What is a social network? An online service, platform, or site Focuses on facilitating the building of social networks or social relations among people who share interests, activities, backgrounds, or real-life connections Allows users to share ideas, activities, events, and interests within their individual networks
Structure A representation of each user (often a profile) His/her social links A variety of additional services
Most social network services are web-based Online community services are sometimes considered as a social network service Social network service usually means an individual- centered service whereas online community services are group-centered
#McDStories First used the hashtag #MeetTheFarmers and started generating the desired positive responses Switched to #McDStories with the expectation that fans would share their positive experiences Instead, the tag became a way for animal activists and less- than-satisfied diners to air their grievances
Within an hour, McDonalds saw that the campaign was not going as planned and was negative enough to cause a change of course
McDonalds quickly pulled down the promoted hashtag #McFail used by those discussing the fiasco
Within an hour of pulling #McDStories the number of conversations about it fell off from a peak of 1,600 to a few dozen 72,788 mentions of McDonalds overall that day #McDStories - only 2% of that With all social media campaigns, contingency plans included should the conversation not go as planned The ability to change midstream helped this small blip from becoming something larger
Lessons "Follower" ≠"Advocate“ Let the data rule Social listening and audience analysis are a critical part of strategy development Where there is a reputation problem, consumer education is key in managing it
Social media is a notorious vehicle for losing control Give up a certain measure of control of your brand to its followers Try and create some kind of guidance and scope by controlling what can be discussed The #MeetTheFarmers hashtag focused the consumers’ minds upon what was the true message of the McDonalds Twitter campaign
“Our Food. Your Questions” McDonald’s Canada A website that allows customers to submit queries to McDonalds Canada
Research showed that Canadian customers had questions Some myths were out there Clarify some of the info by developing a platform
Released a series of videos answering consumer questions about the food The photo-shoot videos have attracted more than 12 million views on YouTube The top viewing location was the U.S.
The borderless nature of social media is essential "The way that social media is, each area of the world [McDonalds is in] is able to launch something and other areas can benefit" - Heather Oldani, senior director-external communications for McDonalds USA
Lessons McDonalds Canada provided content that was not polarizing - it focused on specific processes related to the product It did not give consumers too many opportunities to trash it, and it stayed away from potentially touchy issues Too much control is not a better practice either McDonalds Canada did not allow users to comment on the YouTube pages Implies dubious intentions as it gives users no space to talk to the brand
“It’s Your Lunch, Take It” Campaign - April 17-May 29, 2012 Encouraged people to take their lunch hour back and enjoy it at McDonalds
Objectives Increase the bottom line Drive traffic in - particularly during lunch time Focus on premium products - Angus Burgers and premium chicken sandwiches Boost sales and interest of those products during lunchtime as well as throughout the day
Built around the idea of inspiring people to escape from their desks at lunch Tapping the spirit of Occupy Wall Street in ads Tag lines like "A lunch revolution has begun", "Its time to overthrow the working lunch", "A sesame seed of revolt has been planted", "Say no to crumbs in the keyboard"
Campaign Target - 18-49-year-olds in the U.S. About sparking a conversation in a simple way Through likes and comments on their page posts Simple actions that spread virally across Facebook (friends seeing their friends doing it and doing it too)
The Facebook page - the hub of an integrated campaign, featured TV spots inviting people to visit the page to learn more about taking back lunch "Lunch" Facebook tab Invited people to "Read the Manifesto" "Today we put an end to the working lunch and start working on eating it at McDonalds" and share it with friends
Began with Facebook posts that DDB promoted as ads across the social media site All of the posts that had messaging specific to this campaign were promoted Variety of posts used - from simple photo images to questions and video posts Variety of content delivered through an assortment of social-media channels - key to developing consumer relationships
Clicking on any one of the ads takes the consumer to a dedicated Facebook page with complimentary videos and images where fans can pledge, and share their support for the movement The first week generated nearly 560 shares of the page, and comments in many different languages
Results Campaigns return was up to 4 times the companys initial investment Increase in sales and guest counts after the campaign
Lessons The magic mix that allows consumers to engage, react, and be a part of the action Talk about things that resonate with them Collaboration and openness (not just between Facebook and McDonalds, but also their agencies)
The most commonly used social media Uses graph and activities to target demographics and people Building trust and doing things, such as sharing valuable content, news articles and special offers, are essential
Best used to grab the people’s attention and generate traffic to a desired website Interesting content being presented is key Use of appropriate hashtags is of utmost importance
Great way to reach out to millions of potential customers BUT much harder to target a particular audience as compared to other social networks Great to use for presentations, webinars, testimonials, and announcements Videos can be more engaging and shareable A great way to complement other marketing initiatives
IDEA Identify the mass influencers Deliver groundswell customer service Empower your customers with information Amplify your fans
MOST IMPORTANT GUIDELINE Be engaging and interact with your consumers by both listening and responding to their comments and feedback
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