McDonald's Presentation - BDI 9.15.10 Mobile Social Communications

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Case Study: Getting Started in Location Based Marketing Presented by: Rick Wion, Head of Social Media, McDonald's Awareness and coupons and games and loyalty and apps and video..oh my! The mobile social communications circus is such a wide open area of opportunity, how does a brand determine where to begin? Rick will share strategies and experiences for getting started in the mobile social age including determining what programs are best for your organization and how to test your strategies and tactics for success. www.bdionline.com

Negócios

Strategies vs.
• Create tactically-led
pilot programs
Tactics
• Build in post-mortems
and stringent
evaluation criteria
• Make learning
inherent

McDonald’s First
• Partnered with
Foursquare Day
Pilot
organizers
• Offered up 100 gift-cards
to folks who checked-in
on 4/16
• Leveraged our Twitter
and Facebook followers

The Results
• 50+ blog posts and articles
• Reach of 600,000 fans/followers
• 99% positive feedback
• 33% increase in check-ins

Consider All
• Mobile wallet technologies Possibilities
• Bolstering live events
• Customer Service augmentation
• Consumer generated media
• Driving leads/sales
• Loyalty programs
• Buzz building

• The bigger the budget, Be Cheap
the harder to scale

• Resist the temptation to Be Simple
cram everything in
• Carefully consider phases

• Sometimes you have to fly Be Stealth
under the radar within your
organization

• Don’t rest on “old” metrics Measure
• Be appropriate to the program
• Tie metrics back to strategies
• Look beyond eyeballs

• 33% increase in foot Find Your Hook
traffic in one day

McDonald's Presentation - BDI 9.15.10 Mobile Social Communications

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