BC tip: LVMH and Mercier Champagne – Sustainability messaging lacks fizz

Parent and subsidiary companies fail to keep their offline and online communications consistent

Champagne Mercier website - cellar tour page

Champagne Mercier website - cellar tour page

The feature

Mercier Champagne, based in Epernay, France, offers a charming train tour of its impressive caves (cellars), which we were lucky enough to experience recently. The audio guide talks about the brand’s sustainability efforts, including the reduction of herbicides and pesticides through the use of natural alternatives, such as bugs. It also references its parent brand LVMH’s commitment to sustainability.

The Mercier website does not evidence the sustainable activities, even on the page dedicated to the tour , nor does it link to the LVMH website. The Mercier page on that site is engaging, but also fails to mention sustainability – and the main area of LVMH’s site dedicated to social and environmental responsibility is sparse too.

The takeaway

We often encounter organizations which fail to ensure that the messages on their global corporate and brand or subsidiary sites match up. In this case the sites themselves are not linked together well either – at least from the subsidiary to the parent site.

It is also important that offline and online communications are joined up. When they are not, the impact of messaging is diminished, and inconsistency can undermine authenticity. In our experience, governance is often at the heart of such problems: digital managers and teams must not be in a silo.

For more commentaries, tips and downloads for online corporate communications professionals, visit our website.

If you have a query or for more information about Bowen Craggs, please contact Dan Drury: ddrury@bowencraggs.com.

BC Tip: Enel - Facebook Messenger news bot

Enel offers a news bot through Facebook Messenger which shows some promise for corporate communications

elen, Enel’s Facebook Messenger bot, introduces itself

elen, Enel’s Facebook Messenger bot, introduces itself

The Feature

Enel, the Italy-based power company, offers a Facebook Messenger news bot which it has named ‘elen’.

 The bot is accessed via a Facebook Messenger icon in Enel.com’s navigation, positioned prominently next to the hamburger menu icon on the right hand side of the header. It can also be reached via the group’s Facebook page.

The bot begins by introducing itself as a news bot and informing the user that they can tell it what topics they are interested in, or use a menu presented in the bot, which is a series of links to areas on the corporate site such as news, press releases, and stories.

It also offers an introduction to the company and its sustainability activities. Users can ask elen questions or type in topics, and the bot automatically produces basic answers or links to the corporate site.

If it gets stuck, as it did on a question about the company’s position on global warming, elen allows the user to request an answer from a human – which we received promptly.

The Takeaway

Elen will be useful to audiences who want basic, general information and news, and the informal tone helps to humanise the company. It also sends a signal about the company’s innovative approach, but those wanting more detailed information are still better off sticking with the corporate website.

Ultimately, the bot works best as a way of funnelling Facebook and mobile users back to the corporate website, and presumably deflecting contact about basic company information (but still needs humans for more complex answers).

It is something of a risk to tie the bot to a particular platform, in this case Facebook Messenger. Not all corporate website users will have installed Facebook Messenger, and may be unwilling to do so or to log in on desktop.

Promotion of elen is weak too: although the Facebook Messenger icon is located in the header, some users may not be aware of what it is. It is not clear, before clicking on it, what exactly the user will get in return.

T-Systems Germany, by contrast, has a careers chat bot offered directly from its website which does not require any third party platform installation, as we wrote earlier this year, and which states clearly what it can be used for.

https://www.messenger.com/t/EnelGroup

For more commentaries, tips and downloads for online corporate communications professionals, visit our website.

If you have a query or for more information about Bowen Craggs, please contact Dan Drury: ddrury@bowencraggs.com.