that had been posted online. Social Media are at the heart of Starbucks Marketing strategy: ? Heavy ad campaigns on the home page and elsewhere on Facebook to drive traffic both to physical stores and online promotions ? Steady stream of promotions, special offers, coupons and discounts ? Events ? Discussions and notes ? Active and engaged in communications with fans: through posts on their Wall and into fans' news feeds; content, questions or updates aimed at stimulating discussion around the brand But Coca Cola still followed the same strategy because they had a belief that it is the presence globally which makes the brand visible, just catering to the local market with few promotional offers will just provide them with short term growth but Coke was eyeing for long term sustainable growth.
doc_289207435.docx