CocaCola on Facebook John Deighton Leora Kornfeld 2011
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The CocaCola Company’s (Coke) mission to “bring our culture to life” on Facebook has been a huge hit with consumers in the United States and around the world. Coke’s use of Facebook to interact with customers has been so effective, it has even helped the brand build more than 1 million new fans, per a 2010 study by Epsilon, a brand marketing agency. This is no surprise considering Facebook’s ability to capture and retain Facebook users. In this post, I will share
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[Today’s marketing executives] know that Facebook is not just about being social and networking, but it is about reaching your target audience on the largest social network in the world. So, it is no longer just about getting the message out to your network or building relationships or community with the company’s audience, but it is about reaching people with ads and targeted messaging. And for this, you need to have a complete online strategy. I, John Deighton, worked on the marketing department and on the branding strategy for C
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1. In terms of Facebook, I am the world’s top expert. I can offer insights and predictions about what the future will hold, and even give you a unique and actionable strategy for your own Facebook profile and presence. 2. John Deighton is a senior brand strategy consultant at IBM’s Global Strategy Office. He writes about how brands use social media in his books, including “The Facebook Economy” and “Facebook’s Rise”—both available at amazon.com. see 3. Leora Kornfeld is a veteran