At the iMedia Breakthrough Summit in Atlanta, GA, Kevin Planovsky, principal and co-founder, Vert digital boutique agency led a fireside chat with Doug Busk, director, global social media platforms and strategy, Coca-Cola. The chat covered how the major soft-drink company's new internal social media HUB combined with its commitment to innovation is allowing for better leverage of today's consumers' ever-changing digital habits.
Planovsky first asked Busk to give some background about the inception of the social HUB.
Built over two-years ago, Coca-Cola Journey, the company's primary website is essentially a storytelling factory driven by a team of storytellers that brings excellent stories to life. "The site's mission is to drive stories to consumers, critics, stake holders and shareholders, both inside and outside the company," Busk said, "because there's so much going on at Coca-Cola that doesn't fall into traditional silos of brand marketing."
Originating from the company's unique content marketing came the HUB, which represents a set of platforms -- including a social media war room -- "that stitches together the good work that our real-time marketers are doing around the system," he said.
The sheer size and global reach of the major brand poses a huge problem for keeping up with the pace... Read more