How Coca-Cola empowers fans all over the world — live with Adam Brown

Continuing our previews for Word of Mouth Supergenius: The “How to be Great at Word of Mouth Marketing” Conference on December 16 here in Chicago, we bring you word of mouth supergenius and Coca-Cola Group Director, Digital Communications, Adam Brown.

Here Adam 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.

Hear Adam’s live Supergenius preview (and check out our Facebook page to see all our interviews):

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