Rick Wion, Director of Social Media at McDonald's, joins the Social Pros Podcast this week to talk to us about McDonald's social media monitoring strategy, how his team handles millions of social mentions per day, what they've done create so many...
|Scooped by Chu Wang|
With over 2.5 million social media mentions each month, McDonald’s is one of the most popular brands in the world. During this podcast, Rick Wion, Director of McDonald’s Social Media, reveals the company’s centralized social listening framework used to monitor and instantaneously respond to its customers online.
Rick’s team has a triage system that prioritizes the most important comments and ensures that the “McDonald’s brand” is able to acknowledge its customers. Furthermore, the unique team is comprised of customer service staff that diffuse situations, handle complaints, and integrate the customer service processes within the core framework, as well as communications staff that answer marketing-related questions.
Given the ease of product substitution in this industry, the quality of service and the power of brand are competitive differentiators for fast-food giants. For one, engaging customers outside the restaurant and leveraging them to act as promotional tools will help drive incremental awareness. Secondly, this form of interaction is also indicative of the consumers’ perception towards the company; consequently, McDonald’s will be able to tailor its product offerings to different, regional customer needs. Lastly, by acknowledging its customers with satisfying responses, McDonald’s will strengthen its brand equity, and ultimately, its customer loyalty base.