McDonald s Global Social Journey How to build global

Transcription

1 McDonald s Global Social Journey How to build global Jeff Pawola, Beth Phillips, Sneha Jain and Brad Kleinman

2 Speakers Jeff Pawola Beth Phillips Sneha Jain Brad Kleinman Global Digital Engagement Supervisor McDonald s Globalization Supervisor, Social Digital Team McDonald s Global Social Data Intelligence Manager McDonald s Success @jpawola

3 McDonald s Global Social Journey: How to build global social 3

4 McDonald s Global Social Journey 4 The State of Social (Before) The State of Social (After) Phase 1: Crawl Phase 2: Walk Phase 3: Run Results Lessons Learned

5 The State of Social (Before) 119 countries social channels 28,000+ accounts 26+ social software tools

6 The State of Social (After) Publish content Integrate all social media operations into one workspace. Connect multiple stakeholders across markets and functions. Manage influencers Report success Answer comments Source content 6 Listen consumers Escalate to teams

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9 HOW? 9 Crawl Walk Run

10 Phase 1: Crawl Building Baseline Capabilities 2015 Tool / Systems RFP Baseline Capabilities 10 Q Q2 Q3 Social Listening Onboarding Content Planning & Publishing Market Onboarding & Training (30+ markets) Reporting & Analytics Community & Case Management / Moderation Command Centers Advocacy & Audience Management Q4 Process Mgmt & Continuous Improvement US Local Deployment US Paid Social Social Analytics (Phase 1) DAM (AEM) Integration Eval. SSO/US Soc. Curation

11 Phase 1: Crawl Building Baseline Capabilities 11 Rolled Sprinklr out to 30 total markets Customized workflows by market Positive adoption growth Trained >1K MCD users to use Sprinklr Support ticketing system centralized

12 Phase 1: Crawl Building Baseline Capabilities Tactical approach Focus on ingredients, preservatives, healthiness, quality, etc. A major campaign launch: Our Food, Your Questions 12 Needed to handle 1mm+ social contacts per month with a limited team Used Sprinklr to automate routing to specialist teams Used Sprinklr for pre-approved responses (with ability to personalize) KPIs to measure improvement and results With an ultimate goal of building trust and transparency

13 Phase 2: Walk Strategic approach Define global taxonomy, rules, permissions 13 Always on pulse, proactive monitoring Assemble global build with local flexibility Example: Listening to what the customer wants resulted in All Day Breakfast (ADB) Agile deployment, esp. in immature markets Sprinklr found 1000s of fans to build buzz Social playbook (when to engage, and how with opportunities tagged red, yellow, green) ID and track influencers and detractors Benchmarking, defined reporting framework, KPIs

14 Phase 3: Run Global center of excellence Global hubs spanning time zones, as well as Sprinklr s global managed services Weekly best practices training and sessions Senior leadership alignment (CEO, CMO, CDO, etc) Global sharing of content, driving efficiency Weekly sessions to align digital with CEO-driven global growth goals (Chicago, London, Singapore) Worldwide command centers with reusable regionalized templates 14 Internal benchmarking across regions/countries Developing Value Roadmap for future expansion

15 RESULTS Cost savings Revenue De-risk Less agency time Shift traditional mktg spend to digital Always on pulse, real-time alerts, global command centers Efficient collaboration and reuse of assets Global template saves time; rolls out in days to new regions 15 Customers happy and coming back Relevance to Millennials and Generation Z Governance, compliance, audit trails, workflow

16 LESSONS LEARNED 1. Global foundation build with option to configure by market 2. Keep it simple don t try to boil the ocean 16

17 Thank you! 17

18 Questions? 18