State University of New York in Prague,. Asmussen, H., 2014. Social media analytics can be measured in different ways such as likes, shares, clicks, conversions, and audience reach. I believe that demand will increase. Furthermore, the #ShareaCoke campaign has looked into it (Ferdman, 2015). This includes mobile payments and special offers customized for individual customers. [i] https://www.forbes.com/sites/bernardmarr/2017/09/18/the-amazing-ways-coca-cola-uses-artificial-intelligence-ai-and-big-data-to-drive-success/#57347fe578d2, [ii] https://www.forbes.com/sites/bernardmarr/2017/09/18/the-amazing-ways-coca-cola-uses-artificial-intelligence-ai-and-big-data-to-drive-success/#57347fe578d2, [iii] https://www.warc.com/newsandopinion/news/coke_taps_insight_from_freestyle_machines/40312, [iv] https://www.forbes.com/sites/bernardmarr/2017/09/18/the-amazing-ways-coca-cola-uses-artificial-intelligence-ai-and-big-data-to-drive-success/#57347fe578d2, [v] https://www.forbes.com/sites/bernardmarr/2017/09/18/the-amazing-ways-coca-cola-uses-artificial-intelligence-ai-and-big-data-to-drive-success/#57347fe578d2, [vi] https://www.forbes.com/sites/bernardmarr/2017/09/18/the-amazing-ways-coca-cola-uses-artificial-intelligence-ai-and-big-data-to-drive-success/#57347fe578d2. Coca Cola is also looking to follow the lead of tech giants by developing something similar to their virtual assistant AI bots such as Alexa and Siri. They also use image recognition software to determine if an individual is taking a picture with a Coke brand in the image. Because our team is spread across six different countries, we are unable to train each person. [eBook] The ultimate social media intelligence kit: case studies for every industry. Coca-Cola PESTEL Analysis - The Strategy Story Cameron, N., 2020. Which features were the most useful to you? [online] WSJ. Coca-Cola's 9 Marketing Strategies to Achieve Global Success Given the prevalence of smart phones and how it has been woven into the fabric of our daily lives, Coca Cola sort to leverage this platform to connect and engage with customers in a deeper way. "Ensuring we have the right product, in the right package, in the right channel, at the right price points to drive . 0,0,0 . After a decline in users in 2018 and an unpopular redesign that affected ad views, Snapchat has seen growth in 2019. The hilltop ad retains a canonical place in advertising history. Kris Robbens, Marketing Director at Coca-Cola Great Britain and Ireland, weve taken the iconic and much-loved campaign and made it the biggest yet by bringing back the elements people love and adding new partnerships, activity and special moments to bring it to life in even more ways that we hope our existing fans and new ones will love.. The algorithm then finds the best combination of variables in order to match products to local consumer tastes in the 200-plus countries around the world where its products are sold. Yes, we frequently compare the popularity of certain topics across different countries. Knowing this gives insight into who is consuming their drinks, where their customers are, and what situations prompt them to talk about their brand. In addition to gaining insights about potential market moves, adding AI to the vending machines also allowed coke to enable modern features to them. #Shareacoke With The Mcgillicuddys. Coca-Colais one such brand that has managed to navigate its way through this age ofsocial mediaenlightenment within FMCG. To have a Coca-Cola in your hand with your name may influence anyone, and teenagers are the one group of age who is always looking for something new and personal. In fact, Coca Cola was one of the first globally-recognized brands outside of the IT market to speak about Big Data, when in 2012 their chief big data officer, Esat Sezer, said "Social media . The company combines weather data, satellite images, information on crop yields, pricing factors and acidity and sweetness ratings, to ensure that orange crops are grown in an optimum way, and maintain a consistent taste. To scale it to the other side of the world, they need alignment between numerous teams and sectors worldwide. Hence, it is necessary for Coca-Cola to rebuild the brand value within the hearts of its audience (Ghosh, n.d.). , consumers thirst and expectation for original, authentic content have increased exponentially and the worlds biggest brands are no, ne such brand that has managed to navigate its way through this age of, Coca-Cola has used various tactics to ensure it, s maintained a healthy presence on social media. Interesting to know that Coco cola is using AI in customer analysis and detecting cola photoes. Mathew Chacko, Coca-Cola's director of enterprise architecture, and Remco Brouwer, the company's director of business intelligence, are tasked with integrating data from 250 bottlers around the world and then giving them back their information in formats they each can read. 790 followers 500+ connections. This is done to ensure that personal preferences are adhered to and a consistent taste signature is maintained. Latest coca-cola Social Analytics, Trends and Key Statistics | ET Retail There might be the same ingredients that Coca- Cola is using for ages, but the water, which is the vast portion cannot be the same geographically. Tweet #Shareacoke To Help Set A New @Recordsetter Record For The Worlds Largest Cheers. (ii) The second objective was engaging with its customers by talking to them. The campaign was originally trialled back in 2011, resulting in a 7% increase in sales. How Coca-Cola has tricked everyone into drinking so much of it. Stranger Things fans were transported back toHawkins(the fictional setting for show) to experience its famous arcadeandplay original video games featured in the series. 3 Stocks Warren Buffett Has Owned the Longest | The Motley Fool pic.twitter.com/MMM7VYKkdW, Jasmine???? Augmented reality (AR) where computer graphics are overlaid on the users view of the real world, using glasses or a headset, is being trialed in a number of the companys bottling plants around the world. Brianna Goumballe - Senior Manager Social Media Analytics - The Coca From executive to marketing, legal, design, product, and operations teams associate on everything from making a list of abusive words to finding exact colour and shades for the bottle as well as cans (Codella, 2019). Available at: [Accessed 26 April 2020]. Both Coca-Cola's and Pepsi's audiences on social media are primarily male. The problem with the previous generation was that they preferred more face-to-face communication, which caused some hurdle for any company to target the market. Available at: [Accessed 22 April 2020]. Coca Cola Leverages Data Analytics to Drive Innovation It actively uses online digital marketing platforms like Facebook, Twitter, Instagram, YouTube, and Snapchat to post images, videos, and more. n 2019, the general state of play of social media for FMCG brands has transformed from its product-focused beginnings to a more content-driven approach. What The Share A Coke Campaign Can Teach Other Brands. World Journal of Innovative Research, 7(2), pp.0106. These hubs were the reason for many branding strategies that took place, such as the Bring Back Surge campaign. As a corporation, Coca-Cola has been monitoring social media for a long time, but we only started to do that in Central Asia and the Caucasus region in January 2020. More recently, Greg Chambers, global director of digital innovation, has said AI is the foundation for everything we do. Every time a connection likes, comments, or shares content, it ends up on the users feed which at times is spam. Coca-Cola, one of the biggest companies in the world, is the poster child to show how big data analytics can be used to optimize marketing. Olanoff, D., 2015. Back in 2011, Australia is struggling from the sale of soda, thats how to Share a Coke came into the picture. From its innovative free style fountain machine to find new ways to engage with customers in a meaningful way, Coca Cola appears to be well-equipped to remain relevant in the future. Multi-channel retail data, customer profile data from loyalty programs, social media data, supply chain data, competitor data, sales and shipment data from bottling partners as well as transaction and merchandising data. Coca-Cola boasts 109 million fans on Facebook, compared to 37 million for Pepsi. It has more than 102 million followers and posts updates on every aspect of its business. thanks for @cocacola for having us down in rio! Now we can find these mentions and respond quickly. Using AI, the company has begun collecting data from its vending machines. Senior Manager, Social Media Analytics at The Coca-Cola Company Cincinnati, Ohio, United States. It is one of the best campaigns in business history. Coca-Cola has used various tactics to ensure ithas maintained a healthy presence on social mediaand in this piece, Im going to look at three ways it keeps itself front of mind for consumers. This taste is, again, decided by marketing and customer preferences in each region. Coke arguably has the most famous ChristmasTVad of all-time, with itsHolidays are Coming advert from 1995 and, much like with the Stranger Things campaign, it harnesses the power of nostalgia by recreating the original ad. The ancient Greek philosopher named Aristotle suggested that there are three key elements persuaded through spoken and written communication, and those are, Logos (logic & reasoning), Ethos (the character and reliability) and Pathos (the emotional dimension) (Vincent and Kolade, 2019). There was a time when the company used to sell soda for 5 cents, and now it became the worlds biggest soda company (Vincent and Kolade, 2019). Coca Cola's Social Media Marketing Strategy To Become A Global Brand As cope up with the innovative world, Coca-Cola has collaborated with Amazon. Our region is remarkable because, on the one hand, we all live in the post-Soviet sphere, and our news feeds are often similar. After a week off, the eNASCAR Coca-Cola iRacing Series returns to action on Tuesday night at Las Vegas Motor Speedway for its seventh round of the 2023 season. *Clink!*. Did you manage to enhance the campaign results with the help of analytics? Coca-Cola is one such brand that has managed to navigate its way through this age of social media enlightenment within FMCG. Worried your competitors are getting more Reach than you? Coca-colacompany.com. Copyright 2023 YouScan. Artificial Intelligence at Coca-Cola - Two Current Use-Cases (@JASMINEZENG0221) November 25, 2019. Available at: [Accessed 2 May 2020]. , merchandise and memorabilia, with the resulting photos creating some great UGC for the company. ETRetail.com brings the latest coca-cola social analytics, trends and key statistics from Facebook & Twitter in Retail industry. [image] Available at: [Accessed 24 April 2020]. Their vast reach has expanded even further thanks to AI, as theyre able to analyze the web for mentions of their brand across the Internet. Overview of technology initiatives covering partnerships, product launches and acquisitions. These freestyle fountain machines, which generated invaluable insights into customer preference, led to launch new brands and flavors. Why Enterprises Are Super Hungry for Sustainable Cloud Computing, Oracle Thinks its Ahead of Microsoft, SAP, and IBM in AI SCM, Why LinkedIns Feed Algorithm Needs a Revamp, Council Post: Exploring the Pros and Cons of Generative AI in Speech, Video, 3D and Beyond, Enterprises Die for Domain Expertise Over New Technologies. In conclusion, Coca-Cola has started this campaign in mid-2011, and it was so successful that there are no signs of stopping. In this link, the story behind the success of the campaign described by Coca-Cola, which gives brief knowledge. We use it to keep track of the most popular trends. Available at: [Accessed 26 April 2020]. The first principle is to be social. As the machines allow customers to add their own choice from a range of flavor shots to their drinks while they are mixed, this meant they were able to pick the most popular combinations and launch it as a ready-made, canned drink. , presenting an opportunity for fans to feel apart of the launch and create some additional UGC (user-generated content) for Coca-Cola. With more than 23 million retail outlets, Coca-Cola needs to make sure they're emitting consistent brand messaging without offending anyone - because outrage machine. We collect information on how our customers use it, which communication channels are most effective, and general feedback. They have outsourced its production to different companies. Available at: [Accessed 2 May 2020]. We can now contact these users and ask permission to use the content on our account or send presents. Koh, Y., 2020. The Coca-Cola Company (NYSE: KO) is a total beverage company with products sold in more than 200 countries and territories. It was a multimedia campaign including social media sites, TV adverts, billboards, so on. and, much like with the Stranger Things campaign, it harnesses the power of nostalgia by recreating the original ad. As social media marketers, we're naturally in pursuit of identifying "who is doing it right.". Coca-Cola tagged the artists where possible, conveying a feeling of community and harking back to the campaigns original purpose of prioritising optimism, uplift and connection on social. Thats how they come up with this brilliant idea, which is simple by taking off the brand name and replace it with 250 most common name (in the US) of the people (Group and Horse, n.d.). For example, we recently launched a new platform called "Extrazone." During the campaign in the UK, around 51% of Twitter users were mentioning Coca-Cola directly or indirectly using name or hashtags; this ends up in the rise of 3% on Twitter. the company has rolled out in the past. Techcrunch Is Now A Part Of Verizon Media. This is a real-time view of the region's digital space. Alina Shafigova, the head of the Consumer Interaction Center in Central Asia and the Caucasus, shared the company's social media listening activities. This, I believe, is the most captivating aspect of our work. A detailed report on how Coca Cola is using social media. This inspired people to share more posts over social media to become famous on a big screen and among their friend circle. Coca-Cola's both social media marketing and ad-campaigns have brought in a revolutionary change in their visibility. [online] Digital Vidya. Furthermore, they have re-launched this campaign in 2019, which is the sign that in the near future they will come back with a smart twist in the game. Over 40 interconnected centres exist, with the aim of monitoring Cokes huge social media presence. How Coca-Cola And PepsiCo Use AI To Bubble Up Innovation The Complete Guide to Social Media Analytics - Meltwater This channel has become a powerful outlet for the introduction of new brands or flavors. Thomas Stubbs, VP/Engineering and Innovation at Coca Cola. In a business world, if any company wants to jump high, then you must need collaboration on a wide scale. Coca-Colaalsopartnered with homeless charity Crisis, with10pdonatedfor every Coke zero sugar Cinammon can sampled and recycled, throughout the truck tour. All of this data is collected by the hundreds of thousands of associates around the world. At Unmetric, we've got more than just top line metrics. Coca-Cola Enterprises is the largest producer and distributor of Coca-Cola products like traditional soft drinks, juices, teas, milk & coffee-based beverages and so forth. These techniques might lead to original advertising created by AI technologies, such as automated narratives according to a Coca Cola marketing executive.[vi]. Coca-Cola's #ShareaCoke: Social Media Marketing Campaign Analysis Join to view profile The Coca-Cola Company . In 2012, its chief big data officer, Esat Sezer, said Social media, mobile applications, cloud computing and e-commerce are combining to give companies like Coca-Cola an unprecedented toolset to change the way they approach IT. Share A Coke Campaign Is It Working? With the help of Unmetric, we have experienced a 7x increase in our average engagements per post and doubled our monthly follower growth rate. The companys products are not sold in only two countries (North Korea and Cuba) on the planet. Social Media Analytics and Insights on Coca-Cola - Unmetric Australian people always like to get suggestions or references over any campaign or advertisement. In addition to theorganic and paid social media activity, Coca-Cola and Netflix teamed up for some experiential marketing by launching a Stranger Things-themed pop-up arcade in London, presenting an opportunity for fans to feel apart of the launch and create some additional UGC (user-generated content) for Coca-Cola. The revamp marked the launch of the brandsnew social strategy rooted in optimism, uplift and connection. and was conceived to celebrate World Kindness Day (observed annually on November 13th). 235,000 tweets of selfies were taken and posted over the Twitter, and around 111,000 campaign followers have responded to these tweets (Ghosh, n.d.). The tech-crunch team have taken an interview with Ross Hoffman, senior director of global brand strategy at Twitter, in which they have asked; Whose idea was it for the emoji campaign? And, of course, as marketers, we cannot afford to miss out on such a treasure trove of information. [iv] This data informs an algorithm that matches products to local customer tastes and ingredient availability.[v]. for every Coke zero sugar Cinammon can sampled and recycled, throughout the truck tour. This way, consumers became creative labour force for a company (Ghosh, n.d.). For example, the company accesses data about weather, crop yields, pricing, and taste, combined with satellite imagery, to inform when and how they source oranges for juices. Dodrin, D., 2013. Because of any person, their culture means a lot and no company want to violate their trust. The objective behind this campaign was to increase sales as it was the post-recession phase where the sales numbers took a dip. Through this campaign, they attract the consumers at the personal level, which make a huge impact. Codella, D., 2019. The call to action of this campaign is so successful because it engages consumers to act. [online] Wrike.com. I am wondering for a CPG company with cost constrain, how much would Coco cola willing to spend in Tech(AI) investment? Take your customers on the journey and see the difference -Kaushal Sharda. We create intelligent experiences. Coke Taps Voice-Activated Skills For Share A Coke Campaign. Fortune. The Coca-Cola case: how the brand leverages social media analytics Coca-Cola is a leading brand that requires no introduction. Resultantly, Share a coke became more successful in the US with 11% of more participation in Coca-Colas sale. 6. Ads targeted in this way have a four times greater chance of being clicked on than other methods of targeted advertising, the company has said. Recognising the power of nostalgia in marketing and by homing in on the fanfare and buzz surrounding Stranger Things, Coca-Cola gave its social media an 80s makeover through Stranger Things-inspired posts ahead of the new season. Codella, D., 2018. To achieve this, they rely on seven different value, likely, leadership, collaboration, passion, quality, diversity, integrity and accountability (Burton, Wilmer, Reed and Holder, 2016).