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Coca Cola Branding

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I. CASO: COCA-COLA ESPAÑA, BRANDING 2.0
CUESTIONES A RESOLVER
1. Localiza las páginas de Coca-Cola en Facebook, Twitter y Youtube. Analiza los comentarios y el tipo de información que Coca-Cola vierte en estos canales. ¿Cuál crees que es el objetivo que persigue? ¿Crees que los mensajes son adecuados y efectivos?
Yo se que el caso se centra en Coca Cola España sin embargo me pareción interesante contrastar un poco con la realidad de Coca Cola Ecuador. Me llama la atención que la página en Fb de España tiene casi 130 000 seguidores mientras que la de Ecuador a penas tiene 10.000 usuarios, En El Salvador en fb se tienen 900 seguidores y en twitter 3000 seguidores aprox. Ahora regresando al tema central (España) y refiriéndome a la pregunta:
-Apoyan mucho al arte (música, cine, etc) y sus campañas para conseguir más seguidores están centrados en eventos como conciertos o festivales. (ej: coca cola music experience, BIME)
- Hacen muchos concursos (ej: talonario futbol)
- Interactuan mucho con sus seguidores, a cada comment que pone un fan suelen darle una respuesta en cuestión de horas.
-Promueven mensajes de bienestar personal (ej: come bien, no esté smucho tiempo frente a la computadora, entre otros)
-Apoyan al crecimiento profesional de sus seguidores (ej: dress coke)
- Usan temas de interés generacionales (ej: juego de la botella, grababas cassettes, etc)
En definitiva creo que el objetivo que persigue es generar una interacción real con sus seguidores, no ser solamente una marca que habla a sus seguidores sino convertirse en amigos reales y ser parte de su vida diaria, evocando recuerdos, brindándoles consejos para su bienestar y siendo muy divertidos, por lo tanto creo que los mensajes son adecuados y efectivos, pues Coca Cola tiene seguidores de todas las edades y por lo tanto tienen mensajes para todos ellos.

2. ¿Qué diferencias y similitudes encuentras entre la comunicación en los medios tradicionales y los medios sociales?
Básicamente la diferencia principal veo que en los medios tradicionales la comunicación es unidireccional, es decir se manda el mensaje y listo se asume que llegó a su objetivo, sin embargo en los medios sociales es una comunicación de dos vías con retroalimentación casi inmediata de si llegó a cumplir su objetivo o no. También en temas de diferencia está el que los medios tradicionales son mucho más costosos. La comunicación online puede difundirse globalmente en cuestión de segundos. La comunicación de marca tradicional se basaba en interrumpir. La comunicación online puede ser dirigida a segmentos específicos ya sea por edad, sexo, religión, etc, y en la comunicación tradicional es más general.
Tienen como similitud que los dos buscan crear un valor de marca, una imagen posicionada en la mente de nuestros consumidores (actuales y potenciales). Ambos deben segmentar a su público para poder enviar un mensaje más acertado.

3. ¿Cuáles crees que son los riesgos y los beneficios para Coca-Cola al incluir dentro de su plan de marketing y comunicación acciones dentro de los medios online?
Riesgos: Mal utilizar estos medios y generar un efecto negativo en la audiencia, generar poco contenido o de poco interés, no enfocar los mensajes al público correcto, encontrar un comentario negativo de alguien que tuvo una mala experiencia con la marca y no saber llevarlo correctamente o atenderlo de forma inoportuna y generar un buzz negativo.
Beneficios: Eficiencia en costos, mayor alcance en la transmisión del mensaje (escala global), segmentación más precisa, feedback casi inmediato del éxito de la campaña, mayor acercamiento a los clientes o fans de la marca.

4. ¿Cuáles crees que son los desafíos a los que deberá enfrentarse Coca-Cola dentro del entorno online? ¿Crees que su tamaño y popularidad es un beneficio o un desafío en el entorno online? ¿Cómo afecta esto a la segmentación de la audiencia y al tipo de mensajes lanzados por la marca?
Desafíos: Lidiar con personas, organizaciones, etc. opositoras de la marca que critican los altos niveles de azúcar en su bebida y lo perjudicial que es para la salud, las cuales al igual que sus fans pueden publicar mensajes negativos en sus páginas. Brindar mensajes concretos, siendo dinámicos e interactivos, innovando constantemente sus campañas online, reaccionando de manera rápida al entorno y al consumidor.
Su tamaño es un beneficio en el entorno online pues ya la marca cuenta con gran cantidad de fans y un 94% de la gente ha probado su producto por lo que no resulta tan difícil conseguir seguidores. Sin embargo, la diversidad cultural a la que la marca se enfrenta es un desafío; por ejemplo la publicidad de Coca-Cola España no puede ser implementada en Latinoamerica sin haber sido adaptado previamente su contenido.
El entorno online afecta positivamente a la segmentación de la audiencia pues al tener acceso a información que antes no se tenía (no solamente demográfica o geográfica que formaba parte de la segmentación tradicional) sino también por gustos y preferencias, por actividades, por hobbies, etc coca cola puede enfocarse a lanzar campañas para conquistar algún nicho que no le pertenece actualmente o enfocar el mensaje para cierto grupo de personas.

5. ¿En qué plataformas aconsejarías a Coca-Cola desarrollar su presencia online? Justifica la respuesta analizando las ventajas y riesgos de cada elección y los objetivos de comunicación y/o marketing a desarrollar en cada plataforma.
Coca Cola tiene presencia en casi todas las redes sociales y la mayor parte con gran éxito (Caso España porque en El Salvador y Ecuador no tiene ni el 10% de éxito que tiene la filial española), sin embargo no tiene casi nada de presencia en Pinterest, una red social muy interesante que a partir del 2011 ha crecido en un 2000%, esta incursión puede servir de plataforma para llegar al público femenino de 25 a 45 años, creando contenido relacionando coca cola con temas como moda, la decoración de interiores, los viajes, las recetas de cocina, reciclaje y el arte.
Ventajas
* Publicidad dirigida al sector femenino * Transmitir emociones al público femenino de manera más directa * Organizar el contenido por categorías * Genera tráfico hacia el sitio web principal de la compañía debido a la gran cantidad de enlaces que posee dentro del perfil
Riesgos
* Dificultad en la creación de contenido relevante para el público dirigido * Cuenta con 70 millones de usuarios (frente a los mil millones de usuarios de Facebook) representa un segmento limitado. * Posee menos herramientas de análisis y estadísticas de datos que otras redes sociales

Objetivo de comunicación
Incursionar en una nueva red social con el objetivo de llevar la responsabilidad social como transfondo, dando tips de reciclaje de sus productos y diferentes formas de reutilización de sus envases.…...

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