The socialized transformation of Coca-Cola's brand marketing: from Consumer impressions (impressions) to consumer expression (Expressions)

Translator @ liberal Arts students

What kind of change does socialization bring to brand marketing? There is no need to argue too much, because change is already happening. Does socialization mean that traditional companies fall behind? This also need not excessive worry, because the traditional brand has already manifested the learning ability and the speed, the practice courage and the strength cannot underestimate. Today, the focus of socialization should not be how important socialization is, but how this important idea falls within the company, from strategy, organization, process, and practice to adapting to the requirements of the corporate and brand management in the social age.

Coca-Cola Company Cmo--joe Tripodi in April 2011 in the Harvard Business Review of this article (Cola Marketing shifts from impressions to Expressions a good illustration of how to put socialization ideas into marketing strategies and plans from a traditional brand perspective. It is clear from this article how Coca-Cola looks at socialization from the height of brand strategy, not just on the tactical level of social marketing. The core point of view, from the consumer impression to consumer expression, very clear interpretation of the socialization of the brand brought about by the essential changes-my Coca-Cola, my experience, my expression! In the ubiquitous social dialogue, Coca-Cola needs to play the role of facilitator, facilitator rather than leader.

From the consumer impression to the consumer expression, and not only the change of the mode of transmission, but because the social consumers reflect a lot of the different characteristics of the past, which requires brand marketing ideas and methods to be changed. In the era of impressions, the index system of brand health, such as popularity, usage rate and cognition, which is obtained through questionnaire inquiry, is not applicable in the age of consumer expression. Therefore, from the point of view of the brand construction effect, we also need a set of index system to adapt to the consumer expression times.

As Larry Weber said at the beginning of the marketing to the Social Web, the Internet is not a channel in the social age; The brand is an integrator, not a broadcaster. Marketer to rethink past marketing experience with an open mind, but the nature of marketing has not changed. So, less time to discuss the skills and concepts that social networking brings, and more time to think about how to start with the nature of marketing, from a strategic perspective, to implement the concept of socialization into corporate strategy, branding strategy, and specific implementation plans. This may be the important starting point of the brand business socialization reengineering.

This year is Coca-Cola's Olympic marketing year. In China, this is the first Olympic marketing year since the rise of Weibo, and it is expected that Coca-Cola will also show a wonderful social brand marketing case at home.

The following is the original compilation of cola Marketing shifts from impressions to expressions

the socialization transformation of Coca-Cola brand brand marketing

Many people remember that the CMO role was simpler than the present, when the flow of information was one-way--from the company's consumers. When preparing a marketing plan and budget, the key measure is the consumer impression, how many people will see, hear or read our ads?

That approach, if it works now, can only be found in the TV series "Mad Men". Now the information flows from many directions and the consumer's contact points multiply. Those old, single forms of practice have been made in precision marketing and one-on-one communication. Perhaps the most important change is that consumers are now given unprecedented power to spontaneously create content about our brand and share the entire Internet through their social networks. This has changed my role as Coca-Cola CMO, changing the way companies and consumers build close relationships.

In the short term, consumer impressions can also be a cornerstone of the measure of marketing effectiveness, as it is a common way to measure the effectiveness of different media advertising. But the consumer impression only tells The Advertiser a rough audience range. By definition, impressions are passive, and they are not able to embody the real bond between the brand and the consumer (indicators)-exactly what we are trying to achieve. It's good to have brand awareness (awareness), but having support (advocacy) will take the company's business to the next level.

Therefore, in addition to the consumer impression, we are more and more to track the spontaneous expression of consumers. For us, the expression represents the degree to which the consumer or the electorate is tied to the Coca-Cola brand. This could be a comment, a "like", uploading a photo, a video, or forwarding a post to their social network. We are measuring the effectiveness of these consumer expressions and have learned from the experiences of 2,700 of marketers around the world in global or local brand building activities.

It is a brand new era in which consumers are empowered, consumers and brands are tightly knit, and consumers are tightly connected to the Internet. What is the key to winning in this era? Here are some of the main lessons we've learned:

a accepts the fact that consumers can create more information than you do.

In the wave of consumers ' spontaneous expression, there is no need to compare with consumers. Instead, take the time to consider implanting content that triggers a consumer's passion, such as sports, music and pop culture. We estimate that the content of Coca-Cola on YouTube is 145 million times, but only 26 million times it is what Coca-Cola has created. The other 120 million times look at what consumers create. In terms of quantity, we cannot compare with the creative output of consumers. But we can inspire content that meets our requirements.

b) Create the content of strong mobility (liquid) and strong correlation (linked).

The fluidity of content refers to the fascinating, authentic, creative works of the Romans, which can flow in any medium, and will soon be everywhere. The content of relevance is related to the brand strategy and business goals. No matter where the consumer sees the content, what they see is the content that supports the overall branding strategy. When the content has the fluidity and the correlation characteristic, can stimulate the consumer expression, and has the potential rapid large-scale proliferation.

One example of liquidity and relevance is the 2010 Coca-Cola World Cup marketing campaign – the largest ever of Coca-Cola's marketing campaign. More than 160 countries use the same visual identity system, the same pool of television advertising, the same digital marketing platform. Everything is connected by a celebratory theme.

c) Accept the fact that you are the consumer, not the one who owns your brand.

For the first time, Coca-Cola realized that this was when the new Coca-Cola was introduced in 1985. This is becoming increasingly important as social media grows. When I wrote this article, Coca-Cola's Facebook page had more than 25 million fans (note: 42.73 million fans now). Our fan homepage was not completed by the staff at the Atlanta headquarters, but by two consumers in Los Angeles who used the homepage to express their feelings about Coca-Cola in good faith. Ten years ago, a large company like ours had already sent a lawyer to send a letter "please terminate the infringement immediately". Today we have a completely different approach, we choose to work with them to create new content, and now our Facebook homepage grows about 100,000 fans per week.

d) Create a process that allows successful or failed experiences to be quickly shared by the company.

Increasing consumer expression requires a lot of experimentation, and there are always some attempts to prove ineffective. So to store a series of ideas so that you can quickly copy successful practices to other markets, and quickly share the lessons learned from failure. For example, our happy machine (happiness Machine) video was very successful on YouTube. (Note: Viewed nearly 4.8 million times, the video is at the end of the article) so we turned him into a TV commercial and copied this low-cost, viral concept to other markets.

e) To manage the community like a promoter, facilitator, facilitator, or moderator, rather than trying to control the community.

Coca-Cola launched the Expedition 206 event in 2009. Consumers voted for 3 of their favorite Coca-Cola Ambassadors, who will visit 206 countries with Coca-Cola sales and conduct online conversations to discuss what makes people around the world feel happy.

On their 273,000-mile trip, the ambassadors were asked to write blogs and create content. Our role is to assist their entire journey. But this is not a small task! We must give up control of the content so that the Coca-Cola ambassador is free to share their experiences. In this era of consumer expression, the brand should be to help and participate in the community, rather than choose to control.

f) There are questions to be blunt, but let the fans have the opportunity to help you clarify the problem.

Of course, the consumer's expression is not always positive. Therefore, you must be involved in the dialogue so that you can clarify the issue when necessary. What's better, we find that fans will be able to monitor and manage the internet community spontaneously. When our Facebook site is attacked by an extremist team, and they send out negative comments about Coca-Cola, Coca-Cola fans first respond with positive information that supports Coca-Cola, while challenging extremist groups to use their communities to achieve extreme goals.

Marketing has changed dramatically since Pemberton the world's first Coca-Cola in 1886. On May 8, 2011, Coca-Cola will celebrate Coca-Cola's 125 anniversary with fans around the world. Then I wonder how many consumer expressions will be stimulated more importantly, I will look at these consumer expressions very carefully and use these expressions as a better measure of how Coca-Cola can succeed in maintaining this most valuable brand for the next 125 years.

(Note: Compared with the original text, a slight deletion, the title is added by the translator.) Original link cola Marketing shifts from impressions to Expressions)

Coca-Cola's happy machine video

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