Coke Interview: Unleashing the Power of Consumer Consumption

Posted on May 23, 2012 by ADMA

By Catherine Fee, ADMA

As part of the ADMA Expert Group Interview Series, we recently sat down with the Head of Communications for Coca Cola, Leo Roberts on the success of what is arguably their most successful campaign to date.

Each year Coke creates a large summer campaign to attract customers, and this year was no different. The brief for the Share a Coke Campaign in terms of the objectives was very similar to previous years. It was all about recruiting consumers into the brand and the continuing challenge of taking the existing love for the brand and converting it into purchase intent and ultimately consumption. According to Roberts, the marketing objectives for the campaign were very similar to every other. The slight change was that they simplified the brief to get down to the real essence of what they wanted to achieve. “We got the brief down to no more than 150 words,” said Roberts, which allowed the creative agency more scope. In the brief one of the things that differentiated it this year was the desire to “create an idea that got people talking about coke”. One of the connection planning principles of the company is that social is at the heart,” said Roberts.

Social was at the heart of the campaign right from the start. The idea grew into an invitation to share a coke, and ultimately sharing is a very social behaviour.

Continue reading →

Owning a Different Type of Conversation

Posted on May 14, 2012 by ADMA

By ADMA

Last week our blog discussed customer centricity in a piece How Ready are you to Shift to a Customer-Centric Business?. It discussed that if you’re going become a customer centric marketer, you need to first understand all the potential consequences before you dive into it. One consequence and an area that often gets overlooked is often the most critical; that is the content and language you use as an organisation to connect with your customers.

Content and customer centric thinking for many is not nearly as established as we would like to believe, or as much as organisations think they are doing. Many organisations still think in the product is king/solution-selling way; a belief that should not be the focus for a marketer. It’s an unfortunate fact though that no matter what organisation you look at, customer-centric over product centric thinking is rarely present; even in the social realm many organisations are still focused on themselves.

“No-one’s interested in your marketing. As soon as you realise that, you Continue reading →

The Default Relationship between Brand and Customer

Posted on May 4, 2012 by ADMA

By ADMA

Twitter seems to have its fans and its detractors and a fair proportion of marketers who just don’t know whether it’s worth investing the time and effort in the network. So here’s a positive look at the tool and a summary of some of the things you can do with it.

Research conducted in late 2011 with over 1,000 Twitter users revealed some fairly significant insights. 1 out of 2 users who tweet a complaint about a company on Twitter expect the company to read their tweet. Interestingly, only 29% of users who did tweet a complaint to a company received a response.

Of those 29%, over 50% say they ‘liked it’ and 32% say they ‘loved it’. Remember these were twitter complaints. Further, 34.7% were very satisfied and 39.7% were somewhat satisfied with the response. That’s a really positive result, again given that these were twitter complaints.

Not only has a dialogue started between the customer and the company (one that can be built on over time) but a resolution to the problem was achieved in the majority of the complaints. Continue reading →

Social Media Policy & Converting Influence into Action

Posted on April 30, 2012 by ADMA

By ADMA

Last week ADMA held our 2^nd Lunch n’ Learn for Members at ADMA HQ on the topic of Managing Social Media Policy and Converting Influence into Action.

ADMA’s Head of Corporate and Regulatory Affairs, Melina Rohan discussed the value of a social connection with your customer. Rohan discussed what a social plan should look like when everything comes together, and discusses four key points based on “Social Commerce Lessons. The 6 Social Principles that Increase Sales”, including:

Continue reading →

Q&A: Spruce Media’s COO Lucy Jacobs on Facebook ads and Success Metrics

Posted on April 27, 2012 by ADMA

By Heather Taylor, Editorial Director, Econsultancy, US

Last week, Facebook announced their new Preferred Marketing Developer (PMD) program. This was a merger of the Preferred Developer Consultant (PDC) program and the Marketing API Program (MAP) which have been running for three years.

These programs connected brands with developers to help them optimise social plugins, build apps on the Facebook Platform, develop strategies, and manage ad campaigns for Facebook Pages.

One of the companies that has been built around the Facebook Ad space is Spruce Media. According to their website, it has a mission. Spruce Media believes Facebook will change the future of advertising so it has created a platform to help advertisers thrive on Facebook ads.

We had a chance to talk to Lucy Jacobs, COO of Spruce Media, to talk about how the company works with Facebook, Facebook best practices, how Facebook has changed the ad space and benchmarks for success.

Continue reading →

Mike Hickinbotham, Head of New Media, Telstra

David Olsen, Head of Social Media and Online, Appliances Online

By Catherine Fee, ADMA – Discussing Cara Pring’s article from The Social Skinny

By Simon O’Day, Vice President of Responsys Asia Pacific

By Catherine Fee, ADMA

By Melinda Wearne, The Content Agency

By ADMA

By ADMA

By ADMA

By Heather Taylor, Editorial Director, Econsultancy, US

Follow “ADMA Blog”