A Day in the Life of the McDonald’s Account

January 15, 2015

What we do

2015 PR Strategic Framework

Connect with our Customers

• Reclaim our brand through fan engagement/brand lovers/loyalists

• Real time and “always on”

• Customer focused not McDonald’s focused

• Reaching for the heart not the head

Build the business and McDonald’s brand reputation by reclaiming our brand story… The good in what we’re known for and the higher purpose

in what we stand forInspire Brand Advocacy & love for McDonald’s

Use Lovin’ Lens Across Everything

• Strengthen advocacy for McDonald’s

• Shatter negative perceptions and remove doubt/barriers

Focus & Prioritize

• Focused, dedicated priorities and content

• Less activity, more big wins

• Authentic opportunities

• Data/insights driven

PROACTIVE

Earned Media Strategy

Planned Social Content

Planned Influencer

Engagement

Planned Newsjacking

REACTIVE

Real-time Social

Engagement

Real-time Newsjacking

1:1 Rapid Response

Issues Alerts

LONG-TERM

RELATIONSHIP

BUILDING

Celebrity Fans

Media Influencers

Social Media

influencers

The McDonald’s Brand Newsroom is the engine for expanding brand relevance.

Use Twitter to Build Brand Relevance and Advocacy

Customer Service:Connect with consumers to

build relationships that lead to positive brand

experiences

Influencers: Leverage influencers to tell brand

stories and amplify positive sentiment

Content: Post real-time and shareable content based on insights that

drive engagement

GOALS: Increase Engagement (with a focus on Retweets)Positive Sentiment

Earned Reach

5

@MCDONALDS EARNED VISION

2014 Top Twitter Engagements January 5, 2015

EXECUTIVE SUMMARY

• Tying campaign-related messages with culturally relevant content leads to higher engagement.

• Authentic images that highlight McDonald's iconic food perform best.

• Acting on real-time conversation and surprising fans by taking risks in a way that is fun (vs defensive) typically earns kudos.

• The top engaging tweets for the year were not campaign-specific; our Twitter audience is interested in a variety of iconic food and sponsorship content.

• Our followers/audience respond better to content that is more genuine and less corporate in tone. 

• Celebrity spokesperson involvement piques consumer interest when tied to credible and worthwhile opportunities.

• People are less likely to engage with an image that has an unfamiliar face. 

• Unlike Facebook and YouTube, video content is not as popular on Twitter.

TOP ENGAGEMENTSTop engagement 2014, looking specifics at retweets, favorites, replies.Consumer sentiment is noted, but tweets were ranked regardless of positive/negative sentiment.  Description

Free Coffee

McGriddles

Taco Bell

Choc. Covered Strawberry

Dollar Menu

2014 Olympics

Happy Announcement

Monopoly

Choc. Covered Strawberry

Chicken McNuggets

2014 World Cup

Iced Coffee

Bacon Clubhouse

Happy “Meanwhile”

Valentines Day

Engagements

8,332

7,887

6,831

6,425

5,972

5,756

3,944

3,056

3,052

2,961

2,850

2,777

2,656

2,502

2,495

P/O

Paid

Paid

Org

Paid

Paid

Paid

Org

Paid

Paid

Paid

Paid

Paid

Paid

Org

Org

Rank

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

*Impressions and engagement rates were not available from Twitter analytics until July 2014. Therefore, in order to provide the most accurate read across the entire year, we looked at total engagements (retweets, favorites, replies) across all paid and organic tweets for the year.  

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Theme

McCafe

Food

RTE

McCafe

Food

Food/Sponsor

Happy Meal

Promotion

McCafe/Sponsor

Food

Sponsorship

McCafe

Food

RTE

RTE

2014 Top Twitter Engagements

Free CoffeeMcCafe

McGriddles Breakfast

Taco BellRTE

Dollar MenuBreakfast

Chocolate Covered

Strawberry McCafe

8,332 Engagements

7,887Engagements

6,831Engagements

6,425Engagements

5,972Engagements

2014 Top Twitter Engagements

Chicken McNuggetsSponsorship/ Food

Happy Announcement

MonopolyPromotion

Chicken McNuggets

Food Focused

Chocolate Covered Strawberry

McCafe/Sponsorship

5,756Engagements

3,944Engagements

3,056Engagements

3,052Engagements

2,961Engagements

2014 Top Twitter Engagements

World CupSponsorship

Iced CoffeeMcCafe

Bacon ClubhouseFood Focused

Valentines DayRTE

Happy “Meanwhile”RTE

2,850Engagements

2,777Engagements

2,656Engagements

2,502Engagements

2,495Engagements

INFLUENCER ENGAGEMENT

Billy Eichner launches Twitter war against Burger King

123,963 impressions

10.9% engagement rate

The Today Show McRib Obsessed

Re-tweet reached Morales’ 214,000 followers

Lena Dunham reserved table at McDonald’s

109.6K total impressions

Conan O’Brientweets about the McRib video

10.9K impressions998 engagements9.1% engagement

rate

CBS Digital Content ManagerTries his first McRib

Good Morning America & Our Food. Your Questions.

Holiday Breakfast Drops with Key Media Influencers

CHANGING PERCEPTIONS

Putting worried guests at ease

Serving up the truth

Feeling the Love