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Coca Cola appears to be embracing the promotional opportunities presented by social media. Its Second Life competition is just one element of a much bigger social media campaign.
What other ways could a superbrand like Coke use social media as a communication tool?
Why?
What is the risk of not embracing this new frontier?
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21 comments:
CIAO
TI AUGURO UN BUON INIZIO DI SETTIMANA
E UNA FELICE GIORNATA ......LINa
By Lauren Trotter.
As well as their Second Life campaign, Coca-Cola are making use of many social media opportunities, including on-line films, music and competitions.
I think that Coca-Cola should develop an official internet forum or weblog. This could be strongly promoted as being direct, personal contact with Coca-Cola and draw the attention of more internet users.
The Coca-Cola Second Life competition should be continued and expanded upon. Regular campaigns and/or competitions should be conducted to keep in close contact with this large market segment.
The risk of Coca-Cola not embracing this technology is that the competition will do it first, making them the more modern, exciting company that is the most in tune with consumers. Coca-Cola does not want to come second.
By Samantha-Jayne Scriven
Coca-Cola is probably the worldwide leader at using social media to its advantage and I think that their progression into Second Life was just natural. They have been using the internet for many years now for entering into competitions which has been assisted by old media.
To increase their depth of social media coke could start a internet forum where questions, new ideas, and new competitions can be posted. They could have podcast feeds of competition winners, daily running of manufacturing plants and the latest video advertisements on the forum to maintain the entertainment factor.
To not embrace this new frontier is to be left behind in a quickly changing world we live in today.
I have registered in Second Life to see what all the hype was about and my name is Aurora Jiminy. I think its classic!
Daniel Lawley
Based on sales and profit, figures will indicate that Coca-Cola is a global leader in marketing. Embracing the promotional opportunities by using social media is just one example why Coca-Cola always seems to be one step ahead of their competition.
Coca-Cola has identified that millions of people, worldwide, have created a second life online. Promoting via second life is an effective way of reaching various target markets.
Coca-Cola could use social media to make a super interactive web site that will draw their target audience. Things such as games and quizzes could be on the site with the incentives being things such as holidays and product.
The risk of not embracing social media, which is becoming more frequent in our daily lives, is that companies will be left behind their competition. Social media is a cheap, quick and effective way of communication to people all over the world.
(Bernard Wong)
Coca-cola has become such a huge conglomerate, promotions and advertising can be done in a heartbeat. Coca-cola has been through many frontiers of making a name and spreading their wealth all over the world.
As a means through “Second Life”, Coca-cola has again struck gold. They have tapped into Social Media to spread the logo and their name further in Cyberspace. Coca-cola could further extend their empire further into the internet with more interactivity with the website as well as more information on their goals, their products and where they are headed with social media like Second Life.
Coca-cola has now become a way of life to people as one of the leading soft drinks in the world. In my mind, a risk from not embracing this as a new frontier is like turning away making weapons for the armies of every country. Nothing would be gained. But strike this opportunity through Social Media, and the world will expand in Coca-cola’s favor. Expanding further into the future, will put its competitors practically in the dust.
Alongside the "second life" campaign, Coca Cola use many different avenues of social medias to convey their messages.
Competitions on the internet could expand their targets, and also possibly create new consumers.
they would be crazy not to follow on with any other social media campaigns, as it is a wide reaching advertising tool.
Mel Evans
By Colin Chan
Second life and other social media sites such as Facebook, MySpace, Bebo, etc, have become a new marketing tool to appeal to a mass audience.
Not embracing such social media, can be detrimental to an organisation, if they don’t support such virtual worlds, they may miss out on generating millions of dollars.
Many companies have begun to utilise the Second Life world, companies such as Apple, Prada, and others, have begun selling virtual consumables to the people who inhabit the Second Life.
The “avatars”, which are controlled by people around the world, spend real money to buy virtual goods; global companies who offer the merchandise have begun earning millions of dollars through virtual worlds like Second Life.
Katie Wong
Second Life has been established as the place to go for virtual marketing, and Coca Cola is the latest in a string of promotions that have than taken over the virtual reality world.
Coca Cola can create a blog that allow people to leave the comments and opinions about this Second Life competition. They can also post the latest news about this competition to encourage more people to join.
The risk of companies not embracing this new frontier can be left behind in the new technological frontier, as we know; Coca Cola is leading marketing trendsetter, if they are the first to use such opportunities, they will remain the marketing leader in the world.
by Sharene Macdonald
Coca-Cola is a long established, successful and powerful corporate identity. They've been using technology based media to reach their target audiences for some years. They aim to keep informed of marketing methods to ensure globally favourable sales and profits.
To keep ahead of competititors, Coca Cola need to keep fully utilising modern communication techniques.
Second Life is a site used for virtual 3D marketing. Coca Cola should continue to use this for further promotional opportunies and reaching a wider audience. They could expand with more interactive methods encompassing podcasts, videos, pictures, and bloggs for feedback boards. The incentive of desirable prizes could be offered to encourage membership.
Those organisations that do not embrace this new frontier will be less informed and in touch with the needs and opinions of their consumers and the forever changing world we live in. This will inevitably prove detrimental for business.
Another way Coke could continue to use social media options as communication tool would be to provide incentives for people to contribute to their official website blogs. Competitions would a great way to get people to contribute to a blog using not only text, but also graphics, audio or video. Each week through the blog a new question would be asked or task set for people, such as ‘what flavor would you most like to see fused with Coke?’ This is a creative way for the public to interact with the brand.
Not embracing this new frontier would see Coke risk being left behind and possibly losing some of their image as being ahead of the rest, modern and cool in the eyes of their target market.
Bianca Festa
Kris
Another way that a superbrand like Coke can use is an internet forum.
An Internet forum is a web application for holding discussions and posting user generated content. Internet forums are also commonly referred to as web forums, message boards, discussion boards, (electronic) discussion groups, discussion forums, bulletin boards or simply forums. It can approach significantly to its target groups, especially internet addicts.
The risk of using internet forum is it requires the member to visit the website and check for new posts, while another social media as electronic mailing lists automatically deliver new messages to the subscriber. You have to make sure that your forum is good enough to motivate your visitors to have a look and post some messages on it.
Karine Pontoizeau
We have all heard of the youtube phenomenon. It seems that the blogs are not enough anymore to people who wants to share their thoughts or just have a bit of fun. Now it is all about videos where you can see and be seen, probably in the ultimate quest to become famous. And this doesn’t stop with the Internet but with the new technology arising, it is possible to create videos with your mobile phone (like the Iphone)
So as way to communicate with people, Coke could embrace these new technologies combined. Maybe organising a competition where the entrants would create videos through their phones and sending to Coke. Other entrants would also be able to interact with them.
Coca-Cola is already a leader in the soft drink market and they tend to be a million steps ahead of all their competitors. They make 100% satisfying products and they make the most amazing advertisements which makes people want to stop and watch them.
They are already using all the positives of new media in order to establish themselves on a different level. They have on-line competitions and use all kinds of promotional tools to entice the consumer to visit their website and find out more about the history of the brand and product.
By using Second Life as a new media campaign, once again, they seem to be steps ahead from anyone else. They are appealing to the younger generation as well as different target markets.
Coca-Cola could maybe do something that entices the consumers of their products to use their website more. The website should encourage interaction and have all the modern elements and components to excite the reader and encourage brand loyalty, from young consumers to exsisting brand loyal consumers.
I can imagine that there would be no budget or limit to how huge and exciting their next campaign will be.
Coca Cola's association to the Second Life campaign was an example of their 'in the know' marketing behaviour.
Official forums or blogs could be created on-line so that target markets opinions could be viewed and used as market research.
An alternate option could also be to implement an online 'Coke Life' website. This could play on the increasingly popular youtube sites and invite Coke consumers to film part of their lives in association to drinking and enjoying their products. These clips could be posted and rated by users for inclusion into a new Coca-cola advertisement.
If Coca-Cola doesn't embrace the trends and expansion of social media options they risk keeping up-to date with and knowing consumers demands. They also give competitors a chance to win over market segments.
By Alana Scarce
Coca-Cola is already a leader in the soft drink market and they tend to be a million steps ahead of all their competitors. They make 100% satisfying products and they make the most amazing advertisements which makes people want to stop and watch them.
They are already using all the positives of new media in order to establish themselves on a different level. They have on-line competitions and use all kinds of promotional tools to entice the consumer to visit their website and find out more about the history of the brand and product.
By using Second Life as a new media campaign, once again, they seem to be steps ahead from anyone else. They are appealing to the younger generation as well as different target markets.
Coca-Cola could maybe do something that entices the consumers of their products to use their website more. The website should encourage interaction and have all the modern elements and components to excite the reader and encourage brand loyalty, from young consumers to exsisting brand loyal consumers.
I can imagine that there would be no budget or limit to how huge and exciting their next campaign will be.
By Lauren Zammit
Coca Cola's association to the Second Life campaign was an example of their 'in the know' marketing behaviour.
Official forums or blogs could be created on-line so that target markets opinions could be viewed and used as market research.
An alternate option could also be to implement an online 'Coke Life' website. This could play on the increasingly popular youtube sites and invite Coke consumers to film part of their lives in association to drinking and enjoying their products. These clips could be posted and rated by users for inclusion into a new Coca-cola advertisement.
If Coca-Cola doesn't embrace the trends and expansion of social media options they risk keeping up-to date with and knowing consumers demands. They also give competitors a chance to win over market segments
It doesnt get much bigger than Coca Cola. Coke has really been the pioneer when it comes to social media. Like everything else in the corporate world Coke isnt scared of taking on new ideas and attaching their image to it.
I think the new direction Coke needs to take in the form of social media is becoming affiliated with people on myspace who have hundereds of thousands of friends and then using their page as a platform for advertisement.
It would be a huge risk for Coca Cola not to get involved with social media because if they dont and their competitor does then thats a whole chunk of market they're not going to reach.
Above by Luke Morris
Linda Matthews
With social media beginning to play a larger part in everyday life, it was only a matter of time before global corporations jumped on board. In this hi-tech world, corporations have to be able to keep up with their target publics. Coke can’t “pretend” to understand the hype and cultures of myspace, Facebook or Second-Life if they are not a part of it too. By intergrating itself into the virtual game, Coke is sending a message to its publics saying that ‘Coke should be apart of all your worlds”. If Coke were to refuse this avenue, it would end up marketing to over-40’s and risk its popularity and product lines dying out with those generations instead of continuing to become a fix of everyday life in every teenage generation.
By Gemma Harris
There are plenty of ways that Coke could use social media as a communication tool, however the company needs to be sure that they create ideas that are innovative and not too common or mainstream. Ideas include the creation of a soap opera style campaign broadcast on youtube based on a character that is created specifically for the campaign. Coke could even simply create facebook and mySpace accounts, create their own blog that is updated daily or weekly that corresponds a specific theme.
The forum of social media is an area of business communication that will only increase. With the constant creation and invention of new social media communication methods, Coke need to stay ahead of the game or at least keep up with competitors.
The risk of entering this forum is becoming just another company who overuses and over advertises throughout this method. Currently, MySpace is renowned for an overload in advertising and consumrs and target audiences are getting sick of it and moving to facebook. If Coke wants to be noticed they need to be careful, creative and strategic to ultimately be successful.
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