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Elena BalevaSocial Network Analysis What is a social network? An online service, platform, or site Focuses on facilitating the building of social networks or social relations among people who share interests, activities, backgrounds, or real-life connectionsAllows users to share ideas, activities, events, and interests within their individual networks

Structure A representation of each user (often a profile)His/her social linksA variety of additional services

Most social network services are web-basedOnline community services are sometimes considered as a social network serviceSocial network service usually means an individual-centered service whereas online community services are group-centered

Nielsen Social Media Report 2012

CASE STUDIES #McDStoriesFirst used the hashtag #MeetTheFarmers and started generating the desired positive responsesSwitched to #McDStories with the expectation that fans would share their positive experiencesInstead, the tag became a way for animal activists and less-than-satisfied diners to air their grievances

Within an hour, McDonald's saw that the campaign was not going as planned and was negative enough to cause a change of course

McDonald's quickly pulled down the promoted hashtag #McFail used by those discussing the fiasco

Within an hour of pulling #McDStories the number of conversations about it fell off from a peak of 1,600 to a few dozen72,788 mentions of McDonald's overall that day #McDStories - only 2% of thatWith all social media campaigns, contingency plans included should the conversation not go as planned The ability to change midstream helped this small blip from becoming something larger

Lessons "Follower" "AdvocateLet the data rule Social listening and audience analysis are a critical part of strategy developmentWhere there is a reputation problem, consumer education is key in managing it

Social media is a notorious vehicle for losing controlGive up a certain measure of control of your brand to its followers Try and create some kind of guidance and scope by controlling what can be discussed The #MeetTheFarmers hashtag focused the consumers minds upon what was the true message of the McDonald's Twitter campaign

Our Food. Your QuestionsMcDonalds CanadaA website that allows customers to submit queries to McDonald's Canada

Research showed that Canadian customers had questions Some myths were out there Clarify some of the info by developing a platform

Released a series of videos answering consumer questions about the foodThe photo-shoot videos have attracted more than 12 million views on YouTubeThe top viewing location was the U.S.

The borderless nature of social media is essential "The way that social media is, each area of the world [McDonald's is in] is able to launch something and other areas can benefit" - Heather Oldani, senior director-external communications for McDonald's USA

McDonald's Canada provided content that was not polarizing - it focused on specific processes related to the productIt did not give consumers too many opportunities to trash it, and it stayed away from potentially touchy issuesToo much control is not a better practice either McDonald's Canada did not allow users to comment on the YouTube pagesImplies dubious intentions as it gives users no space to talk to the brand

Lessons Its Your Lunch, Take ItCampaign - April 17-May 29, 2012Encouraged people to take their lunch hour back and enjoy it at McDonald's

ObjectivesIncrease the bottom lineDrive traffic in - particularly during lunch timeFocus on premium products - Angus Burgers and premium chicken sandwichesBoost sales and interest of those products during lunchtime as well as throughout the day

Built around the idea of inspiring people to escape from their desks at lunchTapping the spirit of Occupy Wall Street in adsTag lines like "A lunch revolution has begun", "It's time to overthrow the working lunch", "A sesame seed of revolt has been planted", "Say no to crumbs in the keyboard"

CampaignTarget - 18-49-year-olds in the U.S. About sparking a conversation in a simple wayThrough likes and comments on their page postsSimple actions that spread virally across Facebook (friends seeing their friends doing it and doing it too)

The Facebook page - the hub of an integrated campaign, featured TV spots inviting people to visit the page to learn more about taking back lunch"Lunch" Facebook tabInvited people to "Read the Manifesto" "Today we put an end to the working lunch and start working on eating it at McDonald's" and share it with friendsBegan with Facebook posts that DDB promoted as ads across the social media siteAll of the posts that had messaging specific to this campaign were promoted Variety of posts used - from simple photo images to questions and video posts Variety of content delivered through an assortment of social-media channels - key to developing consumer relationships

Clicking on any one of the ads takes the consumer to a dedicated Facebook page with complimentary videos and images where fans can pledge, and share their support for the movement The first week generated nearly 560 shares of the page, and comments in many different languages ResultsCampaign's return was up to 4 times the company's initial investmentIncrease in sales and guest counts after the campaign

The magic mix that allows consumers to engage, react, and be a part of the actionTalk about things that resonate with them

Collaboration and openness (not just between Facebook and McDonald's, but also their agencies)

LessonsThe most commonly used social media Uses graph and activities to target demographics and people Building trust and doing things, such as sharing valuable content, news articles and special offers, are essential

Best used to grab the peoples attention and generate traffic to a desired website Interesting content being presented is keyUse of appropriate hashtags is of utmost importance

Great way to reach out to millions of potential customersBUT much harder to target a particular audience as compared to other social networks Great to use for presentations, webinars, testimonials, and announcementsVideos can be more engaging and shareableA great way to complement other marketing initiatives

IDEAIdentify the mass influencersDeliver groundswell customer serviceEmpower your customers with informationAmplify your fans MOST IMPORTANT GUIDELINEBe engaging and interact with your consumers by both listening and responding to their comments and feedback