After telling us how giving away our information can benefit us, Kiruba now talks about use of social media by Coca Cola has been one of the perfect examples of ‘how to’ in the social media landscape. Coca Cola was faced with the concern to promote the brand as the household name, engage users and win loyal followers. It worked on the strategy of fans first and created simple content that interested people in the core values of coca cola. It started a campaign requesting users to post innovative photos of the places where they had the coke. They received wacky photos such as a picture of coke at Mexico’s third highest mountain top, 5230 m above sea level. It also engaged users by asking questions such as ‘what time do you like to have coke’. These questions not only help the brand to understand consumer behavior at no extra cost of market research, but also help the customers feel involved with the brand.
It next launched Expedition 206, that takes selected coca cola ambassadors to 206 countries in a period of 365 days. The ambassador’s mission is to find happiness in these countries. Next it launched a lab to involve users to create a flavor for its upcoming energy drink. The virtual lab enabled users to concoct different flavors according to their tastes. Global voting and ranking helped in selecting the favorite taste. Coca Cola then created the flavor to be stocked across the world. The label design of the bottle was also crowdsourced according to user’s tastes. This helped the users to be involved in the creation of their favorite drink right from the initial stages. Coca Cola constantly monitored and updated their social pages by engaging and involving their users and updating them with relevant information. The results are stunning. 500,000+ “likes”, 90,000+ comments, 5000 mentions a day, 174%increase in fans, 73,391 interactions of fans with each other and with brand.
There are a lot of lessons other brands can learn from Coca Cola. The main ones being: optimizing functionality, creating new ones if necessary, insure clear principles. Other lessons are keep it simple and intuitive, viral should not be the main strategy, and the importance of moderating.