How Coca-Cola is Reinventing their Marketing Strategy with Social Media
Author: Sofia Sapojnikova
Coca-Cola created a new office of digital communications and social media earlier this year. Clyde Tuggle, senior vice president of corporate affairs and productivity at Coca-Cola, explained why: "Mass media is declining in importance. Our future success depends on our continued ability to connect people to our brands and our company all around the world, one person at a time. Our new office of digital communications and social media will help us become even more comfortable and effective in these new spaces.â
This is very big news for a company who used to spend over a billion dollars a year on traditional advertising alone. But what Coca-Cola has learned â" no matter how catchy your slogan is or how spectacular your TV commercial looks, you must still work diligently to ensure that you remain number one and a viable, competitive force.
One interesting social networking idea Coca-Cola has developed is a site called CoketTag. CokeTag is a Facebook widget for sharing links. It allows you to make a customizable widget including links from anywhere and share it with your friends.
âThis Facebook effort was in pure viral form,â said Phil Mooney, Director of Heritage Communications, one of CokeTagâs creators. âToday, our Coke Facebook community has 3 million members. The only larger community out there on Facebook was for Obama for President,â he added. âCoke made the decision to ânot go corporateâ and let the group remain in the fansâ hands.â
Mooney cited the example of the Coca-Cola Facebook community that spawned virally, a result of âtwo guys in LA who created a fan page.â Facebook asked Coke to take-over and manage the Facebook group â" as per its policy that brands own their named real estate. Instead, Coke contacted the two group creators and let the fans decide where to take that conversation.â
Phil Mooney has some advice for other companies: âDonât be afraid to let your community, not the corporation, take ownership of your brand identity. They can be the customers who form more naturally to develop brand attributes.â
Coca-Cola has spent a lot of time building their presence and that has made them very popular. What Coke is doing is what every online corporate entity should do: embrace the effects of an internet presence and capitalize on it. Even if you donât âgetâ the platform at first, try try again.
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Marketing strategy?
I need a marketing strategy to help Werther’s Original build up sales through non-traditional outlets such as cinemas?
Please help! Any ideas please.
I suggest you take advantage of your Friday/Saturday night traffic by offering them a coupon when they come in for a free drink or other incentive for coming in on Thursday or Sunday.
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A Werthers rather than an after dinner mint at restaurants might be an idea.
Marketing Strategy?
I am overseeing a Fort Worth TX nightclubs marketing department, I have no problem filling the house on Friday and Saturday of course, but Thursdays and Sundays are difficult. Does anyone have any suggestions for Thursdays or Sundays? There is another club in the same building that in hindering me. In the Contract clause it states that no one can serve drinks under 4 dollars if they are and alcohol vendor. Well there goes the cheap drinks idea. The venue does offer bottle service, which means you can actually purchase a bottle of liquor and basically entertain your own guest. Alot of people don’t understand the concept, that may be hindering me. Any help or suggestions with be greatly appreciated. I will offer my services to anyone with a good answer. Thank you
What marketing strategy can I use to sell a higher quality but more expensive product?
I need to set up a marketing strategy to sell a very durable and reliable desk drawer slide for $8.75 when there is a competitor selling a cheaper less reliable version for only $1.75– obviously my product is better, but how do I stress that to customers and get them to pay this high price?
What is a good marketing strategy for a security company?
I am the operations manager for a branch of a company I work for and am currently working on a marketing strategy to build our revenu for the company by getting contracts together for propertys that may want to contract us. what is a good strategy for this?
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What is easiest way to draw up a marketing strategy for a small online business?
What is easiest way to draw up a marketing strategy for a small online business?
Is it not as simple as SEO’s, a bit of offline advertising ( flyers) and a few adverts out on the net?
To market in terms of quality rather than price, and in order to differentiate accordingly, you need to follow the standard format of the 4 P’s marketing plan. That is, Price, Product, Place and Promotion – obviously you know the main attributes of the product, and the price, but for ‘place’ you should think about the type of people who are willing to pay over 4x price of competing product – whereas the cheap option may be sold where emphasis is on cost, your product will be suited to places/distributors where the customers will be willing to pay for quality. Promotion needs to concentrate on the unique selling point / differentiator of the product you are selling, so this would be promotion through media (the choice of which depends on place – ie internet, leaflets, direct sales force, tv etc etc) with a strong emphasis on the reliability, durability and quality of the desk drawer slide – heavily focussing on the life of the product compared to cheaper ones; a ‘lifespan’ comparison could show the cheaper one to be a false economy both in cost and effort of replacement, so this could communicate it quite well.
Hope this helps
In marketing strategy, we have many-many techniques to run this. But for me, if you are new, better you try invest a lot of money to purchase ads from top website. I like use pay per click technique especially from adwords, yahoo and adbrite..