3-Minute WOM Lesson: How Coca-Cola is energizing and empowering their biggest fans — live from Word of Mouth Supergenius

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As a preview for Word of Mouth Supergenius on July 20 in New York, we’re taking a look back at some of the amazing presentations from our last “How to be Great at Word of Mouth Marketing” conference in Chicago.

Here, Adam Brown demonstrates how Coca-Cola empowers fans from all over the world by creating lasting relationships through social media. His big ideas:

1> Use the 4R strategy
2> Fish where the fish are
3> Give fans responsibility
4> See Adam’s live presentation from Word of Mouth Supergenius

1> Use the 4R strategy

Adam explains his 4R social media strategy: Review, Respond, Record, and Redirect. He recommends to first find out what people are saying about you online, and then take action by empowering employees to respond with a true dialogue. Adam says to keep a record of your findings so that once you have a handle on the conversation, you can redirect fans to your homepage and ultimately your product.

2> Fish where the fish are

Your homepage isn’t just “yourproduct.com,” it is everywhere that people are talking about you. Adam gives the example of how Coca-Cola not only puts content on their site, but also on Twitter, MySpace, Orkut, Vimeo—everywhere their fans already are. Your fans will bite if you know the right places to look for them.

3> Give fans a responsibility

Getting your customers’ attention is really all about telling genuine, compelling stories. Coca-Cola launched Expedition 206, a campaign that sent three young people to all 206 countries that sell Coca-Cola and asked fans to act as their tour guides by suggesting key points of travel. Adam says to celebrate the spirit of your brand by creating compelling content that will encourage your fans to participate in unique ways.

4> See Adam’s live presentation from Word of Mouth Supergenius

Check out Adam’s presentation from Word of Mouth Supergenius — and join us live in New York on July 20 to see a bunch of amazing marketers share case studies like this:


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  1. patrickdh

    I much prefer the work that Pepsi is doing, in terms of harnessing social media to further a cause that goes beyond brand centricity, but at the same time position your brand in your competitor’s territory – sure it’s not global but its about engaging people on a cause that is not just about you’re product. CocaCola’s approach is different and a rally call to their fans to connect – the type of social media empowerment that is a tad ego-centric where all the attention and the engagement revolves around 1 single brand. I already have CocaCola in my fridge, but I far more interested in what the consequences down the road at a human and society level too. http://www.refresheverything.com

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