With the development of cloud computing and the arrival of Big Data age,
social media which is a popular new area has become an important form of new
media marketing. Social media can not only achieve more accurate delivery, but
also can reduce marketing costs and achieve creative marketing. Social media is
the most successful precision marketing tools in China and many brands can draw
a lot of conclusions by analyzing social media users. Coca-Cola Company can
pass more personalized information to consumers through social media which is a
subversion and innovation of the traditional advertising industry. For
instance, the users of WeChat can make the advertising planning spread in their
friends’ circle to attract more customers.
2. Coca-Cola in China’s
The Coca-Cola Company was founded in 1886 which is the world’s largest
beverage company with 48% of the world’s market share. As early as the beginning
of the 20th century, Coca-Cola has been available in Asia. In 1933, Coca-Cola
in Shanghai is the largest Coca-Cola factory except the factory in the United
States, and in 1948 it was the first factory in the United States to produce
more than one million boxes. In 1978, Coca-Cola returned to China and has
invested US $ 1.1 billion in China. After more than 10 years of development,
Coca-Cola Company has established 42 canned beverage factories in China,
forming a radiation production base and sales network, with annual sales of
nearly 10 billion yuan.
3. The reasons of choosing social media to
improve customer loyalty
a. The trend of Big Data
Big Data age is based on cloud computing which can get more valuable
information of the form of technology through analyzing a variety of data. At
present, with the rapid spread of computers and mobile terminals, a lot of
valuable information is produced every day. And people can quickly develop and
use of these data will master more potential consumption habits and consumer
behavior and in this way, they can grasp the advantages of marketing in the age
of Big Data.
The traditional way of marketing is more focused on the coverage of
people’s attention, although the advertising information has been finally sent
to audience, it inevitably led to the waste of advertising information and the problems
of audience matching. So social media has become a more favorable way of
marketing, through the spread of experience marketing, advertising can make
more accurate which is not only effectively reduce the number of spam
advertisements but also allows consumers to emotional needs and marketing
products, such as the connotation of direct docking, thereby increasing the
rate of return.
The arrival of large data age, in fact, is relying on the development of
new media. In particular, with the construction of 4G network, the capacity of China’s
network transmission is enhanced. And various forms of mobile terminals, such as
mobile phones, tablet PCs, network television, notebooks and other rapid
spread, a user often has multiple platforms. The large data and cloud computing
for the technical titles of the web3.0 era has arrived. Countless users of
personal data, etc. will be passed through different channels to the
enterprise, so that enterprises to achieve its precise analysis. And WeChat
with its huge number of users and the user’s high degree of activity has become
the most valuable one of the database, will become a huge new media marketing
b. The role and advantages
of social media
Social media has become an important part of the corporate network
marketing strategy, and the social media has become an important part of the
corporate network marketing strategy. With the help of these, the social media
has become an important part of the corporate network marketing strategy.
Social media, businesses can listen to the voice of users, promote their
products, in the subtle influence to the customer. Social media user
characteristics and its vigorous development, for the marketing has brought new
opportunities. However, marketing to become part of the online social media
ecosystem must find the right combination of brand marketing and social media
communication. Unlike traditional media, advertising is not the only way. In
fact, social media as a platform to share and search for a product of view and
evaluation, it is the most significant social media and a popular function.
This Internet reputation is on the consumer’s purchase behavior has an
increasingly important impact. Recently more popular microblogging marketing
and WeChat marketing has been the end of the mobile terminal marketing era
“enterprises in the microblogging platform can be obtained through various
channels million. 10 million fans, is to improve the brand awareness of the
most effective most Fast means; and WeChat of the forced push function so that
information can be 100% to reach the target audience, while WeChat is
one-on-one! Interactive private marketing platform, the enterprise through the
WeChat with the user to more direct and in-depth communication. In the latter part
of the product promotion and customer relationship maintenance is more superior
to other platforms.
Social media has become a part of our lives, and has also become part of
the social economy. Its development made ordinary users of enterprises and brands
have a strong interest and also made more and more enterprises aware of
socialization. However, the media also bring the full range of challenges, so
it is really important to find opportunities for change and development
strategies based on social media marketing and there are many ways to do this,
such as advertising, social e-commerce and the mobile terminal marketing. Through
these forms, social media can accurately analyze the data to improve the
accuracy of information, and can be through social interaction, user
self-generated content and other means to make e-commerce emergent development.
4. Coca-Cola uses social media marketing
A. happy nickname bottle
In 2012, Coca-Cola launched a campaign called share A coke in Australia,
and the names printed on Coke Bottle are the 150 most common names in
Australia. Based on this activity, in
the summer of 2013, Coca-Cola in China launched a nickname bottle activity
which printed many network nicknames on the bottle by regrading the social network
as the main platform. after the personalized nickname bottle customization, the
company achieved seasonal sales of Coca-Cola than the previous year 20% growth
over the same period, exceeding the expected sales growth target of 10%, and
won the full prize in China EFFIE AWARDS.
How did Coca-Cola Company do this?
The first step is taking
the use of media stars for content dissemination.
May 28, 2013 Coca-Cola Company opened suspense warm-up marketing so that
the cooperation of the media, stars, employees and loyal fans released a series
of suspense pictures. And on May 29, they revealed the pictures to the whole
network. Coca-Cola Company sent some special bottles to some of the influential
stars and popular people in social network with their name nickname printed and
in order to achieve the effect of surprise, they didn’t inform the famous
people before. So many stars and famous people posted some pictures with Coca-Cola
bottles on social media.
The second step of
activities is around the spokesperson to continue the hot topic.
On June 9 in Shenzhen, officially announced “happy nickname
bottle” summer activities started in Mayday concert. In the concert site,
they placed custom nickname bottle machine which allowed customers to print their
own nickname bottle label.
The third step is from the
basic necessities of life and other aspects of cross-border cooperation to
achieve social e-commerce.
The cooperation with Sina wallet: they
launched the seven-day activity to help customers make the nickname
bottles. On the first day, they accepted
300 bottles for customers and it only took one hour to sell out. On the next
day, 500 bottles were sold out in half an hour and the third day 900 bottles
only took 5 Minute and later days all the bottles were sold out only took few
The cooperation with happy bags: 24 bottles to sell together to meet
those who have a collection hobby.
The cooperation with restaurants: offer the special bottle to the
customers who are on their birthday.
The cooperation with No. 1 shop: if the customers buy a certain
bottles of Coca-Cola, they can make their own or friends nickname bottle
B. Lyrics bottle
Since 2013 nickname bottles obtained word of
mouth and sales of great success, the summer of 2014 Coca-Cola company decided
to launch a lyrics bottle with the pop song lyrics printed on the bottle. The lyrics
are based on social media after the analysis of
big data, considering the different age, gender and personality
preferences of the public. Under the boost of the lyrics bottle, the business grew
by 9%, and in June 2014, the lyrics bottle in the same period compared with last
year got double-digit growth on the basis of Coca-Cola brought 10% increase.
They made the lyrics bottle just like the nickname bottle:
a. They focus on the famous people on social network and the influential
stars to customize the product delivery and also take the use of star effect
and social network influence to manufacture public opinions. For example, there
are many singing stars in social media released their photos with their lyrics
b. Through the social media to attract fans’ concern and then use the
social media to spread the impact of the lyric bottles to more people. For
example, people can use WeChat to scan Coca-Cola bottles on the exclusive
two-dimensional code which will be able to hear the song corresponding to the
lyrics, while consumers can also share the songs to the WeChat circle of
friends. And this two-dimensional code way made the lyrics bottles more social and
at the same time, it also makes Coca-Cola company won the WeChat users active
C. Movie lines bottle.
Following the nickname bottle and lyrics bottle, the Coca-Cola company
launched 49 kinds of different bottles printed with classic movie lines which
is called “movie lines bottle” in 2015.
From all those marketing strategy of social media, we can learn about
the Coca-Cola company:
a. The same line of marketing ideas and brand positioning. From the
nickname bottle to the lyrics bottle and then to the movie lines bottle, we can
see that it is the marketing philosophy of the heritage of the Coca-Cola
Company. Through social media publicity, the bottle of socialization improved.
b. Let the consumer take the initiative to achieve the transition from
impressions to expressions. Coca-Cola Company fully understand the ideas and
feelings of target consumers so they to create a lot of topics through social
media to expand their influence.
c. Cooperate with social media, and use the network celebrity effect and
fan effect to get word of mouth.