In his BlogWell Los Angeles presentation, McDonald's Director of Digital & Social Media, Sosti Ropaitis, shares how @McDonaldsCorp is creating timely and engaging social content. He goes into detail about their video campaign during the London 2012 Olympics and explains how they utitlized Twitter and Pinterest to engage their fans. Watch the video of the presentation here: https://vimeo.com/56937339

1. SocialMedia.org
This video is from
Case Studies
BlogWell
San Francisco
June 20, 2011
This presentation is from
socialmedia.org/blogwell
BlogWell Sosti Ropaitis
Los Angeles
December 5, 2012 Creating Timely & Engaging
socialmedia.org/blogwell Social Content

2. Creating Timely &
Engaging Social Content
@McDonaldsCorp
@SostiR

3. it’s all about context
...It’s about the right story.

4. En(f)=(Cn + Ctx) x T
Engagement is a function of content, context and timeliness

5. {Content}
Genuine, compelling, fun & unexpected fact based content.

6. Content that:
1 Drives Business
2 Drives Brand

7. {Content} Drives Business

11. {Content} Drives Brand

16. {Context}
Defining the appropriate entry door to a single piece of content
that delivers users that are more likely to interact with it.

17. 1 Respond to rumors &
Issues management
2 Make educated
decisions about content
creation and strategy

19. PASSPORT

22. The Adventures of Mayor McCheese
Entry Doors: Twitter, Pinterest

23. The Adventures of Mayor McCheese
Entry Doors: Twitter, Pinterest

24. {Timeliness}
Be organic agile and relevant in the way we
create social video content.

25. The Challenge
Content that transcends geographies, cultures & celebrates the
spirit of the Olympics & the McDonald’s brand.

29. Video production
timeline
Equipment
Video Profile Film Editing
Casting Graphics Proofing
Music Sound Legal
Concept Graphics Voice-overs Post {Reviews}
Budget Scripts Translations
Concept Pre-Production Production Post-Production

30. Equipment
Video Profile Film Editing
Music Graphics Proofing
Casting Sound Legal
Concept Graphics Voice-overs Post
Budget Scripts Translations
Concept Pre-Production Production Post-Production

31. The Story Elements
1. Interesting visuals
2. Music
3. Fun light storyline

32. Equipment
Video Profile Film Editing
Music Graphics Proofing
Casting Sound Legal
Concept Graphics Voice-overs Post
Budget Scripts Translations
Concept Pre-Production Production Post-Production

33. The Casting Process
1. Picture
2. Age
3. Country of Origin
4. Position in the Olympic Restaurants

34. Natalie
Casper Chris
Matheus Risa Billy

35. {Timeliness}
Film 5 YouTube Vignettes in 2.5 weeks

36. D
Video production
timeline in London

37. D
Video production
timeline in London

38. D
Video production
timeline in London

39. D
Video production
timeline in London

40. http://youtu.be/3680yCzaXQA?hd=1

41. Equipment
Video Profile Film Editing
Casting Graphics Proofing
Music Sound Legal
Concept Graphics Voice-overs Post {Reviews}
Budget Scripts Translations
Concept Pre-Production Production Post-Production

42. Partner with Legal
Image Rights
Music Rights
Treatments & Scripts
Stakeholder Reviews

43. Equipment
Film Editing
Graphics Proofing
Sound Legal
Voice-overs Post
Translations
Concept Pre-Production Production Post-Production

46. Editorial Calendar
Guiding the process not creating a robotic brand personality

47. Olympic Content Everyday Content
90
67.5
45
22.5
0
week 4 week 2 Games Time Post- Games

48. Stick to the Script
Define a process, educate everyone one the team, practice &
communicate, communicate, communicate!

49. 85+ 80+ 40+ 40+
Countries Countries Countries Countries

50. Build The Right Team
Sosti Lizzie Lindsey
Steve Becca Jori Melissa

51. Thank You
@SostiR
@McDonaldsCorp

52. SocialMedia.org
This video is from
Case Studies Learn more about past and
BlogWell
San Francisco
June 20, 2011
upcoming BlogWells
This presentation is from
socialmedia.org/blogwell
BlogWell socialmedia.org/blogwell
Los Angeles
December 5, 2012
socialmedia.org/blogwell