Crisis Management Slides
Crisis Management Slides per the instructions provided
Running head: COMMUNICATION ASSESSMENT PROJECT 1
COMMUNICATION ASSESSMENT PROJECT 10
Communication Assessment Project (CAP)
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Communication Assessment Project (CAP)
Communication Vehicle
or Campaign and Communication and Business objectives Comment by Nageeb Ibrahim Hassan: The vehicle is the website here Comment by Nageeb Ibrahim Hassan: The objectives are to increase awareness, get more customers etc. These are just examples. I like the ones used by JetBlue. Please use the same with paraphrasing
The Communication Vehicle or Campaign
The origin of Total Company dates back to the creation of the “French Petroleum Company.” The primary goal of the company is to become a reliable energy dealer and manufacturer. From this phrase, they meant to provide affordable, clean, and dependable energy. The company’s communication mainly focuses on external stakeholders such as investors and clients, both potential and existing. The news media releases the latest news about the company. The company primarily relies on press releases, including Total’s unique features (Total.com, n.d.) to pass information to the public. Besides, they have a media library that comprises of downloaded and online media. In the same media department, there are calendars, autobiographies, publications, social media platforms, and press contacts. All these essentials under the media department aim at providing the company’s information to the stakeholders, the customers, and the investors.
Communication Vehicle for Investors and Customers
Communication Objective 1: Press release Comment by Nageeb Ibrahim Hassan: The Press Release is the Comm vehicle and it should be rather the whole website as Comm vehicle. The objectives are as I explained in my 1st comment above.
In the press release unit, the company makes available information regarding their financial achievements, its progress in explorations such as discovering a new source of oil, finding some useful gas in Egypt, and other significant results. The company also utilizes its communication channels to report developments such as international mergers with other organizations to deliver quality oil to various nations and sell refineries such as Lindsey. The press releases are based on the interests of the shareholders and the clients (Total.com, n.d.). Stakeholders are usually interested in investing in the company’s projects due to its credibility and minimal chances of failure. Some of the company’s announcements are highlighted below.
Figure 1: This is a segment of the Press release that shows information relevant to the company’s performance, the values and assets of its shares. A similar kind of information related to the company’s financial situation is present in the remaining press releases.
Communication objective 2: Our special features Comment by Nageeb Ibrahim Hassan: Again, this should be the second objective from the 2 or 3 objectives you will provice similar to JetBlue
.
The company utilizes its platform known as Webzine to pass crucial information to stakeholders. It releases a monthly magazine that keeps stakeholders updated on every development within the company. The company shows what they have done during the month and their success. For example, in May 2020, there was an online investors’ fair, observation of Total investors’ day and publication of the first 2020 interim report. In addition, there was shareholders’ meeting in Clermont Ferrand and Annecy (France) (Total.com, n.d.). From the kind of news published in this unit, it is evident that they aim at generally giving information to their investors and shareholders. The magazine aims to serve as a medium for improving the company’s sales and revenue.
Figure 2: It is observable that the calendar provides an overview of the events that happened in a month, and below is the detailed information present relevant to the events that happened in May 2020.
The monthly magazines are shared among the clients and followers on the online media platforms. This indicates that the company provides information about its progress. For example, the content they post on their social media sites is user interactive. They post questions on Twitter, share updated information about how the employees are working in poor climatic conditions, among others (Total.com, n.d.). The company’s shares all this information to create a strong customer relationship. It aims to keep the public, and any other interested party informed about the company’s progress. According to Paine (2011), good relations with customers are the fundamentals of gaining maximum profit; if there are no good customer relations, the company may likely count losses after a short duration.
Audience Analysis
Investors
Investors refer to individuals or organizations who choose to invest their resources in a given company to get returns after a certain period of time.
Total company has provided comprehensive information under the section of investors that can help any potential investor to make informed decisions. The information that attracts investors as provided on the Website includes; about the company being the World’s number two liquefied natural gas operator, its investments in low carbon electricity about $1.5-2.0 billion, its ability to produce about 3 million barrels equivalent of oil daily, and being among the list of top ten worldwide petroleum manufacturers and refiners. The company’s action plan outlines the challenges that they have experienced in the year, including the resilience they have shown. Moreover, they have provided information regarding delivery, HSE, cash, and their operational costs. Faruque, Khatun & Rahman (2016) states that what influences private investors are long-term profits, while organizational investors are motivated to reduce financial risks. Therefore, the information the company provides is adequate for investors to decide whether they need to invest in Total company or not.
Employees
On the company’s Twitter accounts, the company has provided information about its employees. This information includes the safety of the workers. The company has explained that its employees are working in poor working conditions using complete safety equipment, hence attracting more consideration and assessment from the clients and followers on their work (Dineva, Breitsohl & Garrod, 2017). Besides, the general population gets to know through online platforms such as websites and social media sites regarding the products and strategies of the company.
Shareholders
On the investor’s tab, the company has provided the information relevant to the shareholders as well as the number of shares owned by organizational investors and private shareholders, including a breakdown of geographical distribution. Additionally, they have provided information about the shareholders using the type and location.
Figure 3: Shows the investors tab
Benchmarks
Internal Benchmark
The purpose of internal benchmarking is to identify the company’s strengths, especially on communication, as well as outline areas that need improvement.
The aim of the internal benchmarking is to realize the best activities they can employ to complete a particular task with the least efforts and resources. The internal benchmark set by the organization to be achieved by the year 2050 should be based on additional followers and loyal clients.
According to Tapk (2020), loyal customers will defend the company during a crisis or in case of any eventuality that can adversely affect the organization. Loyal clients are significant to any company since they represent the country’s positive aspects and influence the people around them. These clients are regarded as the company’s assets; hence, it is essential to create strong and positive relations with them (Paine, 2011). This can only be improved by creating strong communication media. The current state of communication media in the company is weak based on an evaluation of its various social media platforms (Tapk, 2020). The assessments and outcomes indicate that YouTube and Instagram are the company’s social media platforms, which are viewed more than Facebook. This happens as a result of limited interaction between the company and its stakeholders on other social media platforms. Therefore, the organization should follow trends such as posing questions, posting images, videos, and interactive materials that inform the customers more concerning their innovative technologies and products. Such activities will increase the interest of customers in the products of the company; they will also purchase more due to consistent marketing.
External Benchmark
External benchmarking happens when a company compares its performance with that of its competitors or similar firms in the industry. Total has a higher number of employees. However, the valuation of Total Company is less than that of Shell Company. Total and Shell companies are worthy of 102.5b and 118.4b, respectively. Also, Total’s use of social media platforms is better compared to organizations like Shell. Nonetheless, the company should improve its number of followers because Shell has more followers on social media, including more interactive advertisements. To attain its external benchmark, Total Company should consider Shell as its main competitor in the industry in terms of relationship and communication processes with the clients, investors, and shareholders.
The first objective: Increase awareness about the projects and policies of the company among the investors, customers, and stakeholders through twitter. Comment by Nageeb Ibrahim Hassan: These are the same Communication objectives that should be used above I believe
Key Performance Indicators
KPIs
Output KPIs Comment by Nageeb Ibrahim Hassan: Please use the same table format of JetBlue and the same KPIs but paraphrased
Increase the interaction between management and clients on twitter
Make Twitter a platform for collecting customer feedback
Utilization of the press release including monthly magazines by investors, potential clients, and stakeholders
Increase the rate of interaction between management and stakeholders
Survey
Attitudinal KPIs
Awareness of initiatives or developments that the company has taken to concerning the customers and the general population
Improve public awareness of the company’s products in social media especially in Twitter
Increase public approval and rating of the company’s products
Survey
Behavioral KPIs
Increase in the rate of clicking on the press release.
Most clicked information.
Most clicked news.
The rate of clicking the items under the media section.
Increase the sale of the company’s products due to improved product awareness
Attract new clients due to increased product awareness
Mail Chimp Native reporting Tool
Objective 2: Increase communication with customers across the globe through Instagram, Twitter, and Facebook. Comment by Nageeb Ibrahim Hassan: This is the second objective that should be stated in the beginning as highlighted above in this doc
Comment by Nageeb Ibrahim Hassan: Please use the same table format of JetBlue and the same KPIs but paraphrased
Key Performance Indicators
Measurement Tools
KPIs
Output KPIs
Improve the number of followers on social media accounts such as Facebook
Increase the rate of interaction between the company and its clients on social media
Estimating the number of followers and retweet numbers can be evaluated using socialbakers.com
Increase the number of social media followers by a certain percentage
Attitudinal KPIs
Create awareness about new products and services.
Improve public approval of the company’s products in social media
Survey
Increase awareness of the company’s products within the public
Behavioral KPIs
More likes and feedback on the company’s social media posts
More clients arising from social media marketing
Analysis of the content commented on social media posts.
Increase the number of new clients due to social media marketing and communication
Objective 3: Increasing the visibility of the brand against the competitor. Comment by Nageeb Ibrahim Hassan: This one too should be also mentioned in the beginning of the paper
In Total company’s case, Shell is regarded as the competitor since its strategy of communication is five times better than Total. According to Faruque et al., (2016), one approach would be to increase visibility and get the brand name out more prominently compared to the competitor. This approach might be useful in improving the visibility of the brand.
Key Performance Indicators
Measurement Tools
Output Key Performance Indicators Comment by Nageeb Ibrahim Hassan: Please use the same table format of JetBlue and the same KPIs but paraphrased
Increase brand visibility in social media more than the competitors. They should use hashtag #Total when posting Tweets.
Development of questions, campaigns including polls using the hashtag.
Comparing followers and interactions can be evaluated from socialbakers.com.
Attitudinal
Increased interaction on social media platforms with robust marketing strategies.
Good public rating of the company’s products compared to those of competitors
Surveys
Behavioral
Individuals will love Total than Shell
Socialbakers.com elements will allow the management to evaluate the likes between the two organizations on various social media sites.
Measurement Tools and Key Data
Total should develop a tool known as Total Analysis, to study and analyze the effectiveness of the above metrics and interventions.
The number of clicks on the Website
The tool contains three key variables used to identify the number of clicks on the Website. The number of those who visit the Website will be declared in the last section of the Website so that new clients can notice the influence the organization has globally. Moreover, the number of clicks in the media section, which is further classified into three units, will be evaluated. The more interested content users will be noticed (Dineva et al., 2017). For example, those who access monthly magazines more or those who access press releases more or daily. Besides, social media links that are concentrating on the organization’s Website can realize how much traffic is coming from social media sites (Paine, 2011). An example is when the company has updated its status regarding technology like the link of the Website shared on Twitter and the safety of workers where they have come up with helmets.
Number of Likes on Social Media Platforms
Since the company is available on various social media sites, the number of retweets, likes, and comments will indicate which content is more liked by the followers. Individuals will appraise the strategy of the organization to ensure that the workers are safe, show concerns in the news where the company posts guess questions (Dineva et al., 2017). Furthermore, the customers’ interests can be realized by the number of retweets, likes, and connections with the posts and can tell which type of posts influence the target audience. In this approach, the organization will get to be informed regarding the external audience, their habits, including attitudes towards the policies of the company, its behaviors, and objectives.
Survey
Surveys can be done by developing a question and answer section or producing a short poll on their social media platforms. Also, they can create a survey and share it through email to the target customers so that the organization can understand the habits and attitudes of their clients (Paine, 2011). The company can understand what the clients expect from them, the kind of products and services they are interested in plus their satisfaction with such products or services the company offers at that moment.
Analysis and Recommendations
Social media platforms and interaction channels have developed great attention from both individuals and organizations (Paine, 2011). These platforms include Twitter, YouTube, Instagram, and Facebook and have initiated huge global e-learning, e-business, e-management, and motivation on interaction channels with the end customers. The traditional communication media were not providing direct communication with the end clients. According to Faruque et al. (2016), social media sites are modifying the traditional marketing strategies. They changed how traditional brand communication was happening. Previously, brand marketing managers were responsible for regulating the marketing campaigns, but now the end-user has changed the approach to marketing where the likes and dislikes are regarded as essential compared to other factors. A study by Dineva et al. (2017) stated that social media platforms enabled organizations and brands to offer rapid responses to customers about their issues, improved their customer services, and considered their complaints. It also influences the process of rapid content sharing and provides quick modifications in communication with end-customers. Communication through social media is considered fast, viral, extensive, and less costly in terms of cost-sharing.
Through evaluation of the approaches and data collected from studies and scrutiny of the organization’s Website, it is clear that the number of followers the organization has is higher than other companies except for Shell Company, where they are five-times less. The company should improve its interaction approaches and marketing strategies so that individuals get to know the products and services of the company, including their objectives (Faruque et al., 2016). When the followers are few, there will be limited tweets hence the low spread of the information. The company must develop a plan to increase the influence on social media so that it can get other customers in the future.
There are several nations where products are famous, like in Shell. Therefore, the best competitor for Total Company is Shell Company. Several data and metrics indicate that Shell is doing better than Total in terms of interaction with the external audience. The Key Performance Indicators measurement will allow the organization to create better internal as well as external benchmarks. Based on this data, it is assessed that the organization’s external audience requires more attention, and the media campaigns or the press releases they run are not reaching the maximum individuals (Faruque et al., 2016). Besides, the company should emphasize its workers so that a safe and positive environment can be created for the company to increase the employees’ job satisfaction. According to Santouridis et al. (2017), a better customer relationship will improve brand loyalty. Therefore, an improved relationship between customers and the company can lead to great results.
References
Dineva, D. P., Breitsohl, J. C., & Garrod, B. (2017). Corporate conflict management on social media brand fan pages.Journal of Marketing Management,33(9-10), 679-698. https://doi.org/10.1080/0267257X.2017.1329225 Comment by Nageeb Ibrahim Hassan: Please add one or two more citations from any of the docs provided to you. It can be from JetBlueThis insturcations state that:Be especially careful with internetsources. APA requires direct quotes to have a page or paragraph number or a specific location on a website (e.g., “About Us”).
Faruque, S. A., Khatun, M. A., & Rahman, M. S. (2016). Modeling a direct marketing campaign on social networks.International Journal of Business Information Systems,22(4), 422-435. https://doi.org/10.1504/IJBIS.2016.077836
Paine, K. D. (2011).Measure what matters: Online tools for understanding customers, social media, engagement, and key relationships. John Wiley & Sons.
Santouridis, I., & Veraki, A. (2017). Customer relationship management and customer satisfaction: the mediating role of relationship quality.Total Quality Management & Business Excellence,28(9-10), 1122-1133. https://doi.org/10.1080/14783363.2017.1303889
Tapk, . G. (2020). Benchmarking Competitive Market Environment Using Market-Based Database. InStrategic Priorities in Competitive Environments(pp. 85-98). https://doi.org/10.1007/978-3-030-45023-6_5
Total.com (n.d.). Total Global Homepage – Oil, natural gas
and low-carbon energies |
https://www.total.com/
Appendices
Appendix I: A segment of a press release Comment by Nageeb Ibrahim Hassan: The instructions state that:Raw data tables and measurement tools like survey questions should be placed in an appendix at the end of the paper
Appendix II: A calendar providing an overview of the events that happened in a month
Appendix III: Webpage showing the investors’ tab
