This is a hypothetical social media strategy for McDonald's for my social media management class.

1. McDonalds
By John Marshall
5/23/17

2. Table of Contents
1. Execu@ve Summary….............
2. Social Media Audit…..............
1. Social Media Assessment…...............
2. Website Traffic Sources Assessment….............
3. Audience Demographic Assessment…...............
4. Compe@tor Assessment…................
3. Social Media Objec@ves…................
4. Online Brand Persona and Voice…................
5. Strategies and Tools …................
6. Timing and Key Dates…...............
7. Social Media Roles and Responsibili@es…................
8. Social Media Policy…..................
9. Cri@cal Response Plan…....................
10. Measurement and Repor@ng Results…...............

3. Execu@ve Summary
• Our major social media strategy goal for the rest of the 2017 quarter year
is to increase engagement on all social media pla;orms, prospect new
customers, improve content values and lastly grow our base.
– Social Media Accounts include: Facebook, Pinterest, TwiIer and Instagram
• The primary focus of this strategy will be to increase engagement on all
social media pla;orms.
• Major strategies suppor@ng our goals:
1. A plan to Increase amount of content posted on the different pla;orms
2. A plan to increase amount of followers
3. A plan to increase engagement among followers

4. Audit
Social Media Assessment:
- Below is an audit of McDonald's social media presence as of May 2017. The
assessment includes all McDonald’s data for its media sites, engagement, URLs,
acUvity and number of followers.
Social Media URL Follower Count Average
Weekly Ac@vity
Average
Engagement
Rate
Facebook
hIps://
www.facebook.com/
McDonaldsUS/?
brand_redir=101500971744
80584
71 Million 6.3 post per
week
35%
TwiIer
hIps://twiIer.com/
McDonalds?ref_src=twsrc
%5Egoogle%7Ctwcamp
%5Eserp%7Ctwgr
%5Eauthor
3 Million 3,000 psot per
week
53%
Instagram
hIps://
www.instagram.com/
mcdonalds/
2.4 Million 0.4 post per
week
18%
Pinterest
hIps://
www.pinterest.com/
mcdonalds/
8,262 0.2 post per
week
8%

5. Audit
Website Traffic Sources Assessment (Monthly):
Currently Facebook leads all social media pla;orms in volume and % of overall traffic.
Source Volume % of Overall
Traffic
Conversion Rate
Facebook 2M unique visits 30% 2.8%
TwiIer 125K unique visits 20% 4%
Instagram 85K unique visits 7% 1.4%
Pinterest 1.3K unique visits 4% 1.1%

6. Audit
Audience Demographic Assessment:
Age
Distribu@on
Gender
Distribu@on
Primary
Social
Network
Secondary
Social
Network
Primary Need Secondary
Need
18-25
60%
55% Female TwiIer
Facebook Transparency,
discount and
deals
Entertain
ment,
updates
26-35
25%
45% Male Facebook TwiIer
35-64
8%
Facebook TwiIer
65+
7%
Facebook TwiIer

7. Audit
Compe@tors Assessment:
Compe@tor Social Media
Profile
Strengths Weaknesses
Burger King @BurgerKing
(TwiIer)
InteracUve,
promoUons.
Not many photos.
Wendy’s @Wendys
(TwiIer)
Fast and effecUve
responses,
entertainment.
Reach is low and
too any hashtags
used.
Taco Bell @Tacobell
(TwiIer)
Uses effecUve
photos,
promoUons.
Not interacUve
and overuse of
hashtags.

8. Objec@ons
As of 2017, McDonald’s primary focus for its social media accounts is to aIract new followers
(customers). In order for this to become a reality, McDonald’s social media prioriUes must focus on
adding more valuable content, engaging/interacUng with followers more and grow their base.
Some specific objec@ves (in the next 6-8 months) include:
• Increase valuable content posted by 10-15%.
• Use more interacUve content to allow users to engage first-hand.
• Increase followers on all accounts by 5-10%.
• Use more video-post in our content since that is the current trend.
KPI’s
• Number of Facebook, TwiIer, Instagram and Pinterest followers
• Number of interacUon/engagements (Likes, follows, comments, shares)
• Increase reach for Instagram and Pinterest
Key Messages:
• We promote choices. Real ingredient. Great taste. Transparency.
• I’m loving it.
• Quick and quality food.

9. Online Brand Persona & Voice
Adjec@ves that describe
our brand:
• Quick
• Nearby
• CreaUve
• Friendly
• Tasteful
Adjec@ves when
interac@ng with
customers:
• Kind
• Helpful
• Encouraging

10. Strategies & Tools
Media:
• Paid – Facebook post 2-3 Umes a week to target more males since females are
more interacUve on McDonald’s social media sites.
• Owned – Use the hashtag #ImLovinIt or #McDStories on TwiIer, Instagram
and Pinterest to generate more buzz on McDonalds and make it easier to
search. Encourage customers who come in the stores to tweet @McDonald’s
how their food and experience went.
• Earned – Easily monitor all social media pla;orms using the different
hashtags. Respond and engage with users tweeUng or menUoning
McDonald's.
Tools:
• Hootsuite
• Buffer
• Canva
• Buffer

11. Timing & Key Dates
Holiday Dates:
• Labor Day (long weekend)
• Memorial Day (long weekend)
• ValenUnes Day
• St. Patrick's Day
Internal Events:
• July 3rd 2017 – Community
service day
• Everyday – Ronald
McDonald House Charity
• May 31st 2017 – House
Building/PainUng service
Repor@ng Dates:
• ReporUng will occur once a
quarter.
-March 25th, June 26th,
September 21st, and December
23rd.

12. Social Media Rules & Responsibili@es
• Marke@ng Director – Deborah Wahl
– DuUes: Manages McDonald’s brand on a global scale. Oversee markeUng,
menu and customer insights. Develops markeUng strategy and plans. Manages
markeUng team.
• Social Media Manager – Kristy Cunningham
- DuUes: responsible for bringing new strategic, consumer and analyUc
capabiliUes to the business. Develops brand awareness and creates
content.
• Social Media Coordinator – N/A
• DuUes: Collaborates with social media manager to ensure
everything runs smoothly. Helps develop brand awareness and
engage consumers.

13. Social Media Policy
“The McDonald’s brand is passionately discussed in many forums, including online in
social media engagements. McDonald’s supports free speech and encourages our
people to embrace social media. We recognize the need to have a policy which
ensures that employees who use social media either for work purposes, or in a
personal capacity, have guidelines as to the company’s expectaUons.”
“McDonald’s adheres to our Values when parUcipaUng in the online social media
community, and we expect the same commitment from anyone who represents the
McDonald’s brand – including our employees, owner/operators, and suppliers.
In order to protect the McDonald’s brand, we do not use social media to undermine
the goodwill, reputaUon, development and/or operaUon of McDonalds, our products,
our services and our people.”
“Any deviaUon from these commitments may be subject to disciplinary or other
appropriate acUon, up to and including terminaUon of employment.
This policy extends to use of social media while you are not at work. However, it is
important to note that this policy does not apply to your personal use of social media
pla;orms where you make no reference to McDonald’s related issues.”

14. Cri@cal Response Plan
Scenario 1: Inappropriate Tweet/Post sent from @McDonald’s or McDonald’s Facebook Page
Ac@on Plan:
• Step 1. Screen shot/take picture of inappropriate Tweet/Post.
• Step 2. Delete Tweet/Post immediately aver.
• Step 3. Contact Deborah Wahl (Chief MarkeUng Officer)
• Step 4. Evaluate damages and reach of Tweet/Post. Analyze negaUve impact.
• Step 5. If media has picked up Tweet, manage all direct contacts.
• Step 6. Send out follow up Tweet/Post apologizing if content was offensive.
• No pre-approved messages for this scenario.
Scenario 2: Structure Collapse, Injuries
E.g. Conflict in a McDonald’s store, customer slipped and fell and was sent to the hospital due to wet floors.
Ac@on Plan:
• Step 1. Site crew to alert markeUng director (Deborah Wahl) and other appropriate execuUves.
• Step 2. Evaluate number of menUons on all social media pla;orms.
• Step 3. If media has picked up incident, Deborah will manage all direct contact.
• Step 4. Push messaging to social channel where news first broke.
• Step 5. Evaluate the need for a longer statement and write one to release to public explaining details and
an apology.
• Step 6. ConUnue monitoring the situaUon unUl issue is resolved and customer is okay.
Pre-approved messages:
• TwiIer: “An incident occurred today injuring one at a McDonald’s locaUon. Customers is okay, and store is
back up and running.”
• Facebook: “An incident occurred earlier today, where an individual was hurt in a McDonald’s locaUon.
Individual is stable and in good condiUon.”

15. Measurement & Repor@ng
Quan@ta@ve KPI’s:
• ReporUng Period: 4 months
• Data as of May 26, 2017
Website Traffic Sources Assessment (Monthly average from January 2017 to
May 2017 )
Source Volume Percentage of
Overall Traffic
Conversion Rate
Facebook 2,200,00
(10% increase)
35% 2.8%
TwiIer 137,500
(10% increase)
25% 4%
Instagram 89,250
(5% increase)
9% 1.4%
Pinterest 1,339
(3% increase)
4% 1.1%

16. Measurement & ReporUng
Social Network Data
Social Network URL Follower Count Average Weekly
Ac@vity
Engagement
Rate
Facebook hIps://www.facebook.com/
McDonaldsUS/?
brand_redir=1015009717448
0584
78,100,000
(10% increase)
8.4 post per
week
40%
TwiIer hIps://twiIer.com/
McDonalds?ref_src=twsrc
%5Egoogle%7Ctwcamp
%5Eserp%7Ctwgr%5Eauthor
3,300,000
(10% increase)
4,500 post per
week
61%
Instagram hIps://www.instagram.com/
mcdonalds/
2,592,000
(8% increase)
1.3 post per
week
23%
Pinterest hIps://www.pinterest.com/
mcdonalds/
9,501
(15% increase)
1.2 post per
week
12%

17. Measurement & ReporUng
• All social media accounts (Facebook, TwiIer, Instagram and
Pinterest) followers have increased by at least 5% by the end
of the period.
• The social content team has done a remarkable job of
increasing interacUve content on the TwiIer and Facebook
accounts by 10% and has uUlized videos and pictures on all
accounts.
• Likes and shares on Facebook have increased by 4% and will
conUnue to grow.

18. Measurement & ReporUng
Qualita@ve KPI’s
Sen@ment Analysis
• Aver analyzing our social media pla;orms and post we have discovered:
• A lot of posiUve senUment from customers, employees and management
regarding McDonald’s as a brand. These include shares, likes, shout outs and
personal experiences (stories).
• Content with visuals and videos aIracted more users and interacUon
• The biggest trigger of negaUve feelings is correlated with not responding to users
in a Umely manner.
Proposed Ac@on Items
• ConUnue using #ImLovinIt and #McDStories campaigns.
• Increase interacUve content with followers and engage more.
• Prepare mission statement and strategy for LinkedIn for the upcoming hiring
season.
• Increase demonstraUon of appreciate for followers