Executive Summary

This document is a plan My McDonald's Rewards app's social media marketing

campaign in the United Kingdom. The emphasis of the campaign is on leveraging social
media platforms to increase consumer engagement, app adoption, and brand visibility.
The campaign seeks to achieve corporate objectives and produce significant results by
capitalizing on McDonald's strong brand recognition and utilizing data-driven strategies.
Consideration of the demographic, psychographic, and behavioral characteristics of the
target audience precedes the launch of the campaign. This assures precise targeting and
personalized, preference-based messaging. Utilizing the social media behaviors and
preferences of the target audience, the campaign maximizes engagement and reach. The
activities in social media are classified as earned, owned, and shared media. Utilizing
user-generated content, influencer endorsements, branded content, contests, and
collaborations, buzz is generated and consumers are encouraged to share content. This
increases the campaign's reach and impact, nurturing a sense of community and brand
loyalty.
Emphasizing personalized offers, convenience, and rewards, the primary messages and
themes for the My McDonald's Rewards app highlight the app's unique benefits. By
coordinating the four social media zones (social communities, social publishing, social
entertainment, and social commerce), the campaign ensures a unified and consistent
brand image across multiple platforms. The social media team is responsible for
monitoring and managing the campaign, including actively listening to and responding to
user mentions, questions, and feedback. Utilizing key metrics such as engagement rate,
reach, conversion rate, follower growth, and sentiment analysis, performance is
measured. This data-driven methodology allows for continual optimization and
development.
The campaign reinforces the key message and encourages app adoption and utilization by
incorporating social reminders into advertising messages and in-store displays. This
integration with other promotional tools increases the impact and efficiency of the
campaign. This social media marketing campaign for the My McDonald's Rewards app

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concludes with a comprehensive strategy to engage the target audience, increase app
usage, and boost brand awareness. McDonald's is well-positioned to accomplish its
corporate goals and establish a strong digital presence in the UK market by leveraging
social media platforms, implementing data-driven strategies, and concentrating on
personalized messaging.

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Contents
Introduction
Parts of Plan
Part 1
Executive Summary...................................................................................................................................1
Contents Introduction Parts of Plan Part 1.............................................................................................3
1. Part 1 Situation Analysis and Identify Key Opportunities:............................................................7
I. Internal environment:.......................................................................................................................7
a. Culture:..........................................................................................................................................7
b. Resources:......................................................................................................................................8
II. External Environment:..................................................................................................................9
a. Customers:.....................................................................................................................................9
b. Competitors:..................................................................................................................................9
c. PESTLE Analysis:.......................................................................................................................10
i. Political Environment:................................................................................................................10
ii. Economic Environment:..............................................................................................................10
iii. Social Environment:................................................................................................................10
iv. Technological Environment:...................................................................................................10
v. Legal Environment:.....................................................................................................................10
vi. Ecological Environment..........................................................................................................10
III. SWOT Analysis: (references to be added).................................................................................12
1. Strengths:.........................................................................................................................................12
2. Weakness:.........................................................................................................................................12
3. Opportunities:..................................................................................................................................13
4. Threats:............................................................................................................................................13
2. Part 2 Objectives..............................................................................................................................13
A. TOWS Analysis:..............................................................................................................................13
S1 Established Brand......................................................................................................................13
S2 Integration with Existing Infrastructure.....................................................................................13

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B. Corporate Objectives:.....................................................................................................................14
C. Social Media Strategy Objective:...................................................................................................15
Part 3 Insight into Target Audience:.....................................................................................................15
1) Target Audience:.............................................................................................................................15
1. Demographic Characteristics:....................................................................................................15
2. Psychographic Characteristics.......................................................................................................15
3. Behavioral Characteristics:............................................................................................................16
2) Social Media Habits:.......................................................................................................................16
i. Social media use:..........................................................................................................................16
ii. Mobile usage:...............................................................................................................................16
iii. Blog and content consumption................................................................................................16
Part 4 Social Media Zones and Vehicles:...............................................................................................17
1) Customer Journey Map:.................................................................................................................19
2) Social media activities:....................................................................................................................20
3) Key message/theme:........................................................................................................................20
6) Contribution.................................................................................................................................21
Part 6 Establish an Action Plan, Manage and Measure......................................................................21
Reference:.................................................................................................................................................35

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Introduction:

This social media plan outlines McDonald's strategy to leverage popular platforms such as
Facebook and YouTube to increase brand visibility, generate consumer engagement, and
promote the business growth of the My Reward app. According to Similar Web (2023),
McDonald's obtains 0.64 percent of its website traffic from social media, with Facebook (35.57
percent) and YouTube (30.45 percent) as the primary sources. McDonald's seeks to strengthen its
brand reputation and grow its customer base by utilizing a combination of owned, earned, and
paid media channels, developing compelling content, and closely monitoring social media
interactions. McDonald's intends to increase brand visibility, consumer engagement, business
growth, and the My Reward app's brand presence through this strategy.

Figure 1 Source: Adopted from similarweb.com, (2023)

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Figure 2 Source: Adopted from similarweb.com, (2023)

1. Part 1 Situation Analysis and Identify Key Opportunities:

I. Internal environment:
a. Culture:
Culture in the workplace is the shared values, norms, and traditions that shape how people
act and interact with one another (Warrick et al., 2016). Some experts on organizational
culture claim that it is culture itself holds the key to many of the problems that plague
businesses today (Warrick, 2017). At MacDonald consistency and productivity are fostered
by its standardized quality systems and shared ideals, (Thompson, 2017), while customer
expectations in key areas like value, cleanliness, service, and food quality are consistently
exceeded. In MacDonald’s University, leadership programs, and foreign exchanges are just

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few of the ways the company invests in its employees' futures (Walters, 2015). It wants to
boost HR and business processes, therefore it promotes employee input and open
communication. Crawford (2015), argues that McDonald's high-quality benefits and
incentive programs are key to maintaining a highly engaged and motivated workforce. The
culture of growth, quality, and productivity within the organization is largely responsible for
its worldwide success. McDonald's shows a decentralized strategy on social media by
emphasizing honesty and friendliness in all contacts with customers (Walter, 2014). The
decentralized structure of social media has many advantages, but the risk of bad feedback
and the difficulty of replying to every comment mean that the company may not fully
embrace it (Ashraf, 2017).
McDonald's social media success can be linked to its representatives' eagerness to interact
with followers and consumers (Treagus-Evans, 2022). They schedule social media updates
with content scheduling tools. McDonald's social advertising takes advantage of current
events and seasons. They also tailor content to each platform's audience and features.

b. Resources:
According to (Walter, 2014), McDonald's has unique resources that can be used for social
media activities, such as its well-known brand, distinctive menu options, wide network of
locations, strategic relationships, skilled employees, cutting-edge IT systems, and active
consumer base. These resources can play a crucial role in promoting the My McDonald’s
Rewards app. By utilizing these resources, McDonald's is able to create interesting content,
handle social media accounts, set aside money for advertising, examine performance metrics,
and look into collaborations. With a thorough social media approach, McDonald's can
successfully market the My McDonald’s Rewards app, drive user engagement, and increase
app downloads and usage.

Policies and Procedures:

McDonald's demonstrates a strong commitment to changing consumer preferences through
menu marketing and adjustments. They modify internal procedures, advertising strategies,
and menu selections proactively to satiate the demand for healthier dining (CoSchedule,
2022). Social promotion strategies are updated frequently in order to effectively engage

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target audiences. Meaningful interactions with consumers have contributed to McDonald's
social media success (Treagus-Evans, 2022).

The My McDonald’s Rewards program has clear policies for accumulating and redeeming
points. Customers who download the app will receive 100 bonus points for every eligible
dollar they spend. There is a minimum requirement of 1,500 points for rewards, and points
exhaust after six months. Participants can redeem one reward per order, with the procedure
varying by in-store, drive-thru, or mobile delivery. These regulations guarantee openness and
a seamless experience. McDonald's demonstrates readiness and enables successful
engagement with social media and the My McDonald’s Rewards app through these
comprehensive procedures.

II. External Environment:

a. Customers:
Start.io (2022), states that McDonald's core customers are middle- and lower-class people
who value efficiency, low prices, and accessibility. Sixty percent are men, with the largest
age range being 18–34. Furthermore, 30% of McDonald's customers are from low-income
households, and reward app is targettin same class, (Jefferson, 2022). McDonald's has a large
online following, with 78.6 million Facebook likes, 3.3 million Instagram followers, and 3.5
million daily tweets, according to socialmedia (2022). Its customers primarily utilize
Facebook as their social media platform of choice.

b. Competitors:
McDonald's, Burger King, and Wendy's are frequently viewed as direct competitors in
the fast food industry due to their similar menus of iconic American fast food products such
as burgers, fries, and chicken sandwiches. While McDonald's Big Mac and Quarter Pounder
are iconic, Burger King's Whopper and Wendy's Dave's Single are also popular among fast
food enthusiasts. Burger King, which generated more than $20 billion in global revenue for
the fiscal year ending in 2020, has a strong global presence with more than 18,000 locations
in over 100 countries. Wendy's, on the other hand, has over 6,800 locations worldwide and
focuses heavily on fresh ingredients and innovative menu items such as the Baconator and

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the Pretzel Bacon Pub Cheeseburger,(Downie, 2021).
Burger King's marketing campaign used rotting patties to highlight its ingredients. Instead
of product photos, their Twitter staff posts funny, trend-relevant material. They promotes
their real ingredients on social media, (Benson, 2021), while Wendy's social media staff
responds quickly to consumer concerns and queries. This lets the brand overcome issues and
focus on entertaining and connecting with audiences. It uses Twitter to contact customers
and resolve issues, (McCall, 2022).
McDonald's My Rewards app in the UK competes with rivals with a simple points system.
Burger King's discounts contrast with KFC's Colonel Club's free stamps. Gourmet Burger
Kitchen rewards referrals with complimentary sides, while Subway's loyalty programme
awards points that can be used for numerous goods. McDonald's app lets consumers earn
rewards through purchases with changing promos and awards. Each competitor's reward
programme offers various incentives and caters to different customer preferences. KFC,
Burger King, Subway, and Gourmet Burger Kitchen use freebies, discounts, and referral
benefits to keep consumers, whereas McDonald's uses a simple points system (Oliver, 2019)

c. PESTLE Analysis:
i. Political Environment:
Compliance with UK data protection and privacy legislation (Data protection, no date),
has a positive effect by reassuring users that their data is safe within the app.

ii. Economic Environment:

The My McDonald’s Rewards app's ability to bring in money for McDonald's may
improve if the economy were to improve and consumers started spending more money, and
it is much better than it apparently seems to be (Smith, 2023).

iii. Social Environment:

Consumers' changing tastes towards healthier meal options (Consumers move to
healthier, plant-based foods while cutting meat consumption, 2022), may have a negative
effect on app usage and sales of standard menu items, forcing McDonald's to modify its
incentives to better suit customers' new priorities.

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iv. Technological Environment:
New developments in mobile technology present possibilities for better user
experience and expanded app functionality, making for easier app navigation and more
useful features (Makarov, 2022).

v. Legal Environment:
Animal welfare standards are tightening (Block, 2023), raising McDonald's supply chain
prices and hurting its profitability. The same outside aspect also provides the food service
business an opportunity to develop by implementing a thorough animal welfare policy,
which can attract more animal-loving consumers.
vi. Ecological Environment
With an increase in customer awareness about environmental sustainably, (Alamsyah
and Othman, 2021), incorporation of sustainable practices in packaging and
operations can have a good effect on customer perception and app engagement,
attracting eco-conscious buyers and bolstering the company's standing in the market.

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Table 1 Source: PESTLE Analysis Adapted from Aguilar, (1967)

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III. SWOT Analysis: (references to be added)

Table 2Sou Source: SWOT Analysis Adapted from Humphrey, (1960)

1. Strengths:
S1 Established Brand: McDonald's is a globally recognized brand with a strong
presence in the United Kingdom (How McDonald’s conquered the UK, 2023),
allowing it to leverage its reputation and client base to promote the My McDonald's
Rewards app.
S2 Integration with Existing Infrastructure: The app can be integrated seamlessly with
McDonald's existing systems, allowing for the efficient administration of rewards
and transactions.
2. Weakness:
W1 Dependence on Mobile Technology: The app's success is contingent upon the
widespread adoption of smartphones and dependable internet connectivity, which
may restrict access for certain consumer segments.

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W2 Competition: Other fast-food chains and retailers in the United Kingdom offer
similar reward programs, posing a challenge for the My McDonald's Rewards app on
the market for loyalty applications.
3. Opportunities:
O1 Personalized Offers and Promotions: The app enables the delivery of personalized
offers and promotions to customers based on their preferences and purchase history,
thereby fostering customer (My McDonald’s Rewards Is Here | McDonald’s UK, n.d.).
O2 Enhanced Customer Insights: By collecting data via the app, McDonald's can obtain
valuable insights into customer behavior and preferences, allowing for improved
targeting of marketing initiatives and menu enhancements.
4. Threats:
T1 Data Security and Privacy Concerns: Because the app accumulates customer data, it
is vital to maintain robust security measures and comply with data protection
regulations in order to mitigate potential risks and maintain customer confidence (Data
protection, no date).
T2 Changing Consumer Preferences: Changing consumer preferences towards healthier
eating habits or alternative food options could have an impact on the efficacy of the
rewards app in driving sales and customer engagement (Consumers move to healthier,
plant-based foods while cutting meat consumption, 2022).

2. Part 2 Objectives
A. TOWS Analysis:
Table 3 Source Adapted from Weirich, (1982)

Strengths: Weaknesses:
Internal factors
S1 Established Brand W1 Dependence on Mobile
S2 Integration with Technology
Existing W2 Competition
Infrastructure

External Factors

Opportunities: (S1)+(O1): Leverage McDonald's WO

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strong brand recognition and repute
O1 Personalized Offers and (S1) to deliver personalized offers  (W1)+(O1): Overcome the
Promotions and promotions via the limitation of mobile technology
O2 Enhanced Customer Insights MyMcDonald's Rewards app based reliance (W1) by exploring
on customer preferences and alternative channels or platforms
purchase history (O1). to deliver personalized offers and
(S2) +(O2): Leverage the seamless promotions via the
integration of the MyMcDonald's MyMcDonald's Rewards app,
Rewards app with McDonald's ensuring access to a wider
existing systems (S2) to collect spectrum of customers (O1).
valuable customer data and obtain  (W2)+(O2): Differentiate the
insights into customer behavior and MyMcDonald's Rewards app from
preferences (O2), allowing for rivals (W2) by leveraging the
improved targeting of marketing app's capability to collect
initiatives and menu enhancements. customer data and gather insights
into behavior and preferences
(O2), thereby enabling targeted
marketing strategies and
emphasizing unique benefits.
Threats: ST WT
T1 Data Security and Privacy  (S1)+(T1): Maintaining  (W1)+(T2): In order to increase
Concerns customer trust in the sales and customer engagement,
T2 Changing Consumer MyMcDonald's Rewards app the MyMcDonald's Rewards app
Preferences necessitates stricter data security must overcome the limitation of
measures and compliance with mobile technology dependence
data protection requirements (W1) by adapting to shifting
(T1), while capitalizing on consumer preferences (T2)
McDonald's well-known brand towards healthy eating habits and
reputation (S1). alternative meal options.

B. Corporate Objectives:
By the end of the fiscal year 2023, increase the number of downloads of the MyMcDonald's
Rewards app in the UK market by 20%, the number of active users by 15%, and the average
transaction value by 10%.

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C. Social Media Strategy Objective:
1 Boost app downloads and brand recognition by 20% in the next 6 months through
strategic use of social media advertising and influencer marketing.
2 Increase consumer involvement by 15% over the next four months by increasing the
number of people using the MyMcDonald's Rewards app every day through creative uses
of social media, interactive promos, and user-generated campaigns.
3 Increase positive customer perception by 10% and app retention rate by 15% in the next 6
months through proactive social media customer assistance, customized incentives and
offers, and app member-only perks.

Part 3 Insight into Target Audience:

1) Target Audience:
Our social media marketing strategy for the McDonald's My Reward app in the UK will
focus on those between the ages of 18 and 34. This group is a significant subset of the
population that uses technology and social media proficiently (UK Social Media
Audiences by Age and Gender 2021 | Statista, n.d.) By focusing in on this demographic,
we can leverage their online habits and tastes to spread the word about the app and boost
downloads and usage.
1. Demographic Characteristics: People in the UK between the ages of 18 and 34 make
up the bulk of McDonald's My Reward app users. This demographic reflects an
especially tech-savvy and socially-engaged age group (Pro, 2019). They are probably
either students at a university or young professionals just starting out in their careers.
They earn an average to above-average wage and have completed high school or higher
levels of education.
2. Psychographic Characteristics: The people in the United Kingdom who are most
likely to use the My Reward app fall into a narrow psychographic profile. They are
constantly on the go and appreciate time-saving measures. These people are friendly,
curious, and curious about everything. When making a purchase, they look for three
things: high quality, low price, and long lifespan. Their passions lie in the culinary arts,
the performing arts, music, sports, and exploration (Marketing to Millennials and
Generation Z: Things Are Changing, n.d.). If we know these demographic and

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psychographic details, we can create social media posts that will appeal to their tastes
and pique their interest.
3. Behavioral Characteristics: Our social media marketing campaign targets the UK My
Reward app audience's behavior. They are frequent Facebook, Instagram, Twitter, and
Snapchat users (Social Media Usage in the UK, n.d.). To reach and engage them, our
strategy should focus on these mediums. They like cheap, quick meals and discounts.
This showcases My Reward's personalized offers and promotions. This demographic is
also less loyal to businesses and more willing to exploring new ones. We can attract
users by highlighting My Reward's unique features and perks on social media.

2) Social Media Habits:

Sports news articles are popular among health-conscious consumers, especially among
males who equate wellness with muscular prowess. Facebook, Instagram, Snapchat, and
Twitter are the most widely used by health-conscious consumers. Common topics
discussed on these channels include how to improve one's physical and emotional health
as well as one's appearance. (Attest, 2018).
i. Social media use: In the UK, the McDonald's My Reward app's target demographic uses
social media heavily. On well-known networks like Facebook, Instagram, Twitter, and
Snapchat, they are frequently active. They interact on these platforms with friends and
family, keep up with news and trends, and find fresh content.
ii. Mobile usage: The target market heavily relies on mobile gadgets to access social media.
They connect with material, engage with brands, and surf social media sites on their
smartphones and tablets. Because they are more convenient and accessible while on the
go, mobile apps are preferable to desktop access.
iii. Blog and content consumption: The target demographic has expressed interest in
reading blog posts, watching videos, and using other digital content. They adhere to well-
known blogs,

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3) Buyer Persona:

Table 4 Source: Customer Persona Adapted from Cooper, (1985)

Part 4 Social Media Zones and Vehicles:

Based on the objectives and target audience, the following mix of social media zones and
owned earned or paid media mix would be best to accomplish the objectives:

i. Social Communities:
 Encourage users to use the app to share their memories through pictures, videos, and
branded hashtags. (Earned)
 Run a Facebook group or forum where app users may interact, exchange advice, and have
conversations. (Owned)
 Hold live Twitter or Instagram Q&A sessions where consumers can ask questions
regarding the app. (Shared)
ii. Social Publishing:

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 Write enlightening blog entries and articles on the business blog on the advantages of
utilizing the My McDonald's Rewards app. (Owned)
 Post on social media channels engaging infographics and data-driven content highlighting
the app's rewards system and exclusive deals. (Owned)
 Post positive app user reviews and success stories on various social media platforms.
(Owned)
iii. Social Entertainment:
 Create interesting and amusing video material that highlights the capabilities and
advantages of the app and can be shared on Facebook, Instagram, and YouTube. (Owned)
 Start engaging social media challenges or contests for the app to get people to take part
and share their experiences. (Shared)
 Work with well-known social media influencers to produce entertaining and interesting
material for the app that they can then distribute to their followers. (Earned)
iv. Social Commerce:
 Use social media posts and stories to advertise exclusive incentives, discounts, and
special deals. (Owned)
 Collaborate with companies that are complementary to one other to cross-promote
products or services, providing app-related incentives to increase conversions. (Shared)
 Disseminate user-generated app evaluations and ratings to demonstrate satisfied users and
foster confidence. (Earned)

Part 5 Experience Strategy Encompassing Selected Zones

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1) Customer Journey Map:

Table 5 Source: Customer Journey Map Adapted from Zemke, (1985)

Customers learn about the app from word-of-mouth, web publications, and other user-created
material. Curiosity and excitement flood their minds, yet they also confront obstacles like a
lack of knowledge. Next, they weigh the pros and cons of different apps by reading reviews,
trying out demo versions, and discussing their experiences in online communities. Curiosity
and trust are positive emotions, but frustration can result from things like overcomplicating
things or a lack of social proof. Then they decide to download and install the app because of
the app's attractive features and benefits, such as discounts, special offers, and convenience of
use. Feelings of contentment and eagerness are examples of positive emotions, whereas
problems with the installation caused by technical issues are examples of negative ones.

Customers are then actively using the app to earn points, take advantage of special deals, and
interact with the company. Notifications within apps, communications via social media, and

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help desks are all examples of points of contact. Positive feelings include enthusiasm and
dedication, while negative feelings may result from issues with the app or slow responses from
support staff. Finally, happy users spread the word by posting positive comments and ratings
on the app store and telling their friends about it. Positive emotions include loyalty and trust,
while negative ones could stem from problems that haven't been addressed or a dearth of
referral bonuses.

2) Social media activities:

McDonald's has the potential to enhance and expand their current communication strategies
through the implementation of social media initiatives. This can be achieved by generating
captivating content that is consistent with their primary messages and themes. The content may
encompass promotional material, special offers, novel menu items, and exclusive insights into
the brand. Social media platforms, namely Facebook, Twitter, Instagram, and TikTok, have the
potential to expand the reach of a brand and create a buzz among a broader audience.

3) Key message/theme:
It is advisable to disseminate significant messages and themes that are consistent with
McDonald's fundamental brand principles, including quality, convenience, affordability, and
sustainability. Thus the key message for promotion of my reward would be “Use My
McDonald's Rewards to Get Personalized Offers and Access to Exclusive Rewards! Drive
interest and downloads by emphasizing the app's primary features, such as exclusive
incentives, tailored discounts, and easy mobile ordering.”

4) Alignment of zones

To ensure consistency across all channels, McDonald's can align the zones utilized on social
media. The establishment of a social media calendar that delineates the principal messages and
themes for each week or month, coupled with the employment of a uniform visual identity
throughout all social media platforms, can facilitate the realization of this objective. In addition
it would create a unified and all-encompassing social media marketing strategy by
incorporating activities from all four areas of social media (social communities, social
publishing, social entertainment, and social commerce). Also it would promote the app and its

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features via several channels and mediums, including owned social media channels and by
linking social media posts to the app download page.

5) Social Reminders:
Incorporating social reminders into advertising messages, in-store displays, and other venues
can be an effective strategy. We would promote the app and its features through ads, in-store
displays, and other channels to get people to use it and tell their friends about it also
advertisement and in-store signage would include branded hashtags and social media handles
to get customers talking about the company and the app.

6) Contribution
The proposed central message or theme is congruent with the goal of increasing app
downloads, user engagement, and brand loyalty because it highlights the app's value
proposition and encourages consumer engagement. Moreover, sharing user-generated content
(UGC) and collaborating with influential users on social media are two examples of how social
media may be used to bolster and broaden the impact of existing communication tactics and
help businesses achieve their overarching goal of increasing brand recognition, sales, and
word-of-mouth promotion.

Part 6
Establish an Action Plan, Manage and Measure:

Race Frame work:

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Table 6 Source Self Developed

Table 7 Source: Self Developed

1) Social Media Plan for Six Months

Social Media Calendar for 6 months

Month 1

Social Paid/Earned/
Media
Platfor Performance
Week ms Content Owned Measurement Goals

Week 1 Facebook, Explain why Owned Number of sign- Spread the

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people should
download the
My word and
McDonald's ups, engagement encourage
Rewards app, metrics (likes, people to
and encourage comments, download the
Instagram them to do so. shares) app.

Promote the
app with a
Twitter contest
that offers users
a reward for
sharing the app
with their
friends, and
make some
catchy TikTok
movies to show Number of
off the contest entries, Encourage and
Twitter, software's Owned (Twitter), video views, spread user
Week 2 TikTok capabilities. Earned (TikTok) likes, and shares interaction

Share
informative
articles and
videos on
LinkedIn about
the app's
advantages for
professionals,
and post Number of
tutorial videos article views, target a
on YouTube video views, specialized
LinkedIn, showcasing app engagement audience, and
Week 3 YouTube usage Owned metrics inform users

Week 4 Instagram Take advantage Paid (Instagram), Number of Increase brand

, Snapchat of Snapchat's Owned (Snapchat) influencer posts, awareness,
AR filters to engagement broaden access
create engaging metrics, AR to influential
app-related people, and

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content for
users, and
collaborate with
influencers to
have them post
sponsored
content about
the app's supply
benefits on interesting
Instagram. filter usage material.

Month 2

Social
Media
Platfor
ms
Introduce
the My
McDonal
d's
Rewards
app, share
its
benefits,
and invite
Performance
users to Paid/Earned/ Measuremen
week sign up Content Owned t Goals

Disseminate
user-created User
content and engagement Improve
positive metrics, brand's image
Facebook, reviews from sentiment by amassing
Week 1 Instagram app users. Owned analysis social proof.

Week 2 Twitter, Run a Twitter Owned (Twitter), Number of poll Boost user
TikTok poll to get Earned (TikTok) responses, video interaction and
opinions on app views, gather data
trends and participation
features, and

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make fun
TikTok
challenges for
the app. rates

On LinkedIn,
share app user
success stories
and case
studies, and on
YouTube, make Highlight the
instructional Engagement advantages of
and metrics, video the app and
LinkedIn, demonstration views, offer learning
Week 3 YouTube videos. Owned comments resources

Launch an
Instagram
photo contest,
asking users to
share their
favorite meals
using app
rewards, and Number of Encourage
create branded contest entries, user-generated
Snapchat filters filter usage, content and
Instagram related to the Owned (Instagram), engagement increase app
Week 4 , Snapchat app Owned (Snapchat) metrics association

Month 3

Week Social Content Paid/Earned/ Performance Goals

Media Owned Measuremen
Platfor t
ms
Week 1 Faceboo Create a Owned Video views, Promote the
k, Facebook event RSVPs, app's
YouTube event for a engagement advantages
live Q&A metrics and

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session with encourage
app users and user
share a video interaction
emphasizing
the app's
special deals
and
promotions.
Week 2 Instagra Start a Twitter Owned (Twitter), Number of Promote
m, conversation Earned (Instagram) chat user-
Twitter with a special participants, generated
hashtag to hashtag content and
discuss the mentions, user facilitate app-
app's features engagement related
and best dialogues
practices, and
post user-
generated
content to
Instagram
using branded
hashtags.
Week 3 LinkedIn, Write an Owned Article views, Encourage
TikTok essay for LinkedIn app use in-
LinkedIn engagement, store and
explaining video views, provide app
how the app user users ideas.
affects interaction
customer
engagement
and loyalty,
and make
interesting
TikTok videos
highlighting
the app's
perks.
Week 4 Snapchat Make a Owned (Snapchat), Geofilter Encourage
, Snapchat Owned (Pinterest) usage, app use in-
Pinterest geofilter Snapchat store and
available at engagement, provide app
McDonald's Pinterest users ideas.
locations for repins
app users,
and compile a

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Pinterest
board with
meal and
recipe
inspiration
from apps.
Month 4
Week Social Content Paid/Earned/Owned Performance Goals
Media Measurement
Platform
s
Week 1 Instagra Start a Twitter Owned Number of Boost user-
m, poll and contest generated
Twitter Instagram entries, content and
photo contest engagement collect useful
with a specific metrics, poll feedback to
hashtag to get participation improve the
user input on app.
how to make
the app
better.
Week 2

Promote the
app by
showcasing User
user-created engagement Improve your
content and metrics, brand's image
Facebook, positive sentiment by amassing
Instagram reviews. Owned analysis social proof.

Week 3 LinkedIn, Create fun Owned LinkedIn post Demonstrate

TikTok TikTok engagement, the app's
challenges TikTok value and
that ask users challenge inspire
to share their participation, promotion
favorite app user- from users.
features and generated
publish a content
LinkedIn
article
showcasing
user success
stories and
testimonials.

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Week 4 Snapchat Make use of Owned (Snapchat), Snapchat lens Promote the
, augmented Owned (Pinterest) usage, app and give
Pinterest reality effects Snapchat app users
connected to engagement, ideas for how
your app by Pinterest pin to use it
making a engagement visually
Snapchat lens
and a
Pinterest
board.
Month 5
Week Social Content Paid/Earned/Owned Performance Goals
Media Measurement
Platform
s
Week 1 Twitter, Share user- Owned Twitter chat Boost
Instagra generated participation, community
m content on Twitter spirit and
Instagram impressions, service to
highlighting Instagram customers.
app engagement
experiences
and
incentives,
and host a
Twitter chat
with a
dedicated
hashtag to
address FAQs
and provide
app-related
suggestions.
Week 2 Faceboo Promote Owned Facebook Live Raise app
k, upcoming app viewership, awareness
YouTube updates via a Q&A and get users
Facebook Live participation, excited for
Q&A with the YouTube video upgrades.
creators and a views,
video lesson engagement
explaining the metrics
app's most
useful
features on
YouTube.

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Week 3 LinkedIn, TikTok Owned LinkedIn Establish as
TikTok challenges article views, an industry
showcasing engagement leader and
innovative metrics, increase user
uses for the TikTok participation
app and links challenge
to a LinkedIn participation,
post detailing user-
its effect on generated
customer content
loyalty and
happiness are
encouraged.
Month 6
Week Social Content Paid/Earned/Owned Performance Goals
Media Measurement
Platform
s
Week 1 Instagra Create a Owned Contest Promote
m, behind-the- entries, user-
YouTube scenes film Instagram generated
for YouTube engagement, content and
that shows YouTube video skills in app
how the app views, creation.
was made, subscriber
and host a growth
contest on
Instagram
where users
are
encouraged
to submit
their favorite
features using
a branded
hashtag.
Week 2 Faceboo TikTok Owned Facebook Increase user
k, TikTok challenges reach, activity and
with in-app engagement trust through
tasks and metrics, social
incentives can TikTok evidence.
be shared on challenge
Facebook participation,
alongside user user-
success generated

Page 29 of 36
stories and content
feedback.
Week 3 Twitter, Create a Owned Twitter poll Collect
LinkedIn Twitter poll responses, insightful
for users to LinkedIn data from
provide input article views, your users
on how to engagement and
enhance the metrics demonstrate
app, and write your
an article for dedication to
LinkedIn constant
outlining the development.
app's planned
development
and features.
Week 4 Snapchat Use Earned (Snapchat), Snapchat Increase
, sponsored Owned (Pinterest) influencer exposure by
Pinterest Snaps on reach, collaborating
Snapchat to engagement, with
spread the Pinterest pin influential
word about engagement, people and
your app, and website traffic directing their
decorate followers to
Pinterest app-related
boards with promotions.
tempting
offers
available only
through the
Snapchat app.
Table 8 Source Self Developed

Table 9 Source Self Developed

2) KPIs (Key Performance Indicators):

• Engagement Rate: Determine the level of interaction and engagement with social
media content, such as the number of likes, remarks, shares, and clicks.
• Reach and Impressions: Evaluate the overall visibility and exposure of the social
media content to the target audience.
• Conversion Rate: Evaluate the impact of social media efforts on app downloads, sign-
ups, and usage.

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• Follower development: Monitor the development over time of the app's social media
followers and fans.
• Customer Feedback: Monitor and analyze user comments, messages, and reviews for
feedback and sentiment.
3) Monitoring Equipment:
• Social Media Analytics Platforms: To monitor and measure social media
performance, use platform-specific analytics tools such as YouTube Analytics, Facebook
Insights, and Instagram Insights.
• Social Listening Tools: Use social listening tools such as Hoot suite, Sprout Social, or
Brand watch to monitor My McDonald's Rewards app-related social media mentions,
hashtags, and conversations.
4) Listening and Responding to Mentions on Social Media:
• Active Monitoring: Regularly monitor social media channels for My McDonald's
Rewards app-related mentions, tags, and comments.
Respond promptly and professionally to user comments, questions, and feedback on
social networking sites.
• Participate in Conversations: Contribute to discussions, respond to concerns, and
offer useful information to app users and followers.

5) Sample Facebook Ad:

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Table 10 Source: Self Developed

Key Takeaways:
i. Increased Customer Engagement: We can substantially increase customer engagement
by leveraging the My McDonald's Rewards app and implementing a comprehensive
social media marketing strategy. Through personalized offers, interactive content, and
prompt responses to user feedback, we will instill app users with a deep sense of
connection and loyalty.
ii. Expanded Brand Reach: The strategic use of social media platforms will enable us to
increase the audience reach of the My McDonald's Rewards application. By leveraging
popular social media channels such as Facebook, Instagram, and Twitter, we can target
both existing and prospective consumers, thereby increasing brand recognition and
attracting new app users.

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iii. Improved Conversion Rates: By tracking and analyzing key performance indicators
such as conversion rates, we can optimize the social media strategy to increase app
downloads, signups, and utilization. Through compelling ad copy, captivating visuals,
and persuasive call-to-action messages, we will persuade users to take the desired actions
and become loyal customers.
iv. Enhanced Customer Satisfaction: By actively listening to social media mentions,
monitoring user feedback, and responding quickly to inquiries and concerns, we will
create a positive brand image and increase customer satisfaction. The ability to address
customer requirements and provide personalized offers via the My McDonald's Rewards
app will increase customer retention and satisfaction.

Conclusion:
In the external world, McDonald's key clients are middle- and lower-class persons who
appreciate efficiency, low pricing, and accessibility. Facebook is the major social media
network utilised by McDonald's consumers. The firm faces competition from other fast-food
restaurants such as Burger King and Wendy's, who also offer reward programs. The PESTLE
study identifies issues such as data security and privacy concerns, changing user tastes, and
technical improvements that might effect the app's performance.
McDonald's plans to capitalise on its well-known brand and seamless connection with existing
systems by conducting a TOWS analysis of the MyMcDonald's Rewards app. Its secondary
purpose is to glean useful information about customers for use in future marketing campaigns.
The company's goals include expanding its user base, app engagement, and average order
value.The goals of the social media strategy are to raise favourable customer perception and
app retention rates, as well as to increase app downloads and brand recognition by 20%.
People in the UK between the ages of 18 and 34 who are both tech-savvy and socially active
make up the app's target demographic for the MyMcDonald's Rewards app. They value
efficiency because they are always pressed for time. These people favour durable goods that
are reasonably priced and of great quality. They are quite social media savvy and use numerous
platforms regularly. Developing engaging social media material for them requires first learning
about their demographic, psychographic, and behavioral features.

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From first awareness to active usage and advocacy, the experience strategy for the My
McDonald's Rewards app takes into account the numerous stages that customers go through. It
understands the significance of addressing both happy and negative emotions along the user
journey, ensuring that the app fulfils its commitments and addresses any difficulties as soon as
they arise. McDonald's can improve communication and broaden its audience by integrating
social media operations, and by coordinating zones and key themes, it can assure consistency
across all mediums. The app may boost downloads, promote brand loyalty, and increase
customer engagement by utilizing user-generated content and social reminders. Overall,
McDonald's is able to maximize the impact of its communication strategies and accomplish its
objectives thanks to the proposed strategy's effective integration of social media into the
marketing mix.
The stages that consumers go through, from initial awareness to active usage and advocacy, are
covered by the experience strategy for the My McDonald's Rewards app. It understands the
significance of addressing both happy and negative emotions throughout the consumer journey,
making sure the app keeps its promises and quickly addresses any concerns. While
coordinating zones and key messaging maintains uniformity across all channels, integrating
social media activity gives McDonald's the chance to improve communication and broaden its
audience. The app can promote user engagement, boost downloads, and strengthen brand
loyalty by utilizing user-generated content and social reminders. Overall, the suggested
strategy successfully incorporates social media into the marketing mix, allowing McDonald's
to maximize the impact of its communication strategies and accomplish its objectives.
The goal of the next six months' social media strategy is to increase user engagement and
promote the My McDonald's Rewards app. To raise brand awareness and draw new app users,
it includes a thorough approach utilizing a variety of social media sites. The effectiveness of
the strategy will be evaluated by keeping an eye on key performance indicators (KPIs) like
engagement rate, reach and impressions, conversion rate, follower development, and customer
feedback. Maintaining a positive brand image and responding to user questions on social media
in a timely manner will help. The overall goal of the plan is to maximize social media efforts,
raise app download and sign-up rates, and improve client happiness.

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