可口可乐-sns营销

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1、OpenHappinessinChinaIntegratingSocialMediaintoourevolvingMarketingStrategyAndresKigerSeniorDirectorofIntegratedMarketingCoca-ColaChinaJune22,2010Theworldischanging.Fast.“Themorethingschange..Themoretheyremainthesame”-AlphonseKarrSomethingsreallyneverch

2、ange.Coca-ColaSecretFormula.Unchangedsince1886.4Celebrationsremainthesame5Passionsremainthesame.Prideremainsthesame...andHappinessremainsthesame.Ourbrandshavebeenpartofthesespecialmomentsfor125years9Butitisthedawnofanewage..Inwhichcontinuousinnovationw

3、illneedtobepartoftheformulaforsuccess..Ourconsumersarenotstandingstill.Wealsoneedtomoveandevolve..Fromstaticpresencetoactiveparticipation13FromGeorgiaGreentoEcoGreen14FromtellingtoinvitingFrom„sellingat‟to„engagingwith‟..16From“singingtotheworld”toinvi

4、ting“theworldtosing”..17Consumerpassionpointsarethesame,ThewaywecommunicatehascertainlyevolvedHowdoesaChineseconsumerfallinlovewithCoca-Colatoday?Theyfaceaninfinityofoptions..20Andhaveaccesstowhatevertheywant..67%watchvideosonline50.9%useSNSButwheretob

5、estconnectandhow?WhereBrandcanbepartofconsumers‟dailylivesAhistoriccasestudy:VirtualOlympicTorchRelayin200823MadeanationaleventrelevanttoyouthdigitallyviaQQIM.Morethan68MMparticipatedQQIMBrandsiteOnlinecontentConsumers‟QQIMbuddiesbecamethepromotersfort

6、hecampaignEventsCelebritiesEffectivenessandResultsImmediateBuzz17millionpeopleparticipatedin2weeksMassiveCoverageTotally68+millionparticipated(=24.5%ofChinainternetusersin2008)Themosttalked-abouteventinblogs&socialnetworkingduringOlympicTimeConsideredb

7、estindigitalspace(37%)&bestininteractiveactivities(40%)inaresearchconductedbyindependentresearchcompany.(Datasource:JigsawOnlineSurvey,EarlyJune,2008)Whydiditwork?GreatTiming,RelevantMessage,RightPartnerMessageCocaColaWelcomestheOlympicTorchtoChinaCoca

8、-ColaVOTRMediaTimePartnerDayOlympicTencentTorchlandedQQIMinCHOurLearningonLeveragingSocialMediainDigitalMarketing1.Brandsitesalonearenolongerenoughfor–Reachingcriticalmass–TriggeringparticipationsOurLearningonLeveragingSocialMediainDigi