Coca-Cola is one of the shining examples of how to successfully run a social media marketing campaign, and undoubtedly the most successful company to engage with social networking to date. The soft drinks multinational have achieved marketing success across almost all social media platforms, with tweets, photos, Facebook statuses, blogs, apps and videos all reaching their audience with runaway success.
One particular campaign (a sponsored trending topic on Twitter) resulted in an advert receiving 86 million views within 24 hours. Just how exactly have Coca-Cola attained this such tremendous levels of outreach?
As consumer attitudes change, many people are tired of being on the receiving end of ‘push’ marketing campaigns, and are more likely to respond to firms which listen to customer’s needs, wants and likes, and actively engage with and correspond to customer input.
Coca-Cola has been at the forefront of this kind of marketing from day one, and have successfully adapted to the new media of the 21st century. It currently ranks among the most valuable brands in the world, and is the most followed company on Facebook.
This is achieved by creating share-worthy content. By putting out interesting, compelling tweets and posts, the fans effectively become part of the sales force by sharing content they enjoy and engage with.
Of course, interaction is a two-way street, and listening to fans and actively responding to questions makes customers feel like they are valued by the company, therefore increasing brand loyalty. A straight-forward approach allows customers to see the human side of brand Coca-Cola.
With so many businesses now posting content online, it’s important for posts to be interesting, useful, and noticeable. Coca-Cola does this incredibly well, with thousands of users sharing posts on a daily basis. The firm also offers immense attention to detail – often running campaigns on a small scale, analysing what works and tweaking things for a larger audience. Large companies simply can’t afford to launch an ineffective campaign on a large scale, which is one thing Coca-Cola certainly understands.