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McDonald’s Matthew Tennant and Lizzie RoscoeGlobalizing social media at scale

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SOCIALMEDIA.ORGCASE STUDIES

Member Meeting 37Chicago10-28-2015

SocialMedia.org

Globalizing Social Media at Scale

Fall 2015

The combination of our global social presence and our inconsistent use of social

software tools has led to an exponentially complex ecosystem...

119Countries 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

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

Hub and Spoke Model

1 Hub and

Spoke Model

GloballyPhysical 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

Hub, Spoke and Service Model

3 Geographically Aligned Locationswith connections to 119 countries

4 Global Support Service Area’s

Global Locations

Global Locations

Always-on, global pulse of our brandand 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

8

Engagement Advocacy

Data Intelligence

Social Learning Center

Content Studio

Op

era

tion

s

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

Questions?

Matthew Tennant

Global Director of Social

@matthewtennant

Lizzie Roscoe

Global Social Operations Manager

@Lizzie_McD

Learn more about past and upcoming Member Meetingssocialmedia.org/meetings

Learn more about Member Meetingssocialmedia.org/meetings

SOCIALMEDIA.ORGCASE STUDIES

Member Meeting 37Chicago10-28-2015