8. You enable those key
audiences to become brand
ambassadors…spread the
word!
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Master
subtitle style
Our Brand Opportunity
10. 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
18. 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
19. Digital Collaboration
Communications
Customer
Sat
Media
Creative
Brand
Content
Field
Legal
Insights
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Master
subtitle style
Local U.S. Market Integration
31. 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.
32. 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
33. Objectives
Privileges: Just for me
Exclusive membership limited to
McDonald’s Crew members only
Site features: Relevant, contextual
content that unites Crew members