Lafarge Case
Q1 : Select two social network on which Lafarge Group should be present. Justify
Assets and disadvantages of each of the SN
Lafarge has no single experience in social networks and presents a lack of visibility. Choosing Viadeo would be a wrong choice : - The number of subscribed persons is smaller than the other ones ( only 25 Millions) - Monthly is also largely smaller than the other three social networks (only 41,000 visitors in a month, compared to 128 Millions for Facebook)
Linked in, in another way, seems to be inappropriate for Lafarge : - Lafarge needs to build a strong corporate communication whereas linked in is more focused to person to person communication (to find jobs and candidates)
We decided to opt for Facebook and Twitter : - They are the easiest way to attain a maximum of visibility with little money and time. - They allow to reach businesses and their clients with a strong efficiency - Lafarge can clearly explain its values, its goals and its assets - It can give a familiar and friendly image to Lafarge - The most widespread social networks.
Q2 : Positioning and communication strategy orientation. Operational Objectives
The objective for Lafarge is to reach the target, it can be done by: Getting in touch with potential customers through social media Collecting feedback from current customers Sustaining and increasing its brand image and reputation Emphasizing its sustainable development
Target Customer
The company will target at the emerging markets and keep the customers in the developed markets at the same time. The reason is because the economy of emerging markets is booming and Lafarge can grab the chance to expand its business and generate more revenue. Also, because Lafarge is the leader in the construction material area, it has the ability to keep its customer in the mature markets.
Reaching out to final consumers is as important as reaching to businesses (direct consumers). There
Assets and disadvantages of each of the SN
Lafarge has no single experience in social networks and presents a lack of visibility. Choosing Viadeo would be a wrong choice : - The number of subscribed persons is smaller than the other ones ( only 25 Millions) - Monthly is also largely smaller than the other three social networks (only 41,000 visitors in a month, compared to 128 Millions for Facebook)
Linked in, in another way, seems to be inappropriate for Lafarge : - Lafarge needs to build a strong corporate communication whereas linked in is more focused to person to person communication (to find jobs and candidates)
We decided to opt for Facebook and Twitter : - They are the easiest way to attain a maximum of visibility with little money and time. - They allow to reach businesses and their clients with a strong efficiency - Lafarge can clearly explain its values, its goals and its assets - It can give a familiar and friendly image to Lafarge - The most widespread social networks.
Q2 : Positioning and communication strategy orientation. Operational Objectives
The objective for Lafarge is to reach the target, it can be done by: Getting in touch with potential customers through social media Collecting feedback from current customers Sustaining and increasing its brand image and reputation Emphasizing its sustainable development
Target Customer
The company will target at the emerging markets and keep the customers in the developed markets at the same time. The reason is because the economy of emerging markets is booming and Lafarge can grab the chance to expand its business and generate more revenue. Also, because Lafarge is the leader in the construction material area, it has the ability to keep its customer in the mature markets.
Reaching out to final consumers is as important as reaching to businesses (direct consumers). There
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