Okay, so the title of this post is a little bit harsh but let's face it, brands have been doing a terrible job of leveraging Facebook (one might say this is true of the social media space at large, but that is a story for another day).
My good buddy C.C Chapman sent over a social media press release about the new CokeTags initiative and my first reaction was, "just what we need, another branded app that will interrupt and annoy, and claim to be joining the conversation".
I was quite wrong (had I been right, I probably would not have taken the time the write this post. Who wants to read another whiny blogger talk about how everyone is getting everything wrong).
I am not going to go into all of the ins and out about how the CokeTags program works (you can do that yourself). I would rather point out some of the reasons why this new program is really on the right track:
I am very excited to see whether or not the CokeTags program is something that is adopted by consumers, and does not turn into something that only marketers point to as a good idea. For the sake of advancement in social marketing, I am really rooting for Coke on this one!
My good buddy C.C Chapman sent over a social media press release about the new CokeTags initiative and my first reaction was, "just what we need, another branded app that will interrupt and annoy, and claim to be joining the conversation".
I was quite wrong (had I been right, I probably would not have taken the time the write this post. Who wants to read another whiny blogger talk about how everyone is getting everything wrong).
I am not going to go into all of the ins and out about how the CokeTags program works (you can do that yourself). I would rather point out some of the reasons why this new program is really on the right track:- CokeTags is taking advantage of the notion of the World Wide Social Web. Here is a quote from Michael Donnelly, Director, Worldwide Interactive Marketing, The Coca-Cola Company;
- "While Facebook may be the starting point for CokeTag, it is only the beginning. We are excited to be working towards the potential of expanding the use of the CokeTag application throughout the web and we are now working on the best way to leverage the OpenSocial platform. We are looking forward to the day when anyone could potentially create a CokeTag and have it on all of their social network profiles and their blog and only have to worry about updating it in one place. That excites me."
- This excited me too! What especially excites me is a forward thinking marketer talking about social media in a way that makes sense
- CokeTag Adds Value
- The application does not merely offer some goofy novelty (i.e. throwing a sheep). The applications accentuates the social nature of the web and potentially provides for deeper connections between friends
- The application takes an existing technology (tagging) and aims to streamline it in a way that is useful and accessible to the masses
- The application does not merely offer some goofy novelty (i.e. throwing a sheep). The applications accentuates the social nature of the web and potentially provides for deeper connections between friends
- Coke Does Not Insist On Inserting Itself In Every Aspect Of The Application
- Sure, Coke has a presence within the application and they even have a branded widget skin, but this is not the default.
- Coke is there if you want them to be part of the conversation. It is also apparent that coke respects the fact that you may not want them around all the time
- Coke Has Created A Platform That Will Help Them (and other marketers) Better Understand The Community
- This point may not be a benefit to the consumer, but from a marketing perspective I think Coke has laid the groundwork to garner some decent user data in a non-obtrusive manner. The employees of Coke will certainly have their work cut out for them when it comes to making this data actionable, but this is a good start.
I am very excited to see whether or not the CokeTags program is something that is adopted by consumers, and does not turn into something that only marketers point to as a good idea. For the sake of advancement in social marketing, I am really rooting for Coke on this one!