Monthly Archives: June 2013

Cola-cola is now turning its focus toward direct engagement with consumers via social media. This article has the details.


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Gone are the days when companies like Coca-Cola KO +0.61% could rest on their laurels and rely on their global brand image to capture market share. As Noreen O’Leary cites in her Adweek Article “How the World’s Most Iconic Brand Was Saved From Itself”, Coke ‘recognized the dire need to get back into the cultural conversation in order to become relevant and modern’ and appeal to a new generation. Through dramatic projects such as Coca-Cola.TV, Coca-Cola.FM and live-streaming music events, Coca-Cola has shown the world how revolutionary they can be and how this type of marketing evokes emotional, long-lasting customer engagement.

I’ve previously written about Coca-Cola turning its focus toward direct engagement with users via social media infrastructure and big data and how embracing social software has empowered big brands like Coke to leverage the powers of social. With marketing communication strategies evolving, Coca-Cola is looking to capitalize on the ever-changing landscape. Wisely recognizing the power of owning its own content and democratizing access to it, Coca-Cola has partnered with Thismoment to design a concept called “Pantry.” As communicated in a joint press release, “Pantry provides Coca-Cola with the ability to consolidate valuable content and democratize access to it. Through a central registry, regional content rights, analytics, discoverability, collaboration, future-proofing and a simple, easy-to-use interface, Pantry provides Coca-Cola with the ability to execute the revolutionary strategy it envisioned.”

Successful brand marketers like Coca-Cola understand that traditional marketing disciplines must be supplemented with new models rich with content, engagement, conversation, and analytics – the essence of social commerce. As big brands need to create an even better brand experience and empower their marketers with tools that will allow them to do so simply and effectively, more and more companies are turning to social software solutions to provide them the advantage they need to stay ahead of the curve.

In speaking with John Bara, the CMO of Thismoment, about how companies like Coca-Cola are able to continuously stay on top of the brand marketing pyramid, he shared “The youth audience is on line all the time. The ultimate objective of savvy social marketers is to reach and engage the audience anytime including on mobile devices. Marketers need a social marketing system which can help them and their agencies share, re-use and distribute content across all social end points and devices.”

As Javier Sanchez Lamelas, former Vice President of Marketing for Latin America and current Vice President of Europe at The Coca-Cola Company, espouses in the release – to continuously develop successful strategies that break new ground and lead to deeper engagement, powerhouses like Coca-Cola must align themselves with technology companies that enable them to crystalize their ultimate vision and go beyond the unexpected.

Social media marketers, such as John Bohan,  are always on the lookout for the newest trends in social media to ensure that they keep up with efficient strategies to boost their company’s or client’s online presence. Visit this Facebook page for more updates. 


For some time, Facebook derived a portion of its meager revenue from its sponsored search results. Surprisingly, they’re scrapping it out in favor of moves to simplify its advertising scheme. Learn more by reading this Inside Facebook article:

As part of its recent advertising simplification push, Facebook is eliminating its sponsored search results ad unit. A Facebook spokesperson told Inside Facebook that the reason why the sponsored results will be nixed is because the most common marketers for them were app and game developers, and Facebook feels that the mobile app install ads and page post link ads are more efficient ways to reach this goal.

Image credit: Inside Facebook

A Facebook spokesperson announced the news to Inside Facebook:

In keeping with the goal of streamlining our ad products, starting in July advertisers will no longer be able to buy sponsored results. We’ve seen that most marketers were buying sponsored results to advertise their apps and games, and we already offer mobile app install ads and Page post link ads on desktop to achieve these same goals.

Facebook noted that this won’t happen immediately. Starting in July, Facebook will no longer offer sponsored search results as an ad unit and by mid to late July, users will stop seeing sponsored search results.

The company is placing an emphasis on search and continuing to develop it. The Facebook spokesperson noted that sponsored results were rolled out before Graph Search, so the site is now figuring out the best way to tailor ads specifically to Graph Search. Advertisers can still buy search products, specifically with ads on search results pages.

Image credit: Inside Facebook

Facebook is trying to think about how to take advantage of its unique search product and figure out new ways that marketers can benefit from Graph Search.

It’s a little odd why Facebook is eliminating this now. Advertisers have said that the sponsored results offered a high clickthrough rate at a low cost-per-click. Nanigans wrote in September that the clickthrough rates of sponsored results were 23 times greater than those of marketplace ads, with a 78 percent lower cost-per-click.

When asked about potentially having sponsored results in hashtag searches (for which Facebook launched support on Wednesday), the Facebook spokesperson told Inside Facebook that the company couldn’t comment on speculation, but one could imagine how it could work. Right now, the company is focused on figuring out how everything fits together with regard to advertising and search.

Image credit: Inside Facebook

Learn the most effective way to market your brand using social media by logging on to this John Bohan Facebook page.