Coca-Cola brand is a highly valued brand in the beverage and food industry. The brand is commonly known for its community involvement as well as its high sales in the global market. On the other hand, to continue its dominance in the global market, Coca-Cola Company has in the last two years actively involved itself in various social media platforms. The company’s engagement in social media platforms has, as a result, formed the bases for the company’s social marketing plan. In 2010, the Coca-Cola Company launched two main social media campaigns, the 24-Hours Session with Maroon and Expedition 206. Expedition 206 was an initiative in which the Coca-Cola Company sent three bloggers in the global market to interact with its customers (Bachfischer, 2011, p. 89). On the other hand, the 24-Hour Session with Maroon was a marketing strategy that required Coca-Cola fans to write a song with the assistance of Maroon in 24 hours. In these two promotion strategies, the two teams were expected to use social media platforms such as YouTube Facebook and Twitter to identify what makes people happy in the world and to document the occurrences of the trip. Participants in the two activities used Face book and Twitter to express their experiences. The respondents’ comments were as posted in the Coca-Cola Face-book and Twitter pages. To start with, the 2010 social marketing plans in Coca Cola Company proved to be very effective in the company’s internal and external operations. Internally, the use of social media tools triggered effective communication between the marketing team, communication department, and public relations team (Katz, Blumler and Gurevitch, 2004, p. 509). Productive communication between the three teams led to the creation of an effective marketing strategy that has so far helped the Coca-Cola brand to be one of the most competitive products in the global market. The company’s current marketing strategy has incorporated customers’ opinions and suggestions. The communication department has the mandate of updating the company’s social site and transferring the posted feedbacks to the department of public relations and marketing for action.Externally, the two promotion strategies were as well successful in linking the company to its customers. The two campaign strategies helped the company contact more than 650 million customers in a span of 12 months. Most of the contacted customers created a very close link with the Coca-Cola brand thus advancing the brand reputation in the global market. On the other hand, the two plans also demonstrated the involvement of more than one billion customers in both online and offline services. The contacted people were incredibly essential in offering concrete information that helped in the identification of the most effective means of improving the quality of the company’s brand. The Coca-Cola Company created more visibility for the Coca-Cola brand in key global markets such as China.
Social Networking Plan in the CocaCola Marketing Strategy