McDonald's, 'iBurgergate,' iPile-ons, kunye nokuba Kuthetha ntoni na kwii-Brand eziya Phambili Elona bali lokugqibela, eligqwesileyo, kunye nekuphela kwebali ekufuneka ulifundile malunga nokulunywa kwebhega ye-CEO kaMcDonald eyaviwa kwihlabathi liphela. Ngexesha leentsholongwane zentsholongwane, isiganeko sikaMcDonald sika "Burgergate" siye saba yi-masterclass ekulawuleni uphawu lwanamhlanje. Ividiyo elula, ethuleyo ye-CEO uChris Kempczinski eluma ivuse umlilo wehlabathi wee-memes, uhlalutyo, kunye nokugxekwa. Esi siqendu singaphezu kwendlela edlulayo kwimidiya yoluntu; sisifundo esibalulekileyo sayo nayiphi na ibhrendi ehamba ngokuqhagamshelene ngokungxamisekileyo, ngokukhawuleza ukugweba imbonakalo yedijithali. Iimfumba kunye nophononongo olunzulu luveza izifundo ezibalulekileyo kwiibhrendi eziqhubela phambili kwixesha apho yonke into inokwandiswa.
Ukwakhiwa ngokutsha kwe "Burgergate" Phenomenon Kwenzeka ntoni kanye kanye? Ngexesha lodliwano-ndlebe lwentengiso, i-CEO yakwaMcDonald uChris Kempczinski wafotwa ethatha ngononophelo, phantse ethandabuza ukuluma ibhega. Ikliphu yayiswele umxholo-akukho sandi, akukho ngcaciso. Kwangoko, i-intanethi yabamba kuyo. Ukulunywa kwaphawulwa njengento engathandekiyo, engenamdla, kwaye ayinyanisekanga. Lo mzuzu umnye wasasazwa kwiTikTok, Twitter (ngoku X), kunye neendaba. Yayingeyobhega kuphela; yaba ngumfuziselo. Abagxeki bathandabuza ukuzithemba kwe-CEO kwimveliso yakhe, ngelixa abanye bayisebenzisa ukugxeka umgangatho wokutya we-brand. Ividiyo ethe cwaka yaba yilayini engenanto yokubalisa esidlangalaleni.
Kutheni Lo mzuzu Uhambe ngentsholongwane Intsholongwane ayizange ivele nje. Ziliqela izinto eziphambili eziphembelele isiphango somlilo saseBurgergate. Ukuqonda oku kunokunceda iibrendi zilindele kwaye zilawule iingxaki ezifanayo.
Amandla oBulula obubonakalayo: Ikliphu emfutshane, ethuleyo isebenziseka ngokulula kwaye yabelwana ngayo. Ayifuni kuguqulelwa kwaye ingena ngokugqibeleleyo kwinkcubeko ye-meme. Uvavanyo "lobunyani": Abathengi bayanda ukufuna ubunkokeli bohlobo lokwenene. Ukuluma othandabuzayo kwatolikwa njengokunqongophala kothando lokwenyani, ukwaphula umthetho ongathethwayo wophawu lwesigqeba. Amabali asele ekho: Ikliphu yahlala kwindawo echumileyo yeengxoxo ezikhoyo malunga nomgangatho wokutya okukhawulezayo kunye nokunyaniseka kwenkampani, ivumela imfumba ukuba ifumane ukutsaleka kwangoko.
I-Anatomy yeNgqungquthela yeNdaba yoLuntu yangoku Indlela abasabela ngayo ekulunyweni yi-CEO ingumzekelo we-digital pile-on yanamhlanje. Ezi ayizozinto eziphilayo, izigxeko ezicothayo zokwakha. Zii-avalanches ezikhawulezayo, ezandisiweyo zomxholo kunye noluvo olunokongamela amajelo onxibelelwano ohlobo. Iimfumba zeemfumba ziqhutywa yi-algorithmic amplification. I-tweet enye okanye ividiyo ye-TikTok inokubonwa zizigidi ngeeyure, ngesabelo ngasinye songeza umaleko omtsha wenkcazo, i-parody, okanye umsindo. Umongo wantlandlolo udla ngokulahleka, endaweni yawo yingcamango yesihlwele. Kwiimpawu, oku kuthetha ukuba imithetho yothethathethwano itshintshile. Inyathelo eliphosakeleyo elingephi okanye umzuzwana othathwe ngaphandle komxholo unokunyukela ekubeni ngumsitho omkhulu wodumo phambi kokuba iqela lonxibelelwano licwangcise intlanganiso. Kusisikhumbuzo sokuba umbono wophawu ngoku usezandleni zabaphulaphuli 24/7. Oku kubonakala rhoqo kufuna ukubeka iliso olomeleleyo, njengoko kugxininiswe kuhlalutyo lwethu lweenkqubo ezizenzekelayo kwinto esiyifundileyo emva kokufumana imisebenzi esi-7 elityelweyo eqhuba iminyaka emi-5.
Indlela uMcDonald's aphendule ngayo (kwaye sinokufunda ntoni) Impendulo kaMcDonald kuBurgergate yayilinganiswa ngokuphawulekayo. Inkampani ayizange ikhuphe ukukhutshwa kweendaba okanye ukuba i-CEO ilungise ngokukhawuleza ikhamera. Kunoko, baye bathembela kulo mzuzu ngomlinganiselo othile woburharha kunye nomxholo. U-Kempczinski kamva wavela kwividiyo elandelayo, ngokungaqhelekanga esonwabela i-burger enobumnandi obubonakalayo. Ezinye iitshaneli zebhrendi ziye zavuma ngobuchule i-meme. Le ndlela ibonelela ngezinto eziphambili zokuthatha iibrendi ezihamba phambili:
Kuphephe ukusabela ngokugqithisileyo: Ukuzithethelela, ukucaphuka, okanye ukusabela ngokugqithisileyo kweshishini kudla ngokuphembelela umlilo. Iqinisekisa imfumba njengengxaki. Buyisela ibali ngobunono: Ngamanye amaxesha, eyona mpendulo ingcono kukuvuma umzuzu ngaphandle kwentshukumo kwaye unike umxholo ongekhoyo ngendlela esezantsi. Yazi Ixesha lokuZibandakanya: Ayizizo zonke iintsholongwane ezifuna i-petroli. Ukuthula okunengqiqo ngamanye amaxesha kunokuba namandla ngakumbi kunokujongana ngqo nenkcubeko ye-intanethi.
ImiNyango yobuChule yeeBrand kwiPost-"Burgergate" World I-saga kaMcDonald's ayiyonto yangaphandle. Yiplani yesiqhelo esitsha. Ukuzulazula kule meko, iibrendi kufuneka zamkele izicwangciso ezisebenzayo kunye nezomelele ezidlula kwiPR yemveli. Okokuqala, uqeqesho lwe-executive kunye ne-brand media social ayixoxiswana. Yonke inkangeleko yoluntu, udliwano-ndlebe, kunye nesithuba sinomxholo onokubakhokumatshini wokusila wedijithali. Okwesibini, iibrendi zifuna izixhobo zexesha lokwenyani lokumamela ekuhlaleni ukuze zibone iimfumba ezisakhulayo ngaphambi kokuba zifikelele kubunzima obubalulekileyo. Ukuqonda utshintsho lweemvakalelo njengoko lusenzeka kubalulekile. Okokugqibela, ukwakhiwa kwendawo yokugcina uluntu kubalulekile. Iibrendi ezinonxibelelwano oluqinileyo, oluyinyani loluntu kunye nemilinganiselo ecacileyo yomelela ngakumbi xa isaqhwithi sentsholongwane sihlasela. Banesiseko sokuthembela ukuba babuyele emva, benze umzuzu omnye ongaqhelekanga ungabinakho ukuwachaza.
Ukwakha uphawu loSazisi oluVumela kwiNgxaki Isifundo esingundoqo esivela kwi-Burgergate kukuba ulawulo lwe-brand ngoku luqhubekayo kunye ne-granular. Imalunga nempembelelo eyongezelekayo yamawaka emizuzu emincinci, hayi nje ukuqaliswa kwamaphulo amakhulu. Ukuqinisekisa yonke indawo yokuchukumisa-ukusuka kwiziseko ze-IT ukuya kumaphulo okuthengisa-ilungelelaniswa kwaye ibekwe esweni ingundoqo. Ukusilela kwindawo enye, njengemisebenzi ezenzekelayo elityelweyo esiyifumeneyo, inokudala ubuthathaka kwenye indawo. Iimveliso kufuneka zihlakulele ubuchule kunye noburharha. Kufuneka balungele ukuvuma iinyani ezingaqhelekanga zenkcubeko ye-intanethi ngaphandle kokuphulukana nomyalezo wabo ongundoqo. Injongo ayikokuphepha yonke i-meme enye, kodwa kukuqinisekisa ukuba akukho namnye onamandla okwenza umonakalo ohlala njalo.
Ukuqukumbela: Ukujonga iLandscape eNtsha Isiganeko sikaMcDonald sika "Burgergate" sasisikhumbuzo esicacileyo sokuba kwihlabathi lanamhlanje, uphawu yiloo nto i-intanethi ithi ngayo naliphi na ixesha. Iimfumba ezikhawulezayo kunye nokuphononongwa ngamandla ziimpawu ezisisigxina zembonakalo yedijithali. Kwiimpawu eziqhubela phambili, impumelelo ixhomekeke ekulungiseleleni, ekunyanisekeni nasekuzoleni kobuchule. Ukwakha uphawu olomeleleyo kufuna ulawulo oluphaphileyo lwazo zonke izinto zakho zedijithali kunye neenkqubo. Ngaba ibhrendi yakho ilungiselelwe umzuzu wayo ongalindelekanga wentsholongwane? Qinisekisa ukuba imisebenzi yakho ayinamthungo, idityanisiwe kwaye ibekwe iliso. Qhagamshelana ngokubonakala ngathi namhlanje ukuxoxa ngendlela izisombululo zethu ezinokukunceda ngayo ukuba wakhe isiseko sohlobo esisebenza ngokukhawuleza kunye nesomelela ngakumbi.
