Brands know there is a huge opportunity when it comes to social – but most have trouble garnering value from social channels. As one of the world’s most valuable and popular brands, Coca-Cola wanted to make use of the wealth of social data that was available to them and use it to drive consumer engagement. To do this, they needed a solution that could automatically listen and analyze data across social channels, as well as respond to individual consumers, in real-time.
- 6 channels connected in
Twitter, Facebook, Instagram, Google+, Youtube and Tumblr
- End-to-end automation
From listening and analytics; next engagements will be automated
- Actionable social insights
Consumers are engaged at an individual level to drive long-term advocacy
Prior attempts to gather insights from social were done in batch and were highly manual and time consuming. Coca-Cola relied on spreadsheets and six different tools, none of which were designed to work together. They sought a solution that would not only work with existing systems but one which could fully automate, in real-time, the laborious process of listening across channels, matching mentions to individual consumer data, running models, scoring, responding, and recording.
Kitewheel’s Customer Engagement Hub was selected and used to connect 6 different social channels and listen for specific mentions of Coca-Cola across them. Kitewheel aggregates this data and matches it against the brand’s consumer database to identify the individual that is behind each social mention. Each mention is automatically categorized, and the sentiment is determined for each.
In this way, Coca-Cola can assemble a real-time database that gives insights into an individual consumer’s social activity – including the frequency with which they use certain channels, and the sentiment of their engagements with the brand across each of these channels.
Using insights from the real-time database, Coca-Cola’s agency can then segment consumers using the Forrester social engagement segmentation and a proprietary segmentation developed by the agency that combines reach, sentiment, activity and content. In this way, Coca-Cola can easily identify consumers who are ‘fans’ and ‘superfans’ of the brand.
During the next phase of the project, Kitewheel’s hub will automate real-time engagements with these ‘fans’ and ‘superfans’ to drive continued engagement among these consumers.
In segmenting consumers – Coca-Cola uncovered that it had close to 800 actively engaged ‘superfans’ across the 6 channels – who through their combined social activity, could reach a few hundred thousand individuals. They also determined that a subset of 90,000 ‘fans’ had the potential to reach nearly 8 million people through their combined social influence. By engaging these ‘superfans’ and ‘fans’ with highly personalized outreach, Coca-Cola has created true brand advocates’ and is able to connect with millions more consumers through their reach.
Ready to start your own journey? Contact us to get started:
TO THE BOTTOM LINE
IN LESS THAN
- 30 million social mentions detected and analyzed
Brand ‘superfans’ & ‘fans’ indentified
- INCREASED consumer engagement
Advocacy fostered among 8MM network via outreach to ‘superfans’ and ‘fans’