CORPORATE SOCIAL MEDIA REVIEW Report prepared by: Caroline Woffenden, Director, MK Andrew Twist, Account executive, MK Ellie Hallsworth, junior account Executive, MK
OBJECTIVES• To understand the current situation - where McCain isnow and who are the influencers.• To identify relevant opportunities for ongoingcommunication.• To develop an online strategy, specific to McCain’sobjectives and target audience.• To incorporate social media into corporatecommunication.• To harness ambassadors.• To help drive the business forward.
Target groupsMK identified the following target groups to contactand/or observe: • Employees • Local Government • Community • Wholesalers Groups • NGOs • Customers • Suppliers • Government • Media • Retailers
EmployeesPosts on social media platforms can REACH A globalaudience.Less than 10% of companies CURRENTLY monitortheir employees use of Facebook, YouTube, LinkedIn60% expected to watch workers social media use forsecurity breaches by 2015
Employees // recommendationsIMPLEMENT A SOCIAL MEDIA POLICY
customers• Social media gives mccain the opportunity to startconversations with customers.•social medias influence on brand reputation and purchasing decisions has caught up with traditional channels
retailers• the social media profiles of retailers tend to be based onretailer to consumer engagement.• Relationships building opportunities
wholesalers• use social media primarily for promotional purposes
Community groupsCommunity groups use social media to:• build relationships with community members• increase awareness of local news/events/issues• encourage greater participationDoes social media actuallyencourage greater participationwithin communities?
Community groups - recommendationsUse twitter to enhance and improve the efficiency ofconversations with active community groupsCommunicate in social media’s public sphere toactively promote mccain’s commitment to localcommunitiesListen and respond to issues that community groupsraise via their social media channels
Local government- recommendationsStart conversations with local mp’s on twitter topromote positive developments at mccainsCommunicate the right message at the right time toensure that it doesn’t go unseen on the feed of a localmp
customersCommunity groups use social media to:• build relationships with community members• increase awareness of local news/events/issues• encourage greater participationDoes social media actuallyencourage greater participation?
Non-governmental organisationsGREENPEACE - KIT KAT Campaign viral video