Coke's 'fans first' approach in social communities

Coca-Cola "Fans First" Approach in Social Communities

Slideshow Presentation by Michael Donnelly, Worldwide Interactive Marketing, Coca-Cola

(Slideshow found by @KevinKent on Twitter. Also found on www.digitalbuzz.com)

As a planner in advertising, the heart of this presentation is the following quote: "Traditional campaigns start at zero and abandon the audience they've amassed upon completion. Campaigns based on Sustainable Relationships leverage the existing audience and grow it for future use."  This is the strength of social media and interative marketing; a fundamental reason for being.

Social media is about the people -- it allows your fans and loyalists to voice what the brand means to them, how they interact with the brand in their daily life, give the brand their creative spin, and play critique when necessary.  If you listen, really listen, you realize what the true meaning of your brand and its engagement is with your most ardent and fervent supporters.

Thoughts and Opinion Authored by Anne Gibson