McDonald's is developing a new global social media strategy to better coordinate its large global presence. It currently has over 28,000 social media accounts and tools across 119 countries. The new strategy will create hub locations for real-time data analysis and predictive alerting, supported by spoke locations in key markets. This will establish always-on monitoring of customers and brands. The goals are to improve customer engagement, reduce duplicative accounts and tools, and increase social collaboration globally.
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McDonald’s: Globalizing social media at scale, presented by Matthew Tennant and Lizzie Roscoe
1. McDonald’s
Matthew Tennant and Lizzie Roscoe
Globalizing social media at scale
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Member Meeting 37
Chicago
10-28-2015
3. The combination of our global social presence and our inconsistent use of social
software tools has led to an exponentially complex ecosystem...
119
Countries Accounts
28,000+
Social Software
Tools
26+
Social Channels
17+
Social Landscape at McDonald’s
We currently have a large, global organizational structure, with inconsistent use of social channels,
software tools and social media accounts.
2
4. Customer Engagement Levels Vary Significantly
Social Channels and Accounts Duplicative
Social Process and Software Tools Inconsistent
Social Collaboration Across Markets Low
Internal Alignment Required
2
1
3
4
5
Social Landscape at McDonald’s
The Global Social Team conducted an assessment (April-July) to determine the current state
of McDonald’s social media activities around the globe, and found five key findings.
Key Findings: Future State:
3
5. Hub and Spoke Model
1 Hub and
Spoke Model
Globally
Physical global locations
that are geographically
positioned around the
world to support market
level spokes for real time
data analysis, predictive ,
alerting systems and
services.
Hub
Market level physical
locations that are mirrors
of hub locations in specific
markets globally.
Spoke
6. Hub, Spoke and Service Model
3 Geographically Aligned Locations
with connections to 119 countries
4 Global Support Service Area’s
9. Always-on, global pulse of our brand
and customers
Act as the source of Social at McDonald’s (e.g.
Guidelines, training videos, etc.)
Creative newsroom for real-time,
relevant and planned content
Part of the conversation, reinforcing our
customer and brand promise
Purpose
McDonalds Global Social Services Area’s
Engagement Advocacy
Data Intelligence
Social Learning Center
Content Studio
Operations
10. CORP
Singapore London
CORP
Community Management at Scale
Technology/Tools
Automatic/Manual Message Activity/Categorization
US/Canada
US
Core Team
• Manager
• Supervisors
• Community
Managers
Core Team
• Manager
• Supervisors
• Community
Managers
Community Management
CURRENT FUTURE
12. Learn more about past and
upcoming Member Meetings
socialmedia.org/meetings
Learn more about Member Meetings
socialmedia.org/meetings
SOCIALMEDIA.ORG
CASE STUDIES
Member Meeting 37
Chicago
10-28-2015