Mcdonald's presentation

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McDonald’s Miranda Leedy May 28th,2017

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Table of Contents 1)Cover Page 2) Table of Contents 3) Executive Summary 4) Social Media Audit 5) Social Media Objectives 6) Online Brand Persona and Voice 7) Strategies and Tools 8) Timing and Key Dates 9) Social Media Roles and Responsibilities 10) Social Media Policy 11) Critical response Plan 12) Measurement and Reporting Results

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Executive Summary Social mediaplatforms will be a major part of transforming our business throughout the internet in order to increase not only sales but followers as well. In order for our sales to increase we will need to pull people in through actively pursuing our community online. Our goal is to commit to our customers on a deeper level to ensure a better relationship and in doing this we will need to stay active in our posts online. That requires us to post multiple times and keep all of our posts looking similar so our followers will know what to look for.

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Social Media Audit Instagram: 2.4million followers https://www.instagram.com/mcdonalds/ 5 posts per week Average Engagement Rate: 4% Facebook: 71 million followers https://www.facebook.com/McDonaldsUS/ 10 Posts per week Average Enagement Rate: 6% Twitter: 3.44 million followers https://twitter.com/McDonalds 12 Posts per week Average Engagement Rate: 4% Pinterest: 8,275 followers https://www.pinterest.com/mcdonalds/ 5 posts per week Average Engagement Rate: 3% Our highest engagement rate is Facebook and our lowest is Pinterest Our highest engagement rate is Facebook and our lowest is Pinterest Website Traffic: Instagram: 20,000 Unique Views Overall Traffic - 12% Conversion Rate - 6% Facebook: 35,000 Unique Views OverallTraffic - 24% Conversion Rate - 12% Twitter: 17,000 Unique Views Overall Traffic - 6% Conversion Rate - 3% Pinterest: 1,000 Unique Views Overall Traffic - 1% Conversion Rate - 0 Demographics: 18-29 86%; 30-49 80%; 50-64 64%; 65+ 34% 72% Female 66% Male (both out of 100 % each) Facebook: 65% primary use - 30% secondary use Instagram: 25% primary use - 55% secondary use Twitter: 10% primary use - 15% secondary use Pinterest: % primary use - 0% secondary use Competitors: Chick-Fil-A - Facebook @Chick-Fil-A; use their Fb to show locations, menus options & deals-need to engage the public more often Wendy’s - Twitter @Wendy’s; use their twitter to reach out to people who tag them & post about deals have a tendency to be unprofessional Burger King - Instagram @Burgerking; use their insta to promote products and make people hungry - lose track of how much their promoting and now paying enough attention to their audience

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Social Media Objectives Inorder to increase sales we will need to increase our traffic, which will ultimately be made through attracting more followers on social media platforms. By maintaining an active presence on the platforms provided and not only engaging but making our followers feel important, we will be able to increase both. By increasing our social media presence by 15% within the next 4 months, focusing on the highest demographic 18-29 who said they actively eat McDonald’s at least once a week. Creating a variety of different posts on Instagram, that all have the same filter because that has shown to bring in more followers, would attract millennials/a younger crowd. Key Performance Indicators:

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Online Brand Personaand Voice Succinct Words: predictable, consistent, local, familiar, entertaining, kind, discounted,

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Strategies and Tools Earned:Connect with followers and make sure they feel appreciated Paid: Buy ads to promote on specific weekdays like Wednesdays or weekend nights; Promote a specific item for a few days on a social media platform Owned: Using our slogan, create a hashtag #ImLovingIt and make sure to use it on all products - this will attract posts by followers so make sure to reach out when needed and maybe repost every one in a while a picture of someone using the hashtag.

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Timing and KeyDates St. Patrick’s Day Martin Luther King Day President’s Day Veteran’s Day Halloween Thanksgiving Black Friday New Year’s Eve

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Social Media Rolesand Responsibilities Social Media Director - Miranda Leedy In charge of: Final publish of content, making sure all criteria is met that appeals to our followers - ultimately the deciding factor on what can be published due to budgetary reasons Social Media Manager: Alex Thompson In charge of: Creating campaigns, following up with important dates and how it appeals to our followers Social Media Coordinator: Zack Walker In charge of: publishing content once finalized, monitoring social media presence and our followers response to marketing

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Social Media Policy Thecustomer is always right Conduct yourself in a respectful manner Be positive and approachable Always show a customer respect Be sure to ask all necessary questions to avoid conflict

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Critical Response Plan Acustomer tweeted that they received terrible service from a McDonald’s employee: Before taking the tweet down, make sure to document who wrote it and exactly what it said - then send it to the appropriate entities who can determine what is appropriate to pursue next - depending on what happens offer the person who tweeted a coupon or deal - post to twitter feed apologizing for the employee and ensuring that it will be taken care of. Someone pulled out a gun at one of the McDonald’s locations and a person who witnessed it took a picture and posted it on Facebook: This will be on the news so taking it down won’t do much - make sure to send to higher powers and let them decide on what action to take - once they have taken action and alerted the press, reach out to followers on Facebook and reassure them that it did happen but it doesn’t mean it will happen again - apply a new policy to that specific location which will ensure customers feel safer and tell Facebook followers about it - see how they react and if needed reach out through a press release

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Measurement and ReportingResults Instagram Followers: 2.7 million - 11.25% increase Weekly Activity: 10 posts a week (100% increase) Facebook Followers: 75 million - 10.6% increase Weekly Activity: 12 posts a week (150% increase) Twitter Followers: 3.48 million - 10.11% increase Weekly Activity: 17 posts a week (200% increase) Pinterest Followers: 10,000 - 12.1% increase Weekly Activity: 10 posts a week (100% increase) Due to our significant change in our engagement on social media, our follower ratio has increased massively. We found that not only did that increase but so did our website traffic.

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Table of Contents 1)Cover Page 2) Table of Contents 3) Executive Summary 4) Social Media Audit 5) Social Media Objectives 6) Online Brand Persona and Voice 7) Strategies and Tools 8) Timing and Key Dates 9) Social Media Roles and Responsibilities 10) Social Media Policy 11) Critical response Plan 12) Measurement and Reporting Results

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Executive Summary Social mediaplatforms will be a major part of transforming our business throughout the internet in order to increase not only sales but followers as well. In order for our sales to increase we will need to pull people in through actively pursuing our community online. Our goal is to commit to our customers on a deeper level to ensure a better relationship and in doing this we will need to stay active in our posts online. That requires us to post multiple times and keep all of our posts looking similar so our followers will know what to look for.

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Social Media Audit Instagram: 2.4million followers https://www.instagram.com/mcdonalds/ 5 posts per week Average Engagement Rate: 4% Facebook: 71 million followers https://www.facebook.com/McDonaldsUS/ 10 Posts per week Average Enagement Rate: 6% Twitter: 3.44 million followers https://twitter.com/McDonalds 12 Posts per week Average Engagement Rate: 4% Pinterest: 8,275 followers https://www.pinterest.com/mcdonalds/ 5 posts per week Average Engagement Rate: 3% Our highest engagement rate is Facebook and our lowest is Pinterest Our highest engagement rate is Facebook and our lowest is Pinterest Website Traffic: Instagram: 20,000 Unique Views Overall Traffic - 12% Conversion Rate - 6% Facebook: 35,000 Unique Views OverallTraffic - 24% Conversion Rate - 12% Twitter: 17,000 Unique Views Overall Traffic - 6% Conversion Rate - 3% Pinterest: 1,000 Unique Views Overall Traffic - 1% Conversion Rate - 0 Demographics: 18-29 86%; 30-49 80%; 50-64 64%; 65+ 34% 72% Female 66% Male (both out of 100 % each) Facebook: 65% primary use - 30% secondary use Instagram: 25% primary use - 55% secondary use Twitter: 10% primary use - 15% secondary use Pinterest: % primary use - 0% secondary use Competitors: Chick-Fil-A - Facebook @Chick-Fil-A; use their Fb to show locations, menus options & deals-need to engage the public more often Wendy’s - Twitter @Wendy’s; use their twitter to reach out to people who tag them & post about deals have a tendency to be unprofessional Burger King - Instagram @Burgerking; use their insta to promote products and make people hungry - lose track of how much their promoting and now paying enough attention to their audience

16.
Social Media Objectives Inorder to increase sales we will need to increase our traffic, which will ultimately be made through attracting more followers on social media platforms. By maintaining an active presence on the platforms provided and not only engaging but making our followers feel important, we will be able to increase both. By increasing our social media presence by 15% within the next 4 months, focusing on the highest demographic 18-29 who said they actively eat McDonald’s at least once a week. Creating a variety of different posts on Instagram, that all have the same filter because that has shown to bring in more followers, would attract millennials/a younger crowd. Key Performance Indicators:

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Online Brand Personaand Voice Succinct Words: predictable, consistent, local, familiar, entertaining, kind, discounted,

18.
Strategies and Tools Earned:Connect with followers and make sure they feel appreciated Paid: Buy ads to promote on specific weekdays like Wednesdays or weekend nights; Promote a specific item for a few days on a social media platform Owned: Using our slogan, create a hashtag #ImLovingIt and make sure to use it on all products - this will attract posts by followers so make sure to reach out when needed and maybe repost every one in a while a picture of someone using the hashtag.

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Timing and KeyDates St. Patrick’s Day Martin Luther King Day President’s Day Veteran’s Day Halloween Thanksgiving Black Friday New Year’s Eve

20.
Social Media Rolesand Responsibilities Social Media Director - Miranda Leedy In charge of: Final publish of content, making sure all criteria is met that appeals to our followers - ultimately the deciding factor on what can be published due to budgetary reasons Social Media Manager: Alex Thompson In charge of: Creating campaigns, following up with important dates and how it appeals to our followers Social Media Coordinator: Zack Walker In charge of: publishing content once finalized, monitoring social media presence and our followers response to marketing

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Social Media Policy Thecustomer is always right Conduct yourself in a respectful manner Be positive and approachable Always show a customer respect Be sure to ask all necessary questions to avoid conflict

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Critical Response Plan Acustomer tweeted that they received terrible service from a McDonald’s employee: Before taking the tweet down, make sure to document who wrote it and exactly what it said - then send it to the appropriate entities who can determine what is appropriate to pursue next - depending on what happens offer the person who tweeted a coupon or deal - post to twitter feed apologizing for the employee and ensuring that it will be taken care of. Someone pulled out a gun at one of the McDonald’s locations and a person who witnessed it took a picture and posted it on Facebook: This will be on the news so taking it down won’t do much - make sure to send to higher powers and let them decide on what action to take - once they have taken action and alerted the press, reach out to followers on Facebook and reassure them that it did happen but it doesn’t mean it will happen again - apply a new policy to that specific location which will ensure customers feel safer and tell Facebook followers about it - see how they react and if needed reach out through a press release

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Measurement and ReportingResults Instagram Followers: 2.7 million - 11.25% increase Weekly Activity: 10 posts a week (100% increase) Facebook Followers: 75 million - 10.6% increase Weekly Activity: 12 posts a week (150% increase) Twitter Followers: 3.48 million - 10.11% increase Weekly Activity: 17 posts a week (200% increase) Pinterest Followers: 10,000 - 12.1% increase Weekly Activity: 10 posts a week (100% increase) Due to our significant change in our engagement on social media, our follower ratio has increased massively. We found that not only did that increase but so did our website traffic.

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