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How Big Brands Use Social Media
   Minneapolis at General Mills | August 13, 2009


                 Heather Oldani & Steve Wilson
                                McDonald’s
                            “Collaboration 2.0”
Collaboration 2.0




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          Master
          subtitle style
     BlogWell Minneapolis
          August 13, 2009
Heather
         Oldani
Steve
          Wilson
   Director, U.S. Communications
   Sr. Director, Global Web Communications
Three Key Questions
•What is this really about?
•What is the brand opportunity?
•How do we structure ourselves for
 success?
Our Starting Viewpoint
All about the relationships you
 have and build with your key
                    audiences.
All about cultivating those
    relationships so that….
You enable those key
audiences to become brand
  ambassadors…spread the
                     word!
Click to edit
      Master
      subtitle style

Our Brand Opportunity
McDonald’s, One of the Most
 “Social” Brands Today
McDonald’s ranks number 32 out of a
   list of the top 100 “most social”
                 brands




 Source: “The Most Social Brands of 2008,” AdAge.com, Abbey
 Klaassen, January 29, 2009
Our People, Our Customers
Strategic Vision Statement

Deepen and enrich the brand’s
  relationship with consumers
through knowledge, sharing, and
        entertainment.
McDonald’s Digital Strategy
Pillars
       Go to them & foster THEIR communities



               Be multidimensional




              Continue engagements



                   Be transparent
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         subtitle style

Our Digital Collaboration
Who Owns What?
Digital Workgroup
          Communications




Media



                           Creative




          Insights
A Phased Approach

    Listen
 Listen      Participate Lead
              Participate   Lead
Conversation Strategy
Site   Types of                  Who Will be Talking      Primary Owner
       Conversations
       Brand discussions,        Communications with      Communications
       experiences               other experts as
                                 needed

       Honoring fans,            Marketing with help      Marketing with
       providing ways for them   from Communications      Communications
       to amplify their          and other experts as     support
       fandom, engage with       needed. Includes pilot
       brand.                    program for local
                                 activation

       Focus on general brand    Communications &         Communications
       experiences               Customer Sat
Digital Collaboration
           Communications
                            Customer
                              Sat

 Media



                            Creative

 Brand
Content




 Field
                            Legal
           Insights
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Local U.S. Market Integration
Local Facebook Integration

          My McDonald’s
Local Sample Home Page

             My McDonald’s

                                                       Choose Another
McDonald’s Restaurants of Northeast Ohio   Share   +   Zip Code




                                                                        21
Local Twitter Integration
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Global, Employee Integration
Mindshare
BlogWell Minneapolis Social Media Case Study: McDonald's, presented by Heather Oldani & Steve Wilson
Integrated into
Corporate Portal
AboutMcDonalds.com
“Open for Discussion”
Station M
USA & Canada
Objectives

Acknowledge: Profile me
  Learn about Crew through Crew-
   featured news
  Share your favorite customer story
  Submit your ideas, best practices, etc.
  Site features: Submit your articles
   (news), tips, videos, photos (photo
   wall), ideas , and comments.
Objectives

Input: Listen to me
  Platform for dialogue between
   McDonald’s and Crew and between
   Crew members
  Provide topical forum section for
   Crew interaction.
  Site features: Moderated topical
   forums, articles post/blog, submissions
Objectives

Privileges: Just for me
  Exclusive membership limited to
   McDonald’s Crew members only
  Site features: Relevant, contextual
   content that unites Crew members
Station M
Station M
USA & Canada
Station M
Our Lounge
United Kingdom
KetchUP
Singapore
McLand
Brazil
BlogWell Minneapolis Social Media Case Study: McDonald's, presented by Heather Oldani & Steve Wilson
How Big Brands Use Social Media

Learn more about upcoming and past BlogWells:
        http://gaspedal.com/blogwell
                     or
             live@gaspedal.com

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