January 9, 2020

Social Media: Social Hub for a Fast Food Chain

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Challenge:

As the world’s largest chain of hamburger fast food restaurants, our client looked to revitalize how they engaged with and connected to customers. They desired to build a team of skilled and innovative consultants to utilize social platforms to enhance customer experience, reinforce the brand and build meaningful relationships across their 120 global markets.

Strategy:

Our work began in March 2015, where our talent team quickly tapped the local market and onboarded a small five-person team to manage the global Twitter, YouTube, LinkedIn and Facebook channels, to help bring the mission of what would now be called the Global Brand Hub to life. Utilizing social media management tools like Sprinklr, our community managers moderated and responded to various interactions involving customer service, global campaigns, and corporate initiatives. Together, with an added in-house graphic designer, we were able to begin providing real-time engagement and relevant content, necessary for our client’s 24×7 environment. The team was an integral piece of the success of the one of their largest campaigns, a 36-hour “tweeting marathon” where community managers interacted with customers in Australia, Japan, and Europe around the clock.

Growth:

As a testament to the brilliance of our employees and to our integrated approach to the client’s needs, our team doubled in size within six months. Working closely with executives, we expanded the core team by bringing the US Market social channels under the JeffreyM umbrella as well. By November 2015, our team grew to twenty-five consultants – tripling the number of community managers and providing a trio of business analysts to help our client’s more accurately monitor conversations and gain meaningful insights. As we made our way through the start of 2016, we continued to focus on strengthening our relationship, adding an Account Manager to serve as a local resource and help us manage our growing team.

Impact:

With 30 consultants employed by JeffreyM at the Global Brand Hub at one point, we were able to help our client fulfill their business objectives and evolve the digital landscape of engagement and care. We wrapped our work with our client in late 2017 as they changed their focus in the Marketing department and needed to evolve their strategy – but did retain a lot of our strategies that were set up by our team. The JeffreyM Global Social Team touched over 1,500 messages a day, interacting with customers from the U.S. to the Philippines, on a diverse set of topics. They created proactive content and respond quickly in a reactive environment, in a manner that increases engagement and builds authentic and lasting customer relationships. Their work resulted in multiple viral social posts, garnering attention across the globe by national media and news outlets CNN, Huffington Post, New York Times, Good Morning America, NBC, Logo, and BuzzFeed.

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