What is Content Marketing? Why is it important? This is the case of Coca-Cola Bloggers Network Adria, which started in November 2013, when Coca-Cola System hired 9 bloggers from 5 countries from former Yugoslavia (Serbia, Croatia, Bosnia and Herzegovina, Montenegro and Macedonia). (August 2014) Vladimir Vulic, www.vanja.me

1. Coca-Cola Bloggers Network Adria
The case of
www.vanja.me

2. The first media revolution

3. The printing press was an important step towards the
democratisation of news, information and knowledge

4. The second media revolution
Bigger
distribution
Bigger
profits
Buying
advertising
Bigger sales
TV-industrial
complex
(Seth Godin)

5. “’Mad Men’ were great in a
one way communication world.”
Jackie Kelly, UM, CEO

6. Good old days...

7. Today’s family

8. “The fact that your
target audience is
not listening is not
their fault, but yours.
If your story is not
getting through, you
should change your
approach, instead of
shouting louder.”
Seth Godin
Author, entrepreneur, marketer, and public speaker

9. “If you talked to people the way advertising talked to
people, they'd punch you in the face!”
Hugh MacLeod, cartoonist

10. The third media revolution

11. “Markets are conversations.”
“Corporations will only sound
human when they empower
real human beings to speak on
their behalf.”
“Companies need to get out of
the way so intranetworked
employees can converse
directly with internetworked
markets.”

12. Web 2.0
“Network as the platform”

13. “Many to many!”

14. ”Your consumers will talk about
your brand more powerfully
than you ever could!”
Joseph V. Tripodi
The Coca-Cola Company
Executive Vice President

15. “If I tell my Facebook friends about your brand, it's not
because I like your brand, but rather because I like my
friends.” - Mike Arauz, consultant

16. “Take the megaphone away from your
mouth and put it to your ear!”
Jonathan Becher, SAP, CMO

17. “Social networks are now the operating
systems for consumers’ lives.”
Ajaz Ahmed, AKQA, chairman and founder

18. “Users, especially young users, believe not
just that spam is spam, but that all
advertising is spam.” - Bob Garfield, Advertising Age

19. “Stop interrupting
what people are
interested in, and
become what people
are interested in
speaking with.”
Nick Davidge
Greenlight, Creative director

20. “Content marketing is a
marketing technique of
creating and distributing
valuable, relevant and
consistent content to
attract and acquire a
clearly defined audience
– with the objective of
driving profitable
customer action.”
Source: Content Marketing Institute

21. “Content marketing’s purpose is to attract and retain
customers by consistently creating and curating relevant
and valuable content with the intention of changing or
enhancing consumer behavior.” - Content Marketing Institute

22. “70% of people would rather learn about
a company via an article than an ad.”
Source: Content Marketing Institute

23. “Content marketing is the only marketing left.”
Seth Godin, author, entrepreneur, marketer, and public speaker

24. “We produce 15% of the content.
Consumers produce 85%.”
Wendy Clark, The Coca-Cola Company, Senior Vice President

25. “The digital revolution has not just arrived, it has well and truly settled in.
Traditional communication channels have mutated, fragmented and diversified
to create a spectrum of media experiences that give consumers unparalleled
options and freedom of choice.” - Kate Connolly, Universal McCann London

26. “Millennials (those born from the early 1980s to the early 2000s)
are dramatically transforming how companies interact with
customers. They’ve introduced a new value system and expect
brands to be transparent, authentic, organic and sustainable.
Millennials are loyal consumers if we engage them on their own
terms. To meet these expectations, we have to pivot and evolve
everything we do, reorganizing with new skillsets, tools and
processes. Coca-Cola is doing so by placing emphasis on
creating rich content, managing conversations in real time,
investing in experiential marketing and providing compelling
digital storytelling platforms. Everything has to be shareable.” -
Joe Tripodi, The Coca-Cola Company, Executive Vice President
“Millennials (those born
from the early 1980s to the
early 2000s) are
dramatically transforming
how companies interact
with customers. They’ve
introduced a new value
system and expect brands to
be transparent, authentic,
organic and sustainable.
Millennials are loyal
consumers if we engage
them on their own terms.”
Joseph V. Tripodi
The Coca-Cola Company
Executive Vice President

27. “To meet these expectations, we have to pivot and evolve
everything we do, reorganizing with new skillsets, tools and
processes. Coca-Cola is doing so by placing emphasis on
creating rich content, managing conversations in real time,
investing in experiential marketing and providing compelling
digital storytelling platforms. Everything has to be shareable.”
Joseph V. Tripodi
The Coca-Cola Company, Executive Vice President

28. Coca-Cola Bloggers Network Adria
The case of www.vanja.me

29. There are no professional bloggers in countries from
former Yugoslavia, since the traditional online
advertising revenue model is inappropriate for low-
volume traffic web sites
There are no blogs in Top 100 web sites in the region
Aspiring professional bloggers do exist -
influential bloggers, social network influencers…

30. The mission of CSR Project “Building Advertising
Capacity for Bloggers” is to help influencers become
professional bloggers
Project founder - Dragan Varagić,
e-business & communication strategist from Serbia

31. Coca-Cola Bloggers Network Adria started in November 2013,
when Coca-Cola System hired 9 bloggers from 5 countries
from former Yugoslavia
The blogger receives a fixed monthly fee and is obliged to
create one blog post per month
Coca-Cola System discloses the sponsorship by placing a
banner on each blog

32. Leadership
The courage to shape a better future
Collaboration
Leveraging collective genius
Integrity
Being real
Accountability
Recognizing that if it is to be, it’s up to me
Passion
Showing commitment in heart and mind
Diversity
Being as inclusive as our brands
Quality
Ensuring what we do, we do well
Characteristics Coca-Cola System looks for in a blogger

33. Tools used to determine Social Media Visibility:
Topsy
Sysomos
Bloggers selection criteria

34. Serbia
Nenad Pavlović, http://nesha.me/
Maja Petrović, www.vitkigurman.com
Marija Petrović, http://palachinkablog.com
Mirjana Mimica, http://mahlat.rs/
Croatia
Mario Poje, http://pojemario.com/
Tadeja Bjažević, http://doubletkitchen.blogspot.com/
Bosnia and Herzegovina
Hana Kazazović, www.bosanka.net
Montenegro
Vladimir Vulić, http://digitalizuj.me/
Macedonia
Darko Buldioski, http://komunikacii.net/
Coca-Cola Bloggers Network Adria

35. Visitors/Page views on blogs
Number of blog post comments
Number of social media interactions
Sentiment analysis
Success metrics

36. Coke and Food
Twitter
community
Water
replenishment Child obesity
Content examples
Innovation

37. Spreading the content
Bloggers share their own content on social media
Bloggers share content of other bloggers participating in
this project
Coca-Cola System promotes blog posts on Facebook with
a small budget - $50 per blog post
Blog posts from this project get much more interaction
than posts from Coke’s own Facebook brand page

38. Project team communication
Secret Facebook group for bloggers,
PAC and Activation managers

39. Key learnings
Context is more important than content - blog posts should
be in line with trending topics to achieve high engagement
Brief has to allow lots of creative space in order
to get truly different posts on the same topic

40. Project results (first 6 months)
48 blog posts
101,525 readers
217 blog comments - 95% positive sentiment

41. Social Media Expressions
8,228 FB likes
1,206 FB comments - 88% positive
1,535 FB shares
369 tweets
13,593 social media expressions in total

42. Vladimir Vulić
To connect, and for speaking enquiries, please visit
www.vanja.me