social media project by lea siegel

Social Media Project New Media adver2sing

Individual assignment

17/Oct./2013 1 By Lea Siegel

Table of Contents

u Sec$on I –  Introduc2on –  Burger Kings Facebook Fanpage – Analysis of two compe2tors fanpages –  SWOT & Insights

u Sec$on II – Recommenda2on


Introduc2on

•  Burger King (BK) is a global chain of Hamburger fast food restaurants.

•  Based in Maimi, Florida, USA.

•  Started as « Insta-‐Burger King » in 1953 Jacksonville, Florida USA.


Numbers & Facts

•  2002 Burger King went public (NYSE : BKW). •  2010 3G Capital (Brazil) acquired a majority

stake of BK in a deal valued at 3.26 billion $. •  1, 97 billion $ revenue. •  12,700 outlets in 73 coutries. •  66% in the USA. •  95% privatly owned and operated with an

en2rely franchised model

17/Oct./2013 By Lea Siegel 4

Burger King’s Menu

•  1957 birth of the Wooper (BK signature product).

•  Burgers, french fries, chicken, fish, salads, wraps, desserts.

•  Sodas, coffee, smoothies, frappes. •  Breakfast, lunch, snacks, diner & kid menu. •  Gluten sensi2ve food. •  Adapted for each country. •  New product: Healthier fries : Sa2sfries.


•  6,515,906 like •  79,150 talking about it #burgerking

•  23,254 were here


•  Burger king has many fan pages depending on the different countries where you can find it.

•  There is s2ll one official page and we will focus on it •  On the fan page we can see posts about discounts,

funny facts, feedback from customers, BK adver2sing campaign and new products, videos, suppor2ve messages, interac2ve ques2ons to the customers…



Interac2vity with Burger King fans & customers

Every interac2ve message

reaches a lot of people and give a lot

of feedback the fans are really taking

those things seriously and par2cipate

by sharing and commen2ng the posts.

BK also use the Facebook Fanpage to see h o w p e o p l e a n d customers wil l react about big changings as for example: changing the name Burger King to Fries King for the launching of the new « Sa2sfries ». People didn’t like the change and BK changed his name back.


Interac2vity with Burger King fans & customers

Promo2on of new products

The new products are almost everywhere on the fan page. They try to communicate in an other way than “usual” adver2sing. The best example are the huge WTF Fries pictures for the launching of the new “Sa2sfries”.


Seasonal adver2sing On the fan page you can find the seasonal

adver2sing campaign. The fan respond most of 2me very posi2vely to the different ads and share them too.


Discounts

Discounts are everywhere on the fan page. From my point of view they are to much focusing on it and the customers oqen compla in because of the franchising many restaurants arn’t even aware of the discount they have to give.


The feedback on the Fanpage

The feedback on the fan page is really

bad, mostly the people are pos2ng

comments to complains about

Burger King and they get no answers.


Suppor2ve messages

On the Fanpage we can find some suppor2ve massages. The people take them seriously and like them a lot.


Conclusion We no&ced that based on likes and (posi&v) comments interac&v and suppor&v posts are the best way to reach Burger Kings fans. Also the adver&sing for seasonal products is good. Discounts and promo&on of new product are to much they are to present on the page. The worst is the feedback of fans or other people.


Analysis of two compe2tor’s Fanpages


I chosed Mc Donald’s and Pizza Hut because they are in the fast food market and also those pages where suggested to me when I liked the Burger King page.


29,585,906 likes 142,461 talking about this #mcdonalds 4,182,315 were here

Mc Donald’s is Burger King’s biggest compe2tor. Leader of the burger fast food market they have a much more sophis2cated official Fanpage. They keep things very simple by using only short sentences and not overwhelming the fan with informa2on. All the posts are well chosed and they keep it to the brand, they are not talking about discounts. They are promo2ng some products but mostly the promo2on is about the brand image.

This Fanpage is very beau2ful. All the contents are matching each other and they add some beau2ful Instagram pictures too. Only when they talk about sports it doesn’t look very true and the feedback is as bad as it is on Burger King’s Fanpage.



Pizza Hut is an other very famous fast food. The Pizza Hut page content is more like the Burger King page.

10,801,002 Likes 57,656 Talking about this #pizzahut

They have to much discounts on their fanpage. But they try to communicate a lot about the brand image too. Compared to the other pages the feedback is much more berer and we can see a lot of posi2v comments.


SWOT & Insights

•  Similari2es & differences •  Unexpected things

•  SWOT •  Conclusion


Similari2es & differences between Burger King and it’s compe2tors

Similari$es Differences

They all reach a lot of fans. They communicate in a very friendly ton. On all those pages we can see a lot of interac2vity between the fans and the companies. Pizza Hut and Burger King are talking too much about discounts.

Mc Donald’s & Pizza Hut are much more communica2ng about the brand image and all the “good” things that the company do (Helping children in Africa, suppor2ng sports events…) Mc Donald’s page looks berer, the Instagram picture are looking like someone is just sharing them with some friends. Pizza Hut is the only company with actually good comment on it’s page.


Unexpected things

²  I never thought that I would see so many bad comments. I always thought that if you like a page or if you are taking the 2me to comment something than at least because it is for a nice comment.

²  I think that the companies should pay more aren2on to it

and try to find a way with facebook to stop those comments, some2mes it not even about the brand but just to share some not interes2ng things.


SWOT STRENGHTS A lot of people are talking about #burgerking. It’s easy to get people aren2on. The interac2vity is great and works very good on the fans.

WEAKNESSES People don’t want to see the same adver2sing or discount for the same product so many 2mes. They are talking to much about the product and not enough about the brand.

OPPORTUNITIES They should more communicate about the companie. The image came become berer. There is the BK McLamore founda2on and they can use it to communicate too.

THREATS The compe2on is hugh. They all have facebooks fanpages and they are doing well. Some of them look like they are a set ahead. Social medias are changing and they should be using all of them (Instagram, Vine etc..)


Conclusion

I think that Burger King’s Facebook Fanpage can improve it self by using more the brand and less the products. The promo&onal discounts should be adver&sed next to places where we can have the discount. The company image can become beFer by using the official Facebookfanpage. The page should only keep the important things and not showing twice the same adver&sing. They should keep things simple. The page is a good way to reach a lot a people and the interac&vity is great. I am sure they would like to know more about the company and what the company do for theirs employees and customers.


Recommenda2on


Interac2vity

•  The interac2vity is working well. •  But they should use it for products only. •  For tests like “Fries King” they should use survey posts.

Ø  My recommenda2on would be to use Instagram and the best picture of an Instagram user goes on the fan page.


Promo2on

•  Promo2on of new products is good but it should be focused on products we can find in every Burger King because it is the official (interna2onal) Fanpage.

•  Some ar2cle a to close to others, they should pay more aren2on to not upload ar2cles that look the same in a row.

•  The “WTF Fries” photos were really great, they should use original way to promote their products instead of simple adver2sings.


Seasonal Adver2sing

•  The seasonal adver2sing is a good way to communicate on the Fanpage.

•  The fans like it and a lot of people are looking forward for seasonal products to come back.

•  They should also use only products that we can find everywhere.

Ø  Maybe they could use some interac2vity with surveys to make a new seasonal product.


Discounts

•  Discounts should be on the Official Facebook Fanpage.

•  They should be on the country pages where we can find the discounts.

•  They are giving to much informa2on about discounts.

•  The fans don’t want to see every day / week the same discount knowing that it is not for them (only for people in the USA).


Feedback

•  Luckily the feedback is hidden from the Fanpage.

•  It would be a mess if it was on the page. •  But actually I think that Burger King could build a stronger rela2on t it’s fans an maybe respond them more oqen.


Suppor2ve messages

•  Those are very good. •  They should use them more. •  Talk less about the products and more about the company.

Ø  My recommenda2on would be to use The Burger King Founda2on : “See what we have done in the founda2on today… (ar2cle about children charity supported by the founda2on or something like that )… ”.


Rela2onships

•  Communal Relashionship – Building a strogen rela2on with the fans – Don’t push the sales to much – Make them like the company & the products – They should feel more important

•  Exchange rela2on –  Instagram compe22on – The winers picture goes on the Fanpage and he wins something for free


Backstage

•  People want to know what is happening behind the scene.

•  More talking about the founda2on. •  More talking about the brand and the company in it self.

•  Improve the company image by showing what happened behind the restaurants.
