mcdonald’s: globalizing social media at scale, presented by matthew tennant and lizzie roscoe
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LOGO
McDonald’s Matthew Tennant and Lizzie RoscoeGlobalizing social media at scale
Learn more about Member Meetingssocialmedia.org/meetings
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
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