BlogWell Chicago Social Media Case Study: McDonald's, presented by Joe Curry
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In his BlogWell case study presentation, "Finding the 'Voice of McDonald's'", McDonald's Manager of Global Web Communications, Joe Curry, explained the social media details behind their American Idol-like internal competition. Joe shared how they got their employees involved, how they used different platforms to spread the word, and the amazing numbers and results from the competition. -- BlogWell is the only conference where social media executives from big brands come together to share their case studies, offer practical how-to advice, and answer your questions. To learn more about BlogWell, visit gaspedal.com/blogwell/ BlogWell is produced by GasPedal and the Social Media Business Council. Learn More: gaspedal.com and socialmedia.org
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BlogWell Chicago Social Media Case Study: McDonald's, presented by Joe Curry
- 2. BlogWell Chicago ● August 11, 2010
- 3. Joe Curry Social Media Manager, Global Web Communications joe.curry@us.mcd.com @joejcurry
- 4. What is the Voice of McDonald’s?
- 5. Social Media Goals awareness of unique opportunities awareness of public online voting Share the finalists’ stories Use as case study for future social media efforts
- 7. Outposts
- 8. FrontiersSocial Networks VOM website FacebookMySpacehi5 Bebo orkut Vkontakte QzoneMixi Twitter Cross-promote videos onnetworks Flickr You Tube Concept of Chris Brogan, Darren Rowse and Kyle Lacy
- 10. 10,451 entries from 51 countries
- 11. Featured Top 30 semifinalists
- 12. Linked to social media sites, and each semifinalist had links to their specific content
- 16. 1.7 million employees
- 17. 156,000 crew on internal social media sites
- 23. Goal: Facilitate fan feedback and interaction with semifinalists
- 24. 110 videos posted
- 26. Videos didn’t take attention away from voting site
- 29. Upgraded to Flickr Pro for stats
- 30. Used common set of tags
- 33. 29K+ photo views on Flickr
- 34. Fan comments and interaction
- 35. Increased awareness and news pickup by mainstream media
- 39. Freelance writer
- 40. Entertainment marketing strategy firm
- 41. Website agency
- 42. Video communications agency
- 43. Global HR
- 44. Global Marketing
- 47. PR and Media Relations
- 49. Global Legal
- 51. Joe Curry Social Media Manager, Global Web Communications www.mcdonalds.com/voice joe.curry@us.mcd.com @joejcurry
Notas del editor
- Imagine you’re Roger Corneille, a McDonald’s restaurant manager in the Netherlands who has a passion for singing.Two weeks ago, you were serving guests at a restaurant. But many months ago, you submitted a music video that was voted on by fans across the world and a panel of judges to bring you where you are here today, in Orlando, Florída. You’re at the OLYMPICS of global singing competitions.The venue is packed with 15,000 people from 117 countries who are shouting, clapping and cheering you on. In the past week, you’ve had vocal coaching, choreography lessons and practices with the band. The stage is set, the lights are up and the orchestra is in the back. 22 jumbo video screens are overhead. The crowd is getting fired up. But, they’re not waiting for some international music superstar. They’re waiting for YOU, Roger Corneille to sing, and see if you become the next Voice of McDonald’s- 3rd iteration of a singing contest open to our 1.7 million restaurant employees in 117 countries- Celebrates employees’ talentsHighlights commitment to our people Compete for a top prize of $25,000 at our biennial worldwide convention attended y 15,000 people
- Our judges reviewed 10,451 entries from around the globeSelected Top 30 semifinalists who were featured on the voting siteEach semifinalist had a 1 minute excerpt of their song, bio, and links to their Flickr albums and YouTube videos
- 30,000AccessMCD156,000 on crew networks
- 3 MONTHS OUTWorking with graphic and video designer, website team to create promotional pieces that were social media friendly
- Phase 1: Get the vote!
- Full-length music videoWatch Me videoVote for Me (in English and native language)
- We had 2 separate toolkits:1- Country contacts – instructions on how they could help their semifinalist get votes using social media (and develop their individual VOM presence in social media, if they wanted). Included: Directions for creating account and vanity URLs Profile descriptions and tags Ideas for what type of content should be uploaded (status updates, photos, links to YouTube videos)2-Semifinalists- Explained what social media sites McDonald’s was managingOffered action steps on how they could promote their video (and get votes) using those channels or creating their individual one Promotional assets – photos, avatar icons, biography sheets, business cards, videosEvelyn in Costa Rica setup her own website and Twitter accountFatima in Michigan set up her own YouTube channel
- Phase 2: Stayin’ Alive
- Walter Afanasieff had produced music for artists such as Céline Dion, Mariah Carey, Josh Groban- Produced “My Heart Will Go On” from Titanic