1. “Coke is It” Coca-Cola Emily Tackett Northeastern University
2. Who is Coca-Cola• Coca-Cola has over 3500 products in over 200 countries• Most recognized brand in the world (94% of world’s population recognize Coca-Cola)• Employs 146,200 people worldwide• In business for 126 years and 50 consecutive years of increased profit.
3. Vision Coca-Cola Company’s People: Be a great place to work Mission where people are inspired to be theTo refresh the world best they can be.To inspire moments of optimism Portfolio: Bring to the world aand happiness portfolio of quality beverage brandsTo create value and make a that anticipate and satisfy people’sdifference desires and needs. Partners: Nurture a winning network Values of customers and suppliers, togetherLeadership– The courage to shape we create mutual, enduring value.a better future Planet: Be a responsible citizen thatCollaboration - Leverage collectivegenius makes a difference by helping buildIntegrity– Be real and support sustainable communities.Accountability- If it is to be, it’s upto me Profit: Maximize long-term return toPassion– Committed in heart and shareholders while being mindful ofmind our overall responsibilities.Diversity- As inclusive as our brands Productivity: Be a highly effective,Quality- What we do, we do well lean, and fast-moving organization.
4. Business ModelCoca-Cola uses the multiple hub and spokemodel for their brands and their use of socialmedia.The Multiple Hub and Spoke Model allows“companies within companies to act nearlyautonomously from each other under acommon brand.”
5. Branding the BrandCoca-Cola uses socialmedia sites to connectwith consumers by Use of these social mediaencouraging users to sites has led Coca-Cola toshare stories, pictures, have “Connectedand videos. Consumers”(Solis, 2012)
6. Coca-Cola and FacebookOver 62.2 million “Likes” 797,581 people talking about Coca-Cola
7. How Coca-Cola reached over 50 million fans on Facebook• Encouraging fan interaction – Posting content such as fill in the blank which takes users seconds to respond to.• Being on the cultural pulse – Posting to toast the success of Women’s US Boxer Marlen Esparza during the 2012 Olympic games.• Asking questions – Posting questions that only require 1-2 word answers.• Posting shareable content – Posting pictures of their macsot, the polar bear, which induces users to comment with “awww” and to share the image• Being funny :
8. Coca-Cola and Twitter• On their main Twitter account, @CocaCola, Coca- Cola has:• 691,616 followers• Following 67,733 users• 1,322,000 tweets per quarter
9. Coca-Cola’s Twitter Success• Engages users by posting questions that require short answers• Hosts contests that get users involved in the brand. A good example was this year’s heart month contest. The Diet Coke twitter page hosted the contest which required twitter users to post heart related pictures with #showyourheart.
10. Coca-Cola and Google+• On the main Google+ page, google.com/+Coca-Cola, Coke has:• 843,664 followers, a small percentage of their Facebook page, but more than their Twitter page.• 828,305 people have Coca-Cola in their “circles”
11. Google+ Success• Coca-Cola utilizes the same strategy on Google+ that do with Facebook. Posting content that engages and interacts with users.• The main difference for Google+ is Google Hangouts, a video chatting feature that Coca-Cola takes advantage of.• Coca-Cola hosts Google Hangouts between consumers and Coca-Cola’s employers, celebrity endorsers, and so called “biggest fans”.
12. Coca-Cola and Pinterest• 2,791 followers, by far the lowest amount of fans of any of their