In a stunning report, released on Adage about Coca Cola just 2 days ago, Coca-Cola says its Facebook and twitter engagements haven’t impacted sales for the Global brand at all.
Eric Schmidt, who is Senior Manager – Marketing Strategy and insights at Coca-Cola stated “We didn’t see any statistically significant relationship between our buzz in Social Media and our short-term sales.” Coca-Cola are the biggest brand page on Facebook, with 61 million fans, where its no uncommon for a status update to reach 18k+ likes.
This report excludes any traction that they see in other viral activity, like its YouTube views and other social shares.
While they’re not having too much traction over on Social Media, it seems however Coke is huge in search.
Here’s how to manage your brand in search just like Coca Cola does!
Coca Cola have also been beefing up their Search Reputation Management. Before, big brands like Coke didn’t pay their SEO much lip service, as they often don’t feel they need to and because of a fear that they cannot control perception or news about them. According to Google AdWords there are 11 million monthly searches for “Coca Cola” and another 7 million for “Coke” alone !!!! So, with those levels of interest, it seems Coke got to grips with SEO around about 2008 and it seems things are taking off.
But this search for “Coca Cola” in Google.ie shows that they now dominate the first page results very well, pushing their Wikipedia entry to #15 on page two. To do this, Coca Cola have cleverly used their global domain, followed up with other domains including
- Global Coca-Cola.com
- A Coca-Cola Ireland Page
- A site for their bottling and distribution provider in Ireland and Northern Ireland
- Good News articles
- Coca Cola’s twitter account
- Coke Zone
- Investor Site
And that’s just for Irish search!
Multiple Domain name strategies
There’s just no getting away from it. To ensure that you dominate your preferred search results you need to include multiple domain names as part of your search marketing strategy. We’ve been a big fan of this over the years. Many companies prefer or tend to use /ISOCodes like this:
The problem is that the domain can only be used a few times – quite often just once or twice and sometimes with site links, which don’t show most of the time.
You don’t really save on anything – your site will pretty much use the same bandwidth and need the same content and translations either way. For a winning combination we recommend carefully selecting (or designing) an easy-to-use CMS that allows multiple domains like this:
Multiple domain strategies sound more complicated than they need be and SME’s often shy away. But the results speak for themselves.
Would you look at adopting a multiple-domain strategy for your business?