Archive of tag "Adam Brown"

3-Minute WOM Lesson: How Coca-Cola is energizing and empowering their biggest fans -- live from Word of Mouth Supergenius

May 11, 2010

[Welcome back to the You Can Be a Word of Mouth Marketing Supergenius! newsletter. This is text of the great issue all of our email subscribers just received. Sign yourself up using the handy form on the right.]

As a preview for Word of Mouth Supergenius on July 20 in New York, we’re taking a look back at some of the amazing presentations from our last “How to be Great at Word of Mouth Marketing” conference in Chicago.

Here, Adam Brown demonstrates how Coca-Cola empowers fans from all over the world by creating lasting relationships through social media. His big ideas:

1> Use the 4R strategy
2> Fish where the fish are
3> Give fans responsibility
4> See Adam’s live presentation from Word of Mouth Supergenius

1> Use the 4R strategy

Adam explains his 4R social media strategy: Review, Respond, Record, and Redirect. He recommends to first find out what people are saying about you online, and then take action by empowering employees to respond with a true dialogue. Adam says to keep a record of your findings so that once you have a handle on the conversation, you can redirect fans to your homepage and ultimately your product.

2> Fish where the fish are

Your homepage isn’t just “yourproduct.com,” it is everywhere that people are talking about you. Adam gives the example of how Coca-Cola not only puts content on their site, but also on Twitter, MySpace, Orkut, Vimeo—everywhere their fans already are. Your fans will bite if you know the right places to look for them.

3> Give fans a responsibility

Getting your customers’ attention is really all about telling genuine, compelling stories. Coca-Cola launched Expedition 206, a campaign that sent three young people to all 206 countries that sell Coca-Cola and asked fans to act as their tour guides by suggesting key points of travel. Adam says to celebrate the spirit of your brand by creating compelling content that will encourage your fans to participate in unique ways.

4> See Adam’s live presentation from Word of Mouth Supergenius

Check out Adam’s presentation from Word of Mouth Supergenius — and join us live in New York on July 20 to see a bunch of amazing marketers share case studies like this:

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Social media case study from Adam Brown of Coca-Cola

January 19, 2010

BlogWell - How Big Businesses Use Social Media!Come to BlogWell: How Big Brands Use Social Media on February 16 in San Diego to hear Starbucks, Clorox, Intuit, Avery Dennison, USAA, Community Medical Centers, State Farm Insurance, and the U.S. Navy share case studies in corporate social media. You’ll learn how to get started, get past roadblocks, and make your social media program phenomenal — in one afternoon, for just $250.

You’ll get practical, how-to advice on creating great content, getting management buy-in, educating employees, keeping lawyers and regulators happy, simple and ethical disclosure, and engaging fans. You’ll ask questions, discover new ideas, and get answers from people who have been there, done that — all in four hours.

Register and learn more about BlogWell here.

As the world’s most iconic brand, Coca-Cola faces the daunting task of connecting their fans around the world from hundreds of different countries and cultures. In his BlogWell Atlanta presentation, “The Creation of Expedition 206,” Coca-Cola’s Group Director of Digital Communications, Adam Brown, took us behind the scenes of how social media is literally taking their brand around the world.

Adam’s presentation covers how they got their fans involved in the development of Expedition 206, how they determined which platforms to use, and how they’re creating content that knows no language or cultural boundaries

BlogWell Atlanta Social Media Case Study: Coca-Cola, presented by Adam Brown

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Case Study: Coca-Cola -- live from Word of Mouth Supergenius

December 16, 2009

3:00 — Kurt Vanderah introduces Adam Brown of Coca-Cola.

3:01 — Adam: Couple of things:

- You have to do four things right.

- Traditional campaign mindset doesn’t work.

- Fish where the fish are.

- Success revolves around genuine, compelling content.

3:01 — Adam: Our homepage isn’t just coke.com. It is everywhere that people are talking about us.

3:02 — Adam: There are 5000 mentions of Coke every day. Most of them are casual references (i.e., I’m drinking a Coca-Cola Zero) but there are some that are more relevant.

3:03 — Adam: How do we manage the conversation? We have a 4R social media strategy.

- Review: see what people are saying about you.

- Respond: how, where, and who does the responding? It has to be a true dialogue.

- Record: YouTube and video is the future of conversation.

- Redirect

3:06 — Adam explains the 10×6x10 initiative. 10 influential people talk about 6 important topics in 10 different countries.

3:07 — Adam: We have to empower our employees to respond.

3:07 — Adam: We launched our online social media principles.

- Online company commitments

- Online spokesperson guidelines

- Online association guidelines

3:10 — Adam: One of the misnomers is that Dasani is just bottled tap water, so we went to videotape our bottling plant to show what goes on.

3:11 — Adam: Campaigns don’t work in social media. Each time you do a program, you have to start at square one, instead of leveraging on previous campaigns.

3:12 — Adam: What we’re trying to do is build a relationship with Coca-Cola.

3:13 — Adam: It really is about telling compelling stories. How do we create compelling content that celebrates the spirit of the brand?

3:14 — Adam: The big idea is that Coca-Cola sells in 206 countries, so we asked: What if we sent 3 young people to all 206 countries?

3:14 — Adam then shows a short video to introduce Expedition 206.

3:16 — Adam: We’re trying to fish where the fish are. We’re putting content not just on the site but on Twitter, MySpace, Orkut, Vimeo– everywhere our fans already are.

3:17 — Adam: Our fans are not just our voters, but also our tour guides. We’re asking our fans to tell our ambassadors what to do in each of the countries they visit.

3:18 — Adam: Here are our takeaways:

- Do the 4Rs

- Forget campaigns & pillars

- Fish where the fish are

- Create genuine, compelling content

- Have fun!

Q&A

Q: Would you say your enthusiasm and commitment is shared by the top executives at Coca-Cola?

A: Yes. It’s an exciting time at Coke. Our executives are realizing the importance of it and they are recognizing this is where our consumers are.

Q: How have you gone throughout the rest of the organization to establish rules and regulations about social media, assuming that’s the case. What policing is in place?

A: I am joined by my colleague on the marketing side. We both agree that we need to empower Coke’s employees. We’re doing a lot of online training. The social media certification is a big step to make sure our employees are comfortable online and one of the world’s biggest brands is protected as well.

Q: Could you talk about the two kids who started your Facebook page?

A: Great question. Two guys who weren’t Coke employees did it, and it got about a million followers. It got Facebook’s attention and they said they’d close it down because they were worried we would. What we did instead is gave them the chance to run it instead of us.

Q: Why aren’t you sending Asian kids to your campaign?

A: We got it down to nine semi-finalists and we had a Chinese person and someone from Great Britain who had dual citizenship, but they were not picked by the fans.

Q: How did the voting process work?

A: We had five platforms that people could work with. The reason we used that is so we did not have to deal with personal information. It also added third-party credibility.

Q: How involved or invested are employees because of all these?

A: What we’re finding is that across our three generations of associates, there is a high use of Facebook. We’re seeing a lot of interest and enthusiasm and we’re trying to get that same level of enthusiasm across the board.

Q: What are the success metrics for Expedition 206?

A: We’re defining it as a Public Relations project. It makes it easier to demonstrate ROI. It’s 206 opportunities to do a local media event. We’ve already had half a million conversations about it. The gravy is the fans and followers who will follow this at a macro-level.

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How Coca-Cola empowers fans all over the world -- live with Adam Brown

November 19, 2009

Continuing our previews for Word of Mouth Supergenius: The “How to be Great at Word of Mouth Marketing” Conference on December 16 here in Chicago, we bring you word of mouth supergenius and Coca-Cola Group Director, Digital Communications, Adam Brown.

Here Adam shares a few tips based on the case study he’ll be presenting:

  • Fish where the fish are. Coke is focusing on putting content where the fans are by sharing everything on Twitter, Facebook, Bebo, Orkut, etc.
  • Learn to sell these big ideas as internal partnerships. Coke’s Expedition 206 is a partnership of marketing and communications. It’s a new concept at Coke, and probably at any company — and one of the biggest challenges of new media is internally determining where to host these activities.
  • Start using these new tools yourself. Get a feel for them by just trying them out. The vast majority of them are free, and your testing might be where some great new ideas come up.

Hear Adam’s live Supergenius preview (and check out our Facebook page to see all our interviews):

GasPedal's Word of Mouth Supergenius Conference!

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