Everything started more than a year ago……

In August 18th,2013, I came to the United States to study. It was the first time that I was traveling by myself and more importantly this time there was nobody waiting for me at the airport for welcoming me to the new adventure I was about to start.
It was not the first time I was in the area my school is located. Some months ago I came to visit the school, so I already knew the neighbor (or that’s was I believed). My first shelter was a hotel. When I booked it online, I though it would be a good idea to stay somewhere close to the school, so I could go school to sign any paperwork before starting class. However, the hotel was a place not suitable for lonely foreigner woman. The hotel looked like those motels that you see in American movies where there is always a murder or something illegal going on. It was summer and the days were really hot. After walking around the area, I used to go to the hotel and locked the door until the next day. I used to put all my heavy bags next to the door so that nobody can trespass my little fort. As it was summer in the nights the people, who apparently lived there, liked to go outside and talked for hours smoking marihuana. Some others preferred to stay in their rooms and have a little fun with the partner of the night. I think that if my parents would have known where I ended in my first week of being away from home, they would have made me go back to my country immediately.
After two weeks of waiting for the confirmation of the apt, which it was going to be my shelter for the next year, I finally moved in. The apartment was in third floor. It had a big kitchen (or I least I though that the first time I saw it). My room was little but clean and with any marihuana smell around it (or at least that’s what I though). Life was starting to smile at me in the new adventure. The was good, my roommates seemed to be really good people. I couldn’t been more excited to start school and living by my own in a new country. But life was not going to let me enjoy the journey. It had a lot of surprises hidden in order for me to understand and learn important lessons in life.
I am still here, and I am still learning how to go through all of this journey.

Sincerely,

Raissa

Coca- Cola Social Media Guard

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Share a real moment with Coca-Cola is how the company invites its consumers to put away their mobile devices and share with their loved ones a moment of happiness and togetherness. The film “Coca-Cola Social Media Guard” was posted on YouTube on February 19 by Coca-Cola Middle East, and it spread viral through the Internet. Since its beginning, the film has been watched by over three million people around the world. However, as all good campaigns there are people who react positive, negative or neutral. In order to analyze the impact in the social media channels, YouTube and Twitter have been chosen.

On one hand, according to YouTube reports, from its launching date to February 26, date Untitled[1]which this report was developed, there were 20 406 people who liked it, and 1 537 who did not liked it. To measure the intensity of the sentimentalism of the video through coding hang information, it was necessary to determine a sample, and a length of time. The sample chosen involved 40 comments in YouTube analyzed from 10am to 1pm. The results were that sixty three percent of the comments reviewed mention the brightness of the video. Comments such as “it is exceptionally brilliant,” “love it,”  “Muito boom” (very good), “Si esto es real” (Yes, this is real), supported the positive sentiment towards the video. Nevertheless, comments such as “estupido” (stupid), “malo” (bad) comprehend the seventeen percent of the negative sentiment that viewers had towards the video. It is important to mention that in this seventeen percent, comments related to the decision about closing facilities in Fuenlabrada, Mallorca, Asturias and Alicante affected the sentiment of the consumers.

On the other hand, Twitter, with #SocialMediaGuard, reported on February 26 that 59 twitter_sentimental[1]percent of the tweets (percentage obtained by coding hang method) are positive. Terms such as “genius,” “brilliant,” “fun”were some of the examples about how customers feel about the brand and the new device which is called “The cone of Shame.” According to TOPSY (analytic tool used to develop the current report),on February 27 Twitter showed 872 tweets since the date the video was launched. From the total population of the tweets found by TOPSY a positive sentiment indicated 55 points. Tweets such as “Well done”, “Loving #Coca-Cola’s #SocialMediaGuard,” “Awesome Social Media Guard” support the positive sentiment about the video. Socialmention mentions in its free analytic tool that the strength (how strong is the brand is mention on social media) shows a 36 percent.

Overall the sentiment toward this new viral is positive; however there are some negative tweets and comments found on these two social media networks that could be bring some level of awareness to the brand. For instance, as mentioned before, some of the comments found on Youtube were related to the decision of closing some facilities in Spain. As a result, these types of commeScreenshot_2014-02-27_14.45.44[1]nts may bring some dissatisfaction and angriness to Coca-Cola. As a recommendation, it is important to pay attention and interact with those people because this interaction might improve the image of the brand, transforming those consumers in influencers that will talk better about the brand.  

To refresh the world, to inspire moments of optimism and happiness, and to create value and make a difference are the purposes of the brand. As a result, the company along with the new video has reinforced its purpose. First of all, the video has brought a refreshing concept of face-to-face is outdated. For instance, “The Cone of Shame” has been introduced as a fresh breeze in this new mobile era. Moreover, “Coca-Cola Social Media Guard” shows consumers how putting away their mobile devices can bring happiness, optimism and togetherness. Lastly, “The Core of Shame” shows consumers the valuable of sharing moments with their loved ones. The dynamic storytelling model that Coca-Cola uses to disperse systematically its information and campaigns among every culture makes the company the owner of excellence content as shown videos like this. Tolga Cebe, region manager, Coca-Cola Middle East, stayed in The Coca-Cola Journey website that they have been pleasantly surprised by the results, which revel a strong and positive sentiment from around the world and, ironically, highlight the global power of social media.  Screenshot_2014-02-26_13.47.47[1]Screenshot_2014-02-27_20.29.37[1]