McDonalds Facebook presence                 January 2013More than 26 million Facebook users have been served    engaging c...
 The reach and popularity of this global fast food chain adds to                          online popularity. Because peo...
 At first glance,  McDonalds Wall is fairly  engaged. The top of the  McDonalds Facebook  page starts the  engagement pr...
Balance between control and engagement The wall is turned off to visitor posts, so only comments and likes on  existing p...
CSR activities used to increase engagement                          Last November the                           brand lau...
Engaging and seasonal updates on timeline                        As one scrolls the timeline,                         the...
Healthy lifestyles at McDonalds   There’s also a plethora    of videos presenting the    healthy lifestyles of    McDonal...
Healthy lifestyles at McDonalds
McDonalds Quality Matters Tab                     McDonalds has frequently been                      criticized for servi...
Audience engagement via participation in                 various games etc. The brand encourage  discussions with probing...
Engaging content on India page               • Engaging their health conscious                 customers through their    ...
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McDonald's Facebook Case Study

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McDonald's Facebook Case Study

  1. 1. McDonalds Facebook presence January 2013More than 26 million Facebook users have been served engaging content at McDonalds Facebook page
  2. 2.  The reach and popularity of this global fast food chain adds to online popularity. Because people enjoy their food and are engaged with the brand and its experience , they like them on their facebook page
  3. 3.  At first glance, McDonalds Wall is fairly engaged. The top of the McDonalds Facebook page starts the engagement process right away The brand updates their cover photo monthly to reflect seasonal offerings recent developments at and new offerings This creates curiosity and generates talk on the page
  4. 4. Balance between control and engagement The wall is turned off to visitor posts, so only comments and likes on existing posts are allowed. While customers can still log in complaints by commenting on posts, the conversation is still guided largely by the posts on the moderator.
  5. 5. CSR activities used to increase engagement  Last November the brand launched ‘Give A HAND’ campaign. And invited their facebook community to participate • They also used facebook to generate awareness about the McCafé Project Warm Up: Lend a Hand to Warm a Heart
  6. 6. Engaging and seasonal updates on timeline  As one scrolls the timeline, the page is filled with more pictures designed to capitalize on the calendar, iced coffees when the weather turns warm and hot chocolate in the winter.
  7. 7. Healthy lifestyles at McDonalds  There’s also a plethora of videos presenting the healthy lifestyles of McDonalds customers.  These are clearly designed to dispel McDonalds image of dishing out unhealthy food and adding to the global obesity problem
  8. 8. Healthy lifestyles at McDonalds
  9. 9. McDonalds Quality Matters Tab  McDonalds has frequently been criticized for serving highly processed and unhealthy food.  Quality Matters Tab showcasing the authenticity of its products and where they come helps to engage customers in the process of ingredient collection.  The tab focused on videos of 4 McDonalds suppliers–two potato farmer’s ( their fries are a source of contact debate ), lettuce grower and a cattle ranch owner  The videos are engaging, heart-felt and the right length to keep the facebook community engaged.
  10. 10. Audience engagement via participation in various games etc. The brand encourage discussions with probing questions such as: “If you could travel to any McDonalds in the world, where would it be?” The responses to such questions generate humor, discussion and analysis . It also gives an insight into consumer preferences
  11. 11. Engaging content on India page • Engaging their health conscious customers through their campaign with fitness guru Mickey Mehta • Quizzes around likely locations of news stores • Happy and satisfied pictures of young customers • Engaging content on new /seasonal products • Regularly updated and engaging content with local flavour has given the brand over 353 thousand followers for its India page.

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