“The social Media Guar:D”

Coca-Cola

Manpreet SinghUniversal Business School

Phones down, Cokes up!

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.

Coca-Cola Company’s Mission

VisionPeople: Be a great place to work where people are inspired to be the best they can be.Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people’s desires and needs.Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value.Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities. Profit: Maximize long-term return to shareholders while being mindful of our overall responsibilities.Productivity: Be a highly effective, lean, and fast-moving organization.

To refresh the world

To inspire moments of optimism and happiness

To create value and make a difference

ValuesLeadership– The courage to shape a better future

Collaboration - Leverage collective genius

Integrity– Be real

Accountability- If it is to be, it’s up to me

Passion– Committed in heart and mind

Diversity- As inclusive as our brands

Quality- What we do, we do well

Social Situational Analysis S

• On their main Twitter account, @CocaCola, Coca-Cola has:

• 691,616 followers

• Following 67,733 users

• 1,322,000 tweets per quarter

• Over 62.2 million “Likes”

•797,581 people talking about Coca-Cola

• 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”

•242,325 subscribers•265,861,504 views• Over 1000 videos posted

• 2,791 followers, by far the lowest amount

of fans of any of their social media pages.

• 139 Pins, 6 board, 980 Repins

• The campaign’s main motive was to make people realise that no doubt social media is one of the most lucrative platforms, it should be the reason that ruins personal and precious moments of your real life.• Via this particular video it has tried to portray that a bottle of coke will be enough to bring those crazy social media users back to their real lives.• Ultimately, Cocacola wanted to connect itself more to its Consumers, showing that it cares for them

Aim Of the campaign

Strategy & Execution• Social Media is addictive. Every time you log into your facebook and twitter accounts,they tend to take up most of your times leaving you overburdened with work. So much so,now people use these mediums to communicate when on the dining tables, when out withfriends, when eating, when sleeping, in short all the time. Coca-Cola, planned to ‘guard’ peoplefrom using the social media every minute and every second of their lives. The Social Media Guard takes the ‘social’ out of media and puts it back into your life.

“If you're watching this video on your mobile phone, it's time to put it down.Look around you: there’s probably someone special you can share a real moment with.”

• The above, was the YouTube description posted alongside a cheeky film titled Coca-Cola Social Media Guard, which invites us to enjoy real moments of connection with each other by taking a refreshing pause from our screens.• In the video, people can be seen wearing red plastic funnels over their heads to help keep their eyes on each other and off their smartphones. A voice over lightheartedly refers to the real world as “the thing that happens when you run out of battery.”

Results• The video received more than 2 million views on youtube in less than a week

• The video kicks off a Coca-Cola campaign in the Middle East focused on takingthe "social" out of social media and putting it back into our lives.

• More than 70,000 blogs, articles etc were posted across different websites &

platforms about this campaign. This presentation is one of them

• Cocacola page on Facebook received more than 1.4million likes within 2 weeks

of this campaign• Unique, innovative and impactful, the campaign was liked by many and viewed

by even more.• Though the product “The Social media Guard” was just a spoof, people were actually demanding for the same on the outlets of cocacola• Definitely successful, the campaign is different and has been able to keep up with the past campaigns that Coca-Cola has done.