Here is the ppt from Session Three - unfortunately I have had to cut out the videos to make the file size acceptable

1. Session 3
Moving from one space to another

2. The aim of this session
• To understand how brands
operate in the traditional
media space (using Coca
Cola as an example)
• To look at Coca Cola’s
approach to operating in the
‘social’ media space
• To start to work out what a
brand needs to do in order
to become social

3. Why is Coca Cola the world’s greatest
marketing organisation?

4. Coca Cola in the 1950s

5. Coca Cola in the 1960s

6. Coca Cola in the 1970s

7. Coca Cola in the 1980s

8. Coca Cola in the 1990s

9. Coca Cola in the 2000s

10. Coca Cola today

11. Other stuff Coca Cola has done

12. One common theme
• One message (proposition) in front of lots of
people
• Has to work that way (remember last session)

13. Initial attempts to break free of
traditional media

14. What might be the
problems with this type
of approach?

15. The two big problems
• Scale: traditional media was all about creating
scale / reach – social doesn’t have scale built
into it
• Relevancy: how can we have ‘individual’
conversations in a way that create a scalable
benefit
• Differentiation: all roads lead to smiling brand
representatives handing out product for free

16. The Coke response
• Coca Cola Content 2020

17. In summary
• Produce lots of ‘liquid’ content, based around ‘linked’
stories
• This has to be the world’s most engaging content
• It will be based on ideas so compelling they take on a
lifeforce of their own
• Also has to be rooted in ‘live positively’ (rather than
happiness?)
• Has to be governed by the ‘North Star’ of popular culture
• Must provoke conversations (and earn a disproportionate
share of popular culture)
• These provocations will come from the ‘soil’ of data (via
data whisperers)

18. So what do you
think?

19. What I think
Definition of Dynamic Storytelling
The development of incremental
elements of a brand idea that get
dispersed systematically across
multiple channels of conversation for
the purposes of creating a unified and
coordinated brand experience

20. “…we will provoke conversations and
earn a disproportionate share of
popular culture”

21. What I think
• They are trying to make the old rules of mass
media work in a space where new (social)
rules apply
• “We have to be more niche and focussed and
‘with’ our consumers in more places – so lets
find a way of making lots of niche ads”
• Increase the volume and variety of content,
while finding a way to still have some creative
control (linked storytelling)

22. Other responses
• Solve the scale problem by adding scale to the
brand’s social media presence
• Solve the relevancy problem by hosting
conversations with your target consumers

23. Response to the scale issue

25. Data capture opportunity Cross promotion

30. Relevance

31. Marketing Directors’ Conversation Consumers’ Conversation

32. What should they be doing?
“Each day, fans from around the world visit the
page to express their love and share stories
about Coca-Cola, which plays a key role in their
lives. The brand is taking a backseat by joining,
not hijacking, these online conversations.
Doing so shows respect for our consumers and
celebrates their creativity.”

33. My theory
Coca Cola is a huge As a result of this success, people
and successful brand ‘interact’ with Coke on Facebook
?
No evidence to demonstrate Facebook interaction is
how Facebook interaction is therefore a measure of the
creating a brand’s success brand’s success.
The consumer stories are the
end of The Story

34. The Coca Cola Challenge:
how to make the consumer
stories the beginning of
The Story

35. Brand is the centre of Consumer is the
the story centre of the story
Consumers
‘provoke’ the brand
Provoke consumers
Amplify their Brand facilitates
response the behaviour

36. If you wanna be my
lover, you gotta get
with my friends….
What do you think about that
now you know how I feel?
Say you can handle my love are you for real
I won't be hasty, I'll give you a try
If you really bug me then I'll say goodbye