Katie O’Gorman is a passionate brand marketer who excels when given the opportunity to innovate and turn things on their head. Katie has been with The Coca-Cola Company for 5 years and is currently the Social Media Director overseeing social content and strategy for some of the largest brands at The Coca-Cola Company including Coca-Cola, Coca-Cola Zero Sugar, Diet Coke, and Minute Maid.
In her role, Katie leads a team and the development and execution of social media strategy and content across all major social media platforms.
In 2016, Katie was instrumental in the formation of the North America Social Center, an in-house organization within Coca-Cola North America region to manage strategy, creative, community management and analytics across 10+ Coca-Cola brands. Most recently, Katie led the re-launch of Coca-Cola within social media by positioning Coca-Cola as the most optimistic brand on the internet.
Prior to Coca-Cola, Katie spent 7 years at American Express in New York and has extensive experience in the areas of digital platforms, relationship marketing and experiential. She lives in Decatur, Georgia with her husband, 4-year-old daughter and 2-year-old son. She hopes to get the motivation to train for her 4th marathon this year.
4:20 pm–5:00 pm — Wednesday, May 1, 2019
Social media has gone from a place to connect with our friends and loved ones to a place filled with negativity, fake news, and anxiety-inducing conflict. Not only is the content in the digital space often negative, but it is also overcrowded with brands pushing messages at consumers. For all these reasons, it is difficult for brands to be both (uniquely) relevant to consumers while also selling a product – and in a social (& consumer) first compelling way.
In 2018, Coca Cola wanted to find a consistent and authentic way to connect with consumers and completely re-imagined its approach to social content. We deleted all of our Instagram content and started fresh across all of our social channels. We looked at how consumers use social media and married it with our brand values and made a goal to become the most optimistic brand in the digital space.
In this session, we will talk about the process and cross-functional team effort it took for one of the biggest brands to make this change on social media. You will see our new approach to content (including a reality show) and the different ways Coca-Cola is trying to add value and authentically connect with consumers.