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Brand Journalism Is Trending: #CokeCOMM Twitter Chat Recap

By:  Ben Deutsch Mar 6, 2014
Tags & Topics:
#brandjournalism

I’d like to give a big thanks to everyone who participated in @CocaColaCo’s Twitter chat with me last Wednesday. Thanks to you and your great questions about brand journalism, blogging and strategic communications, it was one of our most engaging Twitter chats yet. Ever since we came up with the idea of Coca-Cola Journey, it's been fascinating to learn about and leverage the unlimited possibilities of brand publishing. I enjoyed hosting a conversation on this with others in the field, and I appreciate all of the students and professionals who took part in the discussion or simply followed along.

Do you have more thoughts on the topic or our chat? I would love to hear your feedback in the comments.

Since we have this blog #CokeUnbottled, I wanted to use this space to share a few highlights as well as try to respond to a few of the questions that didn’t get answered. Please take a minute to scroll through both of those pieces below.

What exactly did we chat about? See a summary below where I added additional info when relevant or find the entire archived chat here.

Question 1
Question 2

*If you’re interested in seeing the local versions of Journey that are already live, go to the top of this page in the left corner and click on the arrow next to Country. (To get you to one super quick, here’s a link to the Germany homepage.)

Question 3
Question 4
Question 5

*Click here to find an example of a student contributor’s piece.

Question 6
Question 7
Question 8
Question 9
Question 10
Question 11

*Click here to find the food filter.


A Few Unanswered Questions Now Answered:

Question 1

Comments, interviewing people outside of Coke to involve others, using our social channels, chats like these!


Question 2

The brand and the company both have their own voice and purpose, but they are beginning to mesh more and more. This is especially true with outlets like #CokeJourney where both types of stories are being shared.


Question 3

Our #ShareACoke campaign is a good example of how to use social to make very personal connections with our consumers. You can get a nice overview of the program on Australia's Coca-Cola Journey here.


Question 4

Incredibly important. Allows us to engage with media, influencers and other key stakeholders, who happen to be consumers too.


Question 5

Real-time marketing is where we see the most engagement. Be sure not to force it, though. Only jump in a conversation if there’s a way to make it relevant to your brand.  Still learning here.


Question 6

Social is all about building brand love, trust, reach and engagement for us. My Marketing colleague, Wendy Clark, answered this question in full on Coca-Cola Journey earlier this year. Check it out here.


Question 7

From a social perspective, we are looking for expressions and shareability.  If someone deems our content interesting and fun enough to share with their friends, we are building stronger connections with the people who enjoy our products. An example would be our most current video being shared on social: The Coca-Cola Social Media Guard. (BTW, my wife says I need one of these!)


Question 8

One of our roles is to support our businesses in local markets, so we make every effort to provide strategic frameworks, programs and tools that can be localized. We have talented folks in the field who do a great job telling the local Coca-Cola story.


Question 9

I have 25 folks on my team, and we are responsible for Corporate Media Relations, Global Brand PR, Social and Digital Communications and Executive and Internal Communications.  It’s a lot to cover, but thankfully I have a great team. As for my favorite sip, it’s hard to beat an ice-cold Coke out of a glass bottle!


Thanks, again, to everyone who joined us! Please feel free to continue the conversation in the comments below. See you at the next chat.

Cheers,

Ben Deutsch, @KOnocomment