McDonald's #RLTM NY Case Study

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Case study of how McDonald's manages customer expectations and addresses PR issues using Twitter and other realtime media.

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McDonald's #RLTM NY Case Study

  1. 1. @realtimereport p TheRealtimeReport.comRealtime NY 11 | June 6, 2011 | New York
  2. 2. McTrends How McDonald’s Manages Conversations with TwitterRealtime NY 11 | June 6, 2011 | New York
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  18. 18. Twitter @McDonalds @ • 1 to 1 customer engagement • Proactive product promotion • Reactive conversations & issues management • Humanizing our brand through storytellingRealtime NY 11 | June 6, 2011 | New York
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  20. 20. “Thank you  @McDonalds for  excellent customer  service.” “Remember when I  ‐@dustinmartin,  “#McDonalds does Twitter  tweeted about the  147 Followers 147 Followers right. Swift, strong response  missing bacon on my  g y to my very minor pickle  @mcdonalds breakfast  issue. Thanks, @Kty_McD!  sandwich? They sent  I’m lovin’ it!  me coupons! Talk  “@Kimberly_AE Actually I  #SmartCompany #SmartCompany” might say that the  b t t about customer  ‐@AndyNY2, service!” @McDonalds twitter  245 Followers team is one of the best in  ‐@amusatov, the industry w/ info and  the industry w/ info and 104 Followers responds to customers  too.” “Was contacted by a  ‐@BryTupper, @McDonalds rep and is  819 Followers getting a coupon after last  getting a coupon after last night’s status about his  Chicken Selects. Talk about  service!” ‐@Taigitsune, 778 FollowersRealtime NY 11 | June 6, 2011 | New York
  21. 21. Our Stats • Active since September, 2009 p • 135,000+ followers • More than 100,000 mentions per week p • Average 3,000 @replies per week • 6,000+ tweets sentRealtime NY 11 | June 6, 2011 | New York
  22. 22. Our Content + Relevant Topics •National Leave the Office Early Day •National Pancake Day •National Pancake Day •National Grammar Day •St. Patrick’s Day  •April Fool’s Day •Star Wars Day •Earth Month •National Foursquare Day •YouTube T‐shirt Wars •YouTube T‐shirt Wars •Ray Kroc quotes •Unoffical Star Wars Day •Election Day •McMorningRealtime NY 11 | June 6, 2011 | New York
  23. 23. Contest Small scale trivia contests National sweepstakes 10 day event drove more than 500,000 web site visits & contest entriesRealtime NY 11 | June 6, 2011 | New York
  24. 24. Celebrity Integration • Twitter partnership with p p Chad Ochocinco • Live appearance + Twitter chat • 30 minute event reaching more than 1 millionRealtime NY 11 | June 6, 2011 | New York
  25. 25. Twitpic Promotions • Fans encouraged to g twitpic hand written message of support for Ronald McDonald House Charities • 1,050 photos submitted i 11 d b itt d in days • Overall reach of more than 1.7 millionRealtime NY 11 | June 6, 2011 | New York
  26. 26. Online Scavenger Hunt • Multi-city scavenger y g hunt with clues fed out via national & local twitter handles • Winners received year supply of McCafe coffee ffRealtime NY 11 | June 6, 2011 | New York
  27. 27. Amplifying Awareness Promoted TweetsRealtime NY 11 | June 6, 2011 | New York
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  34. 34. The Results • Negative chatter about McLobster ended immediately • 15,000 RT’s in less than two weeks , • PR equivalent of more than 20 million impressions p • Thousands of appreciative responses • 1 complaint to custo e se ce co p a t customer serviceRealtime NY 11 | June 6, 2011 | New York
  35. 35. Lessons Learned • Find your voice • Evolve your voice • H Have thi k skin thick ki • Move quickly, forget quickly • Never stop learningRealtime NY 11 | June 6, 2011 | New York

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