The “Secret Sauce” to Customer Engagement Social Communications & Content Marketing Leadership Forum
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The “Secret Sauce” to Customer Engagement
Social Communications & Content MarketingLeadership Forum
Unhappy customer tweets…
We were listening…
Personal note was sent….
With the missing toy….
Bringing smiles….
And a nice “public” note…
What is Social Media?
The term Social Media refers to the use of web-based and mobile technologies to turn communication into an interactive
dialogue.
- Wikipedia
The Structure of Our Social Enterprise
EngageMcDonald’s Mentions
Report
Listen/Monitor
Marketing
MenuOperation’s
Agency
Partner’sLeadership
Consumer
Insights
Revealing Strategic Insights
Driving Sales & GCs
Product Develop-ment
Mobilizing Advocates
Activating Employees
Community Building
Amplifying Awareness
How are we using?
Building the
Business
Building the Brand
Our Strategic Imperatives
Promote
our Menu
Build
Brand Trust
Protect
the Brand
Our Channel Strategy
Our channels include:
◦ Blogs
◦ Communities
◦ YouTube
◦ Crew Portals
◦ Access McD
◦ McDonalds.com
Owned: What We Publish
Earned: What We Influence
Paid: What We Buy
Meet the “Tweeps”
@Kty_McD
My Twitter-Sized Job Description: Helping customers as part of the
Customer Satisfaction crew!
Why I Love McDonald's: I'm an early
morning and late night eater. So you
could say I love the Golden Arches from
dawn 'til dusk.
My Favorite McDonald's Menu Item(s): Egg McMuffins and Ranch Snack Wraps.
Why I Love Twitter: I can tweet from
anywhere!
One Word That Describes Me: Creative
@Dana_McD
My Twitter-Sized Job Description: Working every day
to keep you informed on all
things McDonald's.
Why I Love McDonald's:Ronald...of course!
My Favorite McDonald's Menu Item(s): Hot Fudge Sundaes and
Egg McMuffins (not at the same
time!).
Why I Love Twitter: It's short,
sweet and to the point!
One Word That Describes Me:
Determined
@Kim_McD
My Twitter-Sized Job Description: I love keeping our
customers happy on the McD's
Customer Satisfaction team!
Why I Love McDonald's: Great
food and fun for my family.
My Favorite McDonald's Menu Item(s): Our World Famous
French Fries.
Why I Love Twitter: Easy and
fun!
One Word That Describes Me: Optimistic
The rest of the ‘tweeps’ hail from U.S. Communications
Case Studies
Natalie – Drive Product Trial
9636
Followers
Don – Restaurant Issue
Don – Restaurant Issue
Personalized follow-up
Personalized follow-up…
Results in….
Listening Tour
Family Arches Community
� Social networking destination to connect McDonald’s with parents
� Continuing to build brand trust
� Focusing on Family, Food and Wellness
FamilyFamily FoodFood WellnessWellness
Questions?
Follow us on Twitter:@McDonalds@heather04
Become a Facebook Fan!
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