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:

◦ Facebook

◦ Twitter

◦ Blogs

◦ Communities

◦ YouTube

◦ Google

◦ 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!