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

2. Help readers discover the most interesting content

3. Content marketing is the
creation and distribution of
relevant and valuable content
to attract, acquire and
engage consumers.

4. “Do you expect content marketing to become
more or less important for your organization
/clients over the next 12 months?”
Source: Content Marketing Survey Report 2012, eConsultancy

5. “Content marketing is key to
creating an emotional 83%
connection with customers.”
“Content marketing is more
74% effective than advertising for
customer engagement.”
Source: Content Marketing Survey Report 2012, eConsultancy

7. The Content Marketing Sphere of Influence
Branding
Action Social
(Conversion)
Content
Marketing
Direct SEO
Search Benefits

9. Outbrain?

13. 300 75
MILLION BILLION
UNIQUE VISITORS RECOMMENDATIONS
EVERY MONTH
*According to comScore, Oct 2012
PER MONTH

14. We are here …
AMSTERDAM
SANFRANCISCO
LONDON
SWEDEN
CHICAGO
NEW YORK
HAMBURG
PORTUGAL
ROME
PARIS
WASHINGTONDC MADRID
TEL AVIV
SINGAPORE
BRAZIL
SYDNEY

15. McDonald’s &
Outbrain Case Study

17. OWNED EARNED
those channels that McDonald’s 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 McDonald’s
story through to their audiences
SHARED PAID
includes online search and display
social 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

18. OWNED
those channels that McDonald’s
1 million followers controls, such as McDonalds.com and 625 social influential
printed materials in restaurants members
27+ million fans

19. Your Daily Bacon

20. 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

21. Your Daily Bacon
“Wishing all
“Nothing says fall
Scorpios a savory “Retweet this if
like tossing the old you think these
pigskin around zodiac birthday
#CBO” bacon mustaches
#CBO” are trendy #CBO”

22. Your Daily Bacon
“
“Turn heads this “No matter which
“Look out for a party you
fall season with a spooky full moon
Bacon Scarf. RT if support, exercise
tonight #CBO” your right to vote
you’d wear it!
#CBO #CBO”

23. Overall Results
Best Performing Image
Social mentions Turn heads this fall season with a Bacon Scarf. RT if you’d
4,152 mentions of
reached an wear it! #CBO
“Your 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 Performing
social views and 292 gallery garnering 36 Image
total views million impressions
Wishing all Scorpios a savory zodiac birthday #CBO
29 retweets
23 favorites

24. Learnings
• Visual content is highly valued, and ultimately shared, with McDonald’s 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)

26. EARNED
traditional media relations as well as
engagement of bloggers and other
influencers who can carry the McDonald’s
story through to their audiences

27. SHARED
social media and the channels for two-
way dialogue. Not just our
channels, but those of our
spokespeople, our employees and
our fans

37. Thanks!
http://blog.outbrain.com
Follow us on Twitter: @Outbrain

38. 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 MANAGEMENT’S 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 MANAGEMENT’S VIEWS ARE
ACCURATE OR THAT MANAGEMENT’S 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