BlogWell Chicago Social Media Case Study: McDonald's, presented by Joe Curry


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In his BlogWell case study presentation, "Finding the 'Voice of McDonald's'", McDonald's Manager of Global Web Communications, Joe Curry, explained the social media details behind their American Idol-like internal competition.

Joe shared how they got their employees involved, how they used different platforms to spread the word, and the amazing numbers and results from the competition.


BlogWell is the only conference where social media executives from big brands come together to share their case studies, offer practical how-to advice, and answer your questions.

To learn more about BlogWell, visit​​blogwell/​​

BlogWell is produced by GasPedal and the Social Media Business Council.

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  • Imagine you’re Roger Corneille, a McDonald’s restaurant manager in the Netherlands who has a passion for singing.Two weeks ago, you were serving guests at a restaurant. But many months ago, you submitted a music video that was voted on by fans across the world and a panel of judges to bring you where you are here today, in Orlando, Florída. You’re at the OLYMPICS of global singing competitions.The venue is packed with 15,000 people from 117 countries who are shouting, clapping and cheering you on. In the past week, you’ve had vocal coaching, choreography lessons and practices with the band. The stage is set, the lights are up and the orchestra is in the back. 22 jumbo video screens are overhead. The crowd is getting fired up. But, they’re not waiting for some international music superstar. They’re waiting for YOU, Roger Corneille to sing, and see if you become the next Voice of McDonald’s- 3rd iteration of a singing contest open to our 1.7 million restaurant employees in 117 countries- Celebrates employees’ talentsHighlights commitment to our people Compete for a top prize of $25,000 at our biennial worldwide convention attended y 15,000 people
  • Our judges reviewed 10,451 entries from around the globeSelected Top 30 semifinalists who were featured on the voting siteEach semifinalist had a 1 minute excerpt of their song, bio, and links to their Flickr albums and YouTube videos
  • 30,000AccessMCD156,000 on crew networks
  • 3 MONTHS OUTWorking with graphic and video designer, website team to create promotional pieces that were social media friendly
  • Phase 1: Get the vote!
  • Full-length music videoWatch Me videoVote for Me (in English and native language)
  • We had 2 separate toolkits:1- Country contacts – instructions on how they could help their semifinalist get votes using social media (and develop their individual VOM presence in social media, if they wanted). Included: Directions for creating account and vanity URLs Profile descriptions and tags Ideas for what type of content should be uploaded (status updates, photos, links to YouTube videos)2-Semifinalists- Explained what social media sites McDonald’s was managingOffered action steps on how they could promote their video (and get votes) using those channels or creating their individual one Promotional assets – photos, avatar icons, biography sheets, business cards, videosEvelyn in Costa Rica setup her own website and Twitter accountFatima in Michigan set up her own YouTube channel
  • Phase 2: Stayin’ Alive
  • Walter Afanasieff had produced music for artists such as Céline Dion, Mariah Carey, Josh Groban- Produced “My Heart Will Go On” from Titanic
  • BlogWell Chicago Social Media Case Study: McDonald's, presented by Joe Curry

    1. 1.
    2. 2. BlogWell Chicago ● August 11, 2010<br />
    3. 3. Joe Curry<br />Social Media Manager,<br />Global Web Communications<br /><br />@joejcurry<br />
    4. 4. What is the Voice of McDonald’s?<br />
    5. 5. Social Media Goals<br /> awareness of unique opportunities<br /> awareness of public online voting<br />Share the finalists’ stories<br />Use as case study for future social media efforts<br />
    6. 6. 6<br />Social Media Strategy<br />Crew & Employee <br />BusinessNetworks<br />Activate Friends & Family<br />Promo<br />Toolkit<br /><ul><li>Homebase
    7. 7. Outposts
    8. 8. Frontiers</li></ul>Social Networks<br />VOM<br />website<br />FacebookMySpacehi5<br />Bebo<br />orkut<br />Vkontakte<br />QzoneMixi<br />Twitter<br />Cross-promote videos onnetworks<br />Flickr<br />You Tube<br />Concept of Chris Brogan, Darren Rowse and Kyle Lacy<br />
    9. 9. Website<br /><ul><li> Goal: Vote for the Top 12 Finalists
    10. 10. 10,451 entries from 51 countries
    11. 11. Featured Top 30 semifinalists
    12. 12. Linked to social media sites, and each semifinalist had links to their specific content
    13. 13. Included website link on every other piece of content</li></ul>Online votingNovember 11 – December 4<br />Learning<br /><ul><li> Would have added permanent links for semifinalist voting pages</li></ul><br />
    14. 14. Internal Networks<br />
    15. 15. Internal Networks<br /><ul><li> Goal: Spread the word!
    16. 16. 1.7 million employees
    17. 17. 156,000 crew on internal social media sites
    18. 18. Social media ambassadors</li></ul>Learning<br /><ul><li> Asked for commitment early in process to schedule voting news</li></li></ul><li>External Networks<br />Corporate led social media channels for VOM<br />Facebook<br />YouTube<br />Twitter<br />Flickr<br />Semifinalist Toolkit<br />
    19. 19. Facebook<br /><ul><li> Goal: Offer place for conversation between fans and semifinalists
    20. 20. Overwhelmingly positive
    21. 21. Monitored by two people</li></ul>Learning<br /><ul><li> People gravitated to Facebook
    22. 22. Focus on 1-2 social networking sites</li></li></ul><li>YouTube<br /><ul><li> Goal: Share full-length music video and other “bonus” video content
    23. 23. Goal: Facilitate fan feedback and interaction with semifinalists
    24. 24. 110 videos posted
    25. 25. 92,000+ total video views</li></ul>Learning<br /><ul><li> Semifinalists loved the comments
    26. 26. Videos didn’t take attention away from voting site
    27. 27. Help educate team that once a video is posted to YouTube, it’s “final”</li></li></ul><li>Twitter<br /><ul><li> Goal: Spread news, offer real-time updates from finals at McDonald’s Worldwide Convention</li></ul>Learning<br /><ul><li> Minimal results overall
    28. 28. BUT, music artist feedback to semifinalist Roger made the effort worth it </li></li></ul><li>Flickr<br /><ul><li> Goal: Share more background about semifinalists and their passions
    29. 29. Upgraded to Flickr Pro for stats
    30. 30. Used common set of tags
    31. 31. Posted 1,100 photos with 29K+ views</li></ul>Learning<br /><ul><li> Easy way to add additional content to voting website</li></li></ul><li>Semifinalist Toolkit<br />
    32. 32. Social Media Outcomes<br />685,985 (2009)<br />Votes: 46,000 (2007)<br />Video views: 207,000 (2007)<br /> 1.1M (2009)<br /><ul><li> 92,000 video views on YouTube
    33. 33. 29K+ photo views on Flickr
    34. 34. Fan comments and interaction
    35. 35. Increased awareness and news pickup by mainstream media
    36. 36. 12 finalists announced in late December</li></li></ul><li>
    37. 37. Worldwide Convention<br />Updates began one month out<br />Live updates during rehearsals and competition<br />Top 12 finalists sang on Monday pm<br />Top 3 finalists sang on Thursday am for 15,000 people<br /> Biennial McDonald’s Convention where 15,000 attendees including franchisees, company staff and suppliers learn about the future of our business<br />Learning<br /><ul><li> Train a team to help with posting photos, videos and website updates during the final week!</li></li></ul><li>$25,000 Grand Prize Winner<br /> “McDonald’s recognizes not only my hard work but my talent. Forever I will be indebted to my McFamily.”<br />CheneeCapuyan, the Philippines<br />
    38. 38. Voice of McDonald’s Team<br /><ul><li> 2 production freelancers
    39. 39. Freelance writer
    40. 40. Entertainment marketing strategy firm
    41. 41. Website agency
    42. 42. Video communications agency
    43. 43. Global HR
    44. 44. Global Marketing
    45. 45. Creative Services
    46. 46. Web Communications
    47. 47. PR and Media Relations
    48. 48. Information Technology
    49. 49. Global Legal
    50. 50. Marketing, Comms and HR in our local markets </li></li></ul><li>Additional Takeaways<br />The earlier you plan, the better the results<br />Get buy-in early from Legal<br />Your employees are often your best brand ambassadors<br />Make content easy to share<br />How can we increase awareness for VOM 4?<br />
    51. 51. Joe Curry<br />Social Media Manager,<br />Global Web Communications<br /><br /><br />@joejcurry<br />