Online & Social Media Advertising - PDF

Name: Sheldon Alex Rodrigues
Exam. No. : 1302088
Social Media Campaign
Subject: Online & Social Media Advertising (AAM 304)
Case: Massive Explosion at Global Chemical Plant in Abu Dhabi.
Date : 6th January 2016
Academic Tutor: Ms. Megna Kalvani
School of Media and Communication
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About the Company
Global Chemical Company LLC, a wholly owned subsidiary of Almansoori Specialized Engineering, is
established as a manufacturing facility in Abu Dhabi in Sept 2009.
The Plant is manufacturing Sodium Asphalt Sulphonate (Global CLAY PRO), which is widely used in
the drilling industry. Sulphonated Asphalt is widely used in large quantities around the world, by large
and small oil and gas companies, to drill oil and gas wells successfully, where troublesome shales
create problems. This product has enabled the successful drilling and placement of very long
horizontal laterals out to 35,000 feet because of the reduction in torque and drag, inhibition of shales
and the lowering of fluid loss at high reservoir temperatures.
The Plant is located in Abu Dhabi Industrial Area. The initial plant production capacity is about 22
Million Pounds per Year. The plant is fully automatic, computerized and all the chemical processes are
controlled from the control room. Global Chemical Company is producing products vitally important
to the drilling industry to supply to the expanding drilling operations worldwide.
The Plant occupies approximately 30,000 square meters and is a world class multipurpose
Manufacturing Plant. Storage facilities for all raw materials and products have been incorporated. All
designs, planning and approvals for the plant were developed from local engineering firms and from
personnel who have been involved in similar types of projects.
The Case
An explosion occurred at a plant of Global Chemical Company, two miles from headquarters. Local
news media are reporting that an undetermined a number of the company’s employees have been
injured or killed, and officials are trying to determine to what extent deadly toxins have been released
into the air. No one is sure what caused the blast.
Area hospitals are crowded with people reporting breathing difficulties, and public health officials are
encouraging people all over the city to "shelter in place" as a precaution. Headquarters is currently
upwind of the explosion. The Company needs to decide what to tell its employees to do but isn't sure
whether it has the legal right to tell people not to leave. People are speculating that terrorists caused the
explosion.
The company has told employees not to leave the building, but many do anyway, saying that they don't
trust what they're hearing and that they need to get home and take care of their families. The security
guards at the front door also want to know what to tell people on the street who want to take shelter in
the company's lobby. The cafeteria reports that it has already sold out of lunches. The immediate
danger passes, and authorities say the explosion was an accident. Several employees have been
hospitalized, and others are upset that the company cafeteria did not have more supplies on hand.
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A) Campaign Objectives:
o Creating a positive and credible brand image
o Generate buzz through word of mouth and social, political and non-profit aims
o To make sure the press is dealt easy with.
o Social, political & non-profit aims to respond and calm people down about the situation.
o Promoting company’s social responsibility
o The campaign will go on for a month.
Smart Objectives
 Specific: It aims to create a positive and credible brand image.
 Measurable: The objectives will be measured based on the results in 14 days.
 Achievable: The social media campaign will ensure that the objectives will be achieved within time.
 Realistic: The tactics being used will be quite convenient and realistic.
 Time: A time of 2 weeks needed to meet the objectives.
B) Target Audience: Identify the audience segments you hope to reach.
Segment Description Objective
Company’s Employees
& their Family
The employees working
in the chemical plant
and others of the
company that got
affected by the blast.
To reduce panic and build
a trust between company
and employee. To ensure
them that necessary
precautions and changes
are made to avoid this
accident from happening
again.
People from the city
and media.
Other people living near
the chemical plant that
got affected by the blast
and are admitted to the
hospital. And also the
media like newspapers,
reporters and television.
To reduce panic and build
a trust between the public
and the company. To
ensure them that
necessary precautions and
changes are made to
avoid this accident from
happening again. To keep
them aware of what
exactly happened.
Clients and Potential
Clients
The company’s clients
and potential clients
who would want to
invest in the company.
In, order to assure them
that the company is still
trustworthy in-spite of the
accident. And to notice
the new steps they are
taking towards ensuring
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safety.
C) Situated Analysis:
SWOT analysis
 Strengths
o They have strong brand equity and brand presence.
o They have strong supplier and distributor network in U.A.E, which includes long-term contracts and
extensive margins respectively. It is the only manufacturing plant of its kind in the entire Middle East,
Africa and Europe.
o The plant is capable of producing 35 million pounds in weight of sulphonated asphalt per year.
o The company’s web page is up-to-date and quite informative.
 Weakness
o The chemical plant is too close to the headquarters.
o Employees don’t have the required trust towards the company.
o The head Company’s Facebook page is not so active as their website.
 Opportunities
o More penetration and tie-ups in the global emerging economies.
o To be the best process company in the industry with world-class standards of Health, Safety,
environment and quality.
o If the head company ensures that their Facebook page is active it will increase brand image.
 Threats
o Since their Facebook page is not active, other related firms can take advantage and ensure that their
page is active.
D) Creative Development:
o The company will first apologize to their employees and send out a public apology and answer any
questions from the public regarding the accident through social media.
o News Release
o Launch Video’s of the Company
o Competition’s for the employees for win discounted meals
o Safety Videos that will be incorporated in the company to the provide the employees with a safe
environment to work in.
o Opinion videos of the employees talking about how the company has taken care of the situation.
o Press conference
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E) Keywords:
 Explosion
 Chemical plant
 Health
 Safety
 Industry
 Claypro
 Global Chemical
F) The most effective focus platforms:
The activities for the campaign will be devoted to only on one channel i.e. Facebook. Photographs, expert
articles, video testimonials, social media, and standard online and print ads will be used in this social
media campaign. Content will be posted regularly for 2 weeks. About 3 hours a week the brand will
engage with the community.
ONLINE PLATFORMS
Global Chemical company’s website
(http://www.globalchemical.biz)
Their own website would be the best online
platform as those would like to know more or
research about their company would visit
their website.
Khaleej Times
(http://www.khaleejtimes.com)
The Khaleej times Online Newspaper, would
be the other best platform to publish news as
its one of the top read newspapers in U.A.E
and people would be more familiar with it.
Social Media Platforms
Facebook The company has a Facebook page so it
would be an easier platform to convey
messages to their respected target audiences.
YouTube The campaign will be use few videos based
techniques as well so all the videos will be
uploaded on YouTube on the company’s
channel and linked to Facebook.
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G) Action Plan
Online Posts
Key
dates
Action Platform Content/Copy
7th
January
2016
News
Article
Khaleej
Times
News Release
9th
January
2016
Launch
Campaign
Company
website
About the company
and their safety
measure taken for
the healthcare of the
employees
11th
January
2016
News
Article
Khaleej
Times
“The Global
Company shows
their employees
gratitude”
14th
January
2016
Video Company
Website
A 3-D tour video of
the interiors of the
power plant and
machinery used.
16th
January
2016
Newsletter Company’
s website
Global Chemical
Company’s
Newsletter.
18th
January
2016
Final
Video
Campaign
Company
Website
Video of the
company’s new
safety services.
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Social Media Posts
Key
dates
Action Platform Content/Copy
7th
Januar
y 2016
Launch
Video
Campaign
Facebook
&
YouTube
Important facts about Global
Chemical Company, LLC
8th
Januar
y 2016
Videos YouTube A video on the company’s
employees’ views and feedbacks
about the incident.
10th
Januar
y 2016
Competition Facebook Competition in which the winner
would win a free 3 day trip to Yas
island
15th
Januar
y 2016
Competition Facebook Images and videos from the
competition held.
17th
Januar
y 2016
Newsletter Facebook Global Chemical Company’s
Newsletter
19th
Januar
y 2016
Video Ad Facebook
&
YouTube
Video of the company’s new
safety services
20th
Januar
y 2016 Final Video
Campaign
Facebook
&
YouTube
Video on ,what the employees
have to say about the company’s
action after the incident.
H) Metrics of Success:
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Since the ads and other media are going to be posted on social media platforms like
Facebook and YouTube, the success will be measured by the number of likes, comments and shares
along with the usage of hash tags on Facebook, and the number of likes, shares and comments on
YouTube.
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