McDonald's, 'Burgergate,' mulu-mulu, ndi zomwe zikutanthauza kuti mtundu ukupita patsogolo

McDonald's amadziwa zomwe akuchita nthawi yonseyi ndi 'Burgergate' ya sabata ino

Sabata ino, intaneti idaphulika pafunso lowoneka ngati losavuta kuchokera patsamba la McDonald pa X (omwe kale anali Twitter): "Kodi supuni ya McFlurry idakhalapo kawiri ngati udzu?" Chisokonezo chomwe chinatsatiridwa, mwachikondi chotchedwa 'Burgergate,' chinawona chizindikirocho chikuwonekera bwino kuti ayi, supuni sinapangidwe kuti ikhale yothira, zomwe zimadzetsa kusefukira kwa kusakhulupirira, memes, ndi maumboni okhudzidwa kuchokera kwa 'sippers' moyo wonse. Ngakhale ambiri adawona izi ngati zolakwika zamakampani, kuyang'anitsitsa kumawonetsa luso lazotsatsa zamakono. McDonald's sanalephere kuwongolera nkhaniyo; idapereka dala makiyi kwa omvera ake, kutsimikizira kuti imamvetsetsa ndalama zanthawi ya digito: kuchitapo kanthu kwenikweni.

Katswiri Wopanga Chikhumbo Chopanga Zinthu Ndi Chisokonezo

McDonald's sanapunthwe mkanganowu; adachipanga. Funso loyambirira lidapangidwa mwangwiro kuti lilowe m'makumbukidwe ogawana, osamvetsetseka. Kwa zaka zambiri, makasitomala akhala akugwiritsa ntchito chikhomo cha spoon ngati udzu, kupanga chikhalidwe chaumwini, ngakhale chosavomerezeka, mwambo. Ponamizira kusazindikira mchitidwe womwe wafalawu, McDonald's adapanga mphindi ya 'Mandela Effect' - mafunso onse okhudza zenizeni. Chisokonezo chopangidwa ichi ndikugulitsa golide. Zimasintha ogula omwe amangokhala osachitapo kanthu omwe amadzimva kuti ali wokakamizika kuteteza zomwe amakumbukira ndikugawana zomwe akumana nazo, zomwe zimapangitsa kuti anthu azifika pagulu popanda dola imodzi yolipira.

Kuvomereza Chisokonezo: Kuchokera ku Corporate Monolith kupita ku Mtundu Wodziwika

M'mbuyomu, bungwe lapadziko lonse lapansi likanapereka chiwongolero chokhwima kuti chisasunthike. McDonald's anachita zosiyana. Icho chinatsamira mu chisokonezo. Gulu la ochezera amtundu wamtunduwu limagwira ntchito ndi ogwiritsa ntchito, kuyankha mosakhulupirira komanso kukulitsa ma memes oseketsa. Njira iyi idakwaniritsa cholinga chofunikira kwambiri: idapangitsa kampani ya madola mabiliyoni ambiri kudzimva ngati munthu komanso wogwirizana. Kukambitsirana sikunalinso za chiwiya chapulasitiki; chinali nthabwala yogawana mkati mwa mamiliyoni. Kulumikizana kowona kwamtunduwu kumakulitsa kukhulupirika kwa mtundu bwino kwambiri kuposa kutsatsa kwanthawi zonse.

"Cholinga sichinali kukonza khalidwe, koma kukondwerera njira zapadera zomwe makasitomala apanga chizindikiro chathu kukhala gawo la miyoyo yawo.

Kusandutsa Supuni ya Pulasitiki Kukhala Mgodi Wagolide wa Data

Kupitilira ma memes ndi kuseka, Burgergate inali njira yosonkhanitsira deta. Kukambitsirana kwakukulu kwapagulu kunapatsa a McDonald's kuyang'ana kwenikweni, kosasefedwa muzochita zamakasitomala, zomwe amakonda, komanso kulumikizana kwamalingaliro ndi mtunduwo. Ichi ndi chidziwitso chamtengo wapatali. Kumvetsetsa machitidwe osasunthikawa, osayendetsedwa amatha kukhudza chilichonse kuyambira pakupanga zinthu zam'tsogolo mpaka kutsatsa. Ndi chikumbutso kuti m'malo amasiku ano, kulumikizana kulikonse kwamakasitomala ndikothekera kowunikira.

Kulumikizana kwa Mewayz: Kukonzekera Zokambirana Zamtundu

Ngakhale kuphedwa kwa McDonald kumawoneka ngati kosavutirapo, kuwongolera kufalikira kwamakambirano amtundu wotere kumafuna kumvetsetsa kwamphamvu kwa ma touchpoints a digito. Apa ndipamene bizinesi yokhazikika ngati Mewayz imakhala yofunika. Mewayz imalola mtundu kuphatikizira zomwe amakumana nazo pawailesi yakanema, mayankho amakasitomala, ndi kusanthula deta kukhala dashboard imodzi, yotheka kuchitapo kanthu.

• Unified Social Listening: Tsatani zomwe zatchulidwa komanso zomwe amakonda pamapulatifomu onse munthawi yeniyeni kuti muzindikire zomwe zikuchitika ngati Burgergate momwe zimachitikira.
• Chiyanjano Chapakati: Limbikitsani gulu lanu kuti liyankhe mwachangu komanso mosasinthasintha, ndikusandutsa zovuta zomwe zingachitike kukhala zokambirana zabwino.
• Kaphatikizidwe ka Data: Sinthani nthawi zama virus kukhala data yosanjidwa, kukuthandizani kumvetsetsa chifukwa chomwe makasitomala amachita.
• Agile Campaign Management: Yang'anani njira zotsatsira mwachangu kuti mupindule ndi chidwi cha ma virus mosayembekezereka, monga momwe McDonald's adachitira.

McDonald's adamvetsetsa kuti chogulitsa chenicheni sichinali McFlurry, koma kukambirana mozungulira. Ndi nsanja ngati Mewayz, bizinesi iliyonse imatha kuphunzira kugwiritsa ntchito mphamvuzi, kusinthira kuyanjana kwamakasitomala tsiku ndi tsiku kukhala nthawi zopangira zida.

Mapeto: Palibe Zonga Zofalitsa Zoyipa

Burgergate sichinali cholakwika; inali khadi yoseweredwa mwaluso. McDonald's adawonetsa kuti munthawi ya oletsa zotsatsa komanso kuchuluka kwazinthu, chida champhamvu kwambiri chotsatsa ndi nkhani yomwe anthu amafuna kudziwuza okha. Poyambitsa mkangano pa supuni ya 25 cent, adabweretsa chisangalalo komanso malingaliro abwino kuposa otsatsa mamiliyoni ambiri a Super Bowl angagule. Adatsimikizira kuti ma brand omwe aziyenda bwino ndi omwe ali olimba mtima kuti alole makasitomala awo kulemba nawo nkhaniyo.

Mafunso Ofunsidwa Kawirikawiri

McDonald's amadziwa zomwe akuchita nthawi yonseyi ndi 'Burgergate' ya sabata ino

Sabata ino, intaneti idaphulika pafunso lowoneka ngati losavuta kuchokera patsamba la McDonald pa X (omwe kale anali Twitter): "Kodi supuni ya McFlurry idakhalapo kawiri ngati udzu?" Chisokonezo chomwe chinatsatiridwa, mwachikondi chotchedwa 'Burgergate,' chinawona chizindikirocho chikuwonekera bwino kuti ayi, supuni sinapangidwe kuti ikhale yothira, zomwe zimadzetsa kusefukira kwa kusakhulupirira, memes, ndi maumboni okhudzidwa kuchokera kwa 'sippers' moyo wonse. Ngakhale ambiri adawona izi ngati zolakwika zamakampani, kuyang'anitsitsa kumawonetsa luso lazotsatsa zamakono. McDonald's sanalephere kuwongolera nkhaniyo; idapereka dala makiyi kwa omvera ake, kutsimikizira kuti imamvetsetsa ndalama zanthawi ya digito: kuchitapo kanthu kwenikweni.

Nzeru Zakupanga Chikhumbo ndi Chisokonezo

McDonald's sanapunthwe mkanganowu; adachipanga. Funso loyambirira lidapangidwa mwangwiro kuti lilowe m'makumbukidwe ogawana, osamvetsetseka. Kwa zaka zambiri, makasitomala akhala akugwiritsa ntchito chikhomo cha spoon ngati udzu, kupanga chikhalidwe chaumwini, ngakhale chosavomerezeka, mwambo. Ponamizira kusazindikira mchitidwe womwe wafalawu, McDonald's adapanga mphindi ya 'Mandela Effect' - mafunso onse okhudza zenizeni. Chisokonezo chopangidwa ichi ndikugulitsa golide. Zimasintha ogula omwe amangokhala osachitapo kanthu omwe amadzimva kuti ali wokakamizika kuteteza zomwe amakumbukira ndikugawana zomwe akumana nazo, zomwe zimapangitsa kuti anthu azifika pagulu popanda dola imodzi yolipira.

Kuvomereza Chisokonezo: Kuchokera ku Corporate Monolith kupita ku Mtundu Wodziwika

M'mbuyomu, bungwe lapadziko lonse lapansi likanapereka chiwongolero chokhwima kuti chisasunthike. McDonald's anachita zosiyana. Icho chinatsamira mu chisokonezo. Gulu la ochezera amtundu wamtunduwu limagwira ntchito ndi ogwiritsa ntchito, kuyankha mosakhulupirira komanso kukulitsa ma memes oseketsa. Njira iyi idakwaniritsa cholinga chofunikira kwambiri: idapangitsa kampani ya madola mabiliyoni ambiri kudzimva ngati munthu komanso wogwirizana. Kukambitsirana sikunalinso za chiwiya chapulasitiki; chinali nthabwala yogawana mkati mwa mamiliyoni. Kulumikizana kowona kwamtunduwu kumakulitsa kukhulupirika kwa mtundu bwino kwambiri kuposa kutsatsa kwanthawi zonse.

Kusandutsa Supuni ya Pulasitiki Kukhala Mgodi Wagolide wa Data

Kupitilira ma memes ndi kuseka, Burgergate inali njira yosonkhanitsira deta. Kukambitsirana kwakukulu kwapagulu kunapatsa a McDonald's kuyang'ana kwenikweni, kosasefedwa muzochita zamakasitomala, zomwe amakonda, komanso kulumikizana kwamalingaliro ndi mtunduwo. Ichi ndi chidziwitso chamtengo wapatali. Kumvetsetsa machitidwe osasunthikawa, osayendetsedwa amatha kukhudza chilichonse kuyambira pakupanga zinthu zam'tsogolo mpaka kutsatsa. Ndi chikumbutso kuti m'malo amasiku ano, kulumikizana kulikonse kwamakasitomala ndikothekera kowunikira.

Kulumikizana kwa Mewayz: Kukonzekera Zokambirana Zamtundu

Ngakhale kuphedwa kwa McDonald kumawoneka ngati kosavutirapo, kuwongolera kufalikira kwamakambirano amtundu wotere kumafuna kumvetsetsa kwamphamvu kwa ma touchpoints a digito. Apa ndipamene bizinesi yokhazikika ngati Mewayz imakhala yofunika. Mewayz imalola mtundu kuphatikizira zomwe amakumana nazo pawailesi yakanema, mayankho amakasitomala, ndi kusanthula deta kukhala dashboard imodzi, yotheka kuchitapo kanthu.