“Chickens, all chickens” was an Internet craze a month ago, and even celebrities and Internet celebrities vied to make films and sing to themselves; A month later, the topic is outdated. This phenomenon is a reflection of the immediate, fast-spreading and explosive nature of the online world, and if you can seize the opportunity to react, you can bring a positive and huge impact to the brand at any time.
As the Internet continues to penetrate into our daily lives, and the average Hong Kong person spends more than 3 hours a day online, the power of the rapidly changing Internet cannot be underestimated. Having discussed how social media monitoring can help manage online reputation, I would like to share with you a case study of how social media monitoring has turned an online boom into an opportunity.
On August 12, some netizens posted a post in the form of lyrics in the Golden discussion forum “Chickens, all chickens”, which unexpectedly reminded everyone of the famous piano song “Dream Wedding” played by Richard Clayderman, and this idea also became a hot topic on the Internet. On August 13, some fast-responding influencers such as Eiko Pancai shared and sang in the form of a video, which heated up the incident, and the video went viral, reprinted and discussed on the Internet.
While everyone was expecting KFC to make a “move” to sell fried chicken, its competitor McDonald’s took the lead in successfully “pumping” on Facebook on August 16, creating a huge response.
The author’s analysis of the data during the “all chickens” phenomenon found that KFC’s search volume has always been higher than McDonald’s, but after McDonald’s Facebook successfully pumped on August 16, McDonald’s search volume reversed for the first time, and even began to significantly higher than KFC after August 17, successfully bringing more talk to the brand. In addition, the author has also noticed that some netizens have commented on some negative reports of McDonald’s in the past about word of mouth, which also cleverly gives McDonald’s a chance to clarify, which shows that making good use of the Internet craze and hitting the breaking point can be transformed into more opportunities for brand development.
The incident was not widely mentioned in the traditional print media until August 18, but the incident has cooled down considerably, and the social buzz that used to be dominated by the media is now brewing and erupting through Facebook, YouTube, discussion forums, etc., and finally “pushed to the report”. The role of the Internet is becoming more and more important, and if more resources are invested, combined with social media monitoring, it is a fleeting opportunity to reach the target audience, which can bring great benefits to the brand at any time. Of course, brands should also be managed with care, build word of mouth, and avoid being refuted by savvy netizens.
