Kentucky Fried Chicken
has been actively and aggressively using the various social media platforms to
promote their menu offerings, promotions, contests, new product launches and
most importantly focusing on the freshness and juiciness of their chicken
compared to its competitors
“It’s really about connecting with fans and making sure the brand remains
relevant,” said Rick Maynard, manager of public relations at KFC.
KFC is active on Twitter, Facebook, YouTube, etc. and all of these channels
play a crucial role in connecting with consumers all over the world. KFC has a
highly loyal customer base who loves their food as they go to their restaurants
across the world and also engage actively on various social media platforms.
This prompted the company to actively build and maintain social media presence
and engage with customers on day to day basis. Most of the fans, followers and
likes that KFC garnered on various social media platforms are due to their
loyal customer base and they did not spend much on building this except for
occasional promotional offers and discounts to enhance customer engagement.
The KFC Facebook page
has millions of likes, thousands of people talking about the company and
thousands of them are checking in and updating their Facebook status. KFC has
restaurants in more than 100 countries and KFC’s Facebook pages of specific
countries highlight their international audience and customers actively post
KFC-themed photos of their KFC restaurant visits from around the world. KFC
only posts about 15-20% of promotional content and most of the posts are customer
generated content uploaded and shared by customers mostly their experience in
the KFC restaurants. The KFC Twitter feed has a good following and the focus is
not on pushing sales but most of the tweets are related to genuine fun which
most of the company fans appreciate and the two-way communication is working
well for the company. Twitter campaign presented a high school senior with a
$20,000 Colonel’s scholarship based on a 140-character Twitter application
which also highlighted the Colonel Sanders’ dedication to kids and education.
The company received nearly 3,000 tweet applications, national news coverage
for the program that awards 75 $20,000 college scholarships each year.
KFC manages its corporate social media tools internally, with a
cross-functional team and the strategy: to connect and engage with KFC
followers, cultivate relationships and respond to any inquiries.
Customers
are actively contacting through social media platforms both positively and
negatively which forced KFC to use social media for customer service purposes. The
company does not remove negative posts and if any customer posts a negative
comment/post via social media instead of a phone, company ask for details,
handle it and thank them for bringing it to our attention. Since customers are
looking for quick response on social media platforms the company has exclusive
people online for customers’ service during all normal business hours. KFC sees
the social media scene as more of an opportunity to interact and engage their
customers, not much focus is placed on the return on investment the activity
generates. We don’t get a lot
of pressure to justify [the return on investment]. It’s a very important
customer-service element, and that’s enough for us. It’s about cultivating
relationships, and that has a real business output,” Maynard said.
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