McDonald's social media project

1. McDonald’s
Miranda Leedy
May 28th, 2017

2. 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

3. Executive Summary
Social media platforms 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.

4. Social Media Audit
Instagram:
2.4 million 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

5. Social Media Objectives
In order 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:

6. Online Brand Persona and Voice
Succinct Words: predictable, consistent, local, familiar, entertaining, kind, discounted,

7. 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.

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

9. Social Media Roles and 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

10. Social Media Policy
The customer 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

11. Critical Response Plan
A customer 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

12. Measurement and Reporting Results
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.

13. 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

14. Executive Summary
Social media platforms 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.

15. Social Media Audit
Instagram:
2.4 million 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
In order 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:

17. Online Brand Persona and 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.

19. Timing and Key Dates
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 Roles and 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

21. Social Media Policy
The customer 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

22. Critical Response Plan
A customer 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

23. Measurement and Reporting Results
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.