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DanaStrokovskyGlobal Director, Social Media Excellence
McDonald’s Corporation
FOUNDEDApril 15, 1955
“ I was obsessed with the idea of making McDonald's the biggest and the best.”
OUR LEGACY An Entrepreneurial Spirit
WORLD’S LARGEST RESTAURANT COMPANY
1.9MPEOPLEWorking forMcDonald’s
& Franchisees
64M+CUSTOMERS
Served Every Day
37KRESTAURANTS
120COUNTRIES
Steve EasterbrookPresident and CEO since March 2015
A Better McDonald’s• Guided company turnaround
• Building momentum with growth strategy
• Inspiring new company culture
An Accomplished Leader• 25+ years of leadership experience at McDonald’s and
within the food service industry
TODAY’S LEADERSHIP
OUR BRAND
making delicious
feel good moments
easy for everyone
digital experience ofthe future
delivery
VELOCITY ACCELERATORS
Seamless, personalized engagement
with our customers when they are at
home, on-the-go or in our restaurants
Bringing McDonald’s to you Elevating the McDonald’s
restaurant experience
US SingaporeLondon
(Oak Brook HQ)
PAST Regional breakdown (time-zone based)
CURRENTSegmented Organizational Structure
UNITED STATES
INTERNATIONAL LEADS
HIGH GROWTH
FOUNDATIONAL
40%
40%
20%
International Lead Markets
Canada UK France Germany Australia
SOCIAL MEDIA TEAMThree Pillars for Excellence
marketing engagementlistening
Global Excellence
SOCIAL MEDIA TEAMObjectives for the markets
marketing engagementlistening
1. Set Global Strategy2. Social Navigation and Consultation3. Assessments and Optimization4. Educate and Inspire across the globe5. Ensure Brand Harmony
1. Command Center Technology2. Social Insights Research3. Ongoing Reporting4. Communication, Training, and Education5. Analytics and ROMS Measurement
1. Expand Social Customer Service Operations
2. Expedite Message Triaging3. Solidify Global Crisis Management
Plan4. Turn haters into lovers5. Scale Social Care
GLOBAL COMMUNICATIONS
Global
campaigns and
initiatives
(localized)
Relationship
building and
constant market
communication
Global
Social
Council
Bi-weekly
platform update
newsletters +
monthly
case study
newsletters
TOV &
Marketing
workshop
Asset
usage
Digital
Resource
Center
GLOBAL TEAMS
Menu Team
Consumer
Insights
Global
Media
CRM &
Loyalty
Family
Marketing
Sports &
Partnerships
Digital and
IT
Brand
Marketing
Relationship building
Customer Obsessed
Influence without authority
KEY FACTORSFor a global function
#BetterTogether Market knowledge is key to provide
value
Always think about customer
experience, all touch points
what why how
Questions @D_Stro