Brand Publishing - Ragan Communications · 2018-05-02 · Brand Content Tends to Focus on BRAND...

September 28, 2017#ragancontent@KOnocomment

Ben Deutsch

Brand Publishing:the good, the bad, and the undiscovered content

WHERE IT ALL STARTED…

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Coca-Cola Journey is the company’s digital magazine, featuring unique and human-centered content about our business, our brands, and our

people

JOURNEY TODAY:

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The Coca-Cola Journey ecosystem includes the magazine

– its central content hub – as well as the blog and an

evolving family of social networks

WHERE JOURNEY LIVES

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WHAT IS JOURNEY’S PURPOSE?

…by shaping the narrative and acting as a launch vehicle for

the company news, programs, campaigns and more

Deliver content that makes a difference for the

business

Tell deeper stories behind our work and our priorities

…by partnering with our communications and marketing teams; Journey aims to tell the story of the Company — who we are, what we do and

why we do it

Engagethe conversation

…around our portfolio, passions and challenges — via content that inspires, informs, delights,

provokes + changes minds

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Coca-Cola Journey + its social media outlets represent the company’s corporate content and voice

Journey works hand-in-hand with communications teams to complement brand channel efforts

Brand Stories Journey

Brand + Journey Voice:

A CONTENT CONTINUUM

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North America FB:Shoppers + Moms

North America Twitter:Playful, Timely

Brand Content Tends to Focus on

BRAND ACTIVATION

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Journey Twitter: Earnings Journey Twitter: Customer Stories

Journey Facebook:Sustainability

Journey Tells All Types of StoriesAbout the company, its priorities and people

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Where Journey + Brand Journalism Meet:Stories That Extend + Amplify Brand Content

Shared: Major Events

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THE CENTER SITE ALONE HAS PUBLISHED:to date

4,000articles

27,000videos

1,100blog posts

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A Top Story:

‘Our Way Forward’

Content that…builds our brandsand business

key stakeholder value

14,494,000 media impressions

avg 6% social engagement rate

Strategic CAGNY coverage and dedicated editorial vertical outlined company’s new consumer-centric business strategy and operating model

Received ~30k more clicks and 3x the CTR than any other story on Outbrain (a Journey ad network partner).

Performance Highlights:

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Earned Media Pick-up:

Parental Leave & Millennial Voices

In lieu of a press release, a multimedia package supported by third-party op-eds announced company’s enhanced parental leave policy and the Millennial employee-driven story behind it.

Story and infographic broadcast by:• Huffington Post• Fast Company





Content that…drives earnedmedia multipliers

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Going Viral:

Dunkin’ Donuts New RTD

customer/partner value


Journey partnered with NA PAC to break news of Coke’s partnership with Dunkin’ Donuts and share our multi-brand strategy in the fast-growing RTD tea category.

The story took on a life of its own on Facebook, despite a small spend, with organic reach outpacing paid reach 2:1.


Content that…is shareworthy;builds our brands& business

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Warren Buffett on Cherry Coke Cans in China:




A caricature of KO’s biggest investor appeared on limited-edition Cherry Coke cans to mark the brand’s debut in China. Our media relations team placed an exclusive with Yahoo! Finance, then used a behind-the-scenes Journey story to generate additional interest with business media. Many outlets cited Journey as a source and even provided a link back to our piece.


Content that…drives corporatereputation, offense& defense

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Earned Media Pick-up:

Watershed Milestone

Robust coverage – including a lead story, video series, infographics and Muhtar Kent op-ed – supported the company’s 100% water replenishment achievement: a first for any Fortune 500 company.

Story and infographic broadcast by:• Mashable• CNN / Money


over 18K pageviews

277,955,000


Content that…drives corporatereputation, offense& defense; drivesearned mediamultipliers

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over 22K pageviews

massive 24% social engagement rate

customer/partner value

Viral Video:

Collaborative Storytelling: The ‘Coke Plant’ + Mellow Mushroom

The Journey and Archives teams partnered with Mellow Mushroom to tell this story of an iconic Coke bottling plant’s rebirth in Paducah, KY. Coverage included a long-form story and two video pieces.

The video saw extraordinary organic spread on social, breaking Journey records


Content that…is shareworthy;builds our brands& business

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A Global Template:

Commitment to Transparency:

over 100K pageviews


transparency.coca-cola.com is a dedicated Journey microsite that discloses all KO funding of well-being related research, partnerships and health professionals and scientific experts, and provides regular leadership points of view.

Transparency sites will be launched in ~40 countries by YE 2017.

Content that…drives corporatereputation, offense& defense Performance Highlights:


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The success of an individual Journey story can be measured in many ways. Here are a few:

THE IMPACT OF OUR CONTENT

Journeypageviews

mediareach

engagementrate (social)*

brand love &corporate reputation

stakeholder &customer value

powered by:

paid support19

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*

*

**

**

**Center Site**Globally

MEASURING READERSHIP:Comparable Site Traffic*

*Avg Visits / Mo as of April 2017. Third-party site data estimated.

394MM83.1MM

24.5MM7.8MM3.5MM

1.8MM344K

3.4MM

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WHO IS OUR READER?Center Site & Network Demographics

/sustainability

/stories

/investors

/careers

61%Millennials

visitors:

1.28MM followers

1.1MM followers

55K followers

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34%of readers said Journey “significantly improved”

their opinion of sparkling

61%of readers said they enjoy and

frequently drink sparkling

according to reader / sharer research on center site:

BRAND LOVE &CORPORATE REPUTATION

70%of readers report slightly or significantly improved

opinion of the company

15,000Total surveys submitted. 30% of those have left comments

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890% YOY 138% YOY

222% YOYLAUNCHED

DRIVING ENGAGEMENT VIA SOCIAL:Engagement Increasing Year-Over-Year*

131% YOY

*April 2016 – April 2017 data.

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editorial that engagesstories that spread

brand journalism that builds the business

THE JOURNEY BOTTOM LINE:

LESSONS LEARNED…

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Stay True toYour Brand

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LeverageYourNetwork

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Make YourselfUncomfortable

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[under construction]

Don’t BreatheYour OwnExhaust

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Meet YourReaders Where

They Are

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A Little PaidGoes a Long Way

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Stories Aren’tOnly ToldIn Words

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PLACEHOLDER:

Final History of Bottling Plant.mov

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PLACEHOLDER:

Times Square Video Final2.mov

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Keep Your EarsTo the Ground

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Q&A

follow Ben: @KOnocomment | follow Journey: @cocacolaco

Brand Publishing - Ragan Communications · 2018-05-02 · Brand Content Tends to Focus on BRAND...

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