Coca-Cola: A social media case study

by Robin Grant in News Google+

Following on from our Best Buy social media case study back in May, I thought it worth looking at what the FMCG giant Coca-Cola are up to in social media.

Last month in Cannes, Jonathan Mildenhall, Coca-Cola’s VP of global advertising strategy, admitted the multi-national corporation had been slow to embrace social media and historically, they did make some mistakes. However, if you scratch the surface a little, they’re doing some interesting things.

In April they created a new office of digital communications and social media within its public affairs and communications department, giving Adam Brown, digital communications director, and Anne Carelli, digital communications manager, oversight of corporate digital and social media communications efforts.

It’s worth watching Adam speak about Coca-Cola’s social media strategy at the recent BlogWell New York conference (start 50 secs in):

You can also see Adam’s slides here.

Coca-Cola Conversations is the blog Adam mentions, check out the Coca-Cola Facebook page, and for a UK perspective it’s worth looking at this article about ‘Let’s get together’ and the Coke Zone blog.

Of course, there’s also the famous story of the Coca-Cola Facebook page:

Update: Adam has kindly tweeted me to point out that Coke are on Twitter too. I especially like the fact that they’re being very conversational, even with their arch-rivals Pepsi:

Coke's tweet to Pepsi

Update 2: Coke’s new social media policy

Update 3: Coca-Cola and social media: Fans first

Update 4: Coca-Cola builds new social media model

Update 5: Coca-Cola’s marketing shifts from impressions to expressions

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  • http://twitter.com/CharlieAtCisco Charlie Treadwell

    Social Media certification, that's a great idea!

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  • stewartatkins

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  • glindfordsmith

    I am not sure Coca Cola really needs social media, though (although it definitely could and would not hurt). After all, I cannot imagine that I know any Americans that have never bought or drank soda from a 2-liter bottle, but I would be hard pressed to find someone that could actually quantify a liter of gasoline.

  • http://twitter.com/meanius Samina

    10 by 6 by 10 tactic- I want to know more! There must be a really fine line with having representatives, I wonder if they're ever seen as being bias towards Coca Cola. I think coke is a great social object- there's so much you can do around it. I was watching the Coke Library advert and found myself brainstorming ways they could build on it. At the moment the Facebook fan page has 3,657,067 fans, how do they choose and create social content that appeals to everyone? Do they have an idea of demographics? I guess I'm just curious to know how it changes by market.

  • http://twitter.com/meanius Samina

    10 by 6 by 10 tactic- I want to know more! There must be a really fine line with having representatives, I wonder if they're ever seen as being bias towards Coca Cola. I think coke is a great social object- there's so much you can do around it. I was watching the Coke Library advert and found myself brainstorming ways they could build on it. At the moment the Facebook fan page has 3,657,067 fans, how do they choose and create social content that appeals to everyone? Do they have an idea of demographics? I guess I'm just curious to know how it changes by market.

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  • garath12dec

    coca cola is a well known brand in the world i guess they do not require social media

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