McDonald's, 'Burgergate,' Pile-ons, ndi Zomwe Zikutanthauza Pamapangidwe Akupita Patsogolo Nkhani yomaliza, yabwino komanso yokhayo yomwe muyenera kuwerenga yokhudza kuluma kwa burger ya McDonald's CEO yomwe idamveka padziko lonse lapansi. M'zaka za ma virus, zochitika za McDonald's "Burgergate" zakhala zaluso pakuwongolera mtundu wamakono. Kanema wosavuta, wachete wa CEO Chris Kempczinski akuluma adayambitsa mvula yamkuntho yapadziko lonse lapansi, kusanthula, ndi kutsutsa. Nkhaniyi ndi yoposa kachitidwe kakanthawi kochepa; ndi phunziro lofunika kwambiri pamtundu uliwonse womwe ukuyenda masiku ano olumikizidwa kwambiri, ofulumira kuweruza mawonekedwe a digito. Kuwunjika ndi kuwunika kwambiri kumawonetsa maphunziro ofunikira amitundu yomwe ikupita patsogolo munthawi yomwe zochita zonse zitha kukulitsidwa.
Kusokoneza zochitika za "Burgergate". Nanga chinachitika n’chiyani kwenikweni? Pamafunso otsatsa, Mtsogoleri wamkulu wa McDonald Chris Kempczinski adajambulidwa akuyang'anitsitsa, pafupifupi kuluma burger. Kanemayo analibe nkhani - palibe phokoso, palibe kufotokoza. Nthawi yomweyo, intaneti idagwira. Kulumako kunanenedwa kuti n'kovuta, kosasangalatsa, komanso kosavomerezeka. Mphindi imodzi iyi idagawika pa TikTok, Twitter (tsopano X), ndi malo ogulitsa nkhani. Izo sizinali chabe za burger; chinakhala chizindikiro. Otsutsa amakayikira chidaliro cha CEO pazogulitsa zake, pomwe ena adazigwiritsa ntchito podzudzula mtundu wa chakudya. Kanema wacheteyo adakhala chinsalu chopanda kanthu kuti afotokozere anthu.
Chifukwa Chimene Nthawi Iyi Idapita Pafupi Vutoli silinali lachisawawa. Zinthu zingapo zazikulu zomwe zidapangitsa kuti moto wa Burgergate. Kumvetsetsa izi kungathandize ogulitsa kuyembekezera ndikuwongolera zovuta zomwezo.
Mphamvu ya Kuphweka Kowoneka: Kakanema kakang'ono, kachetechete ndi kosavuta kudyedwa komanso kugawana nawo. Simafunika kumasulira ndipo kupsa mwangwiro mu chikhalidwe meme. Mayeso a "Zowona": Ogwiritsa ntchito amafuna utsogoleri weniweni wamtundu. Kuluma mozengereza kunatanthauziridwa kukhala kusowa kwa chidwi chenicheni, kuswa lamulo losaneneka la chizindikiro chautsogoleri. Nkhani Zakhalapo Kale: Kanemayo adafika pamalo achonde a mikangano yomwe inalipo kale yokhudzana ndi zakudya zachangu komanso kuwona mtima kwamakampani, zomwe zidapangitsa kuti muluwu uwonekere mwachangu.
The Anatomy of Modern Social Media Pile-On Zomwe adachita pakulumidwa ndi CEO zikuwonetsa mulu wamakono wa digito. Izi sizinthu zotsutsa, zomangika pang'onopang'ono. Ndiwofulumira, akuchulukirachulukira komanso malingaliro omwe amatha kuchulukitsira njira zoyankhulirana zamtundu. Milu milu imayendetsedwa ndi algorithmic amplification. Kanema wa tweet imodzi kapena TikTok amatha kuwonedwa ndi mamiliyoni ambiri m'maola, gawo lililonse likuwonjezera ndemanga, nthano, kapena mkwiyo. Nkhani zoyambirira nthawi zambiri zimatayika, ndipo m'malo mwake amatanthauzira gulu lonse la anthu. Kwa ma brand, izi zikutanthauza kuti malamulo ogwirizana asintha. Kulakwitsa pang'ono kapena kamphindi komwe kamachotsedwa pamisonkhano kumatha kukhala mbiri yayikulu gulu lolumikizirana lisanakonze msonkhano. Ndi chikumbutso kuti malingaliro amtundu tsopano ali m'manja mwa omvera 24/7. Kuwoneka kosalekeza kumeneku kumafuna kuyang'anitsitsa mwamphamvu, monga momwe zasonyezedwera pakuwunika kwathu makina opangira makina mu Zomwe Tidaphunzira Titapeza Ntchito 7 Zoyiwalika Zomwe Zatha Zaka 5.
Momwe McDonald's Adayankhira (Ndi Zomwe Tingaphunzire) Mayankho a McDonald ku Burgergate adayesedwa kwambiri. Kampaniyo sinatulutse mawu atolankhani kapena kuti CEO alankhule ndi kamera nthawi yomweyo. M'malo mwake, adatsamira panthawiyo ndi nthabwala ndi nkhani. Kempczinski pambuyo pake adawonekera muvidiyo yotsatira, akusangalala ndi burger yokhala ndi zosangalatsa zowoneka bwino. Makanema ena amavomereza mobisa meme. Njira iyi imapereka zotengera zazikulu zomwe ma brand akupita patsogolo:
Pewani Kuchita Mopambanitsa: Kudziteteza, kukwiya, kapena kuchita zinthu monyanyira pakampani nthawi zambiri kumawonjezera moto. Imatsimikizira muluwo ngati vuto. Bweretsani Nkhaniyo Mofatsa: Nthawi zina, kuyankha kwabwino kumakhala kuvomereza nthawiyo popanda kusangalatsa komanso kupereka nkhani yomwe ikusowa motsika. Dziwani Nthawi Yochita Ntchito: Sikuti ma virus onse amafunikira mafuta. Kukhala chete mwanzeru nthawi zina kumatha kukhala kwamphamvu kuposa kulimbana mwachindunji ndi chikhalidwe cha intaneti.
Strategic Imperatives for Brands in the Post-"Burgergate" World Saga ya McDonald's si yachilendo. Ndi ndondomeko ya zatsopano zatsopano. Kuti ayende m'malo awa, otsatsa amayenera kukhala ndi njira zolimbikira komanso zolimba zomwe zimapitilira PR yachikhalidwe. Choyamba, maphunziro apamwamba ndi mtundu wa chikhalidwe cha anthu sangakambirane. Kuwonekera kulikonse kwagulu, zoyankhulana, ndi zolemba ndizopezekaza digito. Chachiwiri, ma brand amafunikira zida zomvera zenizeni nthawi yeniyeni kuti azindikire milu yoyambira isanakwane. Kumvetsetsa kusintha kwamalingaliro komwe kumachitika ndikofunikira. Pomaliza, kumanga malo osungiramo zabwino za anthu ndikofunikira. Ma brand okhala ndi kulumikizana kolimba, zowona komanso zomveka bwino zimatha kupirira mphepo yamkuntho ikagunda. Iwo ali ndi maziko okhulupirira kuti abwererenso, kupangitsa mphindi imodzi yosamvetseka kukhala yovuta kuwafotokozera.
Kupanga Chidziwitso Chamtundu Wopirira Mavuto Phunziro lalikulu kuchokera ku Burgergate ndikuti kasamalidwe ka mtundu tsopano ndi kopitilira muyeso komanso granular. Ndizokhudza kuchuluka kwa mphindi zazing'ono masauzande, osati kungoyambitsa kampeni yayikulu. Kuwonetsetsa kuti chilichonse chokhudza-kuchokera ku IT mpaka kumakampeni otsatsa - chikugwirizana ndikuwunikidwa ndikofunikira. Kulephera m'dera lina, monga ntchito zomwe zaiwalika zomwe tapeza, zitha kuyambitsa zovuta kwina. Ma brand ayenera kukulitsa luso komanso nthabwala. Ayenera kukhala okonzeka kuvomereza zenizeni zenizeni za chikhalidwe cha intaneti popanda kutaya uthenga wawo waukulu. Cholinga sikupewa meme iliyonse, koma kuonetsetsa kuti palibe amene ali ndi mphamvu zowononga nthawi zonse.
Kutsiliza: Kuyenda mu New Landscape Chochitika cha McDonald's "Burgergate" chinali chikumbutso chomveka bwino kuti m'dziko lamakono, chizindikiro ndi chomwe intaneti imati chiri panthawi iliyonse. Kuchulukana kofulumira komanso kuwunika kozama ndizomwe zimakhazikika pamawonekedwe a digito. Kuti malonda apite patsogolo, kupambana kumadalira kukonzekera, kutsimikizika, ndi bata. Kupanga mtundu wokhazikika kumafuna kuyang'anira mosamala zinthu zanu zonse za digito. Kodi mtundu wanu wakonzekera mphindi yake yosayembekezereka ya virus? Onetsetsani kuti ntchito zanu ndi zopanda msoko, zophatikizidwa, komanso zowunikira. Lumikizanani ndi Seemless lero kuti mukambirane momwe mayankho athu angakuthandizireni kuti mupange mawonekedwe okhazikika komanso okhazikika.
