cocacolam-donnellyfinalfordistributiononpdfonly-100212051254-phpapp01

Cocacolam-donnellyfinalfordistributiononpdfonly-100212051254-phpapp01

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Click to edit Master subtitle style Coke’s “Fans First” Approach in Social  Communities Michael Donnelly Group Director, Worldwide Interactive Marketing
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How many Social Media “Experts” are  in the house?
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Working from the center…
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History of “painting the town red”… 1.5 BILLION SERVIN GS A DAY
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5/14/10 Classified - Internal use our home page isn’t  just  coke.com , it is  google.com
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5/14/10 Classified - Internal use and today, I’d say… our home page isn’t just  coke.com , it is  google.com  and  hyves.nl  and  twitter.com   and  youtube.com  and  facebook.com  and  studiVZ.net
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Consumers remind us every day that  Coke is THEIR brand… Facebook “2 Billion photo uploads a month - nearly 70 million a day…” USA TODAY 8/09 On Facebook alone we’ve got: - 4,600+ photos - 95+ videos - 500,000+ “likes”* - 90,000+ “comments”* (*just in the last 6 months)
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Conversation Cloud for top terms mentioned on FB coca-cola fan page (September 2009) 5000 Mentions a Day - Here is a taste of  what they are saying… N = 1,276 posts* *non-english language posts removed Source: Analysis of Facebook for Sept 1st – 30th 2009
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Availability Ideas/ Suggestions Advertising “Biggest  Fan” Other Coke  Products General  Comments Low Post  Volume High Post  Volume Positive Conversation Tones Negative Conversation  Tones General comments about the brand and  other Coke products are top topics… “Coca-Cola is the best drink!!!! I love it. ..” “ALWAYS COCA-COLA!! funny add from Coca-Cola with Grant Theft Auto!” “. . . Bring back the glass bottle it makes a difference”
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This note was uploaded on 05/13/2010 for the course CBA CIM202 taught by Professor Lesrobertson during the Spring '10 term at UBC.

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Cocacolam-donnellyfinalfordistributiononpdfonly-100212051254-phpapp01

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