Coca-Cola has built an active presence on various social media platforms without much effort by the company as the brand is hugely popular and integral part of the daily lives of the people across the world.

1. Analysis & Outlook
Social Media Marketing Strategy @ Coca Cola – Coke Facebook Strategy
Coca Cola has built an active presence on various social media platforms without much effort by
the company as the brand is hugely popular and integral part of the daily lives of the people
across the world. Moreover Coca Cola’s customers themselves have been active on various
social media platforms like Facebook, Twitter, YouTube, Flickr, Google+, etc. A key step
forward was made I the year 2012 when the company announced Content marketing Strategy
2020 where in the company moved from moving from “Creative Excellence” to “Content
Excellence” Creative excellence has always been at the heart of Coca Cola’s advertising
particularly the 30 second Television Ads and they have decided that content is now the key to
marketing in the 21st century on a social web. Consumer engagement and collaboration model
was adopted where in Consumers ideas, creativity and conversations on various social networks
are tracked and use them to increase brand visibility and market the products. The purpose of
content excellence is to create “Ideas” that are viral and uncontrolled which is called “liquid
content”. Coca Cola adopted 70/20/10 Investment principle to creating “Liquid content“, 70% of
content should be low risk that pays the rent and is bread and butter marketing (also easy to do
and consumes 50% of time), 20% of content creation should innovate off what works and 10%
of content marketing is high risk ideas that may be tomorrows 70% or 20% or will fail.
The Coca-Cola Facebook Page is a collection of customer stories showing how people from
around the world have helped make Coke into what it is today. Most of the content on the page is
consumer created and the company’s focus is on maintaining the brand image and raising
awareness of its ad campaigns. Coca-Cola, which joined Facebook in 2008, has garnered close to
75 million likes by engaging customers and fans actively and less focus on product promotion
and more on its fans. Coca-Cola's success has been achieved through statuses, updates, videos
and photos that increase customer engagement and interaction, supporting various social causes
and integrating other forms of social media. Apart from promoting the widely popular Polar
Bears campaigns, Olympics and Euro 2012 ad campaigns, Coke’s social team post questions and
run polls often, but pictures and photos that are shared generate significant response from fans in
terms of comments and ‘likes’. Coca-Cola also has a number of Facebook apps, including one
called ‘When will happiness strike’ that is basically a video real of its ads and another called
‘Ahh Giver’ that allows users to send a personalised message and a free Coke to a Facebook
friend. Coca-Cola also has Facebook pages for its other products such as Diet Coke and Coke
Zero, however these have far fewer fans. But interesting fact is that Coca Cola did not start the
Facebook page first, it was started by the company fans, and it is created by its loyal consumers.
It all changed when Facebook introduced new rules which mandated that brand pages must be
administered by the brands themselves and Coke decided to keep the existing page but manage it
themselves rather that they starting a new page. Coca-Cola realized the fact that only traditional
advertising is no longer relevant it has to be supported by active social media presence where
customers actively engage by sharing opinions, videos, stories and photos and this highlights the
fact that the company cares.
Rajesh Prabhakar
Analyst Bio @ http://socialmediacases.blogspot.com/