Social Media Case Studies, Social Media Strategy, Social Media Marketing

Social Media Excellence and a Side of Fries

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

social media mcdonalds 300x192 Social Media Excellence and a Side of FriesMary 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)

  • http://rjdcreative.com/ Bob Diercksmeier

    Great post Jason – Many companies do not think of being like Mary (exceptional) from the start, or they forget to continue this after some success. We can learn a lot from this example and others (like Zappos) where a simple thing can really amaze customers.

    • http://www.convinceandconvert.com/ Jason Baer

      Absolutely Bob. People don’t think that exceptional employees have an impact beyond the customers they come into contact with directly. Mary proves that to be true. Thanks for the comment, as always.

    • http://www.convinceandconvert.com/ Jason Baer

      Absolutely Bob. People don’t think that exceptional employees have an impact beyond the customers they come into contact with directly. Mary proves that to be true. Thanks for the comment, as always.

  • http://rjdcreative.com/ Bob Diercksmeier

    Great post Jason – Many companies do not think of being like Mary (exceptional) from the start, or they forget to continue this after some success. We can learn a lot from this example and others (like Zappos) where a simple thing can really amaze customers.

  • http://rjdcreative.com Bob Diercksmeier

    Great post Jason – Many companies do not think of being like Mary (exceptional) from the start, or they forget to continue this after some success. We can learn a lot from this example and others (like Zappos) where a simple thing can really amaze customers.

    • http://www.convinceandconvert.com Jason Baer

      Absolutely Bob. People don’t think that exceptional employees have an impact beyond the customers they come into contact with directly. Mary proves that to be true. Thanks for the comment, as always.

  • http://dannybrown.me/ Danny Brown

    If you ever wanted an argument as to why business needs to be human-facing and people-powered, this is it right here, Jay.

    Here’s to more companies finding and promoting stars like Mary.
    .-= Danny Brown´s last blog ..Is Twitter Killing Blog Comments? =-.

    • http://www.convinceandconvert.com/ Jason Baer

      Thanks so much for the comment Danny. Ain’t it the truth? I really want to meet Mary. I think I’m going to make the 30 mile drive to that McDonald’s next time I’m in metro Phoenix. If I do, I’ll grab some video and post it.

    • http://www.convinceandconvert.com/ Jason Baer

      Thanks so much for the comment Danny. Ain’t it the truth? I really want to meet Mary. I think I’m going to make the 30 mile drive to that McDonald’s next time I’m in metro Phoenix. If I do, I’ll grab some video and post it.

  • http://dannybrown.me/ Danny Brown

    If you ever wanted an argument as to why business needs to be human-facing and people-powered, this is it right here, Jay.

    Here’s to more companies finding and promoting stars like Mary.
    .-= Danny Brown´s last blog ..Is Twitter Killing Blog Comments? =-.

  • http://dannybrown.me Danny Brown

    If you ever wanted an argument as to why business needs to be human-facing and people-powered, this is it right here, Jay.

    Here’s to more companies finding and promoting stars like Mary.
    .-= Danny Brown´s last blog ..Is Twitter Killing Blog Comments? =-.

    • http://www.convinceandconvert.com Jason Baer

      Thanks so much for the comment Danny. Ain’t it the truth? I really want to meet Mary. I think I’m going to make the 30 mile drive to that McDonald’s next time I’m in metro Phoenix. If I do, I’ll grab some video and post it.

  • http://twitter.com/uclucas/status/3543496407 Lucas Warren

    good read RT @jaybaer: Is your social media effort about people, or about logos? http://ow.ly/lcqq

  • http://twitter.com/carolensminger/status/3545394625 Carol Ensminger

    RT @jaybaer: Small, local companies can have a huge social media impact. http://ow.ly/lcpj

  • http://twitter.com/optimumwebmktg/status/3546259844 OptimumWebMarketing

    RT @jaybaer Social media excellence, and a side of french fries. A delectable combo. http://ow.ly/lcpT

  • http://twitter.com/rarmendariz/status/3550182294 Becky Armendariz

    RT @jaybaer: Small, local companies can have a huge social media impact. http://ow.ly/lcpj

  • http://twitter.com/sg2healthcare/status/3550196530 Sg2

    RT @rarmendariz RT @jaybaer: Small, local companies can have a huge social media impact. http://ow.ly/lcpj

  • http://twitter.com/jlysne/status/3551776193 Josh Lysne

    RT @jaybaer Is your social media effort about people, or about logos? http://ow.ly/lcqq

  • http://twitter.com/willisja/status/3554056397 James Allen Willis

    RT @jaybaer Small, local companies can have a huge social media impact. http://ow.ly/lcpj

  • http://facebook.com/kickofftopic Karmen

    Wow! This is what David Meerman Scott talks about in his latest book World Wide Rave. Love it!!!!
    @kickofftopic

  • http://facebook.com/kickofftopic Karmen

    Wow! This is what David Meerman Scott talks about in his latest book World Wide Rave. Love it!!!!
    @kickofftopic

  • http://facebook.com/kickofftopic Karmen

    Wow! This is what David Meerman Scott talks about in his latest book World Wide Rave. Love it!!!!
    @kickofftopic

  • http://www.mobilemandala.com/ Mark Jaffe

    Mary certainly gives corporations a human face to the overwhelming rationale as to why they need to empower their employees
    .-= Mark Jaffe´s last blog ..Ten Reasons Why Mobile Advertising Has Not Reached Its Potential =-.

  • http://www.mobilemandala.com/ Mark Jaffe

    Mary certainly gives corporations a human face to the overwhelming rationale as to why they need to empower their employees
    .-= Mark Jaffe´s last blog ..Ten Reasons Why Mobile Advertising Has Not Reached Its Potential =-.

  • http://www.mobilemandala.com Mark Jaffe

    Mary certainly gives corporations a human face to the overwhelming rationale as to why they need to empower their employees
    .-= Mark Jaffe´s last blog ..Ten Reasons Why Mobile Advertising Has Not Reached Its Potential =-.

  • http://twitter.com/kenburbary/status/3565925835 Ken Burbary

    RT @jaybaer: Is your social media effort about people, or about logos? http://ow.ly/lcqq

  • http://twitter.com/shannonpaul/status/3565936826 Shannon Paul

    RT @kenburbary RT @jaybaer: Is your social media effort about people, or about logos? http://ow.ly/lcqq

  • http://twitter.com/justinlevy/status/3565953548 Justin Levy

    RT @ShannonPaul: RT @kenburbary RT @jaybaer: Is your social media effort about people, or about logos? http://ow.ly/lcqq

  • Cari Gatto

    McDonald’s drive thru workers gets 722 facebook fans! RT @tweetmeme … http://bit.ly/1HK0Tg

  • http://leahkaiz.blogspot.com/ Leah Kaiz

    Jay you always hit the nail right on the head, personal service and people make a product or business successful. When companies start forgetting that customer service they really are missing the point of their reason to be. I love stories about people who are exceptional at their jobs and make it an experience.
    .-= Leah Kaiz´s last blog ..Is All Content Free Game or Does Original Thought Still Count for Something? =-.

  • http://leahkaiz.blogspot.com/ Leah Kaiz

    Jay you always hit the nail right on the head, personal service and people make a product or business successful. When companies start forgetting that customer service they really are missing the point of their reason to be. I love stories about people who are exceptional at their jobs and make it an experience.
    .-= Leah Kaiz´s last blog ..Is All Content Free Game or Does Original Thought Still Count for Something? =-.

  • http://leahkaiz.blogspot.com/ Leah Kaiz

    Jay you always hit the nail right on the head, personal service and people make a product or business successful. When companies start forgetting that customer service they really are missing the point of their reason to be. I love stories about people who are exceptional at their jobs and make it an experience.
    .-= Leah Kaiz´s last blog ..Is All Content Free Game or Does Original Thought Still Count for Something? =-.

  • http://twitter.com/thejenster/status/3598639184 Jenny Beckers

    McDonalds drive-through employee has 700 fans on Facebook who rave about her service. http://bit.ly/LRIqF

  • http://twitter.com/prdude/status/3603471741 prdude

    an awesome case study on social media. something we shuld all emulate. tnx @C_Hayes for passing along. http://bit.ly/kFT86

  • http://twitter.com/buzzblogger/status/3605027906 Kim Roach

    Just read a fascinating article that shows how you can build your brand & make yourself indispensable in your workplace http://bit.ly/1HK0Tg

  • http://twitter.com/msliedrecht/status/3621753426 Matt Sliedrecht

    A McDonald’s drive through employee that gives such great service she has over 700 fans? You’d better believe it – http://om.ly/IpIP

  • http://twitter.com/prashantpatel/status/3671437845 Prashant Patel

    Learn about customer service from Mary at Chandler, AZ McDonalds http://bit.ly/155Gh1

  • http://twitter.com/scotthepburn/status/3688905021 Scott Hepburn

    Awesome story: McDonald’s drive-thru gal is a star! http://bit.ly/1HK0Tg (H/T @jaybaer)

  • http://twitter.com/ericleist/status/3688957474 Eric Leist

    RT @ScottHepburn: Awesome story: McDonald's drive-thru gal is a star! http://bit.ly/1HK0Tg (H/T @jaybaer)

  • http://twitter.com/klww/status/3689278790 Karen Wagner

    Going the xtra mile in customer relations: McDonald’s drive-thru gal is a star! http://bit.ly/1HK0Tg (RT @jaybaer) (via @ScottHepburn)

  • http://twitter.com/kpupillo/status/3689967079 kpupillo

    RT: @ScottHepburnAwesome story: McDonald’s drive-thru gal is a star! http://bit.ly/1HK0Tg (H/T @jaybaer)

  • http://twitter.com/bigfuel/status/3693778180 Avi Savar

    Does your company need a social media breakthrough? You may want to take a look at this McDonald’s employee, Mary: http://ow.ly/nm8J

  • http://twitter.com/billhurlbut/status/4532574721 Bill Hurlbut

    Social Media Excellence and a Side of Fries http://bit.ly/155Gh1

  • http://twitter.com/txgrandpa/status/4532601355 TXGrandpa

    RT @BillHurlbut: Social Media Excellence and a Side of Fries http://bit.ly/155Gh1

  • http://twitter.com/charlaarnold/status/4534145984 Charla Arnold

    RT @BillHurlbut: Social Media Excellence and a Side of Fries http://bit.ly/155Gh1

  • http://twitter.com/laurennduke/status/4535176127 Lauren Nicole Duke

    RT @BillHurlbut: Social Media Excellence and a Side of Fries http://bit.ly/155Gh1

  • http://twitter.com/laurennduke/status/4535176127 Lauren Nicole Duke

    RT @BillHurlbut: Social Media Excellence and a Side of Fries http://bit.ly/155Gh1

  • http://twitter.com/__fury/status/18406985502 fury

    Facebook : Social Media Excellence and a Side of Fries | Social Media Marketing | Social Media Consulting – Convin… http://bit.ly/aJo0QV

  • http://www.blog.chrisehyoung.com/ Chris Eh Young

    We have a Mary at our local WalMart. He is a teenaged Emo kid that talks too much and works too little. The thing is, everybody in town knows him and goes out of their way to talk to him when they visit the store. he has almost become more of a mascot than employee.

    Recently he was demoted and placed outside retrieving carts so he would have less interaction. The managers found that they had to move him inside for a few hours a day after hundreds of customers complained.

    I understand that you still have a job to do but when you people are going out of their way to talk to you because you make their shopping experience pleasant, you cannot put a dollar value on that.

    In my opinion, a store with as many unhappy customers as WalMart could use it.

    You totally nailed it. people like Mary are invaluable in the humanizing of a company. people want to do business with people.

  • http://rynoweb.com Chuck Reynolds

    Imagine the job she can get from all this publicity now, whether she’ll take a better position for more money is debatable if she just loves what she does but you want to bet on the job offers that are about to come in? :)

    In any regard I think it’s great that people recognize her for being good at what she does. When I worked retail way back in the day at Home Depot I LOVED when people reported my good deeds to management… but rarely did that happen.. people said they would say something and never did or it landed on mgmt’s desk and didn’t go any further because they sucked but whatever… that 1% that did get through meant the world to me and made me love helping people even more.

    Good for Mary. Go Mary Go!

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