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White Paper:
Comparing the Social Media
Strategies taken by Coca-
Cola Company and PepsiCo
Shelby Duke
MMC 3630-Dr. Dodd
16 October 2016
Executive
Summary:
This white paper will discuss the different social media strategies
used by the two most prominent soda brands: Coca-Cola and Pepsi.
Coke has had much more success in regards to social media strategies
and campaigns than Pepsi does. Graphs, charts, and explanations from
credible sources will be shown throughout the white paper to provide
evidence of this assumption. After presenting the data and comparing
and contrasting the social media strategies of the two beverage
companies, there will be an explanation of solutions and opportunities
for both companies to improve their strategies and further engage the
public with the respective brand using social media.
Introduction:
Clearly, it is evident that Pepsi is a few steps behind Coke, so there will
be further explanation, and comparison and contrasting of both
companies strategies and what solutions can be implemented in order
to further the success of not only the PepsiCo, but the Cocoa-Cola
Company as well, as both companies are highly recognized and
important in todays society.
Background:
Solutions:
As noted when comparing and contrasting the social media
strategies and campaigns of the Pepsi and Coke, its evident that
PepsiCo is not as successful as the Coca-Cola Company when it comes
down to engaging with consumers and promoting the actual brand,
and not just prizes from sweepstakes. One simple way Pepsi could
possibly rise up is to become more engaging with its fans and
followers. As depicted in the bar graph above about twitter
engagement, Coke out numbered Pepsi in all categories but especially
regarding mentions and replies. If Pepsi made more of an effort to
reply to the tweets theyre mentioned in, itll force a personal
connection between the Pepsi and the consumer, just like how Coke
has done. Fans would be pretty excited to see that a big company like
Pepsi replied to one of their tweets. If it was a negative tweet, it shows
the sincerity of the company and willingness to fix the problem, rather
than avoid it. Its vital to be transparent with consumers and address
criticism publicly and not hide it. Its not clear as to why Pepsi doesnt
take the time to reply to the majority of its mentions, but its important
to know how to handle issues on social media as they arise.
Its clear that Pepsi needs to engage more with its consumers
and a fun innovate way to do so would probably set the company apart
from Coca-Cola. Pepsi also falls behind Coke in using user-generated
content on its social media platforms. With the Live For Now
campaign, the tweets show up from followers appear, but only if you
go to a specific website, whereas Coke put user-generated content on
billboards for all audiences to see.
According to Adweeks 10 Brands Doing an Amazing Job on
Social Media, GoPro is among the top. Falling at number 8, GoPro
posts a photo of the day, implementing user generated content on
its social media sites everyday. If Pepsi were to team up with GoPro,
pictures on both companies social media sites could be posted
implementing the use of both products. For example, a picture of fans
at the beach enjoying a Pepsi, taken with a GoPro, could be posted.
Pepsi could retweet the post from GoPro or the source of the original
post, and reply back to the original poster about the photo. This will
increase the use of user-generated content and also increase the
amount of tweets Pepsi replies to, which in turn would ultimately help
the consumer engagement as well.
While Pepsi, has a numerous amount of ways they are able to
progress and catch up to Coke, Coke is already the leader in the soda
industry. With that being said, if Pepsi were really serious about
expanding and improving its social media strategies to compete with
Coke, Coke would definitely need a strategy to stay ahead of its
competitor. Since Coca-Cola is the leader in the soda market, there
really isnt a precedent to follow, unlike Pepsi since its number two
behind Coke. The Coca-Cola Company and its Public Relations team
need to keep doing what they have been doing, like engaging with
followers on twitter to the extent they have and continue to appeal to
all generations like in the #shareacoke campaign. The company would
also need to get more creative with their presence on social media to
set them apart from Pepsi, since Pepsi would be trying to follow in
Cokes footsteps on a few aspects, like being more engaging with its
followers. Scarcity creates demand and so if Coke was to create a
particular type of retweet contest or a sale on the customization of the
coke cans for a limited time, it would drive up sales and get followers
talking about what is happening with the company. The Honest
Company promoted a 40% off code on their twitter for a 12-hour sale
(Chu 2015). Though Pepsi had a problem when they did their
#outoftheblue sweepstakes because it was generating buzz about the
sweepstakes, not the brand, if Coke found a way to incorporate
something similar while still promoting their brand versus the product,
it could prove to be very beneficial to the company and its consumers.
Another strategy that Coca-Cola could tackle would be a
volunteer movement involving Coke products. Toms Shoes Company
has a 1 for 1 policy. Every time someone buys a pair of Toms, a pair of
shoes gets donated to someone in need. Coca-Cola could do something
similar when theres a natural disaster. For example, Hurricane
Matthew just destroyed most of Haiti, Cuba, and the Bahamas. Many of
those people who survived lost everything and are out of food and
clean drinking water. Coca-Cola doesnt just sell soda; the company
also sells Dasani water. An initiative could be taken so that for every 12
pack of Coke cans bought, a case of water would be donated to those
struggling from the Hurricane. Coca-Cola would broadcast this over all
social media platforms. People love to help out but when something is
so far away, there are little people can do. So something as simple as
buying a bottle of soda could help someone live, people will feel good
about themselves, and support the company doing it. Posting pictures
of volunteers passing out water in Haiti could be posted on Instagram
as well to show the efforts. This idea could clearly be useful for both
PepsiCo and Coca-Cola Company, but if Coke were to start it, The
company would be set apart from Pepsi, as Pepsi attempts to weigh in
on Coke.
Conclusion:
Pepsi and Coke are the two most powerful soda companies in the
world and their social media strategies are part of what makes them so
influential. Its important to understand the similarities and differences
of their online presence. Coke spends a majority of its time on twitter
replying to and engaging with Coke fans, whereas Pepsi doesnt reply
nearly as much. Both companies apply user-generated content but
Coke makes it much more apparent by placing the content on
billboards. Engaging consumers is also an important aspect of both
companies strategies. Pepsi had the #outoftheblue sweepstakes and
Coke placed a variety of different vending machines around to share
happiness. Coke did a better job of creating a more meaningful
conversation about it whereas Pepsi fans talked more about the actual
contest and not the brand. There are also many ways to improve both
companies strategies and tactics in regards to social media. Pepsi can
focus on implementing more user-generated content into their social
media platforms, instead of directing fans to a different website. Pepsi
could also pair up with a company like GoPro as a way to share fans
own post and could also increase engagement by replying to these
same posts. Coke could set a new precedent for social media presence
by showing humanitarian efforts after a natural disaster. A plan can be
enacted to where after someone buys pack of coke cans; water
becomes donated to those effected by the disaster.
References
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Coca-Cola
colacompany.com/stories/dispensing-happiness-12-innovative-
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