SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014

How to integrate social mediawith PR and communications

NATALIE JOHNSONTHE COCA-COLA COMPANY

Social Media with PR and

Communications

How to Integrate

Natalie Johnson, The Coca-Cola Company

Pull Approach SURGE

Step 1: Know Your Audience

Step 2: Meet Your Audience

Where They Are

Social Posts

Step 3: Build Off of

Existing Momentum

Results Owned Media Highlights

Submissions: 400+

UGC

Organic/Paid Percentage: 101.6% Organic/Paid Reach: 200,192/197,888 Likes: 11,004 Shares: 3,755 Comments: 4,112 Clicks: 11,478v

The Big Pay-off Sales

Push Approach: Sustainability

Step 1: Know Your Audience

Target Audience

Geographies

Education

Seniority Functions

Industries

Step 2: Three P’s

Plan Process Publish

10/13

10/13

10/31

End of Campaign

9/30

Plan: Paid Media Strategy

Publish: Social Posts

Step 3: Evaluate and

Course Correct

Results

• First week of SUs: Engagement

Rate of .90% compared to

LinkedIn’s benchmark of .29%

• Overall Sustainability Content is

Performing 202% Against LinkedIn’s

Benchmark

• Impressions – 94,239 • Clicks – 680 • Social Actions – 169 [130 new

followers, 39 other actions] • CTR – 0.722%

Key Takeaways

1. Know Which Approach is

Appropriate

2. Know Your Intended Audience

and What Will Resonate With

Them

3. Know Your Desired

Message/Positioning

4. Know When to Plan and Publish

5. Be Nimble

Questions?

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SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014