SGA1641 Business Communication Skills Assessment Task 1 Assessment Task 3 – Case Study Pie Face Read the case study from Pie Face, a pie company that undertook social networking to increase its market share. Pie Face pdf is separate resource. Requirements After you have read the case study, answer the following questions 1-3 and prepare a summary report as per item 4. 1. Identify three or more potential ethical and public relations issues with ‘Piecam’ that they are planning to put in Pie Face stores with the videos to be shown on Pie Face on Facebook? 2. Write persuasive copy presenting two creative ideas that would interest their ‘fans and customer base’ to continue being Pie Face customers. 3. Choose one of the creative ideas in (2) above and source an image or graphic that best represents that creative idea and describe how it is to be promoted on Facebook to encourage their 17,000 customers. 4. Present the above responses/images using an informal report format with the following structure: 2  Title page  Introduction (overview and background)  Analysis of case study (note must link theory to issues) o Identify case issues o Generate solutions to issues and select the best option  Conclusion  References/Appendices © Study Group Australia Pty Limited, SGA1641 Workbook • SGA1641 Business Communication Skills Your response should be approximately 750 – 800 words. When you have completed this assessment upload your file using Study Smart for this subject (refer to the link ‘How to submit an assessment’ in the Study Smart home page). Due date: Session 20 Criteria 1. Item 1 requires investigating the issues involved in using Piecam. 2. Item 2 requires two creative ideas. 3. Item 3 requires using one creative idea and sourcing an appropriate image/graphic. A description of how this idea will be promoted is required. 4. The informal report structure with word limit is adhered. © Study Group Australia Pty Limited, SGA1641 3 Pie Facebook Wednesday, 10 November 2010 | Jessica Gardner Many companies have set up corporate Facebook pages, allowing their customers to “like” their brands with the click of a button. Having lots of “likers” is a start but it doesn’t equal a social media strategy. “Every brand seems to have a Facebook page,” says social strategy manager at digital agency Amnesia Razorfish Karalee Evans. “All Facebook does for a brand is build a customer database of people who have ‘liked’ the page. It’s what you do with that community after that really matters.” Social media marketing campaigns should engage the community and provide “talkability”, without contradicting other marketing messages, Evans says. Food retailer and franchise network Pie Face, founded in 2003, has tentatively dipped its toe into the social media pond. The brand has a Facebook page, which it started just over three months ago and is yet to heavily market, although the page has collected about 1000 fans. Chief marketing officer Ben Macpherson says the company is about to do a big push and encourage their 17,000-strong email database to follow Pie Face on Facebook. Much of Pie Face’s brand building has been by world of mouth: customers trying the pies and then telling their friends, Macpherson says. To enhance this, Pie Face wants to enable customers to try the product in-store and share their experience immediately on Facebook. In mid-December, Pie Face will pilot a “Piecam” campaign in a few of its 24-hour stores. “We’re in the process of constructing a store display that has a camera and a microphone and a big red button that enables people to record 20 seconds [of footage] at the store,” Macpherson says. The videos will be posted on Facebook and customers will be able to share them with their friends. Evans says using social media as a mechanism to share an experience on the spot is a clever idea. “You want to get people when they’re experiencing or using a product or service, to share it,” she says. “If you can’t get them right at that point when they’re feeling motivated to share, you’re losing that opportunity.” She does have words of warning, though. “For a campaign like this, I would caution that moderation and consistently monitoring is going to be key,” Evans says. “That might mean that they will be monitoring it at 2am. It certainly sounds like it’s not going to be a Monday to Friday, nine-to-five campaign. And certainly social media is not Monday to Friday.” She also says companies that take this route with Facebook need to be fluid about taking criticism online. “If a customer has a bad service experience in store, they may immediately post that,” Macpherson concedes. “We don’t shy away from bad customer experiences. We’re quite transparent about them. “We’ve had a couple posted on the Facebook site and rather than deleting them as I think other brands have done, we keep them and respond to them online so everyone can see our response and their complaint. The customer really appreciates it . . . and it makes you more credible as a brand.” Many of Pie Face’s 24-hour stores are in night-life hotspots such as Sydney’s Kings Cross and are popular with partygoers, which means some videos may be recorded “under the influence”. It’s an issue Macpherson has considered but adds there is an element of naughtiness in Pie Face’s image, which it doesn’t want to shy away from. “We’re happy to have an element of the 3am drunken customer, that’s fine, but we think we’re going to get a lot of posts at other times of the day,” Macpherson says. “If it rolls out and it’s consistently a bunch of drunk people at 3am in the morning, we’re not going to proceed with it because it’s not serving its purpose. It’s not the brand image we want to portray.” “I think people, particularly the younger generation, act reasonably responsibly,” Evans says. “So as long as [Pie Face] as a brand is completely ready and aware, then who am I to say it shouldn’t be going down that path? But I think also, brands and community managers do have a responsibility to not glorify that negative behaviour and you can do that through your messaging and the campaign. “It sounds like [Pie Face] is going with a test-and-learn strategy which I’d always recommend, for my clients as well, to be very fluid. “If it’s not working then there’s no shame and harm in pulling out and being transparent about why you are pulling the plug.” BRW http://www.brw.com.au/p/sections/emerging_companies/pie_facebook_QbVS3FfmPgAEkuqJCXZ1iN
Purchase answer to see full attachment