ROI Marketing

Andy’s Answers: How Coca-Cola is connecting fans all over the world

By Andy Sernovitz on November 17, 2009

In this interview, Adam Brown, Coca-Cola Group Director, Digital Communications, shares a few tips based on the case study he’ll be presenting:

• Fish where the fish are. Coke is focusing on putting content where the fans are by sharing everything on Twitter, Facebook, Bebo, Orkut, etc.

• Learn to sell these big ideas as internal partnerships. Coke’s Expedition 206 is a partnership of marketing and communications. It’s a new concept at Coke, and probably at any company — and one of the biggest challenges of new media is internally determining where to host these activities.

• Start using these new tools yourself. Get a feel for them by just trying them out. The vast majority of them are free, and your testing might be where some great new ideas come up.