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

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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. ...

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 Presentation Transcript

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