Perspectives on Connected Innovation and Collaboration

Don Smith’s Sabbatical Insights

Social Media: Now on McDonald’s Value Menu.

with 5 comments

mcd1I had a chance today to talk with Joe Curry, Global Web Communications at McDonald’s, about their current social media efforts – Mindshare and Station M.

Mindshare was started at McDonald’s in 2005 as a blog forum, where avid employee bloggers would write on topics of interest. Over time the zeal faded and only a few bloggers remained. Today, Mindshare is a vibrant internal web 2.0 community that allows employees to share  knowledge and best practices. Part Facebook and part discussion boards, Mindshare fills the communication voids created by org silos and barriers.

McDonald’s built Station M exclusively for the restaurants to communicate with each other. Joe told a story of how a particular store manager was able to improve his drive-thru times by engaging with colleagues on Station M.

Platform adoption has not been without its challenges though. Like many other organizations adopting social technologies, McDonald’s learned how to tweak their platform and culture in concert for improved outcomes.

Driving traffic to each site required internal promotional marketing. Joe and his team also made sure to celebrate and promote success stories conceived within the platform. The more people can see and feel the value of participation in social platforms like Station M and Mindshare, the more  interactions take place on the platform. As these interactions grow, McDonald’s will realize even more value returned on their investment.

I hope to re-connect with Joe on-site at McDonald’s later this spring for a deeper download. Until then, I’ll take a #4 meal, with a side of social media please.


Written by Donald Smith

February 11, 2009 at 9:16 pm

5 Responses

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  1. This was really interesting to read, who knew? Loved your ending………..

    Hey, I have someone I want to put you in touch with to follow…..his name is Challis Hodge, and he is currently working at Nielson. His grad degree is in human/computer interaction, but he has such intersting blogs himself I thought it may spark ideas for you…….I will give you contact info when we meet!

    Noelle Sorensen

    February 11, 2009 at 10:54 pm

  2. Sure thing, would love to connect with more folks. Can you send me a link to his blog?

    Donald Smith

    February 12, 2009 at 3:09 pm

  3. Umm.. id appreciate the link to this mindshare site.. im am a current mcdonalds employee and im very curious…


    September 2, 2009 at 12:08 pm

    • Hi Alex! Mindshare is the online collaboration tool among McDonald’s corporate employees, owner/operators and restaurant managers. (It requires an eID to access the site.) StationM is one of several crew sites. . .I happened to see your recent comment on that site. Hopefully, you were able to help with the social networking survey. We’ve had a great response rate so far and will pass along the survey result highlights to the StationM bloggers.

      Joe Curry

      September 9, 2009 at 12:35 am

    • Alex,

      thanks for commenting on my blog. I was able to refer your query to my friend Joe Curry at McDonald’s Corporate. Looks like Joe responded to your message today.

      Best of luck to you!


      Donald Smith

      September 9, 2009 at 4:13 pm

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