mcdonald’s: globalizing social media at scale, presented by matthew tennant and lizzie roscoe
TRANSCRIPT
![Page 1: McDonald’s: Globalizing social media at scale, presented by Matthew Tennant and Lizzie Roscoe](https://reader033.vdocuments.site/reader033/viewer/2022042907/587f99461a28ab825e8b4925/html5/thumbnails/1.jpg)
LOGO
McDonald’s Matthew Tennant and Lizzie RoscoeGlobalizing social media at scale
Learn more about Member Meetingssocialmedia.org/meetings
SOCIALMEDIA.ORGCASE STUDIES
Member Meeting 37Chicago10-28-2015
![Page 2: McDonald’s: Globalizing social media at scale, presented by Matthew Tennant and Lizzie Roscoe](https://reader033.vdocuments.site/reader033/viewer/2022042907/587f99461a28ab825e8b4925/html5/thumbnails/2.jpg)
SocialMedia.org
Globalizing Social Media at Scale
Fall 2015
![Page 3: McDonald’s: Globalizing social media at scale, presented by Matthew Tennant and Lizzie Roscoe](https://reader033.vdocuments.site/reader033/viewer/2022042907/587f99461a28ab825e8b4925/html5/thumbnails/3.jpg)
The combination of our global social presence and our inconsistent use of social
software tools has led to an exponentially complex ecosystem...
119Countries Accounts
28,000+Social Software
Tools
26+Social Channels
17+
Social Landscape at McDonald’s
We currently have a large, global organizational structure, with inconsistent use of social channels,
software tools and social media accounts.
2
![Page 4: McDonald’s: Globalizing social media at scale, presented by Matthew Tennant and Lizzie Roscoe](https://reader033.vdocuments.site/reader033/viewer/2022042907/587f99461a28ab825e8b4925/html5/thumbnails/4.jpg)
Customer Engagement Levels Vary Significantly
Social Channels and Accounts Duplicative
Social Process and Software Tools Inconsistent
Social Collaboration Across Markets Low
Internal Alignment Required
2
1
3
4
5
Social Landscape at McDonald’s
The Global Social Team conducted an assessment (April-July) to determine the current state of McDonald’s social media activities around the globe, and found five key findings.
Key Findings: Future State:
3
![Page 5: McDonald’s: Globalizing social media at scale, presented by Matthew Tennant and Lizzie Roscoe](https://reader033.vdocuments.site/reader033/viewer/2022042907/587f99461a28ab825e8b4925/html5/thumbnails/5.jpg)
Hub and Spoke Model
1 Hub and
Spoke Model
GloballyPhysical global locations
that are geographically
positioned around the
world to support market
level spokes for real time
data analysis, predictive ,
alerting systems and
services.
Hub
Market level physical
locations that are mirrors
of hub locations in specific
markets globally.
Spoke
![Page 6: McDonald’s: Globalizing social media at scale, presented by Matthew Tennant and Lizzie Roscoe](https://reader033.vdocuments.site/reader033/viewer/2022042907/587f99461a28ab825e8b4925/html5/thumbnails/6.jpg)
Hub, Spoke and Service Model
3 Geographically Aligned Locationswith connections to 119 countries
4 Global Support Service Area’s
![Page 7: McDonald’s: Globalizing social media at scale, presented by Matthew Tennant and Lizzie Roscoe](https://reader033.vdocuments.site/reader033/viewer/2022042907/587f99461a28ab825e8b4925/html5/thumbnails/7.jpg)
Global Locations
![Page 8: McDonald’s: Globalizing social media at scale, presented by Matthew Tennant and Lizzie Roscoe](https://reader033.vdocuments.site/reader033/viewer/2022042907/587f99461a28ab825e8b4925/html5/thumbnails/8.jpg)
Global Locations
![Page 9: McDonald’s: Globalizing social media at scale, presented by Matthew Tennant and Lizzie Roscoe](https://reader033.vdocuments.site/reader033/viewer/2022042907/587f99461a28ab825e8b4925/html5/thumbnails/9.jpg)
Always-on, global pulse of our brandand customers
Act as the source of Social at McDonald’s (e.g. Guidelines, training videos, etc.)
Creative newsroom for real-time, relevant and planned content
Part of the conversation, reinforcing our customer and brand promise
Purpose
McDonalds Global Social Services Area’s
8
Engagement Advocacy
Data Intelligence
Social Learning Center
Content Studio
Op
era
tion
s
![Page 10: McDonald’s: Globalizing social media at scale, presented by Matthew Tennant and Lizzie Roscoe](https://reader033.vdocuments.site/reader033/viewer/2022042907/587f99461a28ab825e8b4925/html5/thumbnails/10.jpg)
CORP
Singapore London
CORP
Community Management at Scale
Technology/Tools
Automatic/Manual Message Activity/Categorization
US/Canada
US
Core Team
• Manager
• Supervisors
• Community
Managers
Core Team
• Manager
• Supervisors
• Community
Managers
Community Management
CURRENT FUTURE
![Page 11: McDonald’s: Globalizing social media at scale, presented by Matthew Tennant and Lizzie Roscoe](https://reader033.vdocuments.site/reader033/viewer/2022042907/587f99461a28ab825e8b4925/html5/thumbnails/11.jpg)
Questions?
Matthew Tennant
Global Director of Social
@matthewtennant
Lizzie Roscoe
Global Social Operations Manager
@Lizzie_McD
![Page 12: McDonald’s: Globalizing social media at scale, presented by Matthew Tennant and Lizzie Roscoe](https://reader033.vdocuments.site/reader033/viewer/2022042907/587f99461a28ab825e8b4925/html5/thumbnails/12.jpg)
Learn more about past and upcoming Member Meetingssocialmedia.org/meetings
Learn more about Member Meetingssocialmedia.org/meetings
SOCIALMEDIA.ORGCASE STUDIES
Member Meeting 37Chicago10-28-2015