Tuesday, April 30, 2013

CEO of Chen Fu Ji Clarifies Facebook Post Questioning Hefty Bill Charged to Diner

In another case of bad PR for a local restaurant on social media, the CEO of Chen Fu Ji (CFJ) has clarified a Facebook posting by an unhappy customer over a hefty bill.

While I applaud the CEO for addressing the matter head-on, I however feel that his response failed to adequately address the concerns of potential customers and, in my opinion, is unlikely to mitigate the reputational damage.  Unfortunately, his failure is common.

How the CEO (and his PR team) could have done better was to perform a Stakeholder Analysis (see diagram below) where the respective stakeholders are identified together with their concerns.  In this case, the main concerns of potential customers would have been identified as:
  1. Whether they will be a victim of overcharging?
  2. How they can ensure overcharging or billing errors do not happen to them?
  3. Can I afford to eat at CFJ?


Recognizing these as the concerns of the stakeholder's, CFJ’s CEO's message should therefore address these concerns.  His message to the media would thus have been the following (instead of merely explaining the error and the cost of the pu'er tea and fried rice).

  1. CFJ offers an extensive range of food and depending on the item ordered, prices will vary.  All prices are clearly indicated on the menu.
  2. CFJ has a robust system in place similar to any large restaurant.  This is the first time* that such an incident has happened to us and we apologise.  To prevent a reoccurrence, we will implement a second layer of checks by a supervisor for bills that exceed $500.  In addition, if customers fine a billing error, we will offer them a $30 food voucher** off their next meal.
  3. CFJ is dedicated to deliver good food at good value and the average price per head per meal is $30 per head.
In short, a common mistake for most company’s in crisis communications is not understanding the concerns of the stakeholder.  Without this understanding, any message communicated will fall short of the intended objective.
* State this if it is true
** CWFA’s recommendation as actions speak louder than words.

Thursday, April 18, 2013

Social Media Marketing Workshop for Singapore Small Business Owners

The proliferation of social media has fundamentally changed the way people send and receive information.  This “democratization” of information dissemination has effectively eliminated the reliance on big-budgeted news organizations for the wide and efficient dissemination of news and information.  As such, small business owners now have the unprecedented opportunity to brand and maintain awareness for the product and services all for the price of an internet connection. 
While social media is not new and to a large extent user-friendly, few users are adapt at using social media effectively.  This 3-hour Workshop is designed to provide business owners with the necessary understanding of the new information environment, the strength and limitations of the various social media platforms, while equipping them with the necessary skills and strategies to use social media to increase their sales via branding and online engagement.
Course Details
16 October 2013
30 October 2013
13 November 2013
20 November 2013

Workshop Objectives
At the end of the Workshop, participants will:
a.                   Derive their individual Unique Selling Proposition
b.                  Develop a social media PR strategy to drive sales and profitability
c.                   Efficiently and effectively use free social media tools to position and raise awareness for their product and services
Who Should Attend
1.         Small Business Owners
2.         Insurance Agents
3.         Property Agents
Our Curriculum
The concepts taught in the workshop were developed based on academic research which were then validated and refined through real world usage.  Our Frameworks have been published in leading business and industry publications like Human Capital magazine, Singapore Business Review as well as the newsletter of the Institute of Public Relations Singapore.  CWFA currently manages the social media campaigns of over 20 local SMEs.

Tuesday, April 2, 2013

Jump Start Your Facebook Marketing Campaign by Tapping on Our Network of 100,000 Facebook Users in Singapore

CW Fong & Associates (CWFA) is pleased to announce that we have successfully created a Singapore network of 100,000 Facebook Page Champions (FBC). These FBCs have been specially selected based on their ability to "influence" their circle of friends.

Employed by CWFA, these FBCs can be assigned to champion a client's Facebook page via 'liking', 'sharing' and/ or 'commenting', or to generate buzz by talking about a particular company or its product and services.

Our service is ideal for Small and Medium Enterprises in the FMCG industry keen on creating a social media buzz in Singapore. As the information comes from a "friend" and not a sponsored story, the all powerful word of mouth effect is in play.

If you think you can benefit from our services, we look forward to working with you.  Do eMail our Principal Consultant at

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