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

Click to edit Master subtitle style BlogWell Minneapolis August 13, 2009



Oldani Wilson

Director, U.S. Communications Sr. Director, Global Web Communications

Three Key Questions
•What is this really about? •What is the brand opportunity? •How do we structure ourselves for success?

Our Starting Viewpoint

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

All about cultivating those relationships so that….

You enable those key audiences to become brand ambassadors…spread the word!

Click to edit Master subtitle style Our Brand Opportunity

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,”, Abbey Klaassen, January 29, 2009

Our People, Our Customers

Strategic Vision Statement
Deepen and enrich the brand’s

relationship with consumers
through knowledge, sharing, and entertainment.

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

Be multidimensional

Continue engagements

Be transparent

Click to edit Master subtitle style Our Digital Collaboration

Who Owns What?

Digital Workgroup




A Phased Approach
Listen Listen Participate Lead Participate Lead

Conversation Strategy
Site Types of Conversations
Brand discussions, experiences

Who Will be Talking
Communications with other experts as needed Marketing with help from Communications and other experts as needed. Includes pilot program for local activation Communications & Customer Sat

Primary Owner

Honoring fans, providing ways for them to amplify their fandom, engage with brand. Focus on general brand experiences

Marketing with Communications support


Digital Collaboration

Customer Sat Media

Creative Brand Content

Insights Legal

Click to edit Master subtitle style Local U.S. Market Integration

Local Facebook Integration
My McDonald’s

Local Sample Home Page
My McDonald’s

McDonald’s Restaurants of Northeast Ohio



Choose Another Zip Code


Local Twitter Integration

Click to edit Master subtitle style Global, Employee Integration


Integrated into Corporate Portal

“Open for Discussion”

Station M USA & Canada

Acknowledge: Profile me
 Learn about Crew through Crewfeatured 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.

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

Privileges: Just for me
 Exclusive membership limited to McDonald’s Crew members only  Site features: Relevant, contextual content that unites Crew members

Station M

Station M USA & Canada

Station M

Our Lounge United Kingdom

KetchUP Singapore

McLand Brazil

How Big Brands Use Social Media
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