As Director of Public Relations for McDonald’s USA, Molly (@Molly_McDs) oversees the Public Relations strategy to support McDonald’s U.S. business and brand. She is responsible for developing and leading a strategic, measurable and integrated communications platform to effectively reach and engage defined audiences with McDonald’s story, business and brand actions. To learn more about the Insight Summit Series please visit http://www.insightsummitseries.com
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1. Help readers discover the most interesting content
2. Content marketing is thecreation and distribution of
relevant and valuable content to attract, acquire and engage
consumers.
3. Do you expect content marketing to becomemore or less
important for your organization/clients over the next 12 months?
Source: Content Marketing Survey Report 2012, eConsultancy
4. Content marketing is key tocreating an emotional
83%connection with customers. Content marketing is more74%
effective than advertising for customer engagement. Source: Content
Marketing Survey Report 2012, eConsultancy
5. The Content Marketing Sphere of Influence Branding Action
Social (Conversion) Content Marketing Direct SEO Search
Benefits
6. Outbrain?
7. 300 75MILLION BILLIONUNIQUE VISITORS RECOMMENDATIONSEVERY
MONTH*According to comScore, Oct 2012 PER MONTH
8. We are here AMSTERDAMSANFRANCISCO LONDON SWEDEN CHICAGO NEW
YORK HAMBURG PORTUGAL ROME PARIS WASHINGTONDC MADRID TEL AVIV
SINGAPORE BRAZIL SYDNEY
9. McDonalds &Outbrain Case Study
10. OWNED EARNED those channels that McDonalds traditional
media relations as well as controls, such as McDonalds.com and
engagement of bloggers and other printed materials in restaurants
influencers who can carry the McDonalds story through to their
audiences SHARED PAID includes online search and displaysocial
media and the channels for two-way advertising, broadcast media
partnerships dialogue. Not just our channels, but or sponsorships
that extend the reach of those of our spokespeople, our McDonalds
communication efforts and employees and our fans activations
11. OWNED those channels that McDonalds1 million followers
controls, such as McDonalds.com and 625 social influential printed
materials in restaurants members 27+ million fans
12. Your Daily Bacon
13. Content Distribution Social Media Pitching Seeding Daily
Twitter release of Relevant blogger pitching Grassroot seeding on
sites such new images offering CBO coupons for as Buzzfeed
Posterous album updated readers and access to daily with new image
content Facebook post showcasing Media pitching with one image
driving to follow focusing on content @McDonalds for more Family
Arches post showcasing content
14. Your Daily Bacon Wishing allNothing says fall Scorpios a
savory Retweet this iflike tossing the old you think thesepigskin
around zodiac birthday #CBO bacon mustaches#CBO are trendy
#CBO
15. Your Daily BaconTurn heads this No matter which Look out
for a party youfall season with a spooky full moonBacon Scarf. RT
if support, exercise tonight #CBO your right to voteyoud wear
it!#CBO #CBO
16. Overall Results Best Performing Image Social mentions Turn
heads this fall season with a Bacon Scarf. RT if youd4,152 mentions
of reached an wear it! #CBOYour Daily Bacon estimated 3.59 507
retweets content million consumers 107 favorites Buzzfeed social
lift Huffington Post of 49x with 286 spotlight with image Worst
Performingsocial views and 292 gallery garnering 36 Image total
views million impressions Wishing all Scorpios a savory zodiac
birthday #CBO 29 retweets 23 favorites
17. Learnings Visual content is highly valued, and ultimately
shared, with McDonalds audiences Content geared towards a wider
audience garners higher engagement rate (worst performer was only
relevant to those who are Scorpios) Consumer sentiment was
exceedingly high due to the focus on a pop-culturally relevant item
and its out-of-the-box use Cross-channel promotion (specifically on
visual channels such as Facebook and Pinterest) and paid media
integration can significantly increase overall results and
engagement Images tied to specific timely and socially relevant
events outperformed (e.g. Movember & Halloween)
18. EARNED traditional media relations as well as engagement of
bloggers and otherinfluencers who can carry the McDonalds story
through to their audiences
19. SHAREDsocial media and the channels for two- way dialogue.
Not just our channels, but those of our spokespeople, our employees
and our fans
20. Thanks! http://blog.outbrain.comFollow us on Twitter:
@Outbrain
21. Confidential: Not for distribution THIS DOCUMENT HAS BEEN
PREPARED SOLELY FOR, AND IS BEING DELIVERED ON A CONFIDENTIAL BASIS
TO, PROSPECTIVE BUSINESS PARTNERS OF OUTBRAIN INC. (THE COMPANY).
ANY REPRODUCTION OR DISTRIBUTION OF THIS PRESENTATION, IN WHOLE OR
IN PART, OR THE DISCLOSURE OF ITS CONTENTS, WITHOUT THE PRIOR
WRITTEN CONSENT OF THE COMPANY, IS STRICTLY PROHIBITED. BY
ACCEPTING, OPENING AND/OR REVIEWING THIS DOCUMENT, YOU ACKNOWLEDGE
THE CONFIDENTIAL NATURE OF THE INFORMATION CONTAINED IN THIS
DOCUMENT, AND AGREE NOT TO REPRODUCE OR DISTRIBUTE THIS DOCUMENT OR
ANY INFORMATION CONTAINED HEREIN. THIS PRESENTATION INCLUDES
CERTAIN STATEMENTS, ESTIMATES AND PROJECTIONS OF THE COMPANY WITH
RESPECT TO THE ANTICIPATED FUTURE BUSINESS AND PERFORMANCE OF THE
COMPANY, SUCH STATEMENTS, ESTIMATES AND PROJECTIONS REFLECT VARIOUS
ASSUMPTIONS OF MANAGEMENT, WHICH ASSUMPTIONS MAY OR MAY NOT PROVE
TO BE CORRECT. CERTAIN INFORMATION PRESENTED IN THIS PRESENTATION
CONSTITUTES FORWARD-LOOKING STATEMENTS WHICH CAN BE IDENTIFIED BY
THE USE OF FORWARD-LOOKING TERMINOLOGY SUCH AS MAY, EXPECT,
BELIEVE, ANTICIPATE, ESTIMATE, PLAN, OR CONTINUE, OR THE NEGATIVE
THEREOF OR OTHER VARIATIONS THEREON OR COMPARABLE TERMINOLOGY. SUCH
FORWARD-LOOKING STATEMENTS REPRESENT THE SUBJECTIVE VIEWS OF THE
MANAGEMENT OF THE COMPANY AND MANAGEMENTS CURRENT ESTIMATES OF
FUTURE PERFORMANCE ARE BASED ON ASSUMPTIONS WHICH MANAGEMENT
BELIEVES ARE REASONABLE BUT WHICH MAY OR MAY NOT PROVE TO BE
CORRECT. THERE CAN BE NO ASSURANCE THAT MANAGEMENTS VIEWS ARE
ACCURATE OR THAT MANAGEMENTS ESTIMATES WILL BE REALIZED, AND
NOTHING CONTAINED HEREIN IS OR SHOULD BE RELIED ON AS A PROMISE AS
TO THE FUTURE PERFORMANCE OR CONDITION OF THE COMPANY. STRICTLY
CONFIDENTIAL: NOT FOR 38 DISTRIBUTION