Coca Cola Shares Social Media Strategy (Case)
I’ve discussed Coca Cola’s Social Media Policy in a column not too long ago. Now there’s an excellent slide deck on Coca Cola’s complementing Social Media Marketing strategy.
The only thing missing in this presentation is the way they handled the unofficial Facebook fan page. Coca Cola’s Facebook fan page had a staggering 3.3 million fans making it the biggest fan page second only to POTUS Barack Obama (until Michael Jackson’s tragic death, now almost a year ago which resulted in the superstar entertainer taking top spot for a while, see Page Data).
What Coca Cola did back there was quite remarkable; instead of the usual corporate Pavlov reaction of shutting the non-official grassroots initiative down (Apple anyone?), they reached out to the two fan page moderators instead, gave them a tour, full support, the works; effectively making them even more engaged as brand ambassadors.
To my eye it is clear that one of the biggest brands in the universe is more than ready for the new realities of the next decade. Are You?
Ford CMO: 37% Awareness Level for Fiesta Thanks to Social Media
“Ford’s Chief Marketing Executive James Farley says the company has made a bigger digital and social media bet than rivals because, “If you are trying to communicate, as we are, that you have been reinventing the company , you can’t just say it. You have to get the people to say it to each other.”
Perhaps Ford’s biggest single bet on digital and social media has been the Fiesta Movement, a program that began in 2008, 18 months before the cars will actually arrive in dealerships.
Ford gave 100 European Fiestas to people to drive and live with. The results of the blogging, Facebooking, YouTubing and Tweeting by those people, plus the echoing of those messages by the blogosphere, followers, etc. has been an eye opener.
Consider this: The awareness level of Fiesta, a car that is not even in the U.S. yet (though it has been a fixture in Europe for years), is 37% among Generation Y…
That is about equal to the awareness level of Fusion and Flex, models that have received hundreds of millions of dollars in traditional media spend.”
Source: Business Week – Ford Spending 25% of Marketing on Digital and Social Media
Branding The Obama Identity
Two short interviews with Sol Sender, the Design Strategist behind the excellent adaptable and strong brand identity of the US President-Elect Barack Obama, wherein he shares the history, strategic branding process and key take-aways thereof.
As stipulated by Karl Long in the original referring post over at FUTURELAB.net, this could become the most iconic brand identity of our time -even more so when we consider the various ways in which it was deployed: the ultimate contemporary case of product quality (the candidate AND his message) first and marketing perfection second in a sweet marriage with The Crowds if we ever saw one.
Bonus: For the nitpickers out there: In part 1, pause at 06:46 to see a screenshot of an Outdoor Dummy on a Dutch Public Transport Company bus stop , taken in the city of Amsterdam! [hometown of yours truly ;) ]
Sol Sender – Obama Logo Design Part 1 of 2
Sol Sender – Obama Logo Design Part 2 of 2
Here’s the teams blog post
Original Post: http://experiencecurve.com/archives/new-rules-implied-for-developing-brand-identity-for-social-media
