From Impressions to ,Expressions ,v ,A Social Journey ,The ,WAY OF ,MARKETING ,WORLD CLASS MARKETING ,RMB ,MORE ,Consumers ,X ,MORE ,Love ,X ,MORE ,MORE ,Consumption ,X ,X ,Outlets ,MORE ,Profitably ,End-to-End Shelf-Back ,OUR CREDO ,WE BUILD ,GREAT ,BRANDS ,is rooted ,in Consumer ,Our marketing ,knowledge ,REKINDLING ,EVERYDAY ,Without Changing the Product Without Changing the Branding Without Changing the Packaging Without Changing the Brand Idea ,The Greatest Story Telling in the World ,The Coca-Cola Story Taught us The Power of Storytelling ,Evolving Content to STORIES that are LIQUID & LINKED ,SOCIAL ,AT HEART ,CONSUMER ,ENGAGEMENT ,CENTRE:CHINA ,LISTENING & INSIGHT ACTION ,Brand Insight ,•,•,Brand Buzz Tracking Brand Sentiment Tracking ,Media Tracking ,• Owned media tracking SLCC platform ,•,Campaign Consulting ,•,•,Planning supports Campaign monitoring & improve ,Crisis Monitoring ,•,•,Real-time monitoring & alert Crisis Review ,Quick Insight ,Campaign ,Planning &Execution ,Consumer Interaction ,Content Marketing ,Crisis Management ,13 ,THE KFC WORD CLOUD ,Listening for Brand Perception ,23% ,10% ,6% ,5% ,4% ,2% ,CREATIVE ,CELEBRITY ,PACKAGE ,TASTE ,REFRESHING ,OCCASION ,15% ,80% ,5% ,POSITIVE ,NEUTRAL ,NEGATIVE ,Classified - Internal use ,Listening for Campaign ,IMPRESSION: 2,512,199,864 ,EXPRESSION: 2,061,579 ,BUZZ VOLUME: 108,944 ,SENTIMENT: 0.99 ,assessment ,Neutral,Positive,Negative,Buzz,2% 26,867 ,100%90%80%70%60%50%40%30%20%10%0%,24,981 ,52% ,62% ,52% ,58% ,62% ,14,450 ,8,451 8,638 ,48% 1,491 ,38% ,48% ,42% ,38% ,67% ,69% ,66% ,65% ,60% ,49% ,47% ,6,572 ,33% ,4,215 4,116 ,2,837 ,38% ,51% 53% 3,576 2,750 ,31% 34% ,35% ,30,000,25,000,20,000,15,000,10,000,5,000,0,May5th to12th,May13th to19th,May20th to26th,May27th toJun 1st,Jun2nd to8th,Jun 9thto 15th,Jun16th to22nd,Jun23rd to29th,Jun30th toJul 6th,Jul 7thto Jul13th,Jul14th toJul20th,Jul21st toJul27th,Classified - Unclassified ,Listening for Campaign Idea generation ,How Chinese consumers perceive Christmas ,CELEBRATION & BOISTEROUSNESS ,狂欢夜 火热 演唱会 气球 轰趴 ,FORTUNE & AUSPICIOUSNESS ,祝福 幸运 心愿 感恩 ,SYMBOLIC CUES ,白色 雪花 圣诞树 驯鹿 ,Classified - Unclassified ,LOVE & ROMANCE ,浪漫 情侣 巧克力 温暖 ,GIFTING & PROMOTION ,活动 礼物 红包 ,WONDERS & SURPRISES ,神秘 创意 惊喜 奇迹 ,Listening for Celebrity evaluation and Recommendation ,Classified - Unclassified ,TWO MODE OF SOCIAL MARKETING ,Push ,Pull ,BY-CAMPAIGN ,ALWAYS-ON ,Tell ,Reach ,Short-term ,Phasing by Brand ,Big Idea from Brand ,Interaction ,Community Building ,Constant ,Real Time ,Ride on What’s Hot ,REKINDLING ,EVERYDAY ,Without Changing the Product Without Changing the Branding Without Changing the Packaging Without Changing the Brand Idea ,REAL TIME CONTENT ,DEVELOPMENT IN REAL TIME ,CONSUMER WORLD ,SPECTATOR – ,CROSS INDUSTRY COOPERATION: COKE V.S. BMW ,2 ,397 reposts, 96 replies Impression 9805588 ,1115 reposts, 194 replies Impression 21869356 ,CELEBRITY – ,COKE’S SUMMER CAMPAIGN: CELEBRATING MAYDAY MEMBER’S BIRTHDAY ,1 ,HOT TOPICS/NEWS ,Beckham retired official announcement @ 22:19 ,2 ,Coke brand fans page reacted @ 23:22 with: Goodbye, forever “Bei-Ying”(a view of Bei’s back) ,A young Chinese Designer creates an iconic visual at the death of Steve Jobs on social media ,Coca-Cola China connects with him on an open brief ,Wins a Cannes Creative Award!! ,1 ,UGC: User co-creation ,CREATOR/STAND OUT/SHOW OFF ,2 ,UGC: User co-creation ,SHARE A ,THE BIGGEST MARKETING STORY IN CHINA AT POINT OF PURCHASE. ,INSPIRED FROM SOCIAL MEDIA. ,2013 ,2014 ,SHARE A ,SHARE A ,Chinese consumers using nicknames in social media, vs real names. ,Chinese consumers using music clips and sound tracks in their social messages ,Consumers Insight and lyric research in ,campaign development stage ,Music is one of the most mentioned ,terms in consumer’s profile ,Recommendation for Celebrities Selection ,Provide social data for celebrities ,selection ,CELEBRITIES’ FOLLOWERS ,COKE’S FOLLOWERS ,Mutual followers ,The target group we analyzed in the following pages ,Recommendations for campaign ,optimization ,I want a “X” lyric on the bottle ,Encourage Consumers to generate ,content and drive engagement ,Reward consumers to be par t of the ,sharing experience ,W ith Share A Coke, we are changing Our Way of Marketing ,The Way Before ,The New Way ,TV ,as the ,hero ,a ,Launch with ,mass advertising ,a ,awareness ,driven ,a ,Pack ,as the ,hero ,Launch with ,opinion shapers ,Interaction ,driven ,…Resulting in Different Outcomes ,75% of Chinese Consumers have seen the lyrics on the packaging ,On line and Packaging – the biggest source of awareness ,71% ,of Chinese ,Consumers ,Claimed they ,Will Buy a Coke ,to Share with ,Someone ,Classified - Unclassified ,Thank You ,
