McDonald's #RLTM NY Case Study

@realtimereportTheRealtimeReport.comp

Realtime NY 11 | June 6, 2011 | New York

McTrendsMcTrendsHow McDonald’s Manages Conversations with Twitter


Twitter @McDonalds@

• 1 to 1 customer engagement

• Proactive product promotion

• Reactive conversations & issues management

• Humanizing our brand through storytelling


“Thank you @McDonalds for excellent customer

service.”‐@dustinmartin, 147 Followers

“#McDonalds does Twitter right. Swift, strong response

“Remember when I tweeted about the missing bacon on my 147 Followers

“@Kimberly_AE Actually I

to my very minor pickle issue. Thanks, @Kty_McD!

I’m lovin’ it! #SmartCompany”

g y@mcdonalds breakfast sandwich? They sent me coupons! Talk b t tmight say that the

@McDonalds twitter team is one of the best in the industry w/ info and

#SmartCompany‐@AndyNY2,245 Followers

about customer service!”

‐@amusatov,104 Followersthe industry w/ info and

responds to customers too.”

‐@BryTupper,

“Was contacted by a @McDonalds rep and is getting a coupon after last819 Followers getting a coupon after last night’s status about his

Chicken Selects. Talk about service!”


‐@Taigitsune,778 Followers

Our StatsOur Stats

• Active since September, 2009p

• 135,000+ followers

• More than 100,000 mentions per weekp

• Average 3,000 @replies per week

• 6,000+ tweets sent


Our Content + Relevant Topics

•National Leave the Office Early Day•National Pancake Day

Our Content Relevant Topics

•National Pancake Day•National Grammar Day•St. Patrick’s Day •April Fool’s Day•Star Wars Day•Earth Month•National Foursquare Day•YouTube T‐shirt Wars•YouTube T‐shirt Wars•Ray Kroc quotes•Unoffical Star Wars Day•Election Day•McMorning


ContestContest

Small scale trivia contests

National sweepstakes

10 day event drove more10 day event drove more than 500,000 web site visits & contest entries


Celebrity IntegrationCelebrity Integration

• Twitter partnership with p pChad Ochocinco

• Live appearance + Twitter chat

• 30 minute event reaching more than 1 million


Twitpic PromotionsTwitpic Promotions

• Fans encouraged to gtwitpic hand written message of support for Ronald McDonald House Charities

• 1,050 photos b itt d i 11 dsubmitted in 11 days

• Overall reach of more than 1.7 millionthan 1.7 million


Online Scavenger HuntOnline Scavenger Hunt

• Multi-city scavenger y ghunt with clues fed out via national & local twitter handles

• Winners received year supply of McCafe

ffcoffee


Amplifying Awareness

Promoted Tweets


The ResultsThe Results

• Negative chatter about McLobsterNegative chatter about McLobster ended immediately

• 15,000 RT’s in less than two weeks,• PR equivalent of more than 20 million

impressionsp• Thousands of appreciative responses• 1 complaint to customer serviceco p a t to custo e se ce


Lessons LearnedLessons Learned

• Find your voiceFind your voice• Evolve your voice

H thi k ki• Have thick skin• Move quickly, forget quickly• Never stop learning


McDonald's #RLTM NY Case Study

Business

Transcript of McDonald's #RLTM NY Case Study