BlogWell Los Angeles Social Media Case Study: McDonald's, presented by Sosti Ropaitis

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In his BlogWell Los Angeles presentation, McDonald's Director of Digital & Social Media, Sosti Ropaitis, shares how @McDonaldsCorp is creating timely and engaging social content.

He goes into detail about their video campaign during the London 2012 Olympics and explains how they utitlized Twitter and Pinterest to engage their fans.

Watch the video of the presentation here: https://vimeo.com/56937339

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BlogWell Los Angeles Social Media Case Study: McDonald's, presented by Sosti Ropaitis

  1. 1. SocialMedia.org This video is from Case Studies BlogWell San Francisco June 20, 2011This presentation is from socialmedia.org/blogwellBlogWell Sosti Ropaitis Los Angeles December 5, 2012 Creating Timely & Engaging socialmedia.org/blogwell Social Content
  2. 2. Creating Timely &Engaging Social Content@McDonaldsCorp@SostiR
  3. 3. it’s all about context...It’s about the right story.
  4. 4. En(f)=(Cn + Ctx) x TEngagement is a function of content, context and timeliness
  5. 5. {Content}Genuine, compelling, fun & unexpected fact based content.
  6. 6. Content that: 1 Drives Business 2 Drives Brand
  7. 7. {Content} Drives Business
  8. 8. {Content} Drives Brand
  9. 9. {Context}Defining the appropriate entry door to a single piece of contentthat delivers users that are more likely to interact with it.
  10. 10. 1 Respond to rumors & Issues management 2 Make educated decisions about content creation and strategy
  11. 11. PASSPORT
  12. 12. The Adventures of Mayor McCheese Entry Doors: Twitter, Pinterest
  13. 13. The Adventures of Mayor McCheese Entry Doors: Twitter, Pinterest
  14. 14. {Timeliness}Be organic agile and relevant in the way wecreate social video content.
  15. 15. The ChallengeContent that transcends geographies, cultures & celebrates thespirit of the Olympics & the McDonald’s brand.
  16. 16. Video productiontimeline Equipment Video Profile Film Editing Casting Graphics Proofing Music Sound Legal Concept Graphics Voice-overs Post {Reviews} Budget Scripts Translations Concept Pre-Production Production Post-Production
  17. 17. Equipment Video Profile Film Editing Music Graphics Proofing Casting Sound LegalConcept Graphics Voice-overs PostBudget Scripts TranslationsConcept Pre-Production Production Post-Production
  18. 18. The Story Elements1. Interesting visuals2. Music3. Fun light storyline
  19. 19. Equipment Video Profile Film Editing Music Graphics Proofing Casting Sound LegalConcept Graphics Voice-overs PostBudget Scripts TranslationsConcept Pre-Production Production Post-Production
  20. 20. The Casting Process1. Picture2. Age3. Country of Origin4. Position in the Olympic Restaurants
  21. 21. Natalie Casper Chris Matheus Risa Billy
  22. 22. {Timeliness}Film 5 YouTube Vignettes in 2.5 weeks
  23. 23. DVideo productiontimeline in London
  24. 24. DVideo productiontimeline in London
  25. 25. DVideo productiontimeline in London
  26. 26. DVideo productiontimeline in London
  27. 27. http://youtu.be/3680yCzaXQA?hd=1
  28. 28. Equipment Video Profile Film Editing Casting Graphics Proofing Music Sound LegalConcept Graphics Voice-overs Post {Reviews}Budget Scripts TranslationsConcept Pre-Production Production Post-Production
  29. 29. Partner with LegalImage RightsMusic RightsTreatments & ScriptsStakeholder Reviews
  30. 30. Equipment Film Editing Graphics Proofing Sound Legal Voice-overs Post TranslationsConcept Pre-Production Production Post-Production
  31. 31. Editorial CalendarGuiding the process not creating a robotic brand personality
  32. 32. Olympic Content Everyday Content 9067.5 4522.5 0 week 4 week 2 Games Time Post- Games
  33. 33. Stick to the ScriptDefine a process, educate everyone one the team, practice &communicate, communicate, communicate!
  34. 34. 85+ 80+ 40+ 40+Countries Countries Countries Countries
  35. 35. Build The Right Team Sosti Lizzie Lindsey Steve Becca Jori Melissa
  36. 36. Thank You@SostiR@McDonaldsCorp
  37. 37. SocialMedia.org This video is from Case Studies Learn more about past and BlogWell San Francisco June 20, 2011 upcoming BlogWellsThis presentation is from socialmedia.org/blogwellBlogWell socialmedia.org/blogwell Los Angeles December 5, 2012 socialmedia.org/blogwell

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