Dynamic and Liquid Content

While I normally focus on the successful execution of strategy, products and services I just recently viewed the Youtube videos of Coca Cola's Content 2020 plan. The plan outlines the need to create liquid content that can fuel dynamic conversations and enforce the Coca Cola brand. In part these videos and their new strategy were created due to the change in how stories are told and products are marketed. The conversation is no longer a one-way street with organizations defining the messsage and talking at consumers. The conversation is now multi-facted across many different mediums, locations,  demographics and is a two way conversation. Following are some of the key points from the Content 2020 plan and how it can help to ensure the success of your strategy and product/service.

Genuine Consumer Collaboration

Genuine consumer collaboration speaks directly to the new paradigm with the interaction of social media, blogs, review sites and other offline methods. There now needs to be collaboration with the affected consumers to ensure they are connected with the brand, products and services. Coca-Cola's focus was to partner with technology companies, key players in the social sphere, other product companies and to create compelling stories that engage and encourage conversation. For those executing strategy this is vitally important because it could mean the success or failure of your chosen strategy, whether it be externally or internally focused. The methods, timing and content of the future consumer messages should be planned and executed in lockstep with your strategic plan.

70/20/10 Plan for Content

Coca-Cola lays out clearly that they plan on creating content in a way where 70% of their content is the bread and butter that pays their bills and is considered safe content. This content area should be safe and ensure the message is communicated and also to build the base for the remaining content areas. The next 20% should build off of the successful portions of the 70% and earn you the right to take a chance with the remaining 10%. The remaining 10% should be the high risk content that sparks conversation and creates buzz-worthy content. The key element of the 10% is that failures should be rewarded and not punished. Taking a chance and creating buzz in the always on, always connected world is what is needed and effort should be rewarded. In organizations the concept of the 10% should help to fuel interest in the strategy and keep the momentum moving forward.

Liquid Content in a Dynamic World

Coca-Cola's model for creating liquid content to fuel conversations, enhancing the brand story and enabling connections amongst consumers all help them to their goal of doubling revenue by 2020. They realize that business as usual won't get them there and consumers are the key to their success.  While their plan is ambitious I would highly recommend viewing their videos to fully appreciate their vision for the future.