Andy’s Answers: How Coca-Cola is connecting fans all over the world
We’re interviewing a bunch of brilliant word of mouth marketers as previews for the Word of Mouth Supergenius conference in Chicago on Dec. 16.
In this interview, Adam Brown, Coca-Cola Group Director, Digital Communications, shares a few tips based on the case study he’ll be presenting:
- Fish where the fish are. Coke is focusing on putting content where the fans are by sharing everything on Twitter, Facebook, Bebo, Orkut, etc.
- Learn to sell these big ideas as internal partnerships. Coke’s Expedition 206 is a partnership of marketing and communications. It’s a new concept at Coke, and probably at any company — and one of the biggest challenges of new media is internally determining where to host these activities.
- Start using these new tools yourself. Get a feel for them by just trying them out. The vast majority of them are free, and your testing might be where some great new ideas come up.
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Tags: Adam Brown, Coca Cola, food and beverage, GasPedal, Word of Mouth
Categories: Andy's Answers, Ideas in Action
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Posted by Douglas Naegele on November 17th, 2009 at 8:56 am
Personally, I like these Coke campaigns. I’m a huge Coke drinker and I still find myself responding to the ads — even though I don’t need to be sold, I’m in.
Specifically, I like the text-in campaigns where you text in the bottle cap number. It’s a good way to kill two minutes while I’m standing in line somewhere. (I’m a text guy, however, so no surprise there).
Posted by Victoria Hassett on November 17th, 2009 at 11:36 am
Coca-Cola bring together the platform of social media & continue to highlight Coca-Cola as a multi-cultural brand.
Very compelling! Is W.O.M spreading with Expedition 206 though?
Victoria Hassett, Jom Makan
Posted by Brian on November 17th, 2009 at 11:48 am
here’s the problem with social media:
see Exhibit A above
Posted by Katie Ingraham on November 17th, 2009 at 1:14 pm
It was very encouraging to hear Adam speak at the Blog Well Conference in Atlanta- Expedition 206 is going to be a great example of how social media translates across the world. Looking forward to following the journey.
Posted by Twitter Trackbacks for SmartBlog On Social Media » Andy’s Answers: How Coca-Cola is connecting fans all over the world [smartblogs.com] on Topsy.com on November 17th, 2009 at 2:43 pm
[...] SmartBlog On Social Media » Andy’s Answers: How Coca-Cola is connecting fans all over the world smartblogs.com/socialmedia/2009/11/17/andys-answers-how-coca-cola-is-connecting-fans-all-over-the-world/ – view page – cached We’re interviewing a bunch of brilliant word of mouth marketers as previews for the Word of Mouth Supergenius conference in Chicago on Dec. 16. [...]
Posted by Twitternytta (vecka 47) | The Brand-Man on November 20th, 2009 at 7:25 am
[...] Från @CGHanson Adam Brown, ansvarig för Digital Communications på Coca-Cola, delar med sig av sina insikter och åsikter: Andy’s Answers: How Coca-Cola is connecting fans all over the world: http://bit.ly/6WcIM [...]
Posted by Coca-Cola’s tips for drawing fans « FCEdge Powerful Marketing Communications on November 25th, 2009 at 10:40 am
[...] Coca-Cola’s tips for drawing fans Coca-Cola has succeeded in generating word of mouth on social sites by being where its customers are, making marketing and communications collaborate on projects and testing the newest tools to generate ideas, the company’s digital communications group director tells Andy Sernovitz. SmartBrief/SmartBlog on Social Media [...]
Posted by Social Media Marknadsföring on November 30th, 2009 at 4:14 am
Hey Andy,
Thank you for a nice blog but honestly – I find the post above to be really mainstream and the words written is the exact words of all the other blogposts out there. “Fish where the fish are” is an exact copy of the concept – “Social Media for dummies”.
Thanks for letting me get my opinion out.
Best,
Magnus