digiday marketing summit. dana strokovsky. mcdonald’s corporation

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