Social-Media Monitoring of The Coca-Cola Company

Coke Vs. Pepsi (U.S)

In June 2010, Coca-Cola was recognized as one of the "Best Companies for Diversity" and was given an award. There was also talk of the new bottle design said to be released in 2013. This may explain the peak of interest.


In February 2011, Pepsi introduced the new "skinny" can just in time for National Eating Disorder Awareness Week. (oops)

Social Mention - Start of March 2011

Coca-Cola

18%

strength

6:1

sentiment

26%

passion

34%

reach

Pepsi

28%

strength

3:1

sentiment

14%

passion

45%

reach

Social Mention - End of March 2011

Coca-Cola

25%

strength

6:1

sentiment

19%

passion

37%

reach

Pepsi

21%

strength

5:1

sentiment

20%

passion

40%

reach

Looking at strength, sentiment, passion, and, reach of both Pepsi and Coke you can see that their scores are similar. In just a month Coke's percentage of strength increased while the passion decreased, while sentiment and reach have stayed the same. Pepsi's percentage of positive sentiment increased as well as passion. Strength and reach have slightly decreased.

From analyzing Facebook, Twitter, Social Mention, Addic-to-matic, and IceRocket of both companies there have been several trends (negative and positive) that could explain the numbers above. 

Trending Topics - Problems and Solutions

Health and Nutrition

Problem: Soda may cause - Weight gain, dehydration, tooth decay, high-blood pressure, and insomnia. (No, Thanks!)

Coke's Solution: Think, Drink, Move - Coca-Cola offers nutrition labels on all of their beverages, from soda to flavored water. Coca-Cola offers many choices (3,500) with variety and portion sizes. The main website is packed with healthy life-style choices and tips for healthy living and exercise habits. 

Sustainability

Problem: In general Coca-Cola uses significant amounts of water, energy, petroleum-based plastics, and other resources in every day production. 

Coke's Solution: "Live-Positivly" strategy, which includes going "water neutral" returning as much water to the world as it uses, reducing its absolute carbon footprint by 5% in developed countries by 2015 and eventually recovering all its packaging for reuse rather than occupying landfills.

Future Goals and Recommendations 

1. Continue to "Listen", "Energize", and "Embrace" the groundswell. (Coca-Cola must have a copy of Li and Bernoff's book.)
2. Stay delicious.  At the end of the day... it's a beverage and people have a preference. 

As Pepsi has fallen to #3 of choice among favorites (coke and diet coke as #1 and #2) I believe it is safe to say The Coca-Cola Company is doing something right.


 ~ Heidi

Before You Begin - Start From Within

Coming to an end of the insightful book Groundswell by Li and Bernoff, Chapter 11 discusses the importance of starting a groundswell from within your own company. For example, Li and Bernoff mention Best Buy and their "Blue Shirt Nation" community.

Best Buy has twelve hundred stores and the employees with the Blue Shirts are sales associates. Ashley Hemsath, a Blue Shirt at Best Buy along with many others is part of blueshirtnation.com which is an internal community site for Best Buy's employees. Ashley, one of the sites leading contributors wrote,

"I work retail. I inspire creativity and fun with my employees. I grand open stores, as many as possible, really. And I have never before loved a job and company the way I love this one. My name is Ashley Hemsath, and I am Best Buy."

(Blue Shirt Nation - by: laughingsquid.com)

Ashley has passion for her company and is able to share her thoughts (negative or positive) about the company on this website. Li and Bernoff would refer to this as energizing your employees and allowing them to participate in the groundswell. 

"Blue Shirt Nation" was started by two guys from the marketing department, Steve Bendt and Gary Koelling, who wanted to gather consumer insight. Steve and Gary believe, "Best Buy's Blue Shirts are on the front lines and have, collectively, a lot of insight into what's really working at the stores." For this reason Steve and Gary decided to give them a voice through this online community. 

Li and Bernoff believe internal sites such as Blue Shirt Nation can build relationships with employees and managers and vice-versa, leading to a more open-minded and goal oriented work place. Back in Chapter 4, Li and Bernoff explain the importance of listening, talking, energizing, and embracing your customers, the same goes for employees.

Starting a strong groundswell from within can expand relationships with employees from top to bottom and can have a huge impact on your company. Start from within and expand with the knowledge Li and Bernoff have provided. With the information from Groundswell and the desire for success... you are well on your way of grasping you or your companies full potential. 

What are you waiting for?

~ Heidi