McDonald's 14,500 Facebook pages will get us closer to customers, says digital manager

McDonald's US wants to "get closer" to customers with a hyper-local push that will involve rolling out 14,500 Facebook pages before 2015.

McDonald's US: prepares to roll out 14,500 Facebook pages
McDonald's US: prepares to roll out 14,500 Facebook pages

The idea is to keep a close eye on customer conversations about local restaurants, rather than McDonald’s as a global entity, according to David Martinelli, the digital marketing manager overseeing the rollout.

Martinelli, speaking to Marketing, said: "Our customers don’t view us as regions and divisions, they view us as brand McDonald’s and the restaurants they visit."

Martinelli revealed the ambitious rollout last month at the Salesforce Dreamforce conference in San Francisco.

Speaking to Marketing in a follow-up interview, Martinelli explained that McDonald’s US was focusing on "one-to-one" engagement with its customers.

He said: "It is important for us to deliver relevant content at the right time to the right people and play a role in the conversation they are having at the restaurant level."

Along with customer engagement, McDonald’s US will use the pages to observe conversations about their food. The brand will also launch Twitter handles for each outlet to track customer discussions in real-time.

The brand is almost halfway through the rollout, which is being driven by the global marketing team with the help of ad and PR agencies.

Martinelli confirmed that local teams would manage the pages using Salesforce Social Studio, a set of social media management tools encompassing Buddy Media and Radian6.

He said: "Utilising Salesforce’s Social Studio our teams are able to see into the comments coming in on all pages in a single screen, review and respond accordingly."

This is not the first time a major brand has used Facebook to try and reach customers at a highly local level. WalMart launched 3,500 Facebook pages for local stores in 2011, but a follow-up study from social analytics firm found engagement was low compared to other local businesses.

Asked how McDonald’s US would avoid a similar outcome, Martinelli said the brand had "a lot to learn".

He said: "As with any launch of this scale, there is a learning curve, but we are confident in the direction we are going and will continue to refine our strategy as this evolves."

Read next

OMG don't read this

The fourth wave of content marketing

Cannes Offer: 12 weeks' online access from just £12

Subscribe to Campaign before the end of Cannes Lions and save up to 71%


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Publicis Groupe withdraws from marketing and awards to focus on AI-powered platform Marcel

Publicis Groupe is pulling out of all marketing activity for the next 365 days - and won't be entering awards at Cannes next year - as it focuses its resources on developing Marcel, described by chief executive Arthur Sadoun as a ground breaking new platform.

Job description: Digital marketing executive

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

Just published