可口可乐：通过卓越的内容实现品牌价值

Creating Brand Value through ContentExcellence The Coca-Cola CompanyINDUSTRYConsumer Packaged GoodsREVENUE (2012)$48.01 billion USD Facing profound changes in the way consumers accessand share information, The Coca-Cola Companyrecognizes that the effectiveness and relevance oftraditional creative media are fast diminishing. Coca-Cola designs a content-based marketing strategyto drive consumer conversations, inspire purchases, andenhance brand value. Solution Components Applicability toExecutive Functions Coca-Cola’s Key Lessons Learned •Storytelling is a powerful tool to use within a company, just like it is for your target audience. It is all toofrequently overlooked by companies. Businesses need to use persuasive storytelling to create cultural change,which can galvanize a new strategy and align companywide stakeholders.•When creating a new strategy, collective inputs are important to ensure cross-functional perspectives areincorporated.Thatsaid,itiscrucialthatthefinaloutputhasoneprimaryauthorandvoice.Thisensuresthenarrativeofthestrategyhasaconsistenttoneandflow,whichinvariablystrengthensthemessageandenhancesreceptivity. READ MORE» Contents Integrated MarketingCommunications andCapabilities OrganizationStructure. . . . . . . . . . .3Overview Page. . . . . . . .4Devise a ContentStrategy............5Create “Liquid and Linked”Ideas. . . . . . . . . . . . .9Develop CompellingContent...........10Measure Impact.......11Business Results. . . . . .12Key Lessons Learned. . . .13Supporting Tools& Resources. . . . . . . .14Content StrategyDevelopment Team14Managing Consumer-Generated Content15Content 202016 HEADQUARTERSAtlanta, Georgia, United StatesGEOGRAPHIC FOOTPRINTGlobalOWNERSHIPPublicEMPLOYEES (2012)150,900 Resources Required Business Results •An internal leader to spearhead the project•A team of key creative experts representing allthe regions•An internal creative director/producer •Increased global unit case volume•Boosted stock prices•Recognition through international marketing andadvertising awards Within The Coca-Cola Company’s Global Integrated Marketing, Communications and Capabilities, GlobalAdvertising Strategy and Content Excellence is responsible for the Company’s content strategy The Coca-Cola Company develops and implements a content marketing strategythat significantly elevates the role of content across the brand portfolio Content Strategy Implementation Process Create “Liquidand Linked” Ideas Develop Compelling Content Measure Impact Devise a Content Strategy Objective Objective Objective Objective Assess the effectiveness of theCompany’s content marketingefforts Create content that drives brandconversations and value Develop a framework to guidecontent production through 2020 Generate compelling ideas thatsupport key marketing objectives Key Activities Key Activities Key Activities Key Activities •Identify meaningful metrics foreach content initiative•Analyze consistent metrics togauge content’s impact •Examine trends in generationand consumption of content•Convene creative leaders fromthroughout the Company tocraft a content strategy•Solicit Companywide feedbackon the content strategy•Share the content strategypublicly •Categorize content as high,medium, and low risk•Designate how much time andresources to invest in eachcategory•Prioritize the content through avoting-based selection process •Develop engaging ideas that cantake on a life of their own•Ensure the ideas assist theCompany’s business objectives,brand goals, and consumerinterests key takeaway:Engage with consumers on their own terms (not yours) Coca-Cola confronts the reality that traditional creative does not produce the engagement that it did in a pre-social media age Corporate Context What is Content? Coca-Cola plans to double its system revenueby 2020, and Marketing must play a key role inmeeting this goal. The revenue goal prompts Marketing to rethinkits approach on traditional creative. Dialogue Marketing determines that content must drive itsstrategy for the future. The Case for Content:Consumers… …Are already a partof the conversation …Access information whenever theywant, however they want… …Are in the driver’s seat… Attributes Attributes Attributes •A Bigger Tent:Anyone, anywhere—fromCoca-Cola associates to customers, andfrom brand fans to brand detractors—canparticipate in brand and category conversations.Companies therefore need an array of engagingcontent to inspire these discussions•Age of Advocacy:As there is a continual dialogueamong consumers, companies must identifybrand advocates, engage with them in atransparent manner, and consistently delivervalue-adding content •Consumer Empowerment:The traditionalapproach of companies talkingatconsumers isno longer viable. Consumers now talkamongthemselvesand use a multiplicity of sourceswhen evaluating a company’s goods/services.•Signal-to-Noise Ratio:Consumers have an arrayof messages vying for their attention andcompan