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The "Secret Sauce" to Customer Engagement - BDI 11/8/11 Social Communications & Content Marketing Leadership Forum


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The “Secret Sauce” to Customer Engagement
Presented by: Heather Oldani, Director, Communications, McDonald's U.S.A.

Published in: Business, Technology
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The "Secret Sauce" to Customer Engagement - BDI 11/8/11 Social Communications & Content Marketing Leadership Forum

  1. 1. The “Secret Sauce” toCustomer Engagement Social Communications & Content Marketing Leadership Forum November 8, 2011
  2. 2. Unhappy customer tweets…
  3. 3. We were listening…
  4. 4. Personal note was sent….
  5. 5. With the missing toy….
  6. 6. Bringing smiles….
  7. 7. And a nice “public” note…
  8. 8. What is Social Media?The term Social Media refers to the use of web-based and mobile technologies to turn communication into an interactive dialogue. - Wikipedia
  9. 9. The Structure of Our SocialEnterprise Listen/Monitor Engage McDonald’s Mentions Report Consumer Marketing Insights Operation’s Menu Agency Leadership Partner’s
  10. 10. Our Strategic Imperatives Promote Build Protect our Menu Brand Trust the Brand
  11. 11. Our Channel Strategy Our channels Owned: include: What We Publish ◦ Facebook ◦ Twitter ◦ Blogs ◦ Communities ◦ YouTube Paid: Earned: ◦ Google What We What We ◦ Crew Portals Buy Influence ◦ Access McD ◦
  12. 12. Meet the “Tweeps” “Tweeps”@Dana_McD @Kim_McD @Kty_McDMy Twitter-Sized Job My Twitter-Sized Job My Twitter-Sized Job Description:Description: Working every day Description: I love keeping our Helping customers as part of theto keep you informed on all customers happy on the McDs Customer Satisfaction crew!things McDonalds. Customer Satisfaction team! Why I Love McDonalds: Im an earlyWhy I Love McDonalds: Why I Love McDonalds: Great morning and late night eater. So youRonald...of course! food and fun for my family. could say I love the Golden Arches from dawn til dusk.My Favorite McDonalds Menu My Favorite McDonalds MenuItem(s): Hot Fudge Sundaes and Item(s): Our World Famous My Favorite McDonalds Menu Item(s):Egg McMuffins (not at the same French Fries. Egg McMuffins and Ranch Snack Wraps.time!). Why I Love Twitter: Easy and Why I Love Twitter: I can tweet fromWhy I Love Twitter: Its short, fun! anywhere!sweet and to the point! One Word That Describes Me: One Word That Describes Me: CreativeOne Word That Describes Me: OptimisticDetermined The rest of the ‘tweeps’ hail from U.S. Communications
  13. 13. Case Studies
  14. 14. Natalie – Drive Product Trial 9636 Followers
  15. 15. Don – Restaurant Issue
  16. 16. Don – Restaurant Issue
  17. 17. Personalized follow-up follow-
  18. 18. Personalized follow-up… follow-
  19. 19. Results in….
  20. 20. Listening Tour
  21. 21. Family Arches CommunitySocial networking destination to connectMcDonald’s with parentsContinuing to build brand trustFocusing on Family, Food and Wellness Family Food Wellness
  22. 22. Questions? Follow us on Twitter: @McDonalds @heather04 Become a Facebook Fan!