Posts tagged with Coca Cola

Q&A: Maura Curtin, Social Media Advertising Consortium

There's a new trade group in town. The Social Media Advertising Consortium (SMAC - pronounced "smack") is newly-formed, but burgeoning body dedicated to best practices, measurement, defining smacand shaping one of the fastest-growing channels in digital advertising. We caught up recently with Executive Director Maura Curtin to learn more about what SMAC is up to...and what its plans are for the future.

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Why should brands own their social media profiles?

Is this Captain BRAND, saviour of the universe? Via flickr by Gaetan LeeBrand managers are paid handsome salaries largely to optimise and protect their brands. This means raising the key brand metrics (reach, awareness, favourability, etc) and avoiding brand damage.

In today's multichannel environment I argue that brands need to be monitored, represented and protected online. I wrote an article last week that generated some interesting discussion around whether or not companies should be climbing onboard the Twitter train. Some argue that there's no point ('it isn't big enough' / 'how would you use it?') and others think that it is ripe for engagement. 

My own argument can be boiled down to this: even if you don't actively use these sites today, you might as well make sure that you're in a position to use them tomorrow.

This means owning the brand names...

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Why do top global brands like Coca Cola ignore Twitter for engagement?

Coke can, by poolie on FlickrRecently we’ve been looking more and more at the online performance of brands, which is increasingly key to success in a multichannel world.

Historically, many FMCG brands have not considered their products as being relevant for the internet, and certainly not in terms of e-commerce. It is understandable. Nobody really visits Google to find a place to buy a Coke. 

Nevertheless, the brand owners spend countless millions, and in some cases billions, on multichannel advertising campaigns. Partly because they have to, and partly because they can.

But here’s the truth of the matter: many ad campaigns aren’t delivering what they should be because budgets aren't being invested into digital channels to encourage (and capture) engagement.

All too often the internet (and mobile) is a last-minute thought, when it should be built into a campaign at the outset. More than that, it should now be hardwired into marketing strategies by default.

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Coca Cola’s major multichannel campaign is a minor fail

A bunch of Diet Coke cans by AlwaysSecondBest via FlickrOne of my earliest brand-related memories involved eating lots of Weetabix in order to secure some ‘free’ Lego. I ate more Weetabix than ever before, and one sunny day my free Lego turned up. 

This reflects something that FMCG brands have known for many decades: on-pack promotions are an extremely powerful tool in the marketing toolkit.

Coca Cola is no different, and is currently promoting a campaign to win £10,000. All you have to do is drink lots of Diet Coke and look under the ringpulls for unique codes.

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