•Social Media for Business and

Video Marketing for Business

BBC 539

•The Coca Cola Company

•Presented by:
•Ayush Jha- 22FOMBA11614
•Suraj Kumar Singh-
22FOMBA11608

•Guided by:
•Asst. Prof. Siddhant Doshi
Introduction of FMCG

The fast-moving consumer

goods (FMCG) industry or
Household and personal care
consumer packaged goods
products accounts for 50% of
(CPG) industry is mainly
the sales in the industry,
responsible for producing,
healthcare accounts for 31-32%
distributing and marketing fast-
and food and beverage
moving consumer goods. The
accounts for the remaining 18-
FMCG industry is the fourth
19%.
largest sector in the Indian
economy.

The number of people buying In the last 10 years, the

consumer goods online in India revenue in FMCG industry in
is projected to reach 650 India has been growing at the
million by 2025. rate of 21.4%.
 Introduction of Coca Cola

The first bottle of Headquartered in

Background Coca-Cola was Atlanta, Georgia,
born in 1886 USA

Has 160 beverage Non-alcoholic

Diversification of
brands in 200 ready-to-drink
product range
countries beverages

Including soft
drinks on sports
drinks, milk
drinks, juice, tea
and coffee
Development

With more than

500 fizzy and
The world's
Has a 48% non-fizzy drink
largest
global market brands and
distributor of
share over 3,800
cold drinks
beverage
options

Committed to Promoting
promoting environmental
Goal sustainable protection and
community energy
development efficiency

Strive to
Creating a safe
promote
and inclusive
economic
working
development in
environment
the regions
for our
where we
employees
operate
Mission and Vision

Mission
•Our Roadmap starts with our mission, which
is enduring. It declares our purpose as a
company and serves as the standard against
which we weigh our actions and decisions.

•To refresh the world...

•To inspire moments of optimism and
happiness...
•To create value and make a difference.

 Vision
•Our vision serves as the framework for our
Roadmap and guides every aspect of our
business by describing what we need to
accomplish in order to continue achieving
sustainable, quality growth.
 Number of
Platform Followers Following Posts
Facebook 108 million 1,100 22,000+
Twitter 3.3 million 55400 290,000+
Instagram 3 million 270 72 +
YouTube 4.48 million n/a 4,500+
TikTok 679.7k 1,000 2,000+
LinkedIn 8 million 6,000 2,000+

SOCIAL MEDIA PLATFORM

Instagram of Coca Cola

•Over the previous three months,

Coca-Cola garnered a remarkable
147,865 interactions despite sharing
just a dozen posts on their profile.
•Observe their follower increase, content
formats, and their most captivating posts
from July to October 2023.

•Coca-Cola’s content marketing strategy

explores diverse content formats, with reels
being the preferred option to reiterate their
brand value of bringing happiness. It also
increases engagement and brand visibility.
Facebook
of Coca
Cola
•Despite amassing a substantial following of 108.37 million
on Facebook, Coca-Cola has reduced Facebook usage in
recent months. This hiatus from Facebook has played a role
in the declining levels of engagement, underscoring the
brand’s current absence on the platform.
•Twitter of Coca Cola
•With a substantial following of 3.3 million, Coca-Cola
maintains an active presence on their Twitter account.
Their engagement is decent with 290.3k tweets in
total, including 293 tweets within the past three
months, demonstrating consistent activity.
•A pivotal component of Coca-Cola’s Twitter marketing strategy is their active and responsive
interaction with their audience, amounting to 97% of their engagement. While their direct
tweeting activity represents a smaller portion at 3%, they predominantly rely on link-based
tweets, constituting 53% of their content strategy.
•Coca cola LinkedIn Account
LinkedIn
Engagement rate

•Coca-Cola's LinkedIn engagement

primarily revolves around sustainability.
Posts featuring environmental initiatives
and product innovations receive
significant traction, with comments
ranging from 100 to 300 on high-profile
announcements. Their posts often gather
thousands of reactions, averaging around
1,200 to 4,000 likes and shares depending
on the topic. User interactions peak when
they highlight social impact campaigns,
new product launches, or strategic
collaborations. Their audience consists of
a mix of consumers, partners, and
employees who engage regularly.
YouTube
channel of Coca
Cola
 •With over 4 million subscribers, 4,500+ videos,
YOUTUBE and over 5.6 billion total views, Coca-Cola’s
ENGAGEMENT OF marketing strategy on YouTube is a delight. They
are a content machine, generating videos and
THE COCA COLA shorts every few days. What’s more, they do this
in several different languages.
COMPANY
Social Media Plan
for Promotion
Overall Goals of social media
marketing plan of your company

Increase Enhance Drive Foster

Increase Enhance Drive Sales: Foster

Brand Brand Image: Encourage Community
Awareness: Position Coca- consumers to Engagement:
Expand Coca- Cola as a fun, purchase Coca- Build a strong
Cola's reach to a refreshing, and Cola products and loyal
wider audience, socially through social community of
especially responsible media Coca-Cola fans.
among younger brand. promotions and
demographics. campaigns.
 Existing promotional practice
Coca-Cola has a strong social media presence
and leverages various strategies:

User-Generated Content: Encouraging fans

to share their experiences with Coca-Cola.

Influencer Partnerships: Collaborating with

popular influencers to promote products.

Seasonal Campaigns: Launching themed

campaigns for holidays and special occasions.

Limited Edition Products: Creating buzz

around exclusive products and experiences.
Market Analysis – Target Market

Behavioral: Targets
Demographic:
Psychographic: Geographic: both brand-loyal
Primarily targets
Focuses on customers Operates in global consumers and new
individuals aged 13-
who value fun, markets with tailored audiences through
45, with sub-groups
connection, happiness, strategies to reflect engaging content that
focused on teens,
and lifestyle regional preferences, emphasizes moments
young adults, and
experiences. cultures, and trends. of togetherness and
families.
celebration.
 Key Insight
Online users: around 950 million people buy FMCG products online in the world.

Social Media:

Facebook and Instagram: High potential for visual and video-based storytelling, UGC campaigns,
influencer collaborations, and event promotions.
Twitter: Engaging with followers through real-time updates, brand interactions, trending topics,
and customer support.
LinkedIn: Use for employer branding, thought leadership, and B2B collaborations.

Target audience profile

Who: Primarily young adults and teenagers, but also families and older consumers.

When: During summer season and festive season is key engagement time for social media.
Social Media
Technologies and Purpose: Build brand
Metrics for

Platforms
Measurement:
awareness, foster
Reach, Engagement
Facebook engagement, and
Rate, Page
communicate directly
Followers/Like Count,
with a global audience.
Video Views.

Purpose: Showcase
visually appealing and
Metrics for
brand-aligned content
Measurement:
such as product
Instagram photos, influencer
Engagement Metrics,
Follower Growth Rate,
partnerships, UGC, and
Hashtag Performance.
behind-the-scenes
glimpses.

Purpose: Deliver long-

Metrics for
form content, including
Measurement: Watch
advertisements,
YouTube storytelling videos, and
time, subscriber count,
views, Engagement
in-depth brand
Metrics.
narratives.

Purpose: Promote Coca- Metrics for Measurement:

Cola’s corporate social Engagement Metrics,
LinkedIn responsibility (CSR) Follower Count,
initiatives, job postings, and Impressions, Job
corporate updates. Posting Metrics
Action Plan
Action Type Priority Action Details Frequency Metric/Trac king Time/Wk. Means
Level

Review of 1 Add brand Ongoing % page 1.5 hrs. Facebook

Platform
Existing Page details, ensure consistency across platforms completion

Increase 1 Produce and post Ongoing % impressions 50 mins Facebook

Platform
“Like” Count interactive content, use ads and sponsored % feedback
stories
CTR (click through
rate)

Post Content 1 Utilize existing resources to create engaging Daily post % impressions 40 mins Facebook
content: engaging posts that reflect Coca- multiple times Platform
% feedback
Cola’s brand and values. in week.
CTR

“Like” Fan 3 Search for relevant pages to receive updates 4-5 new # Likes 15-20 mins Facebook Search
likes/wk
Pages

Community 2 Like and comment on Ongoing % feedback 50 mins Facebook News

Engagement Feed
relevant posts Post questions to community,
respond

Facebook 4/5 hours per week

 Instagram 3-4 hours per
week
Action Type Priority Action Details Frequenc Metric/Tracking Time/Wk Means/Tools
Level y (hours)

Create Profile 1 Set up an Instagram profile with bio, One-time Profile creation 20 min Instagram App
images, etc. setup complete

Increase 1 Implement strategies to grow followers, Ongoing Follower increase, 1 hr. Instagram Analytics,
Follower engage with new audiences engagement metrics Growth Tools
Count

Post Content 1 Create and post engaging content (e.g., 3-5 times Number of posts, 1.5hrs Content scheduling
engaging posts that reflect Coca-Cola’s per week likes, shares tools (e.g., Later,
brand and values., reels, stories) Hootsuite)

Follow 3 Identify and follow profiles aligned with Ongoing Follower count 40 min Instagram Lists,
Relevant your niche or interests growth, follows- Manual Searching
Profiles back
 Twitter 2-3 hours per
week
Priority
Action Type Action Details Frequency Metric/Tracking Time/Wk Means
Level

Create 1 Establish a professional Twitter Once Account 20 min Profile

Account account if not already created (initial) readiness creation
guide
Increase 1 Engage strategically to grow a Ongoing Follower growth 20 min Analytics
“Follower” follower base via organic and count tracking tool
Count relevant interactions.
Follow 2 Follow users within target Daily/ Follow-back 1 hr Manual/auto
Users / industry; follow back relevant Weekly ratio follow tool
Follow Backs accounts.
Tweet 1 Publish high-quality, engaging Daily/ Impressions, 1 hr Scheduler
tweets, and maintain brand voice. Multiple engagements tool
times per
week
Community 2 Reply to mentions, direct Ongoing Engagement 20 min Monitoring
Engagement messages, participate in trends, metrics dashboard
 LinkedIn 2-3 hours per week
Action Type Priori Action Details Freque Metric/ Time/ Means
ty ncy Tracking Wk
Level
Create 1 Establish a dedicated Coca-Cola One- Page completion 30 Web
Business business page or enhance the Time status; follower mins Development,
Page existing one. Focus on growth after Graphic Design,
comprehensive branding, history, launch Branding
campaigns, and products. Experts
Increase 2 Use ads, influencer partnerships, Ongoing Follower Count; 30 Paid Ads,
Brand contests, and user-generated content Engagement mins Partnerships,
"Follower" to drive page follows. Rate Content
Count Creation
Post 1 Develop engaging posts with videos, Every Post Reach, 1 hr. Social Media
Content images, promotions, news, or day in Engagement, Content Team,
community updates. Aim to match week Shares, CTR Graphic
Coca-Cola’s tone: optimistic, Designers
inclusive, and fun.
Community 2 Respond to comments, engage with Ongoing Response Rate, 30 LinkedIn Feed &
Engageme users, and handle customer service Sentiment mins Notifications
 •Coca-Cola has a strong social media
presence, effectively engaging with its
audience through storytelling, employee

Conclusio
spotlights, sustainability updates, and
product promotions. By leveraging live
videos, contests, employee advocacy,
and LinkedIn groups, the company

n fosters community, drives engagement,

and generates leads. These strategies
contribute to brand awareness, customer
relationships, and business growth.
•To further enhance social media
engagement, Coca-Cola could explore
more interactive content formats, such as
polls, quizzes, or Q&A sessions.
Additionally, partnering with influencers
or collaborating with other brands in the
food and beverage industry could
introduce new audiences and drive cross-
promotion.