Report prepared by:

Caroline Woffenden, Director, MK

Andrew Twist, Account executive, MK

Ellie Hallsworth, junior account

Executive, MK

CORPORATE SOCIAL

MEDIA REVIEW

• To understand the current situation - where McCain is

now and who are the influencers.

• To identify relevant opportunities for ongoing

communication.

• To develop an online strategy, specific to McCain’s

objectives and target audience.

• To incorporate social media into corporate

communication.

• To harness ambassadors.

• To help drive the business forward.

OBJECTIVES

• Employees

• Community

Groups

• Customers

• Government

• Retailers

Target groups

• Local Government

• Wholesalers

• NGOs

• Suppliers

• Media

MK identified the following target groups to contact

and/or observe:

Employees

Posts on social media platforms can REACH A global

audience.

Less than 10% of companies CURRENTLY monitor

their employees' use of Facebook, YouTube, LinkedIn

60% expected to watch workers' social media use for

security breaches by 2015

Employees // recommendations

IMPLEMENT A SOCIAL MEDIA POLICY

customers

• Social media gives mccain the opportunity to start

conversations with customers.

•social media's influence on brand reputation and purchasi

ng decisions has caught up with traditional channels

retailers

• the social media profiles of retailers tend to be based on

retailer to consumer engagement.

• Relationships building opportunities

wholesalers

• use social media primarily for promotional purposes

Community groups

Community groups use social media to:

• build relationships with community members

• increase awareness of local news/events/issues

• encourage greater participation

Does social media actually

encourage greater participation

within communities?

Community groups - recommendations

Use twitter to enhance and improve the efficiency of

conversations with active community groups

Communicate in social media’s public sphere to

actively promote mccain’s commitment to local

communities

Listen and respond to issues that community groups

raise via their social media channels

Local government- recommendations

Start conversations with local mp’s on twitter to

promote positive developments at mccains

Communicate the right message at the right time to

ensure that it doesn’t go unseen on the feed of a local

mp

customers

Community groups use social media to:

• build relationships with community members

• increase awareness of local news/events/issues

• encourage greater participation

Does social media actually

encourage greater participation?

Non-governmental organisations

GREENPEACE - KIT KAT

Campaign viral video