Social media are one of the new cornerstones of your communication mix. They offer you the possibility to boost your brand awareness and the interaction with your community and to launch activations. What’s more: social media allows you to communicate ultra-locally and to a specific audience, in a way that’s complementary to corporate communication. Digital agency and daughter firm Markedeer is in charge of the social media management for 11 McDonald’s fast-food restaurants and 2 franchisees in Antwerp and Limburg.
It’s important to post ‘with a purpose’ and to define the right KPI's, to adequately align your social media with the company objectives. That’s why we started with a thorough strategic exercise around objectives, target groups, and the competitive situation of each restaurant.
A mix of info, promotions, and fun
The base of this approach is a detailed and variable content calendar that’s evaluated and, if necessary, readjusted, every trimester. The strategic KPI's are the throughline. Markedeer ensures a balanced mix of (local) information, creative promotions, contests, and fun. Most posts are custom made for the 11 restaurants. A limited number of messages are reposts of McDonald’s Belgium. The best performing posts reach around 20.000 people per restaurant.
Keep on communicating!
Even during the COVID-19 lockdown, we kept on communicating to avoid losing our relationship with the community: at a distance but still together! The focus was on support and rather subdued and authentic communication. The Spotify playlists of the restaurants created a lot of interaction during this period, for example. After lockdown, the focus shifted to feelgood messages and very concrete information. Is the entire restaurant back open or just the McDrive? What are the opening hours? What about the menu? Do you do delivery? We stayed very close to the clients to make sure everyone got the most recent and correct information.
Markedeer also takes on daily conversation management. Social media channels are more than just communication tools, but also – more and more – customer service platforms. A swift and correct reaction to positive and negative comments is crucial for the success of your pages and your business.
Finger on the pulse
Every month, Markedeer gives a detailed report on the performance of the 11 profiles, the posts, and ads:
Growth of the number of fans/followers?
Who are the fans/followers?
How does the reach of our pages/profiles evolve?
What could be the cause of a big increase/decrease?
How about the engagement of our fans/followers?
Which posts scored well? Which ones didn’t work?
These very concrete monthly analyses are the base of the more strategic trimester evaluations.
Thanks to this approach, the average daily reach increased by 200% in one year!