Behind the Marketing Curtain: An Interview with Social Customer Care Wiz Dan Gingiss, McDonald’s

By Caitlin Burgess

Behind the Marketing Curtain with Dan GingissSocial media marketing has become an important part of any brand’s digital marketing mix, helping brands of all sizes foster customer connections and engagement. But as more consumers use social media to “ring the bell” and gain access to the person who can help solve their problems, many find the social bell is out of order when it comes to customer service.

For social media wiz Dan Gingiss, McDonald’s Corporation’s Senior Director of Global Social Media, customer service is arguably one of the most important pieces of social media marketing.

“Social media is the first and only channel where customers can talk back, marketers need to listen and engage,” Dan told me in a recent interview.

With more than two decades building up his marketing wizardry, Dan knows a thing or two about ushering people through the emerald social media gates and providing great social care—and no ruby red slippers are required for entrance.

With that said, as part of our Wizard of Oz-inspired Behind the Marketing Curtain interview series, today we’ll pull back the fabric and get to know more about how Mr. Gingiss arrived in the wonderful world of marketing, and share insights that can help inspire better customer service within your social media strategy, and perhaps kick a wicked habit or two.


The Man Behind the Curtain

Dan Gingiss, Senior Director, Global Social Media, McDonald'sDan has spent most of his life and marketing career in the Chicago area—that’s his Kansas, he said.

“[Well], it’s not quite Kansas, but still the Midwest!” he joked.

And while Dan has been a marketer for more than 20 years, his numerous talents aren’t bound to any one industry. He also bills himself as a “pretty decent” pinball player and a grammar nerd—and he’s also a licensed bartender.

“[I got my bartender’s license] after taking a two-week night course after college and placing first in the speed drink-making contest,” he explained while also noting that there’s no fire or bottle flipping in his repertoire.

Dan is also a huge baseball fan—particularly when it comes to the Chicago Cubs club. But he’s arguably a pretty big Cleveland Indians fan, too; his all-time favorite movie is Major League.

“[It’s the] perfect combo of humor, a little bit of romance, and baseball!” he said.

As a marketer, he’s built his career as a marketing generalist. Borrowing a phrase from the John Fogerty song “Centerfield”—and keeping in line with his love of the game, Dan said: “I am a ‘put me in coach’ kind of guy. As a result, I’ve enjoyed domestic and global roles in B2C and B2B, product management, loyalty programs, and acquisition marketing.”

Over the last two decades, Dan has held positions at Discover Card, Humana, Diner’s Club International, and Mesirow Financial. Earlier this year, Dan joined McDonald’s Corporation as Senior Director of Global Social Media. He’s also a podcaster and the author of Winning of Social Customer Care: How Top Go to the full article.

Source:: Toprank Blog

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