blogwell minneapolis social media case study: mcdonald's, presented by heather oldani &...
TRANSCRIPT
How Big Brands Use Social Media
Heather Oldani & Steve WilsonMcDonald’s
Minneapolis at General Mills | August 13, 2009
“Collaboration 2.0”
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BlogWell MinneapolisAugust 13, 2009
Collaboration 2.0
Oldani
Director, U.S. Communications
Sr. Director, Global Web Communications
Heather
Steve Wilson
Three Key Questions•What is this really about?
•What is the brand opportunity?
•How do we structure ourselves for success?
Our Starting Viewpoint
All about the relationships you have and build with your key
audiences.
All about cultivating those relationships so that….
You enable those key audiences to become brand
ambassadors…spread the word!
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Our Brand Opportunity
McDonald’s, One of the Most “Social” Brands Today
McDonald’s ranks number 32 out of a list of the top 100 “most social”
brands
Source: “The Most Social Brands of 2008,” AdAge.com, Abbey Klaassen, January 29, 2009
Our People, Our Customers
Deepen and enrich the brand’s
relationship with consumers
through knowledge, sharing, and
entertainment.
Strategic Vision Statement
McDonald’s Digital Strategy Pillars
Go to them & foster THEIR communities
Be multidimensional
Be transparent
Continue engagements
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Our Digital Collaboration
Who Owns What?
Digital Workgroup
Media
Communications
Creative
Insights
A Phased Approach
Listen Participate LeadListen Participate Lead
Conversation Strategy
Site Types of Conversations
Who Will be Talking Primary Owner
Brand discussions, experiences
Communications with other experts as needed
Communications
Honoring fans, providing ways for them to amplify their fandom, engage with brand.
Marketing with help from Communications and other experts as needed. Includes pilot program for local activation
Marketing with Communications support
Focus on general brand experiences
Communications & Customer Sat
Communications
Digital Collaboration
Media
Communications
Creative
Insights
Brand
Content
Customer
Sat
FieldLegal
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Local U.S. Market Integration
Local Facebook Integration
My McDonald’s
Local Sample Home Page
21
My McDonald’s
McDonald’s Restaurants of Northeast Ohio Share + Choose Another
Zip Code
Local Twitter Integration
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Global, Employee Integration
Mindshare
Integrated into Corporate Portal
AboutMcDonalds.com
“Open for Discussion”
Station MUSA & Canada
Objectives
Acknowledge: Profile me Learn about Crew through Crew-
featured news
Share your favorite customer story
Submit your ideas, best practices, etc.
Site features: Submit your articles (news), tips, videos, photos (photo wall), ideas , and comments.
Objectives
Input: Listen to mePlatform for dialogue between
McDonald’s and Crew and between Crew members
Provide topical forum section for Crew interaction.
Site features: Moderated topical forums, articles post/blog, submissions
Objectives
Privileges: Just for me Exclusive membership limited to
McDonald’s Crew members only
Site features: Relevant, contextual content that unites Crew members
Station M
Station MUSA & Canada
Station M
Our LoungeUnited Kingdom
KetchUPSingapore
McLandBrazil
How Big Brands Use Social Media
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