blogwell new york social media case study: coca-cola, presented by adam brown

How Big Companies Use Social Media

Adam BrownThe Coca-Cola Company

New York City | April 29, 2009

“Coca-Cola: Sharing What Matters”

what we’re doing in the social media space

wednesday, april 29, 2009

let’s go back in time…

you’ve would have heard me say…

our home page isn’t just coke.com, it is google.com

 1.2 million+

search engine optimization/marketing

fast forward to today…

today I would say…

our home page isn’t just coke.com, it is google.com

today I would say…

our home page isn’t just coke.com, it is google.com and technorati.com and twitter.com and youtube.com and facebook.com and myspace.com

today’s landscape

a daily chatter snapshot…

~1000 blog/forum posts

~300 tweets

~15 youtube videos

~50 pictures on flickr

a daily chatter snapshot…

~1000 blog/forum posts

~300 tweets

~15 youtube videos

~50 pictures on flickr

~25,000 new facebook friends

review what the social media community is talking about with strong, coordinated monitoring programs. take ideas for community participation and video vignettes from them

respond to the comments, posts and other chatter with accurate information on the Company and our initiatives with full transparency and disclosure and an approachable style

record short video vignettes that respond to the conversation with “purposeful entertainment” that educates and informs in an entertaining fashion that isn’t too slick

redirect Online 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

REVIEW: social media monitoring

10x6x10 RESPOND: social media outreach

10x6x10 RESPOND: social media outreach

•  Current Events & Human Rights

•  Environment, Water and Sustainability

•  Health, Lifestyle & Nutrition

•  Marketing & Advertising

•  Parenting

•  Finance & Investment

our key focus here…

empowering subject matter experts to respond

RECORD: online video

REDIRECT: seo & sem, cross-pollenization

the big question…

who owns these relationships?

what’s coming next…

new corporate site

new blog initiatives

more music outreach

more conversations more “purposeful edutainment”

thank you

adam brown director office of digital communications & social media

adbrown@na.ko.com

How Big Companies Use Social Media

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