Coca-Cola's Strategic Social Media Plan and Brand Engagement Report

This report provides a comprehensive analysis of Coca-Cola's social media strategy. It begins with an introduction to the importance of marketing in the digital age, using Coca-Cola as a case study. The report delves into the company's social media strategy, including its presence on platforms like Facebook and Twitter, and highlights successful campaigns such as 'Share a Coke'. It outlines the key uses of social media, Coca-Cola's goals and SMART objectives, and methods for determining outcomes using KPIs like profit, cost of goods sold, and customer satisfaction. A mind map visually represents the strategy. The report further examines Coca-Cola's social media profile, brand image showcasing, and content strategy, including a detailed content strategy table. It also discusses social media policy and lists various social media metrics and tools used by the company. The report concludes with a summary of the key findings and references.

Strategic Social Media plan
and participating in social
media engagement and
discussion.

Table of Contents
INTRODUCTION...........................................................................................................................1
Lesson 1...........................................................................................................................................1
Social media strategy..............................................................................................................1
Lesson 2...........................................................................................................................................2
Three Key uses of social media..............................................................................................2
Goals and SMART objectives................................................................................................3
Determining the Outcomes.....................................................................................................4
Mindmap.................................................................................................................................4
Lesson 3...........................................................................................................................................5
1) Social Profile of Coca Cola................................................................................................5
2) Show casing brand image...................................................................................................6
Lesson 4...........................................................................................................................................6
Content strategy......................................................................................................................6
Lesson 5...........................................................................................................................................7
Analysis table for Coca Cola..................................................................................................7
Lesson 6...........................................................................................................................................8
Social Media Policy................................................................................................................8
Lesson 7...........................................................................................................................................9
List of various social media metrics and tools.......................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is the blood and soul of an organisation. This helps a company to promote its
business on a higher level. With the technical advancement, the trend of digital marketing has
grown to a greater extent. For this report, we have taken Coca-Cola as the company for the
context (Hudson and et.al., 2015). This report will involve the social media strategy of the firm
and its benefits. Besides this, the brand projection and various conversation are been taken into
the consideration. A mind map of the cited brand is been drawn to get a better understanding of
the social media strategy of the brand. Apart from this, the key points of the social media policy
of the company have been taken into consideration (Turban and et.al., 2017).
Lesson 1
Social media strategy
In the present era, the social media marketing is very important for the promotion of the
brand in the company. Coca-Cola being a global brand, has to take into the consideration the
various sort of the social media platform to promote and launch its new products in the market
and attract large number of customers. On Facebook, the official page of Coca-Cola has more
than 93 million fans. Besides this, as Coca-Cola don't have any specific store or outlet of its own,
the social media marketing team is not required to run a campaign to attract its customers to the
store. Even the page gets rarely any update. Apart from this, various products of Coca-Cola like
Coca-Cola Zero and Diet Coke has around 2.5 million and 6.8 million fans on their respective
Facebook fan page (Thompson and et.al., 2014). This shows the extreme brand loyalty of the
customers towards the brand. Besides this, on Twitter, brand's main feed has about more than
3.11 million followers making it the most active beverage brand in the social media marketing.
Any query or the feedback by the customers is been managed by the @mention tag on nits
Twitter feed. The Diet Coke page adopted the different approach and uses the platform to tweet
about the marketing messages and asking questions to its customers. Thus, this shows a better
customer engagement of the Coca-Cola as a brand. This strategy framework helps the company
to meet the required targeted goals in a better way to meet the requirements of the company. It
leads to the better management of various resources and execute the market plans in a better way
(Ashley and Tuten, 2015).
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'Share a Coke' campaign
This was the most successful and social media marketing strategy plan that has been
adopted by a beverage company till date. In this, the company swapped the brand logo with
customer’s name. It increased the company's sales on global level and about 110,000 fans used
'#share a coke' on various social media platforms (Killian and McManus, 2015).
Lesson 2
Three Key uses of social media
The social media have various key uses related to the marketing of a brand. The three
major uses are as follows:
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Illustration 1: Coca-Cola on Social media
Source: (Pintrest, 2017)

 Staying up to date: The social media helps in keeping us up to date by providing the
latest and updated news and information on current events. It improves the quality of the
customer service by the company.
 Opinion sharing: People can share their opinion and outlooks over a person, product,
event or a brand on the social media. This leads to the better marketing of brand (Turban
and et.al., 2017).
 General networking: The social media platforms also helps in the better building of the
network that helps the company to promote its product or services in more effective way.
It helps in building the better public relationship.
Goals and SMART objectives
The two major goals of Coca-Cola are as follows:
 To get a sustainable market position and gaining a better customer satisfaction level by
meeting their needs and demands.
 Maximise the long term return of investments of the stakeholders in the company and
managing it responsibly (Khatri and et.al., 2015).
Three SMART objectives are as follows:
 Specific: It will help the company to identify the better share of the idea about the
operations they are performing and they need to acquire in order to fulfil their goals. This
will help the Coca-Cola to take into the consideration various steps that leads to gaining
of a sustainable market position and giving a good ROI.
 Achievable: The goals that are been set by the company are required to be achievable by
the company as it involves the important resources like time and money. The easy
achieving of the goals will improve the market position and improve the investment of
Coca-Cola (Maher and et.al., 2014).
 Relevant: Coca-Cola has to look after that the objectives that have been taken into
consideration by the company are leading it to the fulfilment of its goals in a better way.
Other than this, it helps the company to identify the specific measures that the company
should take in order to achieve its goals (Kumar and et.al., 2016).
Determining the Outcomes
The outcomes of the company have been determined by the implementation and
assessment of various Key Performance Indicators (KPI). This helps the company to identify the
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feasibility of the various measures that are been taken into the consideration by the company to
promote and market its products (Perreault and Mosconi, 2018). It includes the following factors:
 Profit: The profitability gained by the company plays a very crucial role in the
management of the various operations and helps the company to identify there efficiency
in a better way (Tuten and Solomon, 2017).
 Cost of the goods sold: The cost of the goods that are been sold by the company or the
brand like Coca-Cola must be able to make out the suitable profit margins. This helps the
company to identify the various measures to sustain in the market and meet the
competition.
 Customer and employee's satisfaction and retention: It is the most core key
performance indicator as a happy and the satisfied customer will be loyal to the company
and will retain towards the brand for the product or the service (Filo, Lock and Karg,
2015). This helps the company to gain a better customer base and improves its overall
performance. The happy employee's will work with more dedication and loyalty,
increasing the company's productivity.
 Percentage of the product defects: The number of the defected units divided by the
total number of units produced by the company will help the business organisation to
gain a positive idea of the level of good performance of the company. The lower the
number of defects, the higher the level of performance by the brand (Tiago and
Veríssimo, 2014).
Mindmap
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Coca cola
digital marketing
Assessme
nt Adopting SMART
objectives
Getting
Feedback
Using
Social
media platform
Considering
KPI factors
Setting up
of goals

Lesson 3
1) Social Profile of Coca Cola
As the Coca cola is been a well known global brand, it is quite popular on the social
media too. It has used various popular social media platform to promote its services and
products. The official Facebook page of Coca Cola has more than 93 million fans. Apart from
this, as Coca Cola don't have any specific store or outlet of its own, the social media marketing
team use advertisements on Facebook to promote the services and product (Bianchi and
Andrews, 2015). Other than this, the different products like Coca Cola Zero and Diet Coke has
around 2.5 million and 6.8 million fans respectively, on their Facebook fan page. It indicates
towards the extreme brand loyalty of the customer's towards Coca cola. Besides this, on Twitter,
Coca cola's main feed has about more than 3.11 million followers, making it the most followed
beverage brand in the social media platform, Twitter. It helps in building a better customer's
loyalty and brand equity (Lacoste, 2016).
For showcasing the credibility on social media platform, Coca cola will take into the
consideration various operations that will help the company to improve the brand performance
and gain a better customer's trust and satisfaction level. The company can keep an open
discussion, or support an initiative to increase the awareness among the customers. Besides this,
interactive and attractive advertisement's placed on the various social media platforms. Apart
from this, various posts and tweets under the effective social media marketing strategy can help
the brand to promote its various products and services (Fuchs, 2017). Coca cola has taken into
thought process, various innovative and interactive measures to communicate or converse with
its customers. For instance the 'Share a Coke' campaign was one of its kind marketing strategy,
allowing customer's to get their name placed at trademark logo of Coca cola. It helped the
company to engage large number of customer's and improve the sales. Even in recent, Coca cola
has developed the innovative advertisement approach by producing the First 'Drinkable ad'. Such
measures taken by the company outline and showcase its key principles such as spreading
happiness, increasing customer's engagement with brand and create a better brand value among
customer's (Bonsón, Royo and Ratkai, 2015).
2) Show casing brand image
Showcasing the proper brand image will help the company to gain a better idea about the
various measures that are been taken into the consideration by the Coca cola to gain a better idea
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of the various operations that are been taken into the consideration by the company. At present,
Coca Cola is present and active on the various social media platforms like Facebook, Twitter,
YouTube etc. and is in constant touch with the customers (Ngai and et.al., 2015). The coca cola
has used various sort of advertising, campaigning and strategies that helps the company to
effectively promote its services and products among the customers. Besides this, the company
has its own personal website where the customers can place their questions, feedbacks and
queries related to the brand. The company publishes the details about its product or services on
the various social media platforms and site. Besides this, it helps the company to adopt various
innovative technologies and increase the credibility in industry as well as consumers. This helps
the company to adopt the proper customer service measures that helps the company to gain a
better customer satisfaction level (Dijkmans, Kerkhof and Beukeboom, 2015). The brand mostly
focuses on the principles that helps the company to gain a better share in the market that helps
the company to promote its principles and meet the requirements of the company in appropriate
manner to fulfil its core principles.
Lesson 4
Content strategy
Websit
es/
Portals
Blog
s
Magazi
ne
Newslett
er
E-
newslette
r
e-
book
Whit
e
pape
r
Digital
magazin
e
We
bin
ars
Adv
erti
sem
ent
Soci
al
med
ia
plat
for
ms
Lead
generat
ion
      
Brand
Aware
ness
        
Consu      
6

mer
educati
on
Thoug
ht
leaders
hip
    
Percep
tion
modifi
cation
          
Consu
mer
retenti
on
         
Interna
l
comm
unicati
on
     
Sales
suppor
t
          
Lesson 5
Analysis table for Coca Cola
Brand Competition Target Market Industry Other
Coca Cola Pepsi/ Red
bull/Fanta/
Beverages/ Cold
Drinks/ Health
Beverages/ Cold
Drinks/ Soft
Share a coke/
open the
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Gatorade /
Lipton/
Tropicana/
Mountain Dew/
Nescafe
Drinks/Juices/
Energy Drinks
Drinks happiness/
happiness/ Coke/
Pepsi/ Soft Drink/
Cold Drinks
Diet Coke Pepsi/ Red
bull/Fanta/
Gatorade /
Lipton/
Tropicana/
Mountain Dew/
Nescafe/ Green
tea
Beverages/ Cold
Drinks/ Health
Drinks/Juices/
Energy Drinks
Beverages/ Cold
Drinks/ Soft
Drinks/ Health
drinks/ Energy
Drinks/ Low
Calorie Drinks
Share a coke/
open the
happiness/
happiness/ Coke/
Pepsi/ Soft Drink/
Cold Drinks/ Low
Calorie/ Diet
Coca Cola Zero Pepsi/ Red
bull/Fanta/
Gatorade /
Lipton/
Tropicana/
Mountain Dew/
Nescafe/ Green
tea/ Aquafina
Beverages/ Cold
Drinks/ Health
Drinks/Juices/
Energy Drinks
Beverages/ Cold
Drinks/ Soft
Drinks/ Health
drinks/ Energy
Drinks/ Juices/
No Suger Drinks
Share a coke/
open the
happiness/
happiness/ Coke/
Pepsi/ Soft Drink/
Cold Drinks/ Low
Calorie/ Diet/ No
sugar drink.
Lesson 6
Social Media Policy
An effective social media plan can be formulated for the Coca Cola to gain a better idea
of the various social media platforms and meet the requirements of the company and meet them
in a very effective manner (Guesalaga, 2016). As from the research, it is been seen that Coca
Cola uses the effective management of the various operations that will help the company to have
an active participation on various social media platforms like Facebook, Twitter etc. besides this,
the company can opt for the approaches 'Active Social Media Marketing strategy' including the
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effective use of social media platforms like Facebook, Twitter, YouTube etc. besides this, the
approach of blogging will help the company to gain a better share of different sort of social
media approaches like posting advertisements on Facebook, trending on Twitter and YouTube,
writing blogs to give the proper understanding of the details of the brand (Felix, Rauschnabel,
and Hinsch, 2017). The company can has its Corporate or personal page or account on the
various social media platforms that will help the company to have a better customer engagement.
Besides this, Using the social media approach to run or launch an advertisement campaign that
will include the involvement of the customer's, will help the company to increase its sales and
gain a better profitability by meeting the customers needs and demands (Ott and Theunissen,
2015).
Other than this, Coca cola can opt for the effective management of the various operations
like generating a social media questionnaire, taking the feedback and resolving the various
queries of the customer's will help the company to meet the requirements of the company
(Hambrick, Frederick and Sanderson, 2015). But, the brand has to see through the effective
security measures while adopting the social media marketing approach. The access to use the
social media accounts of the company must be given to the valid and verified person or
employee of the company in order to avoid any sort of misuse (Smith and Gallicano, 2015). A
check must be kept on the effective use of the image, logo or the brand name by others for
different use in order to maintain the copyright and other rights of the company. The core
guidelines must be made in order to keep an effective check on the various social media
activities of the employee's and the customer of the company. This will help the company to
increase the transparency, more value and confidentiality.
Lesson 7
List of various social media metrics and tools
Various approaches are been taken into the consideration by the company to perform the
qualitative and quantitative analysis of the company. This will help the company to gain a better
share of the various operations of the company (Tsimonis and Dimitriadis, 2014). Some tools
and metrics that are been taken into the consideration are as follows:
 To measure the likes, followers, feeds, emails etc.: This involves tools like
Crowdbooster, Demographics Pro, Google Analytics etc.
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 For better listening and insights: For this, tools like Topsy, Sysomos, Vocus and Row
feeder can be used by the company.
 Monitoring and giving response: Tools like BuddyMedia, Social engage and Meshfire
can be used to carry out the monitoring and providing response (Scott, 2015).
CONCLUSION
Thus, from the report it can be concluded that, in the present era, the diogital marketing is
very necessary for the company. This report has taken in consideration the social media strategy
of Coca cola and its benefits. Besides this, the brand projection and various conversation are
been taken into the consideration. A mind map is been drawn to get a better understanding of the
social media strategy and operations of the brand. Apart from this, the key points of the social
media policy of the company is been discussed. Various objectives and analysis of different
products is been given and the effective social media policy and measurement tools are been
discussed.
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