Here is my social media project that I had to do for my New Media Advertising class in Sookmyung Women University, Seoul, as an exchange student from France.

1. Social
Media
Project
New
Media
adver2sing
Individual
assignment
17/Oct./2013
By
Lea
Siegel
1

2. Table
of
Contents
u Sec$on
I
– Introduc2on
– Burger
Kings
Facebook
Fanpage
– Analysis
of
two
compe2tors
fanpages
– SWOT
&
Insights
u Sec$on
II
– Recommenda2on
17/Oct./2013
By
Lea
Siegel
2

3. 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.
17/Oct./2013
By
Lea
Siegel
3

4. 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

5. 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.
17/Oct./2013
By
Lea
Siegel
5

6. • 6,515,906
like
• 79,150
talking
about
it
#burgerking
• 23,254
were
here
17/Oct./2013
By
Lea
Siegel
6

7. • 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…
17/Oct./2013
By
Lea
Siegel
7

8. 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.
17/Oct./2013
By
Lea
Siegel
8

9. Interac2vity
with
Burger
King
fans
&
customers
BK
also
use
the
Facebook
Fanpage
to
see
h o w
p e o p l e
a n d
customers
will
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.
17/Oct./2013
By
Lea
Siegel
9

10. 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”.
17/Oct./2013
By
Lea
Siegel
10

11. 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.
17/Oct./2013
By
Lea
Siegel
11

12. Discounts
Discounts
are
everywhere
on
the
fan
page.
From
my
point
of
view
they
are
to
much
focusing
on
it
and
the
customers
o q e n
c o m p l a i n
b e c a u s e
o f
t h e
franchising
many
restaurants
arn’t
even
aware
of
the
discount
they
have
to
give.
17/Oct./2013
By
Lea
Siegel
12

13. 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.
17/Oct./2013
By
Lea
Siegel
13

14. Suppor2ve
messages
On
the
Fanpage
we
can
find
some
suppor2ve
massages.
The
people
take
them
seriously
and
like
them
a
lot.
17/Oct./2013
By
Lea
Siegel
14

15. 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.
17/Oct./2013
By
Lea
Siegel
15

16. 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.
17/Oct./2013
By
Lea
Siegel
16

17.
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.
17/Oct./2013
By
Lea
Siegel
17

18. 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.
17/Oct./2013
By
Lea
Siegel
18

19. 10,801,002
Likes
57,656
Talking
about
this
#pizzahut
Pizza
Hut
is
an
other
very
famous
fast
food.
The
Pizza
Hut
page
content
is
more
like
the
Burger
King
page.
17/Oct./2013
By
Lea
Siegel
19

20. 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.
17/Oct./2013
By
Lea
Siegel
20

21. SWOT
&
Insights
• Similari2es
&
differences
•
Unexpected
things
• SWOT
• Conclusion
17/Oct./2013
By
Lea
Siegel
21

22. 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.
17/Oct./2013
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.
By
Lea
Siegel
22

23. 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.
17/Oct./2013
By
Lea
Siegel
23

24. 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..)
17/Oct./2013
By
Lea
Siegel
24

25. 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.
17/Oct./2013
By
Lea
Siegel
25

26. Recommenda2on
17/Oct./2013
By
Lea
Siegel
26

27. 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.
17/Oct./2013
By
Lea
Siegel
27

28. 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.
17/Oct./2013
By
Lea
Siegel
28

29. 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.
17/Oct./2013
By
Lea
Siegel
29

30. 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).
17/Oct./2013
By
Lea
Siegel
30

31. 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.
17/Oct./2013
By
Lea
Siegel
31

32. 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
)…
”.
17/Oct./2013
By
Lea
Siegel
32

33. 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
17/Oct./2013
By
Lea
Siegel
33

34. 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.
17/Oct./2013
By
Lea
Siegel
34