BlogWell Chicago Social Media Case Study: McDonald's, presented by Joe Curry

BlogWell Chicago ● August 11, 2010

Joe CurrySocial Media Manager,Global Web Communications

[email protected]@joejcurry

What is the Voice of McDonald’s?

Social Media Goals

• awareness of unique opportunities• awareness of public online voting• Share the finalists’ stories• Use as case study for future social media efforts

6

VOMwebsite

Social NetworksFacebookMySpace

hi5Bebo

Crew & Employee BusinessNetworks

You Tube

Twitter

Flickr

Activate Friends &

Family

Cross-promote videos onnetworks

PromoToolkit

orkutVkontakte

QzoneMixi

• Homebase

• Outposts

• Frontiers

Concept of Chris Brogan, Darren Rowse and Kyle Lacy

Social Media Strategy

www.mcdonalds.com/voice

• Goal: Vote for the Top 12 Finalists• 10,451 entries from 51 countries• Featured Top 30 semifinalists• Linked to social media sites, and each semifinalist had links to their specific content• Included website link on every other piece of content

Website

Online votingNovember 11 – December 4

Learning• Would have added permanent links for semifinalist voting pages

Internal Networks

Internal Networks

• Goal: Spread the word!• 1.7 million employees• 156,000 crew on internal social media sites• Social media ambassadors

Learning• Asked for commitment early in process to schedule voting news

External Networks

• Corporate led social media channels for VOM– Facebook– YouTube– Twitter– Flickr

• Semifinalist Toolkit

Facebook

• Goal: Offer place for conversation between fans and semifinalists • Overwhelmingly positive• Monitored by two people

Learning• People gravitated to Facebook• Focus on 1-2 social networking sites

YouTube• Goal: Share full-length music video and other “bonus” video content• Goal: Facilitate fan feedback and interaction with semifinalists• 110 videos posted• 92,000+ total video views

Learning• Semifinalists loved the comments• Videos didn’t take attention away from voting site• Help educate team that once a video is posted to YouTube, it’s “final”

Twitter• Goal: Spread news, offer real-time updates from finals at McDonald’s Worldwide Convention

Learning• Minimal results overall• BUT, music artist feedback to semifinalist Roger made the effort worth it

Flickr

• Goal: Share more background about semifinalists and their passions• Upgraded to Flickr Pro for stats• Used common set of tags• Posted 1,100 photos with 29K+ views

Learning• Easy way to add additional content to voting website

Semifinalist Toolkit

Social Media Outcomes

• Votes: 46,000 (2007)• Video views: 207,000 (2007)

685,985 (2009)

1.1M (2009)

• 92,000 video views on YouTube• 29K+ photo views on Flickr• Fan comments and interaction• Increased awareness and news pickup by mainstream media• 12 finalists announced in late December

Worldwide Convention

• Updates began one month out• Live updates during rehearsals and

competition• Top 12 finalists sang on Monday pm• Top 3 finalists sang on Thursday am

for 15,000 people

Biennial McDonald’s Convention where 15,000 attendees including franchisees, company staff and suppliers learn about the future of our businessLearning• Train a team to help with posting photos, videos and website updates during the final week!

$25,000 Grand Prize Winner

“McDonald’s recognizes not only my hard work but my talent. Forever I will be indebted to my McFamily.”

Chenee Capuyan, the Philippines

Voice of McDonald’s Team

• Global HR• Global Marketing• Creative Services• Web Communications• PR and Media Relations• Information Technology• Global Legal• Marketing, Comms and HR in our local markets

• 2 production freelancers• Freelance writer• Entertainment marketing strategy firm• Website agency• Video communications agency

Additional Takeaways

• The earlier you plan, the better the results• Get buy-in early from Legal• Your employees are often your best brand

ambassadors• Make content easy to share• How can we increase awareness for VOM 4?

www.mcdonalds.com/[email protected]

@joejcurry

Joe CurrySocial Media Manager,Global Web Communications