Extract
[...] - The competition is relentless, we need to catch up with our opponents. Therefore, just like McDonald's, Burger King, KFC, and many others, we recommend that the Greas'n'Sweety company create Facebook, Instagram, and Twitter pages. Let's now see the communication strategy proposed on these different platforms: - FACEBOOK : It's one of the networks that has been abandoned by millennials, but it's still worth using, if only for SEO. For this platform, we recommend authentic communication, i.e. transparency with consumers, but also posting regularly but not instantaneously. [...]
[...] In fact, responsible communication lies in doing less but better, i.e. not spamming our fans, which could bore them in the long term and unsubscribe. We can thus propose publications in a 'simple' tone, such as conducting surveys. Thanks to Facebook's new features, it's easy for a web user to react to a publication, between the crying smiley, the laughing one, the liking one, etc . These fun surveys will allow internet users to give their opinion, participate in decisions to be made, but above all, this will allow us to engage in conversation with customers, make them exchange with each other or with us. [...]
[...] Propose a responsible communication policy - 'Greas'n'sweety' case Subject : You represent a specialized communication agency focused on e-reputation and corporate brand image. Your preferred means: the web and event marketing. You are contacted by Greas'n'sweety, a renowned US fast-food brand with international reach, which wants to support its new sustainable development policy with a leading responsible communication. The particularity of Greas'n'sweety, established in Asia, Europe and North America, is that it does not rely on franchising, but owns its 17359 restaurants outright. [...]
[...] - Speak and tell the brand's storytelling on publications. - Hold elections for brand ambassadors, namely loyal clients and internet users for their need for recognition. - Finally, make ironic humor about greenwashing to downplay the 'controversial' topic. However, be careful not to make it worse with a heavy hand. Thus, our commercial proposal requires basic means, which can be achieved independently. The goal is to be transparent and adopt a sincere discourse, without over-selling, so that consumers do not flee to the competition. [...]
[...] Instead of not responding to messages from furious netizens about our use of palm oil, we will rather hold a harmonious discourse by saying that it was our priority for the coming year and that we are working efficiently to replace this ingredient in our recipes. In addition, to make the community act, we can create quick contests with a simple way to participate (RT and follow the account), the winners will be able to get a meal for 2 in our restaurants. [...]
