1. E R I C A E P P O L I T O
M AY 2 3 R D , 2 0 1 7
P U R 3 6 2 2 - S O C I A L M E D I A S T R AT E G Y
2. TA B L E O F C O N T E N T S
1. Executive Summary, May 2017
2. Social Media Audit
• Social Media Assessment, May 2017
• Traffic Sources Assessment, February 2017 to May 2017
• Customer Demographics Assessment
• Competitor Assessment
3. Social Media Objectives
4. Online Brand Persona and Voice
5. Strategies and Tools
6. Timing and Key Dates
7. Social Media Roles and Responsibilities
8. Social Media Policy
9. Critical Response Plan
10. Measurement and Reporting Results, February 2017 to May
2017
3. E X E C U T I V E S U M M A RY
• Priorities
• Engage with and become a positive force for consumers and community
• Promote the use of real ingredients and great taste
• Provide professional and leadership experience in a diverse environment for
workers
• Objectives
• Engage with customers worldwide
• By 2020:
• Serve 100% more fruit, vegetables, low-fat dairy or whole grains
• Reduce salt, sugar, saturated fat, and calories on menu
• Strategies
• Create new menu options that promote a well-balanced diet while
maintaining classic favorites
• Partnership with the Alliance for a Healthier Generation which helps to
inform consumers on healthy choices
• Provide nutritional labeling on packaged foods at more McDonalds locations
• Commitment to Ronald McDonald House Charities for over fifty years
• Plans to open 11 new Houses
• Development of Women’s Leadership Network to support females in
leadership positions within the industry
• Actively hire an increased number of veterans per year
4. S O C I A L M E D I A A U D I T
Social Network URL Follower Count Average Weekly Activity Average Engagement Rate
Facebook
https://
www.facebook.com/
McDonaldsUS/?
brand_redir=101500971
74480584 71,062,511 1x per week
Average
interactions per
post = 1000
Instagram https://
www.instagram.com/
mcdonalds/ 2,400,000 3x per week
4.2%
Twitter
https://twitter.com/
mcdonalds 3,440,000 4x per week
Average
interactions per
post = 400
LinkedIn https://
www.linkedin.com/
company-beta/2677/ 393,851 1x per week
Average
interactions per
post = 200
D A T E A S O F F E B R U A RY 2 0 1 7
At present time, the most engagement occurs on Instagram. LinkedIn receives the lowest amount of
interactions per post and the closing of or improvement upon this platform should be considered
for the future.
5. W E B S I T E T R A F F I C S O U R C E S
A S S E S S M E N T
F R O M F E B R U A RY 2 0 1 7 T O M A Y 2 0 1 7
S O U R C E S V O L U M E
P E R C E N TA G E O F
O V E R A L L T R R A F F I C
C O N V E R S I O N R AT E
FA C E B O O K 2500 unique visits 20% 1.7%
T W I T T E R 1200 unique visits 11% 0.6%
I N S TA G R A M NO DATA NO DATA NO DATA
6. C U S T O M E R D E M O G R A P H I C S
A S S E S S M E N T
Age
Distribution
Gender
Distribution
Primary Social
Network
Secondary
Social Network Primary Need
Secondary
Need
60% 18-25
65% Male
35% Female
65% Male
35% Female
55% Facebook
25% Instagram
20% Twitter
50% Instagram
25% Twitter
25% Facebook
Grabbing a fast,
convenient, and
inexpensive meal Trying a new
menu option or
limited edition
offer, such as
the Shamrock
shake
30% 26-40
10% 41-60
Survey distributed in November/December via email and website
registration. Total applicant responses: 2000
7. C O M P E T I T O R A S S E S S M E N T
Competitor Name Social Media Profile Strengths Weaknesses
Wendy’s
Facebook: https://
www.facebook.com/
wendys/?fref=ts
Wendy’s Facebook page
effectively engages its
followers, resulting in many
views and interactions.
Wendy’s is utilizing
Facebook Live and
interactive ads.
Wendy’s does not appear to be
inventing new menu items or
offering any specials to their
Facebook followers, both of
which could be extremely
useful in brand marketing and
promotion.
Burger King
Facebook: https://
www.facebook.com/
burgerking/?fref=ts
Burger King clearly attracts
new customers and pleases
current ones through
intense promotion of
limited edition menu items.
Burger King’s Facebook
predominantly sticks to stock
images and general photo ads.
Efficient marketing could be to
incorporate more video and
interactive ads for customers.
Taco Bell
Facebook: https://
www.facebook.com/
tacobell/?fref=ts
Taco Bell stands out
compared to its
competitors because it
posts a lot of personal
stories about/related to
their customers. For
example, they posted about
a couple winning their Love
and Tacos Contest.
I think that Taco Bell could
definitely improve on their
direct engagement with their
customers and website visitors
by replying to more of their
feedback or just simply
“liking” their comments.
Competitor Assessment Summary:
The above analysis compared the Facebook profiles of McDonald’s competitors: Wendy’s, Burger King, and Taco
Bell. Each company demonstrated the effectiveness of using high quality visuals and posting consistently to
engage with their audience. Based on my evaluations, all businesses could benefit from incorporating more
video and interactive ads on their pages to increase consumer interactions.
8. S O C I A L M E D I A O B J E C T I V E S
In 2017, our social media strategy will focus on increasing revenue through advanced multimedia
promotion and audience engagement on a variety of digital platforms. This will help to reach a
broader range of customers. By promoting McDonalds with more interactive and high-quality
formats on channels with different demographics, we hope to expand our client-base and overall
brand marketing.
Specific objectives:
1. Increase consumer reach by 40% on Facebook and Twitter platforms in the next 6 months
through:
a. Increased shares for interactive ads on Facebook
b. Increased retweets of content on Facebook
2. Increase brand promotion and followers on Instagram by 20% in 6 months through:
a. Weekly/monthly customer contests that require participants to follow McDonalds’
account page
3. Increase consistency of published posts on LinkedIn by 30% in 6 months.
a. Require social media manager to post at least two articles or advertisements per week
KPIs
1. Number of new visitors from Facebook and
Twitter
2. Number of Instagram followers
3. Number of weekly content posts to LinkedIn
4. Sentiment analysis
Key Messages
1. Balanced Lifestyle: Food, Family, Fitness
2. Giving Back To The Community One
Meal At A Time
9. O N L I N E B R A N D P E R S O N A A N D V O I C E
A D J E C T I V E S T H AT
D E S C R I B E O U R
B R A N D :
• Authentic
• Creative
• Generous
• Outgoing
W H E N I N T E R A C T I N G
W I T H C U S T O M E R S W E
A R E :
• Friendly
• Cooperative
• Hard-working
10. S T R AT E G I E S A N D T O O L S
PA I D :
Post most shared video ad on Facebook every Friday
afternoon and make sure to organically receive at least 10
shares, 150 likes and 20 comments over the weekend.
O W N E D :
Organize customer sweepstakes that gives followers the
chance to win a big gift card to McDonalds. The contest
would require participants to follow the McDonalds
Instagram page and post their favorite McDonalds meal with
the hashtag #MickyDMeal. This would effectively advertise
the company through consumer promotion.
E A R N E D :
Retweet/reply to loyal customers and followers on Twitter.
Provide users that promote the brand on social media with
restaurant coupons over the course of 6 months as company
sentiment. Collaborate with two health-conscious celebrities
and develop a relationship that fosters their promotion of a
healthy lifestyle that is possible through the new menu
options at McDonalds.
A P P R O V E D T O O L S :
Hootsuite, Buffer, Medium
E X I S T I N G S U B S C R I P T I O N S :
Photoshop, Vimeo, YouTube, Canva
11. T I M I N G & K E Y D AT E S
H O L I D AY D AT E S :
•National Hamburger Day
•Memorial Day (Long Weekend)
•4th of July
•National French Fry Day
•Canada Day (Long Weekend)
•Labor Day (Long Weekend)
I N T E R N A L E V E N T S :
•May 31st: Strategic Decisions
Conference
•June 1st: RBC Consumer & Retail
Conference
12. S O C I A L M E D I A R O L E S & R E S P O N S I B I L I T I E S
Vice President of Communications, Global Media & Public Relations:
Jano Cabrera
Responsibilities:
Pursue new services for new and existing company clients through
strategic brand marketing.
Global Media & Public Relations Manager: Lizzie Roscoe
Responsibilities:
Create and execute digital media plans for brand promotion.
Global Social Engagement Campaign and Advocacy Manager: Elly
Deutch
Responsibilities:
Develop social campaigns for McDonalds’ partnerships, help to foster
client and employee relationships globally for company.
13. S O C I A L M E D I A P O L I C Y
The presence and influence of various social media platforms in
present-day society is immense. McDonalds recognizes all people’s
freedom of speech and encourages all users of McDonalds-related
social media to adhere to the company’s expectations. As a
representative, employee, or advocate for McDonalds, we expect you
to adhere to these guidelines:
•Positive discussion of work and restaurant experiences
•Be clear about who you are representing
•Show respect for other users when interacting on social media
•Take responsibility for all content posted that represents McDonalds
•Ensure that all images, videos, and content is accurate and factual
•Do not disclose confidential McDonalds information
•Protect the company’s reputation
14. C R I T I C A L R E S P O N S E P L A N
S C E N A R I O 1 - I N VA L I D C O U P O N S E N T T O C U S T O M E R
F R O M @ M C D O N A L D S D U R I N G C O N T E S T
Action Plan:
1. When invalid Tweet is detected:
Take screenshot (on Mac press: Command+Shift+3)
Delete Tweet
Alert Lizzie Roscoe (Global Media & Public Relations Manager).
If unavailable, alert Elly Deutch (Global Social Engagement Campaign and Advocacy
Manager)
2. Lizzie to sync with Elly to discuss impact and reach, and evaluate further action.
3. Lizzie to develop appropriate follow up Tweet to customer, Elly to approve.
4. Direct Message customer apologizing for mistake and provide them with a correct
coupon code for future restaurant visit.
5. Hold meeting with employees who have access to social media accounts to ensure
understanding of ethical and acceptable use.
Pre-approved messaging:
NO PRE-APPROVED MESSAGING IN THIS SCENARIO
Messaging will be dependent on the nature of the tweet - to be developed by Lizzie
and Elly.
15. C R I T I C A L R E S P O N S E P L A N
S C E N A R I O 2 - N E G AT I V E F E E D B A C K N O T A N S W E R E D O N
FA C E B O O K PA G E
Action Plan:
1. When Facebook post comments are recognized:
Take screenshot (on Mac press: Command+Shift+3)
2. Alert Lizzie Roscoe (Global Media & Public Relations Manager). If unavailable, alert
Elly Deutch (Global Social Engagement Campaign and Advocacy Manager)
3. Lizzie to immediately apologize to angered customers to demonstrate McDonalds’
commitment to customer service.
4. Provide customers direct email account to contact to help mend situation.
5. Hold meeting with employees who have access to social media accounts to ensure
understanding of ethical and acceptable use.
6. Ensure that there is at least one team member in charge of account monitoring for
future occurrences.
Pre-approved messaging:
“We’re so sorry to hear about that. Please send us an email to
customers@mcdonalds.com and we’ll be glad to help solve the problem!”
16. M E A S U R E M E N T A N D R E P O R T I N G
Quantiative KPIs
Reporting Period: 3 months
Date as of May 27, 2017
Website Traffic Sources Assessment:
Timeframe: Monthly average, February 2017 to May 2017
S O U R C E S V O L U M E
P E R C E N TA G E O F
O V E R A L L T R R A F F I C
C O N V E R S I O N R AT E
FA C E B O O K
1200 unique
visits, 5% growth
32% 2.9%
T W I T T E R
500 unique visits,
5% growth
21% 1.9%
I N S TA G R A M
1000 unique
visits, 15% growth
7% 1.1%
W E B S I T E T R A F F I C S O U R C E S A S S E S S M E N T
17. M E A S U R E M E N T A N D R E P O R T I N G
Timeframe: as of May 2017
S O C I A L N E T W O R K D ATA
Social Network URL Follower Count Average Weekly Activity Average Engagement Rate
Facebook
https://
www.facebook.com/
McDonaldsUS/?
brand_redir=10150097
174480584 71,597,091 3x per week
Average interactions
per post = 1300
Instagram https://
www.instagram.com/
mcdonalds/ 2,450,000 4x per week 6.3%
Twitter
https://twitter.com/
mcdonalds 3,998,000 4x per week
Average interactions
per post = 600
LinkedIn https://
www.linkedin.com/
company-beta/2677/ 508,092 3x per week
Average interactions
per post = 300
The social media and marketing team has worked to advance each of the social media platforms
exponentially. Facebook has gained 23% more interactions through increased posts of interactive ads and
high-quality content.
By taking a greater focus on LinkedIn, McDonalds has been able to enhance the brand significantly through
this social media channel. Posting much more consistently has increased the company’s networking and
average interactions per post by 100 users.
18. M E A S U R E M E N T A N D R E P O R T I N G
#MickyDMeal Hashtag Performance
Between February 1, 2017 and May 27, 2017 the hashtag was mentioned 2300 times on
Instagram. As a result of this competition and increased brand marketing over the course
of three months, McDonalds’ Instagram account gained approximately 100,000 more
followers.
Qualitative KPIs
Sentiment Analysis
An analysis of the interactions on 100 Facebook posts, 100 Instagram posts and 100
Tweets revealed the following:
There was immense growth across each of these platforms as a result of interactive ads
posted by the company over the past three months. By taking a more relatable and
emotional approach to communication, McDonalds received lots of positive feedback
on customer service and overall restaurant reviews.
Proposed Action Items
Continue weekly/monthly Instagram contests, utilize different hashtags in the future.
Encourage customer involvement in Ronald McDonald donations and funding for
Houses through future campaigns.
19. S O U R C E S
•http://corporate.mcdonalds.com/mcd/sustainability/people/diversity-
and-inclusion.html
•http://corporate.mcdonalds.com/mcd/sustainability/planet.html
•http://corporate.mcdonalds.com/mcd/sustainability/community.html
•http://corporate.mcdonalds.com/mcd/sustainability/food.html
•http://corporate.mcdonalds.com/mcd/our_company/our-ambition.html
•http://www.trafficestimate.com/mcdonalds.com
•http://corporate.mcdonalds.com/mcd/investors/news-events/events-
calendar.html
•http://www.mckeoughgroup.com/Documents/Social%20Media
