Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

ClientSummit2010_MathiasSinn(McDonalds-NeueDigitale)

2,497 views

Published on

Mathias Sinn, Managing Director, Neue Digitale/Razorfish helped us look at how McDonald’s has embraced social media in Germany to change popular perceptions of its brand at Razorfish Client Summit.

Published in: Business
  • Be the first to comment

  • Be the first to like this

ClientSummit2010_MathiasSinn(McDonalds-NeueDigitale)

  1. 1. Razorfish Germany<br />Social Web 4 McDonald‘s<br />McDonald's<br />1<br />10/20/10<br />
  2. 2. The <br />Challenge<br />
  3. 3. So muchhate outside.<br />*<br />Thevoices ofourcriticsareveryloud and visible.<br />Theypublish and and sharethesamepicturesover and overagain.<br />*<br />
  4. 4. The Goals<br />
  5. 5. Love louderthancritics.<br />Makeourfanslouderthanthehaters. <br />Respondto negative commentswith open updiscussions.<br />Enablefanstospreadtheirlovefor McDonald‘s.<br />Earnattentioninsteadofbuying it.<br />
  6. 6. OurSocial Web Goals<br />Moretrust<br />Moreengagement<br />Spreadthelovefor McDonald‘s<br />*<br />*<br />*<br />
  7. 7. The <br />Changes<br />
  8. 8. #1 Wechange<br />ourattitude.<br />„We understand Social Media as a dialogue, <br />not as an promotionor PR tool“<br />
  9. 9. #2 Wegive<br />ourfans<br />a home.<br />*<br />A platformwheretheycan<br />talk to us + showustheirlove.<br />
  10. 10. # 3<br />Weact<br />Differently! <br />
  11. 11. New ways in PR: <br />The Anti LitteringCampaign.<br />
  12. 12.
  13. 13. New ways in Marketing:<br />The firstProductlaunched on theSocial Web.<br />
  14. 14. Great ingrediants! <br />Uli Hoeness<br />ourgermanfavourit<br />Famous- Soccer Player<br />- Club Manager <br />- Sausagemaker<br />Mc Donald‘s<br />Nuernburger<br />Original Nuernberger<br />Bratwurst<br />
  15. 15. 15<br />10/20/10<br />
  16. 16. Thankyou.<br />
  17. 17. Neue Digitale / RazorfishMathias Sinn.ManagingDirector<br />Contact<br />Email: mathias.sinn@neue-digitale.deTel.: +49 - (0)30 / 2936388-11Mobile: +49 - (0)160 / 7400053 <br />
  18. 18. Copyright<br />Copyright<br /><ul><li>This document is the idea of NeueDigitale / Razorfish GmbH creative agency for digital marketing.
  19. 19. All information and comments in this document are to be treated confidentially.
  20. 20. Utilisation of the ideas, proposals as well as rudimentary concepts contained in this document is permissible only within the scope of the assignment.
  21. 21. In particular, the passing on or transfer of ideas to a third party is only permitted with the explicit consent of NeueDigitale / Razorfish GmbH creative agency for digital marketing.</li>

×