Coca-Cola Social Marketing Case?

Social marketing is a solution to realize social welfare by commercial marketing and enhance commercial services by social welfare value. The following is what I

Social marketing is a solution to realize social welfare by commercial marketing and enhance commercial services by social welfare value. The following is what I arranged for you. Welcome to read!

1:

"When I sold the product to you, our relationship was not over, but just beginning." This is the user concept that is particularly valued in the Internet era, that is, not only selling products, but forming continuous interaction with consumers through the medium of products within a certain period of time and scope, thus completing the spread of brands. Generally speaking, mobile phones, computers, televisions and other consumer electronic products are easier to do this, and there are many good cases in reality. But for fast-moving consumer goods, this is a natural problem. Because FMCG is relatively simple, the purchase decision is also simple * * * a few seconds * * *, and it will be over soon * * * and you can throw it away when it is used up.

In the past, FMCG companies mostly hoped to increase the frequency of consumers' use and strengthen their brand image through high-intensity advertisements. Simply put, this connection is more realized through the special moments of time nodes, such as festivals and special activity scenes of space nodes. But in the era of social media, are there any new nodes to explore, and are there any new ways to play the old nodes? Let's take a look at some ways of playing Coca-Cola.

First, the content node

Speaking of Coca-Cola's marketing cases in recent years, we can't help but mention the nickname bottle phenomenon that became a hit last year. There has been a lot of analysis on this classic case, and I will only mention one point here. Is the communication content of this case original for Coca-Cola? Actually, it's not. The communication contents used by Coca-Cola, such as "Gao Fushuai" and "* * * Silk", are already on the Internet. These words, like network abbreviations such as "unconscious", are popular labels in the current Internet age. Coca-Cola only selected words with "personalized" characteristics, and these words were in line with Coca-Cola's own brand culture, and then printed on coca-cola bottle.

It is actually the ordinary young people in this society who really create these words. They may be consumers of Coca-Cola. They created these words to express themselves, and Coca-Cola "returned" these content nodes to themselves.

The key is, why only Coca-Cola came up with such a simple idea and it became an instant hit? I think Harvard Business Review answered this question as early as 20 1 1. Joe Tripodi, CMO of Coca-Cola Company, pointed out in an interview that as a consumer goods company, we must understand that consumers can create more information than you; It is the consumer who owns your brand, not you.

In other words, a good social marketing case doesn't require you to come up with a groundbreaking idea. Every era has its own content nodes, and the creators of these content nodes are probably your consumers. It is enough for FMCG companies to listen to the "content" created by consumers with an open mind and find content nodes that meet your brand to spread. As Joe pointed out, the role of Coca-Cola should be the host, not the broadcaster or missionary.

On the contrary, Li Ning's famous bid change failed. Li Ning wants to complete a brand revolution with the post-90s content node, but the post-90s content node is not advocated by Li Ning's main target customers. In other words, Li Ning just forgot the fact that consumers, not Li Ning Company, own the brand Li Ning. When a brand is created and survives in the world for a long time, it has an independent life just like the characters created by writers. Readers will not easily allow the author to change all this, just as Sherlock Holmes fans will not allow Conan Doyle to kill their detectives. When the company tried to forcibly replace it with another concept, it failed.

Second, emotional nodes

People who travel abroad must have this experience. Many tourist attractions will send you some brochures. Every time you go to a scenic spot, you will stamp a chapter to confirm that someone has been here in a seemingly formal way. For the average person, this is also a way to brush the sense of existence. This is actually an emotional tipping point, which can arouse people's beautiful emotional feelings.

Last year, Coca-Cola cooperated with Papa to move this to the mobile Internet. One of the characteristics of snapshot is the function of photo filter. Previously, the Snap watermark filter only opened the privileged service for the film "Love on the Roof" directed by Li Bingbing and Jay Chou. In order to cooperate with the nickname bottle activity, Coca-Cola decided to customize Coca-Cola's exclusive watermark after consultation and communication with the staff, and tried to do advertising marketing from the photo watermark, so that everyone could gain a sense of existence when taking pictures and share it with Sina Weibo, Tencent Weibo, qq Space, WeChat circle of friends, Renren, etc. Results Within two weeks after the watermark filter was launched, more than 20,000 pictures were added with the watermark filter of Coca-Cola nickname bottle by netizens.

In this case, the difficulty lies not in the discovery of emotional nodes, but in how to "realize". In the past, Coca-Cola may use tender advertisements to detonate this "emotional node", but in this case, Coca-Cola thought of using the electronic imprint form of snapping up watermarks, which provided a new possibility.

Third, the time node.

In the Internet age, the best case of accumulating time nodes is the "Double Eleven" invented by Ali and the time-limited spike game widely used on e-commerce websites. The emergence of e-commerce has changed the law of people's consumption time. For example, in the past, holiday leisure time was the peak of people's shopping, because people could not leave the office to go shopping during working hours, and merchants often chose to promote sales at this time. But e-commerce has changed all this, forming a new peak of sales time and its own rhythm.

Coca-Cola recently cooperated with Yi Xun to try to start a limited-time spike activity at 3 pm. The reason for choosing this time is that Coca-Cola thinks that 3 pm is the time when office workers are tired and inattentive. In many companies, 3 pm is the afternoon tea break. At this time, the chances of people browsing e-commerce websites for online shopping will also increase greatly.

Fourth, spatial nodes.

"Where consumers appear, we will appear." Fast-moving consumer goods companies like Coca-Cola usually emphasize this principle. Therefore, the presidents of giants such as Coca-Cola and Adidas will spare no effort to sponsor local events such as the World Cup and the Olympic Games. Because in a specific space like a stadium, consumers' attention will increase geometrically. However, in the era of mobile internet, people go out less, but they are "everywhere" in the virtual space of the network. They will not only watch the game on the spot, but also share and express their feelings through the Internet or mobile terminals. At this time, how to carry out social marketing is very nerve-racking.

20 14 June, the World Cup in Brazil is about to open. At present, Coca-Cola's new marketing plan is still unknown. However, during the 20 10 World Cup in South Africa, the Coca-Cola Headquarters and FIFA exclusively filmed a 60-minute review of Coca-Cola's classic goal celebration in the 20 10FIFA World Cup, which was broadcast online, including Bei Beituo's cradle dance in the 94 World Cup and Uncle Mira's corner flag twist in the 90 World Cup. And revisit these famous players who made history exclusively. The problem is, it's more like a collection of World Cup goals. Why did Coca-Cola make such a documentary? What does this have to do with the brand communication of Coca-Cola?

One of the shots may give you some inspiration. It turned out that in the 1990 World Cup 20 years ago, Uncle Mira led Cameroon to the quarterfinals of the World Cup, which was not only the first time for an African team to reach the quarterfinals of the World Cup, but also the best result so far. Uncle Mira likes to go to the corner flag area after scoring goals. Because of some mistake, the advertisement on the billboard next to the venue is Coca-Cola! Uncle Mira and Coca-Cola were fixed in history by TV cameras. The staff of Coca-Cola discovered this occasional special moment, so they reused the old wine in new bottles and put it at the beginning of the documentary. The 20 10 World Cup was also held on the African continent for the first time. Coca-Cola's documentary can arouse Africans' infinite memories of 20 years ago, and its dissemination has achieved unexpected good results.

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What changes will socialization bring to brand marketing? There is no need to argue too much, because changes are already taking place. Does socialization mean that traditional enterprises will fall behind again? Don't worry too much about this, because the learning ability and speed of traditional brands, as well as the courage and strength of practice, can not be underestimated. The focus of today's discussion on socialization should not be how important it is, but how to put this important idea into practice within the company and gradually adapt to the requirements of the socialized era for company and brand management from the aspects of strategy, organization, process and practice.

The article * * * Coca-Cola Marketing Transformation comes from the statement made by Joe Tripodi, CMO· of Coca-Cola Company, in Harvard Business Review in April, 201/2008, which well explains how to incorporate the concept of socialization into marketing strategies and plans from the perspective of a traditional brand. From this article, we can clearly understand how Coca-Cola treats socialization from the height of brand strategy, not just from the tactical level. The core point of view, from consumer impression to consumer expression, clearly expounds the essential changes brought by socialization to the brand-my Coca-Cola, my experience and my expression! In the ubiquitous social dialogue, Coca-Cola needs to play the role of host, coordinator rather than leader.

From consumer impression to consumer expression, it is not only the change of communication mode, but also because socialized consumers reflect many different characteristics from the past, which requires that the ideas and methods of brand marketing should also be changed. In the impression era, the index system for measuring brand health, such as popularity, usage rate and awareness, obtained through questionnaire inquiry, may not be applicable in the era of consumer expression. Therefore, from the perspective of measuring the effect of brand building, we also need a set of index system to adapt to the era of consumer expression.

As Larry Weber said at the beginning of Marketing to Social Networks, in the era of socialization, the Internet is not a channel; Brands are integrators, not broadcasters. Marketers should reflect on past marketing experience with an open mind, but the essence of marketing has not changed. Therefore, there is less time to discuss the skills and ideas brought by social networks, and more time to think about how to implement the concept of socialization into company strategy, brand strategy and specific implementation plans from the perspective of marketing essence. This may be an important starting point for brand socialization.

This year is the Olympic marketing year of Coca-Cola. In China, this is the first Olympic marketing year since the rise of Weibo. It is expected that Coca-Cola will also present a wonderful case of socialized brand marketing in China.

The following is the original compilation:

Socialization Transformation of Coca-Cola Brand Marketing

Many people remember that the role of CMO is simpler than it is now, when information was flowing in one direction-consumers from the company. When preparing marketing plans and budgets, the key measure is consumer impression, that is, how many people will see, hear or read our advertisements?

If that method still works now, it can only appear in the TV series Mad Men. Now information flows from many directions, and the contact points of consumers have doubled. Those old, single-form practices have given way to precision marketing and one-on-one communication. Perhaps the most important change is that consumers are now endowed with unprecedented power to spontaneously create content about our brand and share it with the whole Internet through their own social networks. This has changed my role as the CMO of Coca-Cola, and also changed the way the company establishes close relationship with consumers.

In the short term, consumer impression will also be the cornerstone of marketing effect measurement, because it is a unified method widely used to measure the advertising effect of different media. However, consumer impression only tells advertisers a general audience range. By definition, impression is passive and can't reflect the real close relationship between brands and consumers * * * Participation * * *-this is exactly what we want to achieve. Brand awareness * * * awareness * * is good, but supporting * * * advocacy * * will make the company's business by going up one flight of stairs.

So in addition to consumer impressions, we are increasingly tracking the spontaneous expression of consumers. For us, expression represents the close connection between consumers or voters and the Coca-Cola brand. This may be a comment, a "like", uploading a photo, a video, or forwarding a post to their social network. We are measuring the effect of these consumer expressions, and applying the experience we have learned to global or local brand building activities through 2700 marketers around the world.

This is a brand-new era, consumers are empowered, the relationship between consumers and brands is very close, and consumers are closely linked by the Internet. What is the key to success in this era? The follow are some of that main lessons we have learn so far:

Accept the fact that consumers can create more information than you.

In the wave of spontaneous expression of consumers, there is no need to compare with consumers. Instead, take the time to consider embedding some content that can arouse consumers' enthusiasm, such as sports, music, pop culture and so on. We estimate that the content of Coca-Cola on YouTube has 654.38+45 million views, but only 26 million views are created by Coca-Cola itself. In addition, 65.438+0.2 billion times watched the content created by consumers. In quantity, we can't compare with the creative output of consumers. But we can stimulate content that meets our requirements.

B*** Create content with strong liquidity * * liquidity * * and strong relevance * * * links * * *.

Highly mobile content refers to attractive, original and creative works, and do as the Romans do. Because of these characteristics, these works can flow in any media and will soon be everywhere. Content with strong relevance refers to the content associated with brand strategy and business objectives. No matter where consumers see these contents, what they see is the content that supports the overall strategy of the brand. When the content has the characteristics of fluidity and relevance, it can stimulate the expression of consumers and has the potential of large-scale rapid dissemination.

An example of mobility and relevance is the 20 10 Coca-Cola World Cup marketing campaign-the largest marketing campaign in Coca-Cola's history. More than 160 countries use the same visual identity system, the same TV advertising pool and the same digital marketing platform. Everything is linked by a theme of celebration.

C*** accepts the fact that consumers, not you, own your brand.

Coca-Cola first realized this when it introduced the new formula of Coca-Cola in 1985. With the development of social media, this is becoming more and more important. At the time of writing this article, Coca-Cola's facebook page had more than 25 million fans * * * Note: There are now 42.73 million fans * * *. Our fan homepage was not completed by the staff of Atlanta headquarters, but initiated by two consumers in Los Angeles. They used this homepage to sincerely express their feelings about Coca-Cola. If it had been ten years ago, a big company like ours would have asked lawyers to send a letter "Please stop the infringement immediately". Today, our methods are completely different. We choose to cooperate with them to create new content. Now, our facebook page grows by about 65,438+million fans every week.

Establish a process that allows successful or failed experiences to be quickly shared within the company.

Increasing consumer expression requires many attempts, and some attempts will always prove ineffective. Therefore, we should reserve a series of ideas, so that successful practices can be quickly copied to other markets, and at the same time, we can quickly share the lessons of failure. For example, the video of our happy machine was very successful on YouTube. * * * Note: It has been watched nearly 4.8 million times, and the video is at the end of the article * * * So we turned it into a TV advertisement and copied this low-cost and viral concept to other markets.

E*** should manage the community like a promoter, promoter, coordinator or host, instead of trying to control the community.

In 2009, Coca-Cola launched Expedition 206. Consumers have selected three of their favorite Coca-Cola ambassadors, who will visit 206 countries where Coca-Cola sells, and host online dialogues to discuss what makes people around the world happy.

During their 273,000-mile journey, ambassadors have to blog and create content. Our role is to help them throughout their journey. But this is not a small task! We must give up control of the content so that the Coca-Cola ambassadors can freely share their experiences. In this era of consumer expression, what brands should do is to help and participate in the community, rather than choose to control it.

If you have any questions, clarify them directly, but let f*** have a chance to help you clarify first.

Of course, the expression of consumers is not always positive. Therefore, you must participate in the dialogue in order to clarify the problem when necessary. Even better, we find that fans will spontaneously supervise and manage online communities. When our Facebook website is attacked by extremist organizations and they post negative posts against Coca-Cola, Coca-Cola fans will first respond with positive messages supporting Coca-Cola and challenge extremist organizations to use the community to achieve extreme goals.

Since 1886 pemberton transferred the world's first Coca-Cola, great changes have taken place in marketing. 20 1 1 On May 8th, Coca-Cola will celebrate125th anniversary with fans all over the world. At that time, I will be curious about how many consumer expressions will be stimulated. More importantly, I will look at the contents expressed by these consumers very carefully and take these expressions as a better measure to measure whether Coca-Cola can successfully maintain its most valuable brand position in the future 125.