Marshall Manson,
Managing Director, Digital, EMEA,
Edelman
Coca-Cola
It wasn’t that long ago that marketing and communications professionals were trying to understand what a blog was. And even more recently that they started wondering whether social networks like FaceTube held any promise for their businesses.
Today, of course, that debate is well settled. Few would argue that social media doesn’t have a role in the communications and marketing mix. And it’s brands like Coca-Cola and others at the top of the Yomego league table that have helped demonstrate the value of engagement, community and conversation for building and maintaining a brand’s reputation.
But what’s particularly striking about Coca-Cola’s activities is how they are connecting with audiences through social platforms across the whole of the business and all of its brands.
Marketing initiatives like Expedition 206 – in which two brand ambassadors selected through social media engagement visited (nearly) all 206 countries where Coke is sold – don’t shy away from reputational questions. Corporate initiatives like the Coca-Cola Conversation blog -- which gives visitors a deep dive in Coke’s treasure trove of archives – drive brand values.
Meanwhile, Coca-Cola is inviting consumers to help shape the future of its business by programmes like inviting consumers to help develop a new flavor of Vitamin Water.
All of this leads to a deeper connection between consumers and the company’s brands while empowering and equipping advocates to drive word of mouth.
So it’s no surprise that in Yomego’s rankings, which looked primarily at volume and positivity of conversation about the brand, Coca-Cola scored very well.
It’s worth observing that Coke’s top competitor (and Edelman client) PepsiCo, isn’t far behind.
There’s something inherently social about drinks brands, and with social platforms now giving them the opportunity to interact directly with the communities of interest that come together over a Coke or a Pepsi, it’s clear that social interaction must remain a key aspect of their marketing and communications efforts for a long time to come.
NMA Opinion
Coca-Cola hasn’t had a bad year by any stretch. Like a dependable uncle, it has been churning through campaigns with relative success. But Pepsi, with its Refresh project and the integration of Stickybits to provide additional content to its labels, has been the one pushing the boundaries of exciting new use of interactive technology.