1. Social Network Analysis
Elena Baleva

2. 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
connections
 Allows users to share ideas, activities, events, and
interests within their individual networks

3. Structure
 A representation of each user (often a profile)
 His/her social links
 A variety of additional services

4.  Most social network services are web-based
 Online community services are sometimes
considered as a social network service
 Social network service usually means an individual-
centered service whereas online community services
are group-centered

5. Nielsen Social Media Report 2012

9. CASE STUDIES

10. #McDStories
 First used the hashtag #MeetTheFarmers and started
generating the desired positive responses
 Switched to #McDStories with the expectation that fans
would share their positive experiences
 Instead, the tag became a way for animal activists and less-
than-satisfied diners to air their grievances

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

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

13.  Within an hour of pulling #McDStories the number
of conversations about it fell off from a peak of 1,600
to a few dozen
 72,788 mentions of McDonald's overall that day
 #McDStories - only 2% of that
 With 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

14. Lessons
 "Follower" ≠"Advocate“
 Let the data rule
 Social listening and audience analysis are a critical part of strategy
development
 Where there is a reputation problem, consumer
education is key in managing it

15.  Social media is a notorious vehicle for losing control
 Give 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

16. “Our Food. Your Questions”
 McDonald’s Canada
 A website that allows customers to submit queries to
McDonald's Canada

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

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

19.  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

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

21. “It’s Your Lunch, Take It”
 Campaign - April 17-May 29, 2012
 Encouraged people to take their lunch hour back and
enjoy it at McDonald's

22. Objectives
 Increase the bottom line
 Drive traffic in - particularly during lunch time
 Focus on premium products - Angus Burgers and
premium chicken sandwiches
 Boost sales and interest of those products during lunchtime
as well as throughout the day

23.  Built around the idea of inspiring people to escape
from their desks at lunch
 Tapping the spirit of Occupy Wall Street in ads
 Tag 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"

24. Campaign
 Target - 18-49-year-olds in the U.S.
 About sparking a conversation in a simple way
 Through likes and comments on their page posts
 Simple actions that spread virally across Facebook (friends
seeing their friends doing it and doing it too)

25.  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 tab
 Invited 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 friends

26.  Began with Facebook posts that DDB promoted as
ads across the social media site
 All 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

27.  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

28. Results
 Campaign's return was up to 4 times the company's
initial investment
 Increase in sales and guest counts after the campaign

29. Lessons
 The magic mix that allows consumers to engage,
react, and be a part of the action
 Talk about things that resonate with them
 Collaboration and openness (not just between
Facebook and McDonald's, but also their agencies)

30.  The 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

31.  Best used to grab the people’s attention and
generate traffic to a desired website
 Interesting content being presented is key
 Use of appropriate hashtags is of utmost
importance

32.  Great way to reach out to millions of potential
customers
 BUT much harder to target a particular audience as
compared to other social networks
 Great to use for presentations, webinars,
testimonials, and announcements
 Videos can be more engaging and shareable
 A great way to complement other marketing initiatives

33. IDEA
 Identify the mass influencers
 Deliver groundswell customer service
 Empower your customers with information
 Amplify your fans

34. MOST IMPORTANT GUIDELINE
 Be engaging and interact with your consumers
by both listening and responding to their
comments and feedback