Coca-Cola: Content Management
Strategies
1) Liquid and Linked
Liquid- Liquid means freely flowing, thus plan consistently on creating such contents which go viral and wanders freely around the web. They push out their best content which generates high levels of interest across social networks and other online platforms.
Linked- Whatever they write are linked to their very goals. Simply putting, if it does not add any value to the company by generating revenue or strengthening the brand image, it is useless!
2) The 70/20/10 Plan
70%- 70% of their contents are of low risk. By this they mean content that has consistently
worked well and achieved results in the past. It does not ether mean boring or low quality.
20%- 20% of the content they produce are spin off from what has worked earlier. It means an in depth, detailed and better quality version of the content created earlier for the 70%.
10%- The rest 10% of content are of extremely high risk. Innovative ideas and concepts which often end up by working fantastically well or failing terribly.
Few of the Online-Marketing done by Coke
1) Global toolkit for the London 2012 Olympic Games Move to the Beat campaign:
activated in more than 110 countries.
included 60 different types of content.
60-minute documentary on the making of global anthem with Mark Ronson that were cut into shareable webisodes and mobisodes, to Beat Maker app, which let consumers create their own beats as ringtones and upload them to the Global Beat on Facebook.
2) To re-present the corporate Web site as an online magazine, called Coca-Cola Journey
The reorganized Web site will offer articles on subjects like entertainment, the environment, health and sports, including longer pieces given prominence in the same way that magazines play up cover pieces.
Interviews, opinion columns, video and audio clips, photo galleries and blogs also will be featured.
3) Extensive presence for the company and its brands in social media like Facebook, LinkedIn, Twitter and YouTube.
Advertising on Facebook, MySpace and Twitter is becoming more used.
features a site for customers to blog.
4) The Coca-Cola Company will promote the new version of the corporate Web site with
search engine marketing on Google, Searching a word for example typing in Coca-Cola, a bunch of links would show up related.
5) Engaging customer on Facebook
Targeting the youth segment
In Australia, they launched bottle’s with common names. Later the promotion shifted to FB, where the most voted names were to be printed on bottle next.
Coca-cola company apps on FB.
6) Digital display ads
Web banner.
7) On mobile
Targeting the teenagers hooked to their mobiles
AdMob (Google Advertising) features Coca-Cola advertisements in videos and text format.
Coca-Cola launched a promotion in Great Britain to give away 50p free mobile credit with every purchase of a Fanta, Dr Pepper and Sprite drink (other brands of Coke). Bottles and cans will carry a code, which entered at www.gimmecredit.co.uk.
My Coke Rewards: On the caps of bottles carries a code where then consumers go online to enter the code to gain points. With over 500 ways to spend the points like new screen savers for the phone, songs, pictures, ringtones, cheat codes and emotions.
8) “What makes people happy?”
The whole family as the target segment
This campaign located online at Expedition206.com for viewers to follow and blog, blog posts seen on Tweets, YouTube or on Flickr.
9) Online games
Polar bear games.
Coca-cola zero facial App.
