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BlogWell Chicago Social Media Case Study: McDonald's, presented by Joe Curry


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In his BlogWell case study presentation, "Finding the 'Voice of McDonald's'", McDonald's Manager of Global Web Communications, Joe Curry, explained the social media details behind their American Idol-like internal competition.

Joe shared how they got their employees involved, how they used different platforms to spread the word, and the amazing numbers and results from the competition.


BlogWell is the only conference where social media executives from big brands come together to share their case studies, offer practical how-to advice, and answer your questions.

To learn more about BlogWell, visit​​blogwell/​​

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BlogWell Chicago Social Media Case Study: McDonald's, presented by Joe Curry

  1. 1.
  2. 2. BlogWell Chicago ● August 11, 2010<br />
  3. 3. Joe Curry<br />Social Media Manager,<br />Global Web Communications<br /><br />@joejcurry<br />
  4. 4. What is the Voice of McDonald’s?<br />
  5. 5. Social Media Goals<br /> awareness of unique opportunities<br /> awareness of public online voting<br />Share the finalists’ stories<br />Use as case study for future social media efforts<br />
  6. 6. 6<br />Social Media Strategy<br />Crew & Employee <br />BusinessNetworks<br />Activate Friends & Family<br />Promo<br />Toolkit<br /><ul><li>Homebase
  7. 7. Outposts
  8. 8. Frontiers</li></ul>Social Networks<br />VOM<br />website<br />FacebookMySpacehi5<br />Bebo<br />orkut<br />Vkontakte<br />QzoneMixi<br />Twitter<br />Cross-promote videos onnetworks<br />Flickr<br />You Tube<br />Concept of Chris Brogan, Darren Rowse and Kyle Lacy<br />
  9. 9. Website<br /><ul><li> Goal: Vote for the Top 12 Finalists
  10. 10. 10,451 entries from 51 countries
  11. 11. Featured Top 30 semifinalists
  12. 12. Linked to social media sites, and each semifinalist had links to their specific content
  13. 13. Included website link on every other piece of content</li></ul>Online votingNovember 11 – December 4<br />Learning<br /><ul><li> Would have added permanent links for semifinalist voting pages</li></ul><br />
  14. 14. Internal Networks<br />
  15. 15. Internal Networks<br /><ul><li> Goal: Spread the word!
  16. 16. 1.7 million employees
  17. 17. 156,000 crew on internal social media sites
  18. 18. Social media ambassadors</li></ul>Learning<br /><ul><li> Asked for commitment early in process to schedule voting news</li></li></ul><li>External Networks<br />Corporate led social media channels for VOM<br />Facebook<br />YouTube<br />Twitter<br />Flickr<br />Semifinalist Toolkit<br />
  19. 19. Facebook<br /><ul><li> Goal: Offer place for conversation between fans and semifinalists
  20. 20. Overwhelmingly positive
  21. 21. Monitored by two people</li></ul>Learning<br /><ul><li> People gravitated to Facebook
  22. 22. Focus on 1-2 social networking sites</li></li></ul><li>YouTube<br /><ul><li> Goal: Share full-length music video and other “bonus” video content
  23. 23. Goal: Facilitate fan feedback and interaction with semifinalists
  24. 24. 110 videos posted
  25. 25. 92,000+ total video views</li></ul>Learning<br /><ul><li> Semifinalists loved the comments
  26. 26. Videos didn’t take attention away from voting site
  27. 27. Help educate team that once a video is posted to YouTube, it’s “final”</li></li></ul><li>Twitter<br /><ul><li> Goal: Spread news, offer real-time updates from finals at McDonald’s Worldwide Convention</li></ul>Learning<br /><ul><li> Minimal results overall
  28. 28. BUT, music artist feedback to semifinalist Roger made the effort worth it </li></li></ul><li>Flickr<br /><ul><li> Goal: Share more background about semifinalists and their passions
  29. 29. Upgraded to Flickr Pro for stats
  30. 30. Used common set of tags
  31. 31. Posted 1,100 photos with 29K+ views</li></ul>Learning<br /><ul><li> Easy way to add additional content to voting website</li></li></ul><li>Semifinalist Toolkit<br />
  32. 32. Social Media Outcomes<br />685,985 (2009)<br />Votes: 46,000 (2007)<br />Video views: 207,000 (2007)<br /> 1.1M (2009)<br /><ul><li> 92,000 video views on YouTube
  33. 33. 29K+ photo views on Flickr
  34. 34. Fan comments and interaction
  35. 35. Increased awareness and news pickup by mainstream media
  36. 36. 12 finalists announced in late December</li></li></ul><li>
  37. 37. Worldwide Convention<br />Updates began one month out<br />Live updates during rehearsals and competition<br />Top 12 finalists sang on Monday pm<br />Top 3 finalists sang on Thursday am for 15,000 people<br /> Biennial McDonald’s Convention where 15,000 attendees including franchisees, company staff and suppliers learn about the future of our business<br />Learning<br /><ul><li> Train a team to help with posting photos, videos and website updates during the final week!</li></li></ul><li>$25,000 Grand Prize Winner<br /> “McDonald’s recognizes not only my hard work but my talent. Forever I will be indebted to my McFamily.”<br />CheneeCapuyan, the Philippines<br />
  38. 38. Voice of McDonald’s Team<br /><ul><li> 2 production freelancers
  39. 39. Freelance writer
  40. 40. Entertainment marketing strategy firm
  41. 41. Website agency
  42. 42. Video communications agency
  43. 43. Global HR
  44. 44. Global Marketing
  45. 45. Creative Services
  46. 46. Web Communications
  47. 47. PR and Media Relations
  48. 48. Information Technology
  49. 49. Global Legal
  50. 50. Marketing, Comms and HR in our local markets </li></li></ul><li>Additional Takeaways<br />The earlier you plan, the better the results<br />Get buy-in early from Legal<br />Your employees are often your best brand ambassadors<br />Make content easy to share<br />How can we increase awareness for VOM 4?<br />
  51. 51. Joe Curry<br />Social Media Manager,<br />Global Web Communications<br /><br /><br />@joejcurry<br />