Case study of how McDonald's manages customer expectations and addresses PR issues using Twitter and other realtime media.

1. @realtimereport
p
TheRealtimeReport.com
Realtime NY 11 | June 6, 2011 | New York

2. McTrends
How McDonald’s Manages
Conversations with Twitter
Realtime NY 11 | June 6, 2011 | New York

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18. Twitter @McDonalds
@
• 1 to 1 customer engagement
• Proactive product promotion
• Reactive conversations & issues management
• Humanizing our brand through storytelling
Realtime NY 11 | June 6, 2011 | New York

19. Realtime NY 11 | June 6, 2011 | New York

20. “Thank you
@McDonalds for
excellent customer
service.” “Remember when I
‐@dustinmartin, “#McDonalds does Twitter tweeted about the
147 Followers
147 Followers right. Swift, strong response missing bacon on my
g y
to my very minor pickle @mcdonalds breakfast
issue. Thanks, @Kty_McD! sandwich? They sent
I’m lovin’ it! me coupons! Talk
“@Kimberly_AE Actually I #SmartCompany
#SmartCompany”
might say that the b t t
about customer
‐@AndyNY2, service!”
@McDonalds twitter 245 Followers
team is one of the best in ‐@amusatov,
the industry w/ info and
the industry w/ info and 104 Followers
responds to customers
too.” “Was contacted by a
‐@BryTupper, @McDonalds rep and is
819 Followers getting a coupon after last
getting a coupon after last
night’s status about his
Chicken Selects. Talk about
service!”
‐@Taigitsune,
778 Followers
Realtime NY 11 | June 6, 2011 | New York

21. Our Stats
• Active since September, 2009
p
• 135,000+ followers
• More than 100,000 mentions per week
p
• Average 3,000 @replies per week
• 6,000+ tweets sent
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22. Our Content + Relevant Topics
•National Leave the Office Early Day
•National Pancake Day
•National Pancake Day
•National Grammar Day
•St. Patrick’s Day
•April Fool’s Day
•Star Wars Day
•Earth Month
•National Foursquare Day
•YouTube T‐shirt Wars
•YouTube T‐shirt Wars
•Ray Kroc quotes
•Unoffical Star Wars Day
•Election Day
•McMorning
Realtime NY 11 | June 6, 2011 | New York

23. Contest
Small scale trivia contests
National sweepstakes
10 day event drove more
than 500,000 web site visits
& contest entries
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24. Celebrity Integration
• Twitter partnership with
p p
Chad Ochocinco
• Live appearance + Twitter chat
• 30 minute event reaching more than 1
million
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25. Twitpic Promotions
• Fans encouraged to
g
twitpic hand written
message of support
for Ronald McDonald
House Charities
• 1,050 photos
submitted i 11 d
b itt d in days
• Overall reach of more
than 1.7 million
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26. Online Scavenger Hunt
• Multi-city scavenger
y g
hunt with clues fed out
via national & local
twitter handles
• Winners received year
supply of McCafe
coffee
ff
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27. Amplifying Awareness
Promoted Tweets
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34. The Results
• Negative chatter about McLobster
ended immediately
• 15,000 RT’s in less than two weeks
,
• PR equivalent of more than 20 million
impressions
p
• Thousands of appreciative responses
• 1 complaint to custo e se ce
co p a t customer service
Realtime NY 11 | June 6, 2011 | New York

35. Lessons Learned
• Find your voice
• Evolve your voice
• H
Have thi k skin
thick ki
• Move quickly, forget quickly
• Never stop learning
Realtime NY 11 | June 6, 2011 | New York