MERCADEO Versión en español
Coca-Cola Centralizes its Social Media Operations
Liz Unamo| 18 de octubre de 2016
Coca-Cola creó una división para diseñar estrategias de mercadeo en redes sociales
Coca-Cola created the North American Social Center to manage social media marketing for all its brands. This center will work as a real-time newsroom for all the Coca-Cola trademarked brands, and will be staffed by 55 people, including marketers from Coca-Cola North America and executives from agencies Possible, Havas and Publicis-owned Moxie. All of them focused on listening and analytics, content strategy, creation and publishing, community management, marketing science, legal and media buying. Coca-Cola’s move might not only answer to cost-efficiency, but to look for new and innovative ways to connect people to their brands. The beverage company had flat sales across the U.S. this year, so maybe while it has a consistency in its marketing, its core themes of happiness, togetherness and refreshment are getting harder to communicate in an era when the fizzy drinks category is essentially flat. “With our agency partners, we are growing our social media expertise in-house and centralizing operations” said a Coca-Cola’s spokeswoman about the move. Possible seems to be the agency leading the strategy’s development. According to M&C Saatchi’s Editorial Director, James Lachno the platform and execution expertise from dedicated agency social media managers is invaluable, as is the objective eye they provide. “Otherwise brands could trip up on promoting what they want, not what their audience does.” This is a time when global advertisers are starting to realize that they may not benefit from targeting super-specific audiences, so It makes sense why Coca-Cola will be using skilled agency teams with a keen journalistic, news–jacking eye in a real–time delivery environment as the way to gain a real edge in social media advertising.
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