Meet Our People Annabel Archer, Social Media Manager

Meet Our People Annabel Archer, Social Media Manager

When you log on to your favourite social media site on any given day and read about Coca-Cola South Pacific, you’re reading words that were posted by the team of Social Media Manager Annabel Archer. From publishing to analytics, Annabel is at the heart of Coca-Cola communications.

I start every work day by trawling through our social media communities to see what’s happened overnight. I check how our content has performed in 12 communities across Facebook, Instagram and Twitter, and read through the conversations we’ve had with consumers.

I generally have meetings from about 10am to 3pm with a break for lunch. This could be anything from meeting with the Brand Managers to discuss their social media strategy to brainstorms with the Social Centre team to come up with creative innovative ideas for the business or meeting industry suppliers to review technologies.

Between 3pm and 5pm I catch up on emails and attempt to deliver on any actions I have been given throughout the day. 

There are two components to my role. I head up the Coca-Cola South Pacific Social Centre, which is responsible for the operations of our branded social media communities.

I also advise the Brand Marketing teams and Public Affairs and Communications team on social media best practice and strategy: how can we get the most out of the channels and deliver value to our consumers, while playing a key role in achieving business objectives?

It’s important for me to provide the business with news around industry trends as well as consumer social media habits.

When I was little, I wanted to be an actress or a waitress. I was very excited when my mum told me I could be both at the same time if I wanted!

Fast forward to now, and I’ve been working in this role for 13 months. Before this I was a Senior Social Media Advisor at Telstra and a Digital Strategist at Social@Ogilvy.

My favourite project to date has been the set-up and launch of our Social Centre. We literally had to start from scratch with hiring our 6 specialists, subscribing to the right technology, setting up a space within the office, developing reporting templates, refining our brands’ social personalities, creating process from content management through to moderation approvals and everything else in between.

It took us about 9 to 10 months to get fully established and even now we are constantly refining the way we operate. 

The fun thing about my job is that I get to work on all the projects at Coca-Cola. Sometimes the social media component is only a small element of the campaign and other times it can be the driving force that holds the campaign together. From large-scale global campaigns to internal ambassador programs, there is always something we can do in social media to support. That’s what I love about my job and the industry that I work in, it is so versatile and forever changing, just when you think you have figured it all out and can relax it will all change again!

I’m a Diet Coke girl through and through. Diet Coke is my favourite beverage full stop.

Related topics