Comments on: What Coke Knows About Social Media That You Don’t

By: Shannon

Shannon — Tue, 20 Apr 2010 14:43:56 +0000

Carbonation freaks you out??? Can’t believe no one has commented on that little tidbit! I feel even more connected to the mythos of the Lisa brand now. Great post. What I find really exciting is it seems I keep stumbling across stories like this related to big brands. I think for the most part, corporate has gotten the message, it just takes time to make things happen. Sometimes it is just sheer dumb luck and right place, right time but at least someone recognized the opportunity. BTW, can I ride your unicorn?

By: Jen Adams

Jen Adams — Tue, 20 Apr 2010 14:36:22 +0000

Thanks for linking back to this again. I wasn’t aware of Outspoken Media when it first posted, and while I always *mean* to go back and read the archives, I haven’t 100% accomplished it. Great post.

Is it bad to want a Coke for breakfast now?

By: Chris Rackliffe

Chris Rackliffe — Thu, 25 Mar 2010 15:50:41 +0000

Loved this post! Extremely informative and very well-written. I completely agree with your analysis, too! It’s amazing when big brands really “get” it.

By: Dragan Mestrovic

Dragan Mestrovic — Sun, 14 Feb 2010 08:56:34 +0000

Conversation will happen, with or without the brands involvement. That’s for sure!

Also it’s for sure that brands who are not involved in social media conversation with their respective clients will vanish on the long term.

An old saying: ‘Be seen and you will be visited’

If you are not where your clients are, you become invisible, so you will disappear in the long term. There is no question if, but when?

By: Oliver Feakins

Oliver Feakins — Sat, 04 Apr 2009 14:10:18 +0000

Corporate Bureaucracy “0″ / Social Media Engagement “1″. Great post Lisa.. I love the part about unicorns and puppies LOL … I laughed soo hard!
Keep em comming!

By: Steve Young

Steve Young — Fri, 20 Mar 2009 13:56:36 +0000

Great post Lisa. I’ve had situations in the past working with companies that are so concerned about their “brand” that they don’t let the evangelists go out and do good things…I agree with Michael D above.

It’ll be interesting to see how many large companies follow suit on this one.

By: Leili McKinley

Leili McKinley — Fri, 20 Mar 2009 03:25:09 +0000

The “evangelizing moment” of a customer is when they touch the soul of the company. They become “branded” aligning with the meaning of the company’s true purpose. Think of Apple providing Seekers (those in search of new adventure or experience) the ability to “Think Different”. It connects to the Seekers core value – to be unique and nonconforming.

That connection between the core values – the soul of the company and the soul of the customer – is why they evangelize. They have found a temple of core value at which to worship. It’s mythic. It’s epic. The brand becomes icon because it connects to the subconscious yearnings of the customer, imprinting on the brain. The pictured emotional experience becomes a conduit through which the customer can again be touched by those core values.

Those pictures and emotions then become language in the brain of the customer. And it’s the language of evangelism.

It’s simple. No soul, no brand.

By: Steve Averill

Steve Averill — Wed, 18 Mar 2009 03:14:16 +0000

Thanks for putting the brakes on and posting this, glad I caught it. There is some light at the end of those long corporate tunnels after all.

By: Jamie

Jamie — Wed, 18 Mar 2009 01:56:41 +0000

Awesome post! That made me tear up a little.

I love this story. I hope more companies can follow suit.

By: David Vanderpoel

David Vanderpoel — Tue, 17 Mar 2009 13:11:47 +0000

Great post, Lisa. Thanks for not simply cutting and pasting the article, but wrapping your own (entertaining) thoughts around it as well.