McDonald’s: Globalizing social media at scale, presented by Matthew Tennant and Lizzie Roscoe
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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 Learn more about Member Meetings socialmedia.org/meetings SOCIALMEDIA.ORG CASE STUDIES Member Meeting 37 Chicago 10-28-2015
- 2. SocialMedia.org Globalizing Social Media at Scale Fall 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
- 11. Questions? Matthew Tennant Global Director of Social @matthewtennant Lizzie Roscoe Global Social Operations Manager @Lizzie_McD
- 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