How Big Brands Use Social Media
Minneapolis at General Mills | August 13, 2009
Heather Oldani & Steve Wilson
McDonald’s
“Collaboration 2.0”

Collaboration 2.0
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BlogWell Minneapolis
August 13, 2009

Heather
Oldani
Steve
Wilson
Director, U.S. Communications
Sr. Director, Global Web Communications

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

Strategic Vision Statement
Deepen and enrich the brand’s
relationship with consumers
through knowledge, sharing, and
entertainment.

McDonald’s Digital Strategy
Pillars
Go to them & foster THEIR communities
Be multidimensional
Continue engagements
Be transparent

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Our Digital Collaboration

Who Owns What?

Digital Workgroup
Communications
Media
Creative
Insights

A Phased Approach
Listen
Listen Participate Lead
Participate Lead

Conversation Strategy
Site Types of Who Will be Talking Primary Owner
Conversations
Brand discussions, Communications with Communications
experiences other experts as
needed
Honoring fans, Marketing with help Marketing with
providing ways for them from Communications Communications
to amplify their and other experts as support
fandom, engage with needed. Includes pilot
brand. program for local
activation
Focus on general brand Communications & Communications
experiences Customer Sat

Digital Collaboration
Communications
Customer
Sat
Media
Creative
Brand
Content
Field
Legal
Insights

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Local U.S. Market Integration

Local Facebook Integration
My McDonald’s

Local Sample Home Page
My McDonald’s
Choose Another
McDonald’s Restaurants of Northeast Ohio Share + Zip Code
21

Local Twitter Integration

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Global, Employee Integration

Mindshare

Integrated into
Corporate Portal

AboutMcDonalds.com

“Open for Discussion”

Station M
USA & 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 me
 Platform 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 M
USA & Canada

Station M

Our Lounge
United Kingdom

KetchUP
Singapore

McLand
Brazil

How Big Brands Use Social Media
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