McDonald's #RLTM NY Case Study

18. Twitter @McDonalds @ • 1 to 1 customer engagement • Proactive product promotion • Reactive conversations & issues management • Humanizing our brand through storytelling Realtime NY 11 | June 6, 2011 | New York

19. Realtime NY 11 | June 6, 2011 | New York

20. “Thank you @McDonalds for excellent customer service.” “Remember when I ‐@dustinmartin, “#McDonalds does Twitter tweeted about the 147 Followers 147 Followers right. Swift, strong response missing bacon on my g y to my very minor pickle @mcdonalds breakfast issue. Thanks, @Kty_McD! sandwich? They sent I’m lovin’ it! me coupons! Talk “@Kimberly_AE Actually I #SmartCompany #SmartCompany” might say that the b t t about customer ‐@AndyNY2, service!” @McDonalds twitter 245 Followers team is one of the best in ‐@amusatov, the industry w/ info and the industry w/ info and 104 Followers responds to customers too.” “Was contacted by a ‐@BryTupper, @McDonalds rep and is 819 Followers getting a coupon after last getting a coupon after last night’s status about his Chicken Selects. Talk about service!” ‐@Taigitsune, 778 Followers Realtime NY 11 | June 6, 2011 | New York

21. Our Stats • Active since September, 2009 p • 135,000+ followers • More than 100,000 mentions per week p • Average 3,000 @replies per week • 6,000+ tweets sent Realtime NY 11 | June 6, 2011 | New York

22. Our Content + Relevant Topics •National Leave the Office Early Day •National Pancake Day •National Pancake Day •National Grammar Day •St. Patrick’s Day •April Fool’s Day •Star Wars Day •Earth Month •National Foursquare Day •YouTube T‐shirt Wars •YouTube T‐shirt Wars •Ray Kroc quotes •Unoffical Star Wars Day •Election Day •McMorning Realtime NY 11 | June 6, 2011 | New York

23. Contest Small scale trivia contests National sweepstakes 10 day event drove more than 500,000 web site visits & contest entries Realtime NY 11 | June 6, 2011 | New York

24. Celebrity Integration • Twitter partnership with p p Chad Ochocinco • Live appearance + Twitter chat • 30 minute event reaching more than 1 million Realtime NY 11 | June 6, 2011 | New York

25. Twitpic Promotions • Fans encouraged to g twitpic hand written message of support for Ronald McDonald House Charities • 1,050 photos submitted i 11 d b itt d in days • Overall reach of more than 1.7 million Realtime NY 11 | June 6, 2011 | New York

26. Online Scavenger Hunt • Multi-city scavenger y g hunt with clues fed out via national & local twitter handles • Winners received year supply of McCafe coffee ff Realtime NY 11 | June 6, 2011 | New York

27. Amplifying Awareness Promoted Tweets Realtime NY 11 | June 6, 2011 | New York

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34. The Results • Negative chatter about McLobster ended immediately • 15,000 RT’s in less than two weeks , • PR equivalent of more than 20 million impressions p • Thousands of appreciative responses • 1 complaint to custo e se ce co p a t customer service Realtime NY 11 | June 6, 2011 | New York

35. Lessons Learned • Find your voice • Evolve your voice • H Have thi k skin thick ki • Move quickly, forget quickly • Never stop learning Realtime NY 11 | June 6, 2011 | New York

McDonald's #RLTM NY Case Study

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McDonald's #RLTM NY Case Study