McDonald's to roll out 14,500 Facebook pages by 2015

McDonald's will launch 14,500 Facebook pages by the end of the year, in an effort to get every US restaurant connected to customers via social media.

McDonald's: to launch 14,500 Facebook pages
McDonald's: to launch 14,500 Facebook pages

The move will make McDonald’s the biggest brand on Facebook in terms of footprint, and marks the company’s growing focus on social as a way to listen to customer gripes.

McDonald’s has already rolled out 7,000 pages so far, with a further 7,500 to follow by the end of the year. It will also launch Twitter accounts for individual restaurants. The company has been working with CRM software company Salesforce to push unified brand messages to each page.

David Martinelli, US digital marketing manager at McDonald’s, said the goal was to speak to customers in "real time".

14,500 pages, we know that’s a lot of pages to get up and running but we know the customer’s journey doesn’t end at the restaurant

Martinelli, speaking at the Dreamforce conference in San Francisco, said: "Fourteen thousand five hundred pages – we know that’s a lot of pages to get up and running, but we know the customer’s journey doesn’t end at the restaurant.

"We wanted to connect to them in the place they’re at and deliver that relevant content. It’s important to be part of the conversation and really understand what’s being said, and then join the conversation."

Martinelli admitted it had been difficult convincing local marketing teams to participate in such a large-scale rollout.

He said: "We have hundreds of stakeholders that are playing role in launch of this and it’s been a journey bringing them along with us to fully understand the impact on the business."

McDonald’s US will support the new pages with paid ads at a local level, plus activity on other social media outlets.

"There are conversations that are happening about our brand beyond Facebook and Twitter – it’s Yelp, or Google reviews, and we need to participate in that in a real-time manner," said Martinelli

McDonald's US has just launched a major campaign to counteract horror stories of "pink slime" and other unsavoury ingredients in its food. 



Read next

How Coca-Cola, Nissan and Kraft mine selfies for 'invisible' insight

When social goes global

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

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
Share

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More