McDonald's, 'Burgergate,' Pile-ons, uye Zvazvinoreva Kuma Brands Anoenda Mberi. Yekupedzisira, yakanakisa, uye chete nyaya yaunoda kuverenga nezveMcDonald's CEO burger bite yakanzwika kutenderera pasirese. Muzera renguva dzehutachiona, chiitiko cheMcDonald's "Burgergate" chave masterclass mukutonga kwemhando yemazuva ano. Vhidhiyo yakapfava, yakanyarara yeMutungamiriri weChris Kempczinski achitora kuruma yakamutsa dutu repasi rose rememes, kuongorora, uye kushoropodzwa. Ichi chikamu chinopfuura kungopfupika kwesocial media maitiro; ndiyo yakakosha nyaya yekudzidza kune chero mhando inofamba yanhasi hyper-yakabatana, inokurumidza-ku-kutonga yedhijitari mamiriro. Iyo mirwi-on uye kuongorora kwakanyanya kunoratidza zvidzidzo zvakakosha zvemhando dzinoenda kumberi munguva iyo chiitiko chese chinogona kukwidziridzwa.
Kugadzirisa "Burgergate" Phenomenon Saka chii chaizvo chakaitika? Panguva yebvunzurudzo yekusimudzira, Mutungamiriri weMcDonald's Chris Kempczinski akatorwa firimu achingwarira, achizeza kuruma burger. Iyo clip yakashaya mamiriro - hapana ruzha, hapana tsananguro. Pakarepo, internet yakabata pairi. Kuruma kwacho kwainzi kwakaoma, kusafarira, uye kusatendeseka. Iyi nguva imwe chete yakaparadzaniswa TikTok, Twitter (ikozvino X), uye nhepfenyuro dzenhau. Yakanga isiri burger chete; chakava chiratidzo. Vatsoropodzi vakapokana kuvimba kweCEO muchigadzirwa chake, asi vamwe vakaishandisa kushoropodza mhando yechikafu chemhando. Vhidhiyo yakanyarara yakava kanivhasi isina chinhu yenyaya yeruzhinji.
Chikonzero Nei Nguva Ino Yaenda Viral Hutachiona hwaive husina kungoitika. Zvinhu zvakati wandei zvakakosha zvakakonzeresa Burgergate firedutu. Kunzwisisa izvi kunogona kubatsira mhando kutarisira uye kugadzirisa matambudziko akafanana.
Simba reKuona Kupfava: Ipfupi, yakanyarara clip inodyiwa nyore uye inogovaniswa. Izvo hazvidi shanduro uye inokodzera zvakakwana mune meme tsika. Iyo "Yechokwadi" Muedzo: Vatengi vanowedzera kuda hutungamiriri hwemhando chaiyo. Kuzengurira kuruma kwakadudzirwa sekushaikwa kwechido chechokwadi, kutyora mutemo usingatauriki wekutonga kwemukuru. Ngano Dzagara dziripo: Chikopokopo chakamhara munzvimbo yakaorera yemakakatanwa aripo pamusoro pemhando yekudya nekukurumidza uye kutendeseka kwekambani, zvichibvumira murwi kuti uwane kukwezva nekukasira.
Iyo Anatomy yemazuva ano Social Media Pile-On Mabatirwo akaitwa kurumwa neCEO anoenzanisira kuunganidzwa kwemazuva ano kwedhijitari. Aya haasi ega, anononoka-anovaka kushoropodza. Iwo anokurumidza, akakwidziridzwa mavhairasi ezvinyorwa uye maonero anogona kuremedza nzira dzekutaurirana dzemhando. Mirwi-mirwi inofambiswa nealgorithmic amplification. Vhidhiyo imwe chete kana TikTok inogona kuonekwa nemamiriyoni mumaawa, nemugove wega wega uchiwedzera mutsva wekutaura, parody, kana kutsamwa. Mashoko akapoteredza anowanzorasika, achitsiviwa nedudziro yeboka revanhu. Kune ma brand, izvi zvinoreva kuti mitemo yekubatana yakashanduka. Kukanganisa kudiki kana chinguva chatorwa kunze kwemamiriro ezvinhu chinogona kukwira kuita chiitiko chikuru chine mukurumbira timu yezvekutaurirana isati yaronga musangano. Icho chiyeuchidzo chekuti brand maonero ava mumaoko evateereri 24/7. Uku kuoneka nguva dzose kunoda kutariswa kwakasimba, sekuratidzwa kwedu kweautomated system mune Zvatakadzidza Mushure meKuwana Mabasa manomwe Akakanganikwa Achimhanya KweMakore mashanu.
Maitiro aMcDonald's (Uye Zvatinogona Kudzidza) Mhinduro yaMcDonald kuBurgergate yakayerwa zvakanyanya. Iyo kambani haina kuburitsa kuburitswa kwenhau kana kuita kuti CEO abve agadzirisa kamera. Panzvimbo pezvo, vakatsamira munguva yacho nemwero wakati wokusetsa uye mamiriro ezvinhu. Kempczinski akazoonekwa muvhidhiyo yekutevera, achinakidzwa nekunakidzwa neBurger ine zvimwe zvinofadza. Mamwe machaneli emhando akabvuma meme zvine hungwaru. Iyi nzira inopa zvakakosha kutora kune mabhureki anoenderera mberi:
Dzivisa Kuwedzeresa: Kuzvidzivirira, kutsamwa, kana kunyanyisa kupindura kwekambani kunowanzokuchidzira moto. Inosimbisa murwi-pamusoro sedambudziko. Torazve Chinyorwa Zvinyoro: Dzimwe nguva, mhinduro yakanakisa ndeyekubvuma nguva yacho pasina fan uye nekupa mamiriro asipo nenzira yakaderera. Ziva Nguva Yekuita: Haisi yese viral spark inoda peturu. Kunyarara kwehungwaru dzimwe nguva kunogona kuve kwakasimba kupfuura kunangana kwakananga netsika yeinternet.
Strategic Imperatives for Brands in a Post- "Burgergate" Nyika Iyo McDonald's saga haisi yekunze. Ipurani yezvitsva zvakajairika. Kuti ufambe nharaunda iyi, mabhureki anofanirwa kutora nzira dzinoshanda uye dzakasimba dzinopfuura dzechinyakare PR. Chekutanga, Executive uye brand social media kudzidziswa hakugone kutaurirana. Chese chitarisiko cheruzhinji, kubvunzurudza, uye kutumira zvinogoneka zvemukatizvechigayo chedigital. Chechipiri, mabhureki anoda chaiyo-nguva yekuteerera magariro maturusi kuti aone nascent mirwi isati yasvika kunetsa. Kunzwisisa manzwiro anochinja sezvaanoitika kwakakosha. Chekupedzisira, kuvaka dura rekufarira veruzhinji kwakakosha. Mabrand ane hukama hwakasimba, hwechokwadi hwenharaunda uye hunhu hwakajeka hunosimba zvakanyanya kana dutu rehutachiona rarova. Ivo vane hwaro hwekuvimba kuti vadzokere pairi, zvichiita kuti imwe nguva isinganzwisisike itadze kuvatsanangura.
Kuvaka Kuzivikanwa Kwemhando Yematambudziko Chidzidzo chepakati kubva kuBurgergate ndechekuti brand management yave kuenderera uye granular. Zviri pamusoro pekuwedzera kwezviuru zvenguva diki, kwete chete kutangwa kwemakambani makuru. Kuve nechokwadi chese chekubata-kubva kuIT zvivakwa kusvika kumishandirapamwe yekushambadzira-yakabatana uye inotariswa kwakakosha. Kurasika munzvimbo imwe, seakakanganwa otomatiki mabasa atakawana, anogona kugadzira kusazvibata kumwewo. Zvigadzirwa zvinofanirwa kukudziridza kugona uye kuseka. Vanofanira kunge vakagadzirira kubvuma izvo zvinoshamisa zve internet tsika pasina kurasikirwa nemusimboti meseji. Chinangwa hachisi chekudzivisa meme yese, asi kuve nechokwadi kuti hapana ane simba rekukonzera kukuvara kusingaperi.
Mhedziso: Kufamba muNew Landscape Chiitiko cheMcDonald's "Burgergate" chaive chiyeuchidzo chakajeka chekuti munyika yanhasi, mhando ndiyo inonzi neinternet iri chero nguva. Iko kukurumidza mirwi-ons uye kuongorora kwakanyanya zvinhu zvechigarire zvedhijitari mamiriro. Kune mabhureki anoenda kumberi, kubudirira kunoenderana nekugadzirira, huchokwadi, uye kudzikama kwehurongwa. Kuvaka mhando yakatsiga kunoda kungwarira manejimendi ezvese zviwanikwa zvedhijitari uye maitiro. Ko brand yako yakagadzirirwa nguva yayo isingatarisirwe yehutachiona? Ita shuwa kuti mashandiro ako haana musono, akabatanidzwa, uye anotariswa. Bata Seemless nhasi kuti tikurukure kuti mhinduro dzedu dzinogona sei kukubatsira iwe kuvaka yakawedzera agile uye inoshingirira brand masisitimu.
