McDonald's faced criticism on social media from haters. Their goals were to drown out critics and earn fans' love louder than the haters. They aimed for more trust, engagement, and spreading love for McDonald's. Their changes included viewing social media as a dialogue not just promotion, giving fans a home platform to talk and show love, and acting differently through a new anti-littering campaign and first product launch on social media.

1. Razorfish Germany Social Web 4 McDonald‘s McDonald's 1 10/20/10

2. The Challenge

3. So muchhate outside. * Thevoices ofourcriticsareveryloud and visible. Theypublish and and sharethesamepicturesover and overagain. *

4. The Goals

5. Love louderthancritics. Makeourfanslouderthanthehaters. Respondto negative commentswith open updiscussions. Enablefanstospreadtheirlovefor McDonald‘s. Earnattentioninsteadofbuying it.

6. OurSocial Web Goals Moretrust Moreengagement Spreadthelovefor McDonald‘s * * *

7. The Changes

8. #1 Wechange ourattitude. „We understand Social Media as a dialogue, not as an promotionor PR tool“

9. #2 Wegive ourfans a home. * A platformwheretheycan talk to us + showustheirlove.

10. # 3 Weact Differently!

11. New ways in PR: The Anti LitteringCampaign.

13. New ways in Marketing: The firstProductlaunched on theSocial Web.

14. Great ingrediants! Uli Hoeness ourgermanfavourit Famous- Soccer Player - Club Manager - Sausagemaker Mc Donald‘s Nuernburger Original Nuernberger Bratwurst

15. 15 10/20/10

16. Thankyou.

17. Neue Digitale / RazorfishMathias Sinn.ManagingDirector Contact Email: mathias.sinn@neue-digitale.deTel.: +49 - (0)30 / 2936388-11Mobile: +49 - (0)160 / 7400053

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