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The "Secret Sauce" to Customer Engagement - BDI 11/8/11 Social Communications & Content Marketing Leadership Forum
The "Secret Sauce" to Customer Engagement - BDI 11/8/11 Social Communications & Content Marketing Leadership Forum
The "Secret Sauce" to Customer Engagement - BDI 11/8/11 Social Communications & Content Marketing Leadership Forum
The "Secret Sauce" to Customer Engagement - BDI 11/8/11 Social Communications & Content Marketing Leadership Forum
The "Secret Sauce" to Customer Engagement - BDI 11/8/11 Social Communications & Content Marketing Leadership Forum
The "Secret Sauce" to Customer Engagement - BDI 11/8/11 Social Communications & Content Marketing Leadership Forum
The "Secret Sauce" to Customer Engagement - BDI 11/8/11 Social Communications & Content Marketing Leadership Forum
The "Secret Sauce" to Customer Engagement - BDI 11/8/11 Social Communications & Content Marketing Leadership Forum
The "Secret Sauce" to Customer Engagement - BDI 11/8/11 Social Communications & Content Marketing Leadership Forum
The "Secret Sauce" to Customer Engagement - BDI 11/8/11 Social Communications & Content Marketing Leadership Forum
The "Secret Sauce" to Customer Engagement - BDI 11/8/11 Social Communications & Content Marketing Leadership Forum
The "Secret Sauce" to Customer Engagement - BDI 11/8/11 Social Communications & Content Marketing Leadership Forum
The "Secret Sauce" to Customer Engagement - BDI 11/8/11 Social Communications & Content Marketing Leadership Forum
The "Secret Sauce" to Customer Engagement - BDI 11/8/11 Social Communications & Content Marketing Leadership Forum
The "Secret Sauce" to Customer Engagement - BDI 11/8/11 Social Communications & Content Marketing Leadership Forum
The "Secret Sauce" to Customer Engagement - BDI 11/8/11 Social Communications & Content Marketing Leadership Forum
The "Secret Sauce" to Customer Engagement - BDI 11/8/11 Social Communications & Content Marketing Leadership Forum
The "Secret Sauce" to Customer Engagement - BDI 11/8/11 Social Communications & Content Marketing Leadership Forum
The "Secret Sauce" to Customer Engagement - BDI 11/8/11 Social Communications & Content Marketing Leadership Forum
The "Secret Sauce" to Customer Engagement - BDI 11/8/11 Social Communications & Content Marketing Leadership Forum
The "Secret Sauce" to Customer Engagement - BDI 11/8/11 Social Communications & Content Marketing Leadership Forum
The "Secret Sauce" to Customer Engagement - BDI 11/8/11 Social Communications & Content Marketing Leadership Forum
The "Secret Sauce" to Customer Engagement - BDI 11/8/11 Social Communications & Content Marketing Leadership Forum
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The "Secret Sauce" to Customer Engagement - BDI 11/8/11 Social Communications & Content Marketing Leadership Forum

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The “Secret Sauce” to Customer Engagement …

The “Secret Sauce” to Customer Engagement
Presented by: Heather Oldani, Director, Communications, McDonald's U.S.A.

www.bdionline.com

Published in: Business, Technology
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  • 1. The “Secret Sauce” toCustomer Engagement Social Communications & Content Marketing Leadership Forum November 8, 2011
  • 2. Unhappy customer tweets…
  • 3. We were listening…
  • 4. Personal note was sent….
  • 5. With the missing toy….
  • 6. Bringing smiles….
  • 7. And a nice “public” note…
  • 8. 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
  • 9. The Structure of Our SocialEnterprise Listen/Monitor Engage McDonald’s Mentions Report Consumer Marketing Insights Operation’s Menu Agency Leadership Partner’s
  • 10. Our Strategic Imperatives Promote Build Protect our Menu Brand Trust the Brand
  • 11. Our Channel Strategy Our channels Owned: include: What We Publish ◦ Facebook ◦ Twitter ◦ Blogs ◦ Communities ◦ YouTube Paid: Earned: ◦ Google What We What We ◦ Crew Portals Buy Influence ◦ Access McD ◦ McDonalds.com
  • 12. Meet the “Tweeps” “Tweeps”@Dana_McD @Kim_McD @Kty_McDMy Twitter-Sized Job My Twitter-Sized Job My Twitter-Sized Job Description:Description: Working every day Description: I love keeping our Helping customers as part of theto keep you informed on all customers happy on the McDs Customer Satisfaction crew!things McDonalds. Customer Satisfaction team! Why I Love McDonalds: Im an earlyWhy I Love McDonalds: Why I Love McDonalds: Great morning and late night eater. So youRonald...of course! food and fun for my family. could say I love the Golden Arches from dawn til dusk.My Favorite McDonalds Menu My Favorite McDonalds MenuItem(s): Hot Fudge Sundaes and Item(s): Our World Famous My Favorite McDonalds Menu Item(s):Egg McMuffins (not at the same French Fries. Egg McMuffins and Ranch Snack Wraps.time!). Why I Love Twitter: Easy and Why I Love Twitter: I can tweet fromWhy I Love Twitter: Its short, fun! anywhere!sweet and to the point! One Word That Describes Me: One Word That Describes Me: CreativeOne Word That Describes Me: OptimisticDetermined The rest of the ‘tweeps’ hail from U.S. Communications
  • 13. Case Studies
  • 14. Natalie – Drive Product Trial 9636 Followers
  • 15. Don – Restaurant Issue
  • 16. Don – Restaurant Issue
  • 17. Personalized follow-up follow-
  • 18. Personalized follow-up… follow-
  • 19. Results in….
  • 20. Listening Tour
  • 21. Family Arches CommunitySocial networking destination to connectMcDonald’s with parentsContinuing to build brand trustFocusing on Family, Food and Wellness Family Food Wellness
  • 22. Questions? Follow us on Twitter: @McDonalds @heather04 Become a Facebook Fan!

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