There is nothing like a cold, refreshing beverage on a hot summer day. But what’s even better is sharing a drink over a conversation with a friend, colleague or a hot date you’ve met for the first time. In 2012, Coca-Cola Australia launched the #ShareACoke campaign. According to this Coca-Cola Australia video, the company’s research data presented an opportunity to re-engage with a generation that has a strong online presence and has grown up never tasting their most iconic product. In fact, the video shares that 50% of teens and young adults (also known as millennials) had never tried ‘Coke.’ They saw this gap and needed to come up with a strategy to change that.
A powerful component of social media from a business perspective is the ability to listen to what consumers are saying. Social listening technologies are available to track conversations around specific phrases, words or brands. As a result, companies are able to identifying new opportunities that may not have been on their radar, and many are responding with innovative product development or design. Twenty-five years ago, it would have been costly and time consuming to gather focus groups in order to gain feedback. But today, this valuable market information can be gathered in a matter of minutes—assuming of course that people are in fact talking about your brand. The food industry is a specific sector where product development is critical to success. There are a number of reasons why this specific industry is constantly creating new products or innovating existing ones. I chatted with my colleague, Karen Proper, who is a technical manager in the product and process development department at NSF International to gain more insight on this topic. Karen and her team work with clients in the food and beverage industry to help bring a product concept to life, overcome production challenges or to innovate an existing one. When asked why product development is so integral to business, especially in the food industry, Karen replied, “Product development keeps companies competitive in the marketplace, compliant to regulations, able to react to ingredient and manufacturing process changes, and also responsive to trends and consumer demands—all of which are critical to success in the food industry today.”
Coca-Cola has found a way to stay relevant in a market that is slowly turning away from sugary drinks like soda. Coke’s integrated marketing strategies utilize both traditional and new media to create unique ads that tell a brand story across multiple channels. Coke employs social media as a way to invite consumers to be a part of their story. Using social media as a marketing tool allows Coke to onboard younger generations and creates a call to action. Personalized content and an innovative delivery system are what make Coke so popular. No matter which way you slice it, Coke is winning the social media ad game. Because after watching these videos, you’re probably going to be thinking about having a Coke.
Social media experts know exactly what impressions, reach, klout, community growth and engagement mean. Although, these words seem familiar to us, they might not be for your CEO. One of the hardest challenges for social media experts is to quantify the monetary return on investment (ROI) of social media. How can you convince the investment with metrics that are unfamiliar to the upper management of your company? Social media wise, the infamous Formula 1 has been considered a dinosaur on social media, and it might have been because of its Chief Executive.
You probably already had one of these Glacéau bottled Vitamin Water, whether their most popular flavor ‘XXX’ or maybe the black cherry-lime flavor. Did you know that the black cherry-lime flavor was developed through social media? Vitamin Water was created by J. Darius Bikoff in 1996 in New York City (USA). While on his way to a yoga class, Bikoff wanted a beverage to hydrate himself and rise his energy level… then he came up with the idea to create this energy drink.
Organization Name: CocaColaCompany.com Industry: Beverages Name of Contact: The Coca-Cola Company P.O. Box 1734 Atlanta, GA 30301 Attn: Industry and Consumer Affairs (404) 676-2121 Web References: http://www.coca-colacompany.com, http://www.coca-cola.com/global/glp.html, http://www.oecd.com, http://www.qz.com, http://www.dailymail.co.uk, http://www.cnn.com, http://epode-international-network.com and Coke official channels on Facebook, Youtube, Twitter and Instagram. Can you fight obesity and drink Coca-Cola at the same time? Writing about customer engagement for a product like smart phones or… Read more »
Title of Post: Coca-Cola’s FAT & FERTILE ideas Organisation Name: The Coca-Cola Company Industry: Beverage Name of Contact: N/A Web References: Coca Cola: About Us Coke raises over $ 2 million to save polar bears Coca-Cola Leveraging Social to Drive Leadership in Social Media Marketing Coca-Cola’s Content 2020 Initiative Strategy Forbes: Secrets of Engaging Customers in Online Communities Our lives continue to… Read more »
Title of Post: Unbottling Coca-Cola’s Employee Engagement Strategies Organization Name: Coca-Cola Industry: Beverage Name of Contact: N/A Web references: www.coca-colacompany.com Who they are: The Coca-Cola Company is an American multinational beverage corporation and manufacturer, retailer and marketer of non-alcoholic beverage concentrates and syrups. The company is ranked as one of the worlds top ten private employers with over 700,000 system employees in more… Read more »
Organization Name: Vitamin Water Industry: Food and beverage Name of contact: J. Darius Bikoff, CEO Web references: Vitamin Water Facebook Page Description of how social media is used for business performance: It was Mohanbir Sawhney that said: “To gain customer insights, we must understand that we are prisoners of what we know and what we believe”. Inspiration can come… Read more »
Organization Name: The Coca-Cola Company Industry: Beverages Web references: Lessons from Coca-Cola’s Social Media Strategy: Cohesive Campaigns and Creative Content, Econsultancy.com, What She Said Marketing Solutions, The Coca-Cola Company, USA Today I’m not a real fan of pop as far as beverages go, but for as long as I can remember I’ve always enjoyed Coca-Cola (especially an ice-cold one). Turns out, I’m… Read more »
Organization Name: Glaceau’s VitaminWater Industry: Beverage Retail Energy Brands/Glaceau’s Founder: J. Darius Bikoff Energy Brands/Glaceau’s CEO: Mike Repole It makes me happy to write about this week’s company, as it is one of my all-time favourite beverages…VitaminWater! In my personal opinion, there is something about drinking a bottle of VitaminWater that gives me instant satisfaction upon the first sip. If… Read more »
As a self-proclaimed Diet Coke addict, I felt it only natural to post at least once about my all-time favourite treat. The challenge was out there, and most cannot tell the difference between Pepsi and Coke, but I must say I am one of those people who can really taste the difference! This time around, it is not the taste… Read more »
Coca-Cola a Global Leading Beverage Company Embraces Product Innovation The Coca-Cola Company, incorporated in September 1919, a global leading beverage company with over 500 brands recently introduced its ground breaking product innovation Coca-Cola Freestyle™ a revolutionary, new, interactive touch screen fountain capable of creating more than 100 beverage options at your fingertips available in a matter of seconds! Declared by Forbes as one… Read more »
Recently, Coca-Cola became the first retail brand to cross 50 million likes on Facebook. That’s impressive. What is even more impressive though, is their social media strategy for the next decade. Having taken the social media world head on, Coca-Cola has redefined how to interact with their consumers. Coca-Cola’s mission statement is to refresh the world, inspire moments of happiness… Read more »