1 Hello, My Name is Natalie Johnson

Senior Manager, Digital Communications & Social Media The Coca-Cola Company @nataliejohnson @cocacolaco

2 What Brands Are Up Against

3 What Brands Are Up Against

Ever-changing technology Perpetual channel evolution + creation Endless amounts of content

4 How Do You Break Through The Clutter?

5 How Do You Break Through The Clutter?

Interact with audiences in meaningful ways Measure engagement in new ways

6 Turned to Brand Journalism

7 We Launched Journey Coca-Cola Journey is company’s corporate website turned content platform. Storytelling engine featuring unique, original and human- centered content about company’s business, brands and people.

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What is Journey’s purpose?

Tell the deeper stories Deliver content that behind our work and priorities Engage the conversation. makes a difference for through the lens of our people. the business.

…around our charters, portfolio, passions …by partnering with internal …by shaping the narrative, and acting as & challenges; via content that inspires, communications and marketing teams. a launch vehicle for informs, delights, provokes, and changes Journey aims to tell the story of the the company news, programs, minds. Company – who we are, what we do, and campaigns, and more. why we do it. What is Journey?

An Integrated Content Platform

Our website, blog, and social networks comprise the entirety of the Coca-Cola Journey ecosystem. What is the purpose of Journey?

• Humanize the company • Find new ways to engage readers • Inspire conversation on passion points of mutual interest • Deliver business-focused editorial and original storytelling in an authentic way 12 How is the Journey Team Structured?

13 A Global Initiative

Journey is a global entity.

Network of sites maintains global + local voices, providing relevant content to growing range of readers across 27 sites serving 37 countries.

14 PUBLIC AFFAIRS GLOBAL EDITORIAL NETWORK DIGITAL OF 27 SITES COMMUNICATIONS to source content AND SOCIAL MEDIA and maximize engagement TEAM GLOBAL EDITORS • Global rollout + governance • Content management system • Metrics/analytics EDITOR IN-CHIEF • Paid/organic/social strategy • Vendor partner counsel + support CONTENT FREELANCERS CREATORS • Team leadership

SMALL EDITORIAL TEAM EDITORS + FREELANCERS is supplemented supported by other content creators by freelance writers such as videographers + designers Content

16 Multimedia Articles Videos Galleries

Our content comes in many forms.

Blogs Audio Infographics

17 User-Generated Content Transparency Community Sustainability

Brands Culture

Jobs

Sports Business History Innovation

Health Entertainment Environment

18 Audience Employees Stakeholders Consumers Breadth of Journey content speaks to a diverse audience of readers.

Critics Fans Media

19 Brand and Journey Voice: A Content Continuum

Coca-Cola Journey and its social media outlets represent the company’s corporate content. Brand Stories Journey Journey works hand in hand with internal communications teams to complement brand channel efforts.

20 Brand Content Tends to Focus on Brand Stories

North America FB: North America Twitter: Shoppers + Moms Playful, Lighthearted, Timely

Global: Integrated Brand Stories Journey Campaign Activation

21 Where Journey + Brand Content Meet Around Stories That Extend + Amplify Brand Content

Shared: Major Events

Brand Stories Journey

22 Journey Tells All Types of Stories About the company, its priorities, and people — even tough topics to help answer detractors

Journey Twitter: Earnings Journey Twitter: Story-telling / Customer

Journey Facebook: Sustainability Brand Stories Journey

23 Extending + Amplifying Content from across the business

24 Making News Breaking News

When Coca-Cola announced that all Coke When Coca-Cola reintroduced its wildly popular Trademark brands would be united in the SURGE soda in 2015, Journey told the story “Taste the Feeling” global creative from every angle: a profile of the SURGE fans campaign, Journey shared the story on all who lead the comeback, guides on where the platforms, with writers on the ground soda could be purchased, and a look at a surprise- covering the announcement in Paris. filled revival of everything that made ‘90s culture great. PASSION POINT: Music

Swedish artist + producer partnered with Australian to give “Taste the Feeling” its own soundtrack. Acoustic version of song was featured in TV spots for new campaign. Achieved 2nd-highest EOI Score.

26 PASSION POINT: Business

New infographics approach for earnings reports. Tw e e t s with infographics doubled engagement compared to Tw e e t s without infographics.

27 PASSION POINT: Employees Group of young Coca-Cola employees helped institute new parental benefits policy: paid leave for all parents — moms, dads, adoptive parents, same-sex parents and foster parents.

Journey covered it — picked up by Fortune, achieved one of highest EOI Scores ever.

28 The Return of Ecto Cooler Broke the story on Journey.

Feature saw record-breaking results with furthest organic reach of all stories in digital publication’s history.

Most clicks, shares, likes and comments of all Journey stories ever published.

29 User-Generated Content

Readers engage by sharing their Coca-Cola moments on social media, all of which show up on the Journey home page.

30 Journey Social: Channel-Specific 2x growth YoY for 4 Years Editorial Voices

Through paid and organic 1,06MM 1.22MM Actions Followers content, social channels foster engagement with consumers and drive traffic back to Journey or Journey- curated social content 1.09MM 44.5k Followers Followers

DATA AS OF MARCH 2017 What Are the Results?

32 Earned Media Gauge success through mainstream media picking up content published on Journey and stories that reference Journey as a source. 33 Reach 261 Million Page Views Since Launch

Visitors 1.4 Million 3.1 Million Center Site Per Month 1.7 Million Global

34 How Journey Stacks Up

86,000 3.1 Million

1.9 Million

921,600

35 As of July 2016 • Data from Third-Party Sites is Estimated Don’t take it from us…

Best Branded Content Site: 2016 Metrics

37 Traditional Read Time

Analyzing the behaviors of our visitors, such as: Behaviors • Read time Page Views • Page views Comments • Engagement with stories through comments + shares of content

Shares 38 EOI Social Channel Traffic Because engagement is everything, we created our proprietary formula for measuring it — EOI, “Expression of Interest.” EOI Page Visits Quantitative value calculated based Comments on social network referrals, shares, SEO traffic, and total visitors for an individual piece of content.

Search Engine Visits 39 Social Read x 10 + Social Shares x 5 + How we SEO x 1 calculate EOI + To t a l Visits Rank

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40 Lessons Learned

41 The 3 Cs

42 The 3Cs

Content Must be high-quality to be shared Coordinated Must support company messages, values and marketing efforts Current Must be relevant to or tie in with current conversations 43 Creating Editorial Tension

44 45 Thank You! Q+A

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