Facebook;
Coke has 4,003,331 Fans
Pepsi has 262,965 fans, it's other lead brand Mountain Dew has 613,747 - so close to 1M all in.
Starbucks 5,102,881.
Twitter;
Coke has 12,173 followers.
Pepsi has multiple Twitter personas, but brand Pepsi has 17,075 and Mountain Dew 18,588.
Starbucks 530,363.
Coke's "Expedition 206" plays out very much like an old episode of MTV
Road Rules. Coke is fishing in the right place, but is using the wrong
bait as the execution shouts and doesn't listen or promote conversation.
Coke Zero's facial profiler app for Facebook has 23,350 monthly users.
The tool allows user to find the other people in the world who have the
same face -
http://www.facebook.com/apps/application.php?id=88852343963 .
If it builds enough critical mass it could add value on Facebook that is distinct, own-able and builds a sizable following.
What's missing in this report for the future of Coke and really all marketing is mobile.
Mobile changes the game and Coke can use it to elevate its leadership
role in all the key pillars it has identified as key growth engines of
the future including local relevance, social, digital, multicultural,
retail and even overarching big brand TV.
Soon the shelves will be alive with the sites and sounds of Coke as mobile will enable complete customer engagement at retail.
For 2010 and beyond mobile with GPS and Bluetooth proximity opt-ins,
augmented overlays on digital video, snap tag technologies, Google,
Facebook, Twitter, video programming, digital coupons and comparison
shopping all in hand, will become the #1 way customers engage with the
web and make purchase decisions.
Some reports right now show smart phones in the US approaching 30%
penetration. When the number reaches 34%, smart phones will outnumber
computers. It is anticipated, by mid next year, smart phone penetration
will be between 40-50% in the US and growing exponentially worldwide.
Additionally, smart phone penetration is higher with multiculutral
groups in the US and for many places in the world smart phones are used
in lieu of computers.
Coke and Pepsi, are you listening?
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