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