A Project
ON
“SEO , SEM & SMM ON COCA COLA”
Submitted to
Prof.
In partial fulfillment of the requirement of the award for the
degree of Masters of Business Administration
GLS University
Submitted by:
1. ASHFAK HAMDANI(201900620010453)
2. NIDHI JOSHI (201900620010462)
3. KHUSHBOO SHAH (201900620010582)
4. YASH THAKKAR (201900620010621)
5. YASH MAJETHIYA (201900620010483)
6. DHAVAL RAVAL (201900620010560)
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SEO & SEM OF COCA COLA
Branding is important and valuable in business. Think about billion dollar brands, like Coca-Cola.
Their brand name alone is worth an astronomical amount of money. Accountant’s even have a name
for this type of brand “value”, on the books it’s called goodwill.
Your brand name is essential to your success, and using intelligent Search Engine
Optimization strategies will build and strengthen your brand recognition online.
About Coca-Cola Company:
Coca-Cola Company is a multinational corporation, manufacturer, and retailers of non-alcoholic
beverages, headquartered in Atlanta, Georgia. It is majorly renowned for its flagship beverage Coca
Cola. The Coca-Cola Company was incorporated in the year 1892 by Asa Griggs Candler. The
company produces syrup concentrates which is further sold to myriad numbers of bottlers across the
globe. The company also owns its anchor bottler in North America, named Coca Cola Refreshment.
The company highly operates a franchise based distribution channel since 1889.
Coca-Cola’s Business Objectives:
With the right kind of syrup and beverage also, Coca-Cola was missing the connection with its
consumers and wanted to have brand visibility. The best thirst-burner bubbles and refreshing taste of
Coca Cola was also not working for the company to enhance its visibility.
Coca-Cola wanted to have engagement with its consumers wherein its consumers can connect with
their brand and related content from across the globe. Coca-Cola thus, took help of its global search
agency, iCrossing which is working for them since 2007.
Approach / Strategy Adopted by Coca-Cola:
Coca-Cola is the biggest soft drink sellers across the globe but in the increasing competition even
market leaders need to think out of the box. Hence, iCrossing came up with the unique idea for Coca-
Cola. In today’s digital world, most consumers search for brand content online through search
engines. Consumers rely more on their research through these search engines in comparison to the
brand. So, Search Engine Optimization (SEO) was a crucial channel and also the most needed
requirement for Coca-Cola to leverage. Therefore, to develop visibility in more than 200 countries, it
took help from iCrossing and made them their search agency partner.
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iConsulting decided to multiply all the content of brand which was available on YouTube and other
social media sites. Right from polar bear video of the company on YouTube till the micro site which
let it consumers laugh to the official brand site, iConsulting optimized each online content.
iConsuting decided to optimize Coca-Cola content and establish global SEO governance team which
could match with business model of the company. The team used to bring delivery resources to
iConsulting’s different offices in U.S. Latin America, Europe and Asia. Accordingly, agency analyzed
these skills of local market and made sure that they have right set of search tools and personnel to
serve each market. In this way, iConsulting team was successful to optimize traditional along with
mobile websites, videos, images, social media content in various languages from different markets
while leveraging each market’s search engine landscape.
Results Achieved by Coca-Cola
The above strategy implemented by iConsulting helped in achieving following results:
Most of the traffic fetched to company website was organic and contributed in setting a new
record of getting more than 4 million visits.
Coca-Cola’s organic search earned reputation and came up as one of the powerful sources of
consumer traffic, consumer engagement and media impression.
In words of Tom Daly, Group Manager, Strategy & Planning, The Coca Cola Company,
From a Client’s perspective, you are in a better spot when you work with agencies with talented
people on the ground that is knowledgeable about local markets
On-site Search Engine Optimization
On-Site Search Engine Optimisation (SEO) will assist a landing page to be positioned at the top in
Google SERP through the optimization of relevant keywords to enhance a website's ranking. SEO is
the tactics, procedures, and methods use to expand the measure of visitors to a website obtaining a
high-ranking placement in the search results page in the search engine.
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Title: Coca-Cola Singapore
Meta Description: Coca-Cola Singapore
Keywords: Coca-Cola Singapore
Google Trends
Google Trends is an open web facility that shows how frequently a particular search-term is searched
on Google Search. By using Google Trends, a website can determine the keywords to be optimized to
increase its site's pertinence in Google SERP.
The following keywords, "Coca-Cola", "Soft drink", and "Can drinks" are extracted from Coca-
Cola's Meta description to determine their relevance to Coca-Cola's website. The keyword "Coca-
Cola" is the most noteworthy search term among the 3 keyword in August. I will also be explaining
further each keyword and analyse them by searching the keywords on Google search below.
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Keyword 1: Coca-Cola
By searching for the keyword "Coca-Cola" in Google Search, an whole page of landing pages that are
relevant to Coca-Cola are shown on the first page of Google SERP. This means that Coca-Cola has
correctly optimized the keyword "Coca-Cola" in SEO, as it shows everything that is related to Coca-
Cola. As mentioned under SEM, they do not have to use Google Ads to place their page rankings on
top because the brand itself is already very well-known internationally. Also, the first search result
displayed on Google SERP redirects visitors to Coca-Cola landing page, hence the keyword "Coca-
Cola" is most relevant. In addition, every search results on the first page redirects visitors to their
associated websites as shown below. Furthermore, the landing page is directly on the most popular
spot on the heat map.
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Keyword 2: Soft drinks
By searching for the keyword "Soft drinks", the result reveal that Coca-Cola has done well for their
SEO as their webpage results can be found on the first page, the 4th link on the SERP. The first few
organic result is the definition of soft drinks, and at the same time, Coca-Cola is such a popular soft
drink that they even show images of a glass of Coca-Cola as an example of a soft drink. In addition,
an image of Coca-Cola was also shown in the search results of images. Therefore, Coca-Cola has
sucessfully optimized the SEO using the keyword "Soft drinks" as Coca-Cola is the first soft drinks
company to be shown on the first page of SERP.
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Keyword 3- Carbonated drinks
By searching the keyword "Carbonated drinks", it can be seen that there are no brands of drinks that
are at the SEO section. However, there are images of Coca-Cola and some other beverages. This
shows that Coca-Cola put some effort in adding the image in showing the presence in this keyword
relevance. No beverages company appeared in this particular keyword search on the first page of the
SERP. The results are mostly definitions. However, there are some images of Coca-Cola when
"Carbonated drinks" is being searched. This means that Coca-Cola has done the most effort to
optimize their keyword relevance compared to other beverage companies.
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Search Engine Marketing
The screenshot above is one of the Paid Referrals which contributed to the traffic generated by
Coca-Cola. They put up advertisements like this on YouTube. When a YouTube user clicked on any
videos to watch, this advertisement will appear first. Users will then be able to choose to continue
watching the short clip or skip the advertisement after 5 seconds. The users will then have an
opportunity to have a conversion with it. In regards to this specific advertisement, #CokeDrones, this
clip will most likely have a good conversion experience with the visitor as it shows how "kind" the
Coca-Cola company can be. This #CokeDrones campaign is just one of the many campaigns and
events. It creates brand awareness to people just by using social media like this. YouTube is just one
of them, I will be further explaining about others social medias such as Facebook and Twitter on SEO
offsite.
SEM Recommendations:
Although Coca-Cola do not have Google ads for their landing pages at the moment because their
brand is well-known, I recommend that they should do Google ads for their upcoming campaigns like
"Happiness from the Skies". This will allow them to increase their brand awareness further if their
campaign gain more awareness. As this #CokeDrones video is already successful by having 548,077
views on YouTube after only 6 months. It proves that this campaign will be even more popular if SEM
is done correctly. Therefore, I strongly encourage them to do Google ads for this campaign.
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SMM OF COCA COLA
Coca Cola YouTube Strategy
Videos have always been an integral part of Coca Cola’s marketing strategy. These videos mostly
capture the moments of joy in people’s life. The feel good factor and the fun life style are some
important things that reflect in Coca Cola’s marketing strategy. The main focus of its marketing
strategy is the Millenial generation. To connect with it better, the brand has focused on using social
media and establish better connections. YouTube has 5421 videos uploaded by Coca Cola in several
languages. Coca Cola is not just one of the best selling brands in the world but also the most popular
and highest selling soft drink in history.
Taste the Feeling Video below has been uploaded to YouTube in March 2016
The video provides the glimpses of a youth festival. The video is completely hilarious and reflects the
young energy found in the millenial generation. A crucial thing that this video captures is the ethnic
variety found in America. The diversity of the American population reflects so well in the video.
Singing and dancing young people are celebrating the spirit of the new Millenium. The Millenial
generation is the primary target of Coca Cola’s marketing strategy. It has beautifully showcased
young talent as well as the ethnic diversity of the American nation. This is how Coca Cola outshines
the others. Young joy, energy and happiness all are reflected in these videos that are very popular
among the young fans and followers of Coca Cola. Several of its ‘Taste the young feeling’ videos
have been watched more than 20 million times. Coca Cola has registered some crucial wins through
social media. Most important are the feelings and Coca Cola has showcased diverse feelings and
moods in these videos. From brotherly love to the last customer, all these videos are aimed to
deepen the emotional connection between Coca Cola and its young customers.
Twitter Strategy of Coca Cola
Twitter has also boosted the number of Coca Cola fans and followers significantly. There are more
than 3.31 followers of Coca Cola on Twitter. Twitter provides some tactical benefits in terms of brand
marketing. Videos and pictures can be showcased beautifully on it. Its features are superb in terms
of advertising and influencing customer behavior. This has helped Coca Cola deepen its magic. As
you scroll videos play automatically and the viewing experience is just unique.
Coca Cola has made more than 212K Tweets. In this way Twitter provides a successful and free
platform for advertising. There are paid options too but for businesses like Coca Cola the social
media platforms like Twitter can be a boon that can substantially reduce its marketing costs.
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Facebook Strategy of Coca Cola
Facebook is also a social media platform that can double the power of your marketing game. Coca
Cola’s Facebook game is even amazing. It has more than 102 million followers and posts updates on
every aspect of its business. Its Facebook strategy is an important part of its branding strategy. Coca
Cola posts regular updates on its CSR efforts and also uses the platform for brand localization. In
every nation it makes use of the local celebrities for marketing its brand better and to strike a deeper
connection with its audience. Apart from these things Coca Cola posts updates on quality control
and safety measures and responds to consumer complaints and issues using Facebook.
Pinterest:
Coca-Cola’s Pinterest account is really quite interesting as there’s only one board that relates to a
specific Coca-Cola ad campaign, while the others are all images that focus on a random theme. It’s
the kind of thing that’s fairly typical of major brands on Pinterest and is by far the least interesting of
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its six boards. The other five are themed around vague topics such as ‘Be Together’, ‘Keep
Discovering’ and ‘Be Active’. They include some great photos, all of which are taken form Flickr so
none of it links back to Coca-Cola’s own websites, which is a trap that many brands fall into.
Instagram:
Instagram is one of the latest booming social media platforms and Coca-Cola has tapped this market
too. Today, they have over 1 million followers and over 480 posts on their Instagram page and it is
growing every day.
Results Achieved
Coca cola as we know is one of the largest beverage company and exports their products in more
than 200 countries and this account for 55% of its sales (i.e outside US). Coca cola’s important
international markets are Asia, Latin America, Europe that accounts for 33% of revenue, combined.
According to the 2007 annual report , Coca Cola sales distributed as follows:
• 43% in the US
• 37% in Mexico, India, Brazil, Japan and People’s Republic Of China
• 20% spread throughout the world
Learning
The success of the Coca Cola company revolves around five main factors:
1. Coca Cola is one of the most popular, trusted and the biggest brand all over the world (a unique
and recognized brand)
2. Coca cola consistently offers product of highest quality to the consumers(quality)
3. Coca Cola uses and delivers innovative and creative marketing programs worldwide for e.g. social
media marketing campaigns and ad campaigns(marketing)
4. Coca Cola is globally available and their products are bottled and distributed in more than 200
countries(Global availability)
5. They have been providing their consumers worldwide continually with new products for e.g. diet
coke, coca cola zero, etc.
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Recommendations
Focus on mobile marketing
Target Millennials specifically
Create interactive app
Increase engagement
Include rewards/ incentive to play
Reach a wider audience within the Millennial age
Create a lasting impact and great impression
Establish a positive experience for the user
Hire a vendor to create app
Visual design, game production, coding, market research, editing, testing v$230,000 -
$570,000 Integrate cross-platform usage (Facebook or other medium) $300,000 Total
budget: ~1 million
Time: 4-6 months
Every $1 spent on user experience generates ~$100 in return
Ultimate Goal vExpand reach in the fastest growing market
Gain happy, loyal consumers v Become a top Millennial brand
Coca-Cola has enough resources to expand their digital marketing strategy
Connecting to Millennials is critical in today’s society
Establish happy, rewarding feelings for positive attitudes and future consumers
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