Best of 2011, Marketing 2.0: Qantas
Business Review Australia has covered a number of hot topics this year in the Marketing 2.0 section. This week, we'll spotlight those that garnered the most attention.
30 August 2011: Qantas' Social Media Faux Pas Infuriates Some Tweeters
Qantas is the latest corporation that’s caught flack for its most recent social media initiative, and the lesson learned is to put a bit more thought into your strategy before firing out Tweets.
In a recent Twitter competition, Qantas gave two diehard Wallaby fans platinum tickets to the Tri-Nations decider for showing up to the game Saturday night at Brisbane’s Suncorp Stadium dressed as their favourite player. What Qantas didn’t realize is that the rugby fans would come dressed asRadike Samo complete with large afro-like wigs, gold and green uniforms and painted black faces.
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It seems that many in the Twitter-verse immediately caught wind of the black facepainted Radike wannabes when Qantas posted their photo, and many of them weren’t pleased. Qantas, already battling a tarnished image this year, immediately issued apologies and took down the image from the company website with accusations of it the photo being “appalling.”
Qantas quickly removed the photo and apologised to its followers Sunday morning. “We understand it caused offense to some people, which is why it was removed. We are really sorry if it has upset anyone,” Qantas’ official Twitter page read. A second Tweet said, “We are apologising to those who found it offensive, obviously it was not our intention. Just meant to show their support of favourite Wallaby. I didn't have an issue with it at all. I was glad to be in a photo with them, so I don't know why anyone is getting worked up - that sort of reaction is just silly."
Still, a corporation like Qantas should know better and have a solid social media strategy in place to avoid thekneejerk reactions of the Twitterverse.
Coal India Secures First-Of-Its-Kind Digital Deal
Coal India Limited (CIL) has appointed Accenture Solutions to digitally transform seven of its open-cast mines as the company strives to improve performance and increase coal production. Accenture is due to lay down digitalisation groundwork until March 2022.
The deal aims to increase coal production by 100 million tonnes (MT) by the end of FY’23. Once the minimum quantity has been surpassed, an agreed sum will be paid to the consultant for every additional sum of coal produced. This success fee will only be paid on the procurement of the minimum assured quantity.
The move will see heavy earth moving machinery (HEMM) fitted with digital sensors to monitor performance efficiency at all levels. Additionally, modern data analytic techniques aim to increase mine productivity and project monitoring through functional system management and effective observation.
An Exciting Venture For Global Mining
CIL, which aims to provide energy security in an environmentally and socially sustainable manner, hopes the move will help transform the entire business of mining operations and ensure higher volumes of coal are acquired at a lower cost.
“This is a first of its kind initiative by the company utilising digitalisation to ramp up coal output,” CIL has said.
A Digital Step Towards Enhanced Performance
Digitalisation is expected to take place at open-cast mines in Kusmunda, Gevra, Dipka of Southern Eastern Coalfields (SECL), Migahi, Jayant, Dudhichua, and Khadia of Northern Coalfields (NCL). Nearly 32% (188 MT) of CIL’s 596 MT output in FY’21 was accounted for by the seven selected mines. However, this new deal is set to see a large increase following the subsequent digital changes due to be made.
“Learning from the outcome and success of this model, we may replicate it in our other large mines,” says CIL, optimistic about the future following the modernisation of their mining.
It is expected that the move will help address roadblocks and guarantee corrective measures are put into place, ensuring the company is able to move forward with its aim of increasing output whilst remaining sustainable and eco-friendly.