Comments on: Coke: Still unclear on the concept http://www.mathewingram.com/work/2006/11/08/coke-still-unclear-on-the-concept/ ... at the intersection of media, technology, business and the web Tue, 04 Oct 2011 13:01:00 +0000 hourly 1 http://wordpress.org/?v=3.1 By: max191 http://www.mathewingram.com/work/2006/11/08/coke-still-unclear-on-the-concept/comment-page-1/#comment-360706 max191 Thu, 08 Oct 2009 07:32:17 +0000 http://www.mathewingram.com/work/2006/11/08/coke-still-unclear-on-the-concept/#comment-360706 What a comprehensive and interesting blog. Really nice to read it. Please include more details if possible.<br>regards<br><a rel="dofollow" href="http://www.charcoalgrillsite.com" rel="nofollow">charcoal grill</a> What a comprehensive and interesting blog. Really nice to read it. Please include more details if possible.
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]]> By: The power of viral advertising « The thing about useful stuff is http://www.mathewingram.com/work/2006/11/08/coke-still-unclear-on-the-concept/comment-page-1/#comment-337170 The power of viral advertising « The thing about useful stuff is Fri, 07 Mar 2008 11:18:49 +0000 http://www.mathewingram.com/work/2006/11/08/coke-still-unclear-on-the-concept/#comment-337170 [...] how the two companies benefitting from this reacted differently. See Matthew Ingram’s post here on the [...] [...] how the two companies benefitting from this reacted differently. See Matthew Ingram’s post here on the [...]

]]> By: Canadian Blogs » Advertising http://www.mathewingram.com/work/2006/11/08/coke-still-unclear-on-the-concept/comment-page-1/#comment-115005 Canadian Blogs » Advertising Fri, 22 Dec 2006 03:07:46 +0000 http://www.mathewingram.com/work/2006/11/08/coke-still-unclear-on-the-concept/#comment-115005 <!--%kramer-ref-pre%-->[...] screaming (or whining) into clue-land, according to this story at MediaPost. John Stichweh,... In Advertising, Web2.0, Social networks, mentos, coca+cola, engagement Bump it! Similar posts Add to Fav. Savepost [...]<!--%kramer-ref-post%--> [...] screaming (or whining) into clue-land, according to this story at MediaPost. John Stichweh,… In Advertising, Web2.0, Social networks, mentos, coca+cola, engagement Bump it! Similar posts Add to Fav. Savepost [...]

]]> By: Mathew Ingram http://www.mathewingram.com/work/2006/11/08/coke-still-unclear-on-the-concept/comment-page-1/#comment-84771 Mathew Ingram Sun, 12 Nov 2006 05:15:48 +0000 http://www.mathewingram.com/work/2006/11/08/coke-still-unclear-on-the-concept/#comment-84771 Thanks for the comment, Joy -- but I'm not sure that it's all that relevant how long Mr. Stichweh had been at Coke, or whether he was involved in the Eepybird decision or not. My point is that if he doesn't recognize engagement as being valuable then I think he needs to give his head a shake. As for the main measurement of engagement being sales, obviously the measurement of a business like Coke's is always going to be sales. But where do you look for the sales impact of engagement with your brand -- two weeks out? Two months out? Two years out? I think smart brands take a leap of faith at some point that engagement is going to translate into sales, even if it isn't immediately noticeable. Thanks for the comment, Joy — but I’m not sure that it’s all that relevant how long Mr. Stichweh had been at Coke, or whether he was involved in the Eepybird decision or not. My point is that if he doesn’t recognize engagement as being valuable then I think he needs to give his head a shake.

As for the main measurement of engagement being sales, obviously the measurement of a business like Coke’s is always going to be sales. But where do you look for the sales impact of engagement with your brand — two weeks out? Two months out? Two years out? I think smart brands take a leap of faith at some point that engagement is going to translate into sales, even if it isn’t immediately noticeable.

]]> By: joy http://www.mathewingram.com/work/2006/11/08/coke-still-unclear-on-the-concept/comment-page-1/#comment-84736 joy Sun, 12 Nov 2006 02:49:54 +0000 http://www.mathewingram.com/work/2006/11/08/coke-still-unclear-on-the-concept/#comment-84736 I was in that session at Ad Tech where Stichweh spoke, and where was asked about the Eepybird episode. As it turns out, he has only been employed by Coke for four months, and he wasn't even present for the decision making process behind the Eepybird decision. He tread very, very carefully around the question...and I think, it gives his quote a different meaning. But, yes, elsewhere he did say the main measurement for engagement was, in the end, sales. And while some readers could question that, no other session at Ad Tech could come up with a better answer. Even the session with Ze Frank. I was in that session at Ad Tech where Stichweh spoke, and where was asked about the Eepybird episode.

As it turns out, he has only been employed by Coke for four months, and he wasn’t even present for the decision making process behind the Eepybird decision. He tread very, very carefully around the question…and I think, it gives his quote a different meaning.

But, yes, elsewhere he did say the main measurement for engagement was, in the end, sales. And while some readers could question that, no other session at Ad Tech could come up with a better answer. Even the session with Ze Frank.

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