McDonald’s is serving up tasty content with influencer marketing. After reading an article in Medium by Karin Swanson, I was convinced I needed to write about it and explore it some more. So, here we are.
Now, one thing I wanted to point out before I start is that the article doesn’t specifically mention McDonald’s using a social listening tool, nor does Karin suggest that Mickey D’s uses Brickfish’s Nuvi platform. I am not insinuating Mickey D’s uses Nuvi or even social listening in general; I’m just going to explore how they use influencers and how these results could be accomplished with the help of said social listening tool. With that in mind, let’s begin.
Identify the Right Voice for Your Brand
Karin’s article starts off by mentioning a few key influencers McDonald’s hired to promote their McRib and McRib app. One thing to keep in mind is to think about the audience you want to attract and define the specific demographics to target. In the article, Karin says, “The [influencer] campaign itself sought to portray the brand in a positive light, specifically aimed at a younger audience [millennials and generation z]. Having this information beforehand will help determine who is a good fit and who isn’t. One way to find influencers is to see who is already engaging with your brand’s content. I know, adding the task of sifting through thousands of mentions to your already full schedule might seem to be just too much, but Brickfish makes it simple.
With Brickfish’s social listening platform, Nuvi, brands create monitors that scour the internet for every use of the keywords or hashtags to track. As the monitor pulls in these mentions, an advanced filter called a segment will sift through the data and eliminate unhelpful mentions.
In the case of the McRib, McDonald’s could create a monitor that searches for people using specific hashtags then segment just those that have a high influencer score or large reach. That way they know these individuals are already talking about the product or service, and are influential. Pretty easy, right?
Now, what if McDonald’s wanted to find influencers within a specific region? Maybe they are going to release the McRib in a specific market and want to identify micro influencers in the local market that could start promoting their content prior campaign. A simple, yet powerful map tool like Nuvi’s would be extremely helpful. The mentions found would only be from the specific areas, then brands can easily sift out influencers that didn’t make the cut. A once broad monitor becomes much more granular in the quest of finding ideal influencers to align with campaigns.
It’s vital to set goals for each campaign — this is especially true with influencer marketing. It may be tempting to just throw money at these millennials and tell them, “Go! Talk about us and sell stuff!” and hope for the best. Obviously, this really isn’t a smart practice.
The right influencers creating the right content can do wonders to increase a brand’s reach. It may seem surprising that a massive brand like McDonald’s would need help creating brand awareness, yet they saw significant benefits from leveraging influencers across social media.
Once again, it can be a daunting task to measure engagement such as likes and shares, especially while working with multiple influencers and attempting to manually track them across multiple platforms. With a robust social listening tool like Nuvi, brands can accomplish all this in real-time within a single dashboard.
McDonald’s is obviously heavily invested in the influencer marketing game. They work with a wide range of people in varying formats and in many different campaigns. Their influencer marketing program is impressive. If your brand is wanting to go in that direction, there’s a lot you can learn from following their lead.
Influencer marketing can be an extremely rewarding practice, but it isn’t easy. There are a lot of considerations to take into account and a lot of tracking to do post-campaign launch. Social listening can eliminate and automate most of the time-consuming activities that come with this type of campaign. Is McDonald’s using a social listening tool? It is very likely. Do brands have to use social listening to achieve the same results…no. Brands can do it on their own, but it just requires a love of spreadsheets and hours spent counting tweets that could be better used for, well, anything really.
Curious about what social listening can do for your organization? Request a demo and see how our social listening solution can benefit your brand.
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