Written by Jeff Bullas
Coca Cola has been part of popular culture for over 100 years and has been called a “Vision Brand“.
Its mission is not about selling products but to create significant positive change in the world that makes the world a better place.
Coca Cola’s mission statement
- To refresh the world
- To inspire moments of optimism and happiness
- To create value and make a difference
Recently they have realised that their marketing strategy that has worked well for them for decades needed to evolve and as such they are moving from “Creative Excellence” to “Content Excellence”
Creative excellence has always been at the heart of Coca Cola’s advertising and they have decided that content is now the key to marketing in the 21st century on a social web.
Content for Coca Cola is is now the “Matter” and “Substance” of “Brand Engagement”
So what can we learn from Coca Cola’s new marketing strategy?
Lesson 1: Create Liquid Content
The purpose of content excellence is to create “Ideas” so contagious that they cannot be controlled this is what is called “liquid content”.
On a social web people can easily share ideas, videos and photos on social networks such Facebook.
So create content that begs to be shared whether that be an image, a video or an article.
Lesson 2: Ensure your Content is Linked…
The next part of the equation is to ensure that these ideas create content that is innately relevant to
- The business objectives of your company
- The brand
- Your customer interests
This is “Linked” content…. Content that is relevant and connected to the companies goals and brand.
Ensure that the content communicates your message that is congruent with your mission and values.
Lesson 3: Create Conversations
Coca Cola has realised that the consumer creates more stories and ideas than they do so the goal is provoke conversations and then “Act” and “React” to those conversations 365 days of the year.
The new “Distribution Technologies” of Twitter, YouTube and Facebook provide greater connectivity and consumer empowerment than ever before.
Don’t just publish but interact with your audience and tribe.
Lesson 4. Move onto Dynamic Story Telling
On traditional media in the past, story telling was static and a one way street. Television and newspapers shouted at you with no means of interaction.
Coca Cola has come the realisation that to grow their business on the social web they need to move on from “One Way Story Telling” to “Dynamic Story Telling”
This means you need to allow the story to evolve as you interact and converse with your customers. You need to converse with your customers in many media formats and social networks.
Storytelling has moved on from static and synchronous to multifaceted, engaged and spreadable.
Lesson 5: Be Brave and Creative with Your Content Creation
Part of the new Coca Cola content strategy is applying a 70/20/10 Investment principle to creating “Liquid content“.
- 70% of your content should be low risk. It pays the rent and is your bread and butter marketing (should be easy to do and only consumes 50% of your time)
- 20% of your content creation should innovate off what works.
- 10% of your content marketing is high risk ideas that will be tomorrows 70% or 20%…. be prepared to fail
This provides a blueprint regarding moving on from just developing white papers, to trying some content that is more visual, courageous and engaging in web world that has embraced multimedia and interactive content.
The 30 Second TV Ad is no Longer King
Coca Cola has come to the conclusion that the world has moved on from the 30 second TV ad. So has the the Old Spice brand and many other businesses who are embracing social media as part of their marketing strategy.
We need to move towards a genuine consumer collaboration model that builds buzz and adopts a more iterative approach to content creation.
Learning how to fuel the conversations, act and interact has never been more important.
Consumers ideas, creativity and conversations have been set free with the evolution of social networks, learning to leverage and wrangle those conversations to increase your brand visibility is now a vital part of your marketing.
What About You?
Do you create conversations with your marketing? How many people are talking about your stories on Facebook?
Is your content liquid, linked and multi-faceted?