Posts Tagged ‘coca-cola’

Coca-Cola Really Makes Content King

coca-colaAs a former newsletter journalist, I have always believed that content is king.

As much as social media is a powerful medium to engage consumers and drive conversations, a lot of activity is powered by how brands that different networks to efficiently share content to a global audience.

One of the reasons content marketing has become red-hot is how it allows brand to deliver value to to consumers – aka soft selling.

It’s a dramatic departure from traditional marketing, which involves blasting out marketing to convince consumers what you’re selling is the best option.

The growing importance aof content was thrust into the spotlight when Coca-Cola unveiled an overhaul of its corporate Website, which now features content as opposed to product information.

Jay Baer, a well-known social media consultant, says Coca-Cola is showing how brands have to “redefine their corporate website into a curated visual, shareable experience”.

So what are Coca-Cola’s motivations when it comes to adopting this new approach?

Is it a willingness to be innovative and on the bleeding-edge? Is it the need to explore ways to outflank the competition? Is the company doubling-down on the value of content?

It’s probably all of the above but the key strategic goal may be the appetite to drive engagement.

Truth be told, the competitive landscape is busy and noisy, making it difficult for brands to rise above the crowd.

At the same time, social media no longer offers brands as much of an edge as it did a few years ago. Social media has become table stakes because every brand needs to not only do it, but do it well.

For social media trailblazers such as Coca-Cola, it leaves them with little choice but to move on to something new to stay ahead of the pack.

For Coca-Cola, the content-ization of its corporate Website is a bold move to maintain its status as one of the most innovative digital brands.

In many respects, Coca-Cola is taking content to a new level by making it a focal point of its digital presence, above and beyond blog posts, videos, photos and updates.

While Coca-Cola’s decision may strike some people as odd, do not be surprised to more brands go the same route in 2014.

More: For other thoughts on Coca-Cola’s new Website, check out GeekWire, which suggests the static Website is dead.

Soft Drinks Giants Show How to Battle Socially

We’re used to Coca-Cola and Pepsi battling for market dominance. Now, they’re going toe-to-toe in social media, particularly on Facebook.

How these two soft drink giants are doing business on social media offers a great learning opportunity for digital marketers.

Both are enormously popular around the world. Coca-Cola has an impressive 57.1 million fans on Facebook.

The most important aspect about Coca-Cola’s digital presence is the signficiant investment in time and money it has made. It understands where its target audience exist, and they know how to connect with them.

It is not easy to appeal to so different demographics in countries around the world. You don’t have to be a global brand to learn from their seamless marketing and advertising transition.

Pepsi, which has 9.3 million Facebook fans, is impressive for its out of the box thinking when it comes to anything digital.

Maybe the key lesson is about how two companies can successfully fight for the same piece of pie in the same space – be it the physical world of soft drink consumption or the digital and social worlds.

When creating your digital marketing plan, it is insightful and instructive to look at what your rivals are doing – both good and bad.

INFOGRAPHIC: Social Olympic Champions – Athletes & Brands

The Olympics are over. The medals have all been won. The ceremonies have all been held. The tweets have all been tweeted.

What was known as the first ever social Olympics has come to a close. There’s no doubt in anyone’s mind that this year’s Games was the most social worldwide event ever. People took to all social networks to join in on the conversation. And it wasn’t just people that took advantage of the social media chatter, but brands as well. So who was being talked about most?

Working with our friends at Banyan Branch, we analyzed the social talk around the top athletes and the official Olympic sponsor brands by finding them in Olympic conversations or along side the #London2012 hashtag. We sifted through all this data to declare the gold, silver and bronze winners over the course of the Olympics. And of course, we put our results into an infographic for you to enjoy.

For the athletes, Michael Phelps garnered the most social talk, followed closely by Usain Bolt and then Gabrielle Douglas. For the brands, P&G ran away with the gold. In a distant second place was Coca-Cola followed by Visa. We also dug a bit deeper into these mentions of top athletes and brands to see who was talking about them. One of the most interesting things we found was how different ages talked differently about brands associated with the Olympics. The average age of people talking about Samsung came in at 29, but the average age of people talking about Acer was 42 years old.

Take a look at some of the other stats below. Are you surprised by anything you see? Let us know in the comments.

Why the Buzz about Twitter Brand Pages?

 The world is all a-Twitter about the much-speculated launch of Twitter brand pages.

According to Business Insider, these brand pages will “to build platforms on their pages that could include iFrame environments, allowing users to play games or shop on a brand’s site without actually leaving the Twitter environment.”

Okay, that, in theory, sounds interesting because is still doesn’t have much pizzazz for users despite efforts by Twitter to improve the usability and features.

If there was more to do on, it might encourage people to spend more time there rather than switching to services such as HootSuite and TweetDeck once they get the hang of using Twitter.

The question is whether Twitter brand pages have the potential to incorporate enough interesting features to become destinations that would compete against Web sites, Facebook Pages and, in time, Google+ pages.

In other words, can Twitter build a platform that brands can leverage to create a compelling experience that generates more engagement, relationship building and maybe revenue?

With Twitter brand pages in their nascent stages (only a brands such as Coca-Cola below have launched them), it’s too early tell if they’ll be successful but there is no doubt every brand will embrace them.

My biggest concern is that brand pages won’t have much of an impact unless Twitter provides brands with enough flexibility to make them interesting or useful. At the same time, Twitter needs to push ahead with making more compelling overall.

More: Simply Zesty said Twitter has been working on brand pages for awhile so it expects new features to be rolled out fairly soon.

The Importance of Social Media Policies

Within the social media landscape, perhaps the most uninspiring part is corporate policies that provide guidelines about what kind of activity is acceptable and what isn’t. These policies are important but they’re far from sexy and often viewed as an after-thought as opposed to a necessity.

For companies questioning the need or importance of social media policies, the issue was thrust into the spotlight last week when CNN fired its senior editor of Middle Eastern affairs, Octavia Nasr, for a tweet she made about Shiite cleric Grand Ayatollah Mohammed Hussein Fadlallah.

While CNN was criticized in some corners, it stood by the decision based on the fact Nasr breached the company’s social media policy.

Social media policies are nothing new. IBM, for example, introduced its “Social Computing Guidelines” five years ago, which features 12 basic rules.

Coca-Cola attracted a lot of attention earlier this year for a new social media policy that features 10 principles for online spokespeople.

  1. Be Certified in the Social Media Certification Program.
  2. Follow our Code of Business Conduct and all other Company policies.
  3. Be mindful that you are representing the Company.
  4. Fully disclose your affiliation with the Company.
  5. Keep records.
  6. When in doubt, do not post.
  7. Give credit where credit is due and don’t violate others’ rights.
  8. Be responsible to your work.
  9. Remember that your local posts can have global significance.
  10. Know that the Internet is permanent.

With the attention given to CNN’s decision, there is no doubt it will cause more companies to seriously explore the need for social media policies, or re-examine their current guidelines.

For companies looking at getting into social media, corporate policies are as important as the strategic and tactical plans being implemented because they represent a major pillar in the overall program.

Without social media policies, employees have no insight or information about what they’re allowed to do, and what can get them in trouble.