Ashley Callahan

The Power of Coca-Cola Journey

This video is from

BlogWellSan FranciscoJune 20, 2011

socialmedia.org/blogwell

SocialMedia.orgCase Studies

This presentation is from

BlogWellBay Area

August 6, 2013socialmedia.org/blogwell

The Power Of

How Coca-Cola Uses Data and Content

to Break Through the Noise

Our Media Outlet

COCA-COLA JOURNEY WAS LAUNCHED TO:

Be a hub for the company’s content– stories and interactions

Provoke, inspire and engage

Cultivate a deeper level of brand loyalty,

supporting business growth

Prompt action of some kind

Establish Coca-Cola as a leader in digital communications

COCA-COLA JOURNEY WAS LAUNCHED TO:

IS KEY

GREAT CONTENT

EDITORIAL PLANNING

& CONTENT DEVELOPMENT

With every story and piece of content we strive

to always drive consumer engagement.

Editorial planning meetings

Daily: Journey team

Weekly: PAC marketing

Monthly: Global PAC

Pitches

Internal

Freelancers

We do this with:

CRAFT A GREAT STORY

Does it answer the “Why should I care” test?

Is it compelling with universal appeal?

It surprises

Is it being measured systematically?

Does the topic generate interest?

Is it new – something that you haven’t seen before?

Is it differentiated from the competition?

CRAFT A GREAT STORY

REAL-TIME

MONITORING

Tracking user performance and

feedback is key to optimizing Journey

Tools: Google Analytics & Gigya

Data Monitored:

• Visits

• Most popular content

• Time on site

• Bounce rate

• Number of countries

• Social and media impressions

Tools: Website

Feedback Monitored:

• Comments

• Social posts

INTEGRATING

GREAT CONTENT

WHAT WILL YOU SEE ON JOURNEY?

Food History Jobs

LinkedIn & Google+

Coca-Cola Unbottled

Twitter

High level of

consumer

engagement

Coca-Cola Journey

INTEGRATING GREAT CONTENT

Journey Microsite

Supporting Stories

INTEGRATING GREAT CONTENT

WHAT HAS WORKED WELL – PROACTIVELY

Results • More than 48,000 visitors in the first week.

• Average time spent on the page was more than 5 minutes.

• Almost 8K social shares or likes

• 2.0 million video views to date

WHAT HAS WORKED WELL – REACTIVELY

PERFORMANCE

GROWTH

AND

KEY STATS

total

visitors

9.2M pages of content

viewed

23.8M social shares

of content (old site = 0)

54k comments

(old site = 0)

8.5k visits from

mobile devices

24%

Media Coverage

346+M media impressions

67.6+M social media impressions

Top Stories In: Responsive Design

JOURNEY GOING INTERNATIONAL

• Shared editorial

• Shared master content

migration

• Shared CMS

• Shared philosophy

Coca-Cola Journey is becoming an international vehicle for

consumers, fans and the company, expanding to other countries

Morocco

launched June 14

Germany

launched April 23

Japan launched

June 25

Australia

launches July 22

U.S. launched

November 12

z

Morocco

launched July 1

Germany

launched April 22

Japan launched

June 25

Australia & New Zealand

launched July 16

U.S. launched

November 12

WHAT’S NEXT FOR JOURNEY

Develop international contributor network

Adoption by brands and teams

Establish credibility, stronger relationships and shared

value with third parties: media, consumers, partners

Launch and break news

Build infrastructure to support Journey

editors and owners globally

Triple our readership by 2018

THANK YOU

Ashley Callahan

@ashhazie

Learn more about past and upcoming BlogWells

socialmedia.org/blogwell

This video is from

BlogWellSan FranciscoJune 20, 2011

socialmedia.org/blogwell

SocialMedia.orgCase Studies

This presentation is from

BlogWellBay Area

August 6, 2013socialmedia.org/blogwell