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Scooped by Sophie Batten!

Integrated Marketing Communications

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Scooped by Sophie Batten!

Coke's Facebook expert on how to build a "social" brand

Coke's Facebook expert on how to build a "social" brand | Integrated Marketing Communications |

Humanize your brand, Coke marketer says


In social media, Coke is it. Coca-Cola is the biggest consumer brand on Facebook (FB). At the Fortune Most Powerful Women Summit earlier this month, I interviewed Wendy Clark, SVP of Integrated Marketing Communications and Capabilities at Coca-Cola (KO). The day before we hit the stage, Clark sent me an email to share her ideas. That email, which she wrote on the plane on her way to southern California, was so helpful and so smart that yesterday, after Coke reported its quarterly earnings, I pinged her to ask if she would let me share it with you. She graciously agreed.


So here are Wendy Clark's seven rules for building a mega-brand in social media.

Sophie Batten's insight:

This article explains how to create a successful social brand. Lots of companies use facebook but not all of them are as successful as Coke's page. This article states that social is the key, make it so everyone is able to share everything on the site, allowing them to interact and listen to what people have to say, these are just a few of the many tips the article states. although these seem simple and obvious they are not and its helpful to have a general idea on what works and what doesn't T

hese are all great and unkonwn tips on how to building a social brand.

Ellie Xun's curator insight, March 21, 2013 12:40 PM

I read this article in Liz's and I think, this really a good article, as Liz said this article have some negative  opimion, but a good one to told us how to bulid a "social brands" which could related to another article I scooped about brands. By the way, one of my scooped article is talked about the important of social media for IMC.I suggest people read them together.

Teagan Adams's comment, August 22, 2013 1:37 AM
Making the websites interactive like Sophie says is a very good way to get customers and potential customers engaged with the site and spend more time looking at products.
Analay Malamala's comment, August 22, 2013 4:18 AM
in response to Sophie's insights, I think that coke has got a lot of competitive advantage because it's a brand that's been around for years, it is also a social brand and it's clearly delivered through its marketing campaigns and like this article depicts, even through facebook. I think that these tips are common sense if brands want to jump on facebook, these are valuable tips for brands to understand what consumers want to see, especially on facebook. I like all seven of the tips but the one that really attracts my eye is point six We might be shepherds, stewards and guardians of our brands, but we no longer control them. At best, we get to participate and co-create with our fans. I'd estimate that 10-20% of the content and conversation on our brands comes from us. The other 80%+ comes from others. I think the article shows how coke creates content either visual or verbal content that attracts their consumers and gets results. Great Read! good insights
Scooped by Sophie Batten!

Integrated Brand Communications

Integrated Brand Communications | Integrated Marketing Communications |
Integrated Brand Communications, by Russ Merz, Ph.D.: Breaking Stories about Building, Organizing, Leveraging and Tracking Brands
Sophie Batten's insight:

My insight on this article is that it is true that social media is taking over and for business's and brands to also use it is a great way at targeting your audience. Brands are using Facebook and Twitter to interact with their consumers. The brand CocaCola has the most liked facebook page and uploads photos and lets people share their experiences with the brand. it is a way for the brand to get people to see other peopels experiences and simply feel emotion. The sharing, and liking on facebook is a way for the brand to get word of mouth and free advertising, alongside people re-tweeting. Very good article explaing how digital media is taking over.


Teagan Adams's comment, August 22, 2013 1:35 AM
Sophie makes an interesting point that liking and sharing on Facebook is like word of mouth. I feel this is true, it is probably the new word of mouth and much faster, the amount of people that could see your 'like' or 'share' would take so much longer to talk to in person !
Analay Malamala's comment, August 22, 2013 5:08 AM
social media is taking over like you said Sophie, I think that social media networks like facebook and twitter to interact and engage with their consumers, current and potential. I also think that coca cola is a well established brand and it's well know in a global sense. people view coke as fun and cocacola brands their messages according to what their consumers perceive. I think that even though people like brand pages on facebook, doesn't exactly mean that they follow it, it might just be awareness or interest in the brand, and I say this because I do that too, but I do follow brands and engage with too.
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Five good and four bad examples of brands using Twitter

Five good and four bad examples of brands using Twitter | Integrated Marketing Communications |

Twitter is a brilliant tool for communicating with consumers and when used effectively can be a great way of building customer loyalty.


In recent weeks I’ve come across a number of brands that have excellent Twitter strategies and several that I thought were less impressive.

This could be because they were dull, unimaginative or simply weren’t living up to their potential.


So to shine some light on the differences between those brands getting it right and those that perhaps aren’t, here are five good and four bad examples of brands using Twitter.

Sophie Batten's insight:

This article explains what to do and what not to do if you have a company using Twitter. this is a great article it simply shows and explains what is successful and what is not. What to do, is to tweet interactive personal tweets that talk about fashion updates and customer serice things that bring excitement to the consumers emotions or helps them. It says not to post boring makreting messages that don't bring attention to the follows emotions. Great article explaining how a company should use Twitter.

Analay Malamala's comment, August 22, 2013 4:06 AM
Your insights on the article Sophie are very good, I would think that marketers who want to engage with their followers on twitter should refrain from the use of boring content. I think that some businesses use twitter to an advantage since people are always tweeting about things on the go, same goes for facebook, but this article you have chosen is a great read, its beneficial for companies who are following other business trends of using social media as a platform for communicating their marketing to their audience. Awesome!
Alice Mau's comment, August 22, 2013 5:45 AM
Social networking is one way of building relationships between a brand and potential consumers. It allows consumers to interact, ask questions and find answers to certain questions with regards to the brand. Twitter is used as a website that informs consumers about the business activities of a brand as well as getting consumers from all around to comment on experiences or what they feel about the brand.
Gibson Zhou's comment, August 22, 2013 8:17 PM
it's good think article.
Scooped by Sophie Batten!

Corporate Redesigns That Work - Speckyboy Design Magazine

Corporate Redesigns That Work - Speckyboy Design Magazine | Integrated Marketing Communications |
To stay afloat during this tough economic period, companies must change with the times; this sometimes includes a new logo or even a whole new brand identi
Sophie Batten's insight:
This is a great article that explains how brands alter their logos to create emotional responses. We all know fashion changes over the years and that your not always going to look best in something you got years ago. and this article simply explains how thats the same with brands. companies have to keep up with the changes in trends to keep their consumers happy and maintain brand loyalty and create emotional response. seeing the changes in Pepsi's logo can create feelings and emotion remembering how it used to look. seeing the new logo creates a fresh start in peoples mind and can look better and more appealing to consumers. I like how this article has explained how companies have to go along with trends also.
Yangyu Wang's comment, August 22, 2013 2:43 PM
I agree with the article that the company need to change their look with logo's and marketing to keep their consumers engaged, but we have to think about it critically because not all the changes are successful, especially when changes of the logos. If pay enough attention on those successful examples displayed by author, it is obvious that almost all the new looks are very similar with their old looks. This somehow explains that logo is very important to brand image and identity. The unsuccessful changes may also cause the brand loses bonding between their consumers.
James Bradley's comment, August 22, 2013 9:48 PM
This article is very interesting. Having an understanding for design trends in terms of branding is important. Consumers are increasingly aware of trends and creating an emotional response using the consumer perspective of what is unique or up with the times so to speak is essential when determining the direction for a brand. Simplifying logos and moving away from complicated logos does make sense. Consumers today have less time and head space for marketing communications. As a result memory and recall of brands and communications need to be simple yet informative and creating an emotional response to a particular communication is essential for a brand to compete in todays environment.
Will Costello's curator insight, August 22, 2013 10:35 PM

This article articulates an importance of changing a brand to adapt to new times in order to keep relevant in the market and with consumers. The article identifies many well-known brands that have redesigned their logos and they brand identity to gain a constructive response from consumers. Firstly they identify Pepsi, who have changed their brand countless times leading towards simplicity. This has helped Pepsi with their color association, as the product removes the jargon and concentrates more on exploiting the red, white and blue. This is an extremely valuable strategy for Pepsi as a brand, as consumers draw an emotional response being able to easily associate these colors with the brand. The article identifies many different brands that have had simple but effective changes such as Pepsi. Something as small as simplicity can have give the brand a major advantage and help it adapt in the eye of the consumer, triggering a positive response in the market.

Scooped by Sophie Batten!

Infographic: The Rapidly Growing Digital Advertising Market - Marketing Technology Blog

Infographic: The Rapidly Growing Digital Advertising Market - Marketing Technology Blog | Integrated Marketing Communications |

We met with a non-profit last week in our office who have developed an incredible following on Facebook. However, their approved budget only has line items for television and radio advertisements as their overall marketing budget. This is an issue with many non-profits… directors are a bit complicit as they direct budgets based on grants that have been around for decades.


It’s not that we’re poo-pooing television and radio (we do a segment on radio), it’s just that they’re expensive mediums that need to be properly deployed as part of an overall marketing mix. Digital media offers low-cost, high yield opportunities – especially with non-profit organizations where the employees and customers are so passionate. Online media offers the opportunity for you to spark the fire, and your fans and followers to spread it. It’s truly unlike any traditional source.


When the average person is exposed to 3,000 advertising messages a day, you want to make sure that your advertising vehicle will get you to the target that you want. The Internet’s ease of access has created a large search gateway for customer’s needing your product or service. Upon balancing the prices of Internet advertising with its benefits, it’s easy to see why this is not a market to ignore.

The quote above and the infographic below from the Advice Interactive Group is a comprehensive look at the growth of digital marketing over time with respect to traditional media.


Sophie Batten's insight:

My insight is that these days more and more people are using the internet and less people are using television and radio. The internet is seen by consumers to be easier and more direct than television and radio. However this effects marketers that pay for advertising on television and on the radio because each day the audience they are creating these advertisements for are getting smaller and smaller and starting to be a waste of money. This is why more advertising are starting to be seen on the internet, advertisements are increasing on popular used sites such as Youtube and Facebook and its not a suprise since it costs less and is more actively used.


Teagan Adams's comment, August 22, 2013 1:27 AM
I agree with Sophie that a lot of money is being spent on advertising in domains that has shrinking audiences. Makes people wonder how much longer until internet advertising will become expensive considering its success.
Analay Malamala's comment, August 22, 2013 4:51 AM
I agree with your insight Sophie when you say that there is more use of the internet and less of traditional media like television and radio, I think that it's a much better way of communication for consumers to jump on the internet, it's accessible and because the world is evolving, our knowledge of different platforms evolve too and therefore we stick to what we feel more confident to use and think is most effective.