Mary is awesome!! She is always smiling, has a great attitude, has a kind word to say and makes you feel special. I am a big Mary fan.
- posted by Dora Yee Kwok on the “I Love Mary @ McDonalds/Chandler” Facebook group
Mary Moss may be the most successful headset-wearing brand ambassador in the country. She’s manned the drive-thru at a McDonald’s in Chandler, Arizona for four years, and during that time has developed quite a following.
The McDonald’s restaurant where Mary works doesn’t have a following, SHE does. After all, the secret to McDonald’s corporate success is sameness and replication. Having a disproportionately awesome anything at a single location throws off the whole business model. But Mary is defiant in her ability to stand out. She embodies the principle of social media being about people, not logos.
Imagine how many drive-thru employees you’ve encountered in your life. How many do you remember in a positive connotation? Of those, how many would take the time to “fan” on Facebook?
But yet, 722 people are fans of Mary Moss on the official Facebook page dedicated to her drive-thru prowess, a page that she had nothing to do with, and didn’t even know about until a drive-thru regular (she has groupies) told her.
Says Mary about the secret to her success (in an article in the Arizona Republic):
“I think a lot of people just expect quick service, and it surprises them when they get a certain amount of personal attention. Sometimes all it takes is a smile and a quick compliment to turn their day around.”
Mary has it exactly right. In your struggle to find the perfect social media strategy, to out-execute the competition, to create something “viral” it’s all too easy to forget that almost every big thing started out as a very little thing. And most of those little things became movements (amazing manifesto by Spike Jones here on movements), for one very simple reason: they exceeded expectations.
If you’re looking for the social media breakthrough for your organization, think about Mary. Consider how you do business every day, and how you could alter those processes just a bit so that you’d be delivering something exceptional – something that exceeded expectations.
How will you find your Mary? Are there other examples of small things becoming big things?
(photo by Tony the Misfit)
About Jay Baer
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More “Brands are People”. “Social Media Excellence and a Side of Fries” [link to post] Tell stories about the people, brand elevates.
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Reading: “Social Media Excellence and a Side of Fries” – [link to post] – by @jaybaer
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Be an ambassador of good will, in addition to all the #socialmedia stuff you do. [link to post]
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Social Media Excellence and a Side of Fries | Social Media … [link to post]
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Social Media is about people, not logo’s, cute example: [link to post]
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socialhelp: Social Media Excellence and a Side of Fries | Social Media … [link to post]
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RT @Jan_B Social Media is about people, not logo’s, cute example: [link to post]
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Social Media is about people, not logo’s, cute example: [link to post] RT @Jan_B Via @sjaakhummel
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RT @nikhewitt: Reading: “Social Media Excellence and a Side of Fries” – [link to post] – by @jaybaer (enjoyed this)
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Small, local companies can have a huge social media impact. [link to post] (Via @jaybaer)
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RT @jaybaer: Small, local companies can have a huge social media impact. [link to post] < < Ultimately business is about the individual.
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RT @jaybaer: Small, local companies can have a huge social media impact. [link to post] < -- people forget disproportional influence
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RT @jaybaer: Small, local companies can have a huge social media impact. [link to post]
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RT @jaybaer Small, local companies can have a huge social media impact. [link to post]
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RT @Avinio Small, local companies can have a huge social media impact. [link to post] (Via @jaybaer)
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Social Media Excellence and a Side of Fries – [link to post]
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Become Mary at McDonald’s the fans will follow! Social media excellence w/a side of fries…@jaybaer latest. [link to post]
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Social Media Excellence and a Side of Fries | Social Media …: Social Media Strategy Blog Social Media Consulti.. [link to post]
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RT @jaybaer: Small, local companies can have a huge social media impact. [link to post]. Boils down to being exceptional.
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RT @Avinio: Small, local companies can have a huge social media impact. [link to post] (Via @jaybaer)
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RT @comercjust: Small, local companies can have a huge social media impact. [link to post]
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RT @tweetmeme Social Media Excellence and a Side of Fries | Social Media Marketing | Social Media Consulting – Convi… [link to post]
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RT @jaybaer: Small, local companies can have a huge social media impact. [link to post] ~BPearce
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RT @EnviroGraffiti: RT @Avinio: Small, local companies can have a huge social media impact. [link to post] (Via @jaybaer)
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Being nice can go a long way. RT @jaybaer: Small, local companies can have a huge social media impact. [link to post]
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RT @jaybaer: Social media excellence, and a side of french fries. A delectable combo. [link to post]
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Something to remember! RT @TheMarketingGuy: A McDonald’s drive-thru operator has 722 followers on her fan page. Why? [link to post]
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Something about this Mary! RT @TheMarketingGuy A McDonald’s drive-through operator has 722 followers on her fan page. [link to post]
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A McDonald’s drive-through operator has 722 followers on her fan page. Why? [link to post]
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Social media is about exceeding expectations. How one drive-thru worker amassed 722 Facebook fans…via @jaybaer – [link to post]
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Social Media Excellence and a Side of Fries: A Lesson in Personal Attention [link to post]
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RT @jaybaer Social media excellence, and a side of french fries. A delectable combo. [link to post]
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RT @jaybaer Social Media Excellence and a Side of Fries [link to post] (love this post! – DB)
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RT @DannyBrown: RT @jaybaer Social Media Excellence and a Side of Fries [link to post] (love this post! – DB)
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RT @jaybaer: Is your social media effort about people, or about logos? [link to post]
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RT @DannyBrown: RT @jaybaer Social Media Excellence and a Side of Fries [link to post] (love this post! – DB) – Yes, GREAT post!
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RT RT@jaybaer Social Media Excellence and a Side of Fries [link to post] (It’s a Winner!)
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Great stuff from @jaybaer (no surprise there): Is your social media effort about people, or about logos? [link to post]
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RT @jaybaer Is your social media effort about people, or about logos? [link to post] #lindesreadinglist
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Great stuff from @jaybaer (no surprise there): Is your social media effort about people, or about logos? [link to post] via @MarketerBlog
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RT @HennArtOnline: RT @12for12k @DannyBrown @jaybaer Social Media Xcellence w/ a Side of Fries [link to post] love this post!-DB)
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RT @chris_johnson RT @jaybaer: Is your social media effort about people, or about logos? [link to post]
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good read RT @jaybaer: Is your social media effort about people, or about logos? [link to post]
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Interesting viewpoint RT @jaybaerIs your social media effort about people, or about logos? [link to post]
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Wow, talk about taking you job to the next level. RT @jaybaer: Is your social media effort about people, or about logos? [link to post]
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RT @SarahRobinson: @jaybaer Social Media Xcellence w/ a Side of Fries [link to post] love this post!-DB)
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Social Media Excellence and a Side of Fries: The secret to success is still about the people. Here’s a good.. [link to post]
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Social Media Excellence & a Side of Fries [link to post] (via @nadinebonner)
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RT @jaybaer Is your social media effort about people, or about logos? [link to post]
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RT @jaybaer Small, local companies can have a huge social media impact. [link to post]
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Randy Kemp: Article: “Social Media Excellence and a Side of Fries” [link to post] http://bit.ly/VxCAj
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RT @rarmendariz RT @jaybaer: Small, local companies can have a huge social media impact. [link to post]
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Got this one from @momblebee. We saw Jason Baer last week at #SMAZ event. Great speaker!! [link to post]
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Article: “Social Media Excellence and a Side of Fries” [link to post]
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Find the way to a perfect social media strategy – Exceed expectations: [link to post]
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RT @tweetmeme Building relationships and making a positive impact at the drive thru at McDonald’s. Awesome! [link to post]
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RT @markfrisk: Enjoying this tasty treat: “Social Media Excellence and a Side of Fries” by @jaybaer ~ [link to post] –Nice story
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Enjoying this tasty treat: “Social Media Excellence and a Side of Fries” by @jaybaer ~ [link to post]
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@markfrisk Mary’s story is really refreshing. Great customer service (or bad) can take a life on it own
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@katriord This made me think of you & your experience today. [link to post]
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The wonders of an exceptional customer experience – few things are more memorable [link to post]
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Facebook fans rave about McDonald’s employees (convince & convert) [link to post]
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Social media is all about the people – inspiring story about drive-thru manager at McDonalds [link to post]
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McDonald’s drive-thru worker has a loyal fan network on facebook. Courtesy of Jason Baer- [link to post]
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I love this story about the McDonald’s drive-thru worker whose groupies created a FB page for her [link to post]
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Crazy that “want fries w/ that?” at McD’s can turn into 700 fb friends for a McD worker. [link to post]
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Why John Edwards “2 Americas” is total b.s. [link to post] {Wanna bet Mary gets a better job offer inside 1 yr?} #tcot #p2
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great lil article about how the 1:1 relationships make all the difference – good for Mary at AZ McDonalds [link to post]
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RT @tweetmeme Social Media Excellence and a Side of Fries [link to post]
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Power of 1! RT @tweetmeme Social Media Excellence and a Side of Fries | Social Media Marketing | i… [link to post]
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Personal Brand is really what differentiates you. That alone will drive others to bolster your brand for you. [link to post]
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Have U read the book by @DMScott World Wide Rave yet? If not, hurry up and get it. @JayBear’s article says it all. [link to post]
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“Social Media Excellence and a Side of Fries | Social Media …” [link to post] #plugyourbook
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Social Media Excellence and a Side of Fries [link to post]
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Great article about McDonald’s drive thru employee [link to post]
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Why a McDonald’s drive-thru window attendant has over 700 fans on a Facebook page created by one of those fans: [link to post]
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RT @DailyCareerTips Personal Brand is what differentiates you & will drive others to bolster your brand for you. [link to post]
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Great! Facebook fans rave about McDonald’s employee [link to post]
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Social Media Excellence and a Side of Fries.Here’s another great example why brands must pay attention to social media. [link to post]
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Social media excellence and a side of fries [link to post]. The marketing desk likes this.
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Social Media Excellence and a Side of Fries | Social Media Marketing | [link to post] Great example for social media!
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RT @CAKairport: Social Media Excellence and a Side of Fries | Social Media Marketing | [link to post] Great example for social media!
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RT @DailyCareerTips Personal Brand is what differentiates you & will drive others to bolster your brand for you. [link to post] http://friendfeed.com/e/2f8e7811-6549-4758-9857-be1cecceae40
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Every employee is a part of your brand & can work to support/market/enhance your brand [link to post] (ties into today’s #brandchat)
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Facebook fans rave about McDonald’s employee [link to post]
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A feel-good (and viral!) story about a McDonald’s drive-thru worker–RT @tweetmeme [link to post]
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RT @Lesley3fold A McDonalds worker in AZ has 722 Facebook fans for her customer service. Who is the Mary at your org? [link to post]
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RT @ShannonPaul: RT @kenburbary RT @jaybaer: Is your social media effort about people, or about logos? [link to post]
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RT @kenburbary RT @jaybaer: Is your social media effort about people, or about logos? [link to post]
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@ShannonPaul Ha! Great question Shannon, but I certainly hope it’s about PEOPLE , CONTENT and IDEAS!
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A McDonalds worker in Arizona has 722 Facebook fans for her customer service. Whose is the Mary at your org? [link to post]
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RT @Lesley3fold McD’s worker in AZ has 722 FB fans for her cust. service. Who is your co’s Mary? [link to post] (via @ronnieledesma)
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The McDonald’s employee who has 722 Facebook fans. [link to post]
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So in principle, but very practical too.RT @kenburbary @jaybaer: Is your social media effort about people, or about logos? [link to post]
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Amazing value of great employees in Social era: Fans create Facebook group 4 McDonald’s drive-thru worker: [link to post] (via @augieray)
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Organic fans or an agency strategy? Fans create Facebook group for McDonald’s drive-thru worker: [link to post] (722 fans!)
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RT @augieray YAY Great employees! Fans create Facebook group for McDonald’s drive-thru worker: [link to post] (722 fans!)
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Social Media Excellence and a Side of Fries [link to post] #SocialMedia
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Another example of how social media success is not about logos, but great customer service [link to post]
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Mary from McDonalds gets it right … social is not all online – its how you work offline too …..[link to post]
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RT @FiBendall: Mary from McDonalds gets it right … social is not all online – its how you work offline too …..[link to post] ~MH
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SM Excellence & a Side of Fries..[link to post]. McD’s employee has compiled 700+ fans on FB b/c she’s just plain nice! Dig it!
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facebook fans rave about a McDonald’s drive thru employee [link to post]
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[...] Social Media Excellence and a Side of Fries | Social Media Marketing | Social Media Consulting – Con… Great example of how the human touch makes such a difference in marketing/customer service. (tags: marketing socialmedia facebook mcdonalds) [...]
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It’s like @chrisbrogan has been saying, it’s all about human kindness… and a side of fries doesn’t hurt! [link to post]
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This is what good customer service can do for business: Social Media Excellence & a Side of Fries | Convince & Convert [link to post]
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Mary’s got it right: RT @BusinessVoice: McDonald’s drive-thru worker has loyal fan network on FB. Via Jason Baer- [link to post]
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Detrás de la marca siempre está la persona: Social Media Excellence and a Side of Fries [link to post]
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precisamente escribia sobre ello! RT @RobertoCarreras Detrás de la marca siempre está la persona [link to post]
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RT @robertocarreras: Detrás de la marca siempre está la persona: Social Media Excellence and a Side of Fries [link to post]
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SíiiRT @RobertoCarreras: Detrás de la marca siempre está la persona: Social Media Excellence and a Side of Fries [link to post]
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fundamental RT @RobertoCarreras Detrás de la marca siempre está la persona: Social Media Excellence and a Side of Fries [link to post]
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[...] Silver linings. 2009 August 27 by harebrainedcreative Social Media Excellence and a Side of Fries. [...]
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#socialmedia Social Media Excellence and a Side of Fries | Social Media Marketing | Social Media Con.. [link to post]
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McDonald’s drive thru workers gets 722 facebook fans! RT @tweetmeme … [link to post]
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[...] Social Media Excellence and a Side of Fries by Jason Baer — Apparently there’s just something about Mary, or so says Jason Baer. [...]
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McDonalds drive-through employee has 700 fans on Facebook who rave about her service. [link to post]
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[...] Social Media Excellence and a Side of Fries [...]
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an awesome case study on social media. something we shuld all emulate. tnx @C_Hayes for passing along. [link to post]
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@prdude now if we could just Truly Excellent Article! RT: [link to post]
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RT @JRBuckley68: Social Media Excellence and a Side of Fries.. [link to post] #socialmedia
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RT @ Social Media Excellence and a Side of Fries | Social Media Marketing | Social Media Consulting – Convince & Con… [link to post]
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RT @tweetmeme Social Media Excellence and a Side of Fries [link to post]
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Just read a fascinating article that shows how you can build your brand & make yourself indispensable in your workplace [link to post]
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Learn about customer service from Mary at Chandler, AZ McDonalds [link to post]
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McDonalds drive-through employee with a facebook fan page: [link to post]
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Awesome story: McDonald’s drive-thru gal is a star! [link to post] (H/T @jaybaer)
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RT @tweetmeme Social Media Excellence and a Side of Fries [link to post] – nice example of the benefits of giving great service
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RT @ScottHepburn: Awesome story: McDonald’s drive-thru gal is a star! [link to post] (H/T @jaybaer)
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RT: @ScottHepburnAwesome story: McDonald’s drive-thru gal is a star! [link to post] (H/T @jaybaer)
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Going the xtra mile in customer relations: McDonald’s drive-thru gal is a star! [link to post] (RT @jaybaer) (via @ScottHepburn)
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[...] given that the very root of the social media success equation is humanization, and to make it about people, not about logos, I agree with practically all of Trust Agent’s [...]
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Does your company need a social media breakthrough? You may want to take a look at this McDonald’s employee, Mary: [link to post]
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Social Media Excellence and a Side of Fries [link to post] thx @jaybaer
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