BlogWell Minneapolis Social Media Case Study: McDonald's, presented by Heather Oldani & Steve Wilson

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SocialMedia.org

Business Technologie

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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BlogWell Minneapolis
August 13, 2009

Heather
Oldani
Steve
Wilson
Director, U.S. Communications
Sr. Director, Global Web Communications

All about the relationships you
have and build with your key
audiences.

All about cultivating those
relationships so that….

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

McDonald’s Digital Strategy
Pillars
Go to them & foster THEIR communities

Be multidimensional

Continue engagements

Be transparent

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Our Digital Collaboration

Digital Workgroup
Communications

Media

Creative

Insights

A Phased Approach

Listen
Listen Participate Lead
Participate Lead

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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

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Global, Employee Integration

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

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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