際際滷

際際滷Share a Scribd company logo

Arby's Social Media: What's the secret sauce?

Josh Martin
Josh Martin

I was invited to speak at the Social Media Alliance of Chattanooga's April luncheon on April 26, 2012. The presentation highlighted social media strategies that has helped Arby's achieve extraordinary growth in social media over the past year.

1 of 30
Arbys Social Media: Whats the secret sauce? Josh Martin Manager, Social Media April 26, 2012
A little about me Arbys since 2010 Agency, managing Chick-fil-A & Reeses social media Twitter: @Jmart730 Originally from LaFayette, GA
Over a year ago Facebook Fans Twitter Followers Arbys #Arbys Burger King #burgerking Chick-Fil-A #ChickfilA Dairy Queen #dairyqueen Dominos #jackbox Jack in the Box #kfc_colonel KFC #McDonalds McDonalds #papajohns Papa Johns Pizza Hut #pizzahut Quiznos #Quiznos Sonic #sonicdrive_in Subway #subwayfreshbuzz Taco Bell #TacoBell Wendys #Wendys 0 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 7,000,000 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000
Arbys Social Media Growth 1,024,346 Fans 323% Increase* 48,430 Followers 1,300% Increase* 22,132 Followers *Facebook & Twitter growth since January 2011; Foursquare followers since launch in March 2011
Top Social Media Growth Brand Top 10 Chains with Highest Percentage of Active Facebook Fans 1. Dennys (2.0%) 2. White Castle (1.7%) 3. Panera Bread (1.7%) 4. Arbys (1.7%) 5. Burger King (1.6%) 6. Jack in the Box (1.2%) 7. Hardees (1.2%) 8. Applebees (1.2%) 9. Wendys (1.1%) 10. Ritas Italian Ice (.9%) Source: NRN; Expions Top 25 Rankings, April 2011 Top 25 Growth Brands in Twitter (Q3)
How did we do it? Content, Test new Engagement Content, social Content. networks
Engagement Strategy Listen Respond Say Thank you
Arby's Social Media: What's the secret sauce?
Arby's Social Media: What's the secret sauce?
Twitter Messaging HOW DOES IT WORK? 1. Customers check-in to Arbys on foursquare 2. We send auto-tweets to customers who have checked-in 3. Tweets include links to drive customers to take action i.e., sign-up for Arbys extras
RESULTS Sent over 13,000 tweets in 2011 CTR of 16% - driving customers to sign-up for Arbys Extras
Digital/Social POP Materials
Tips on Engagement Be active Create a response guide and use it! Leverage social media tools Analyze social media reports & optimize your messaging
CONTENT, CONTENT, CONTENT.
YouTube Partnerships
Tax Day RESULTS FREE FryDay generated TV, print, and online coverage across the country There were 768 tweets & 267 Facebook posts about Free FryDay for a grand total of 1,035 mentions across both platforms On Twitter, a FryDay hashtag (#FryDay) was created by users and was used heavily on April 15 to discuss the deal Many deal blogs ran a piece about the Free FryDay giveaway. These blogs acted as aggregators for nation-wide deals/giveaways.
Jamocha Oreo Shake OVERVIEW Jamocha Oreo Facebook Tab where fans could get their Jamocha Edu- tainment featuring interesting info, fun facts, etc. Partnership with Oreo Facebook page, which had over 19 million fans, to promote the new Jamocha Oreo shake with an exclusive offer
Arbys Anniversary
RESULTS Doubled the goal raised over $2 Million Over 50,000 Arbys foursquare check-ins, which is an increase of 78% from previous month
Scooby-Doo RESULTS Incentivized over 28,000 coupon shares across social gamers highly engaged friend networks Leveraged Facebook ads to drive over 20,000 coupon clippers, soccer moms and Scooby-Doo fanatics to Arbys Facebook page Generated over 1,100 engagements with coupon on Twitter using new Bre.ad platform
Tweet Aquarium
Tips on Creating Content Develop a content calendar Be creative, but dont forget to keep executions simple for the user Cant go wrong with photos & videos Leverage consumer generated content
TEST NEW SOCIAL NETWORKS
Tumblr Blog
Foursquare
Google+
Instagram
Pinterest
Tips on Testing in Social When you hear about new social networks / properties, go ahead and create an account for your brand Be transparent let your audience know youre testing Learn from fans, followers, and brands on what works best / what doesnt work
Questions?

More Related Content

Arby's Social Media: What's the secret sauce?

  • 1. Arbys Social Media: Whats the secret sauce? Josh Martin Manager, Social Media April 26, 2012
  • 2. A little about me Arbys since 2010 Agency, managing Chick-fil-A & Reeses social media Twitter: @Jmart730 Originally from LaFayette, GA
  • 3. Over a year ago Facebook Fans Twitter Followers Arbys #Arbys Burger King #burgerking Chick-Fil-A #ChickfilA Dairy Queen #dairyqueen Dominos #jackbox Jack in the Box #kfc_colonel KFC #McDonalds McDonalds #papajohns Papa Johns Pizza Hut #pizzahut Quiznos #Quiznos Sonic #sonicdrive_in Subway #subwayfreshbuzz Taco Bell #TacoBell Wendys #Wendys 0 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 7,000,000 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000
  • 4. Arbys Social Media Growth 1,024,346 Fans 323% Increase* 48,430 Followers 1,300% Increase* 22,132 Followers *Facebook & Twitter growth since January 2011; Foursquare followers since launch in March 2011
  • 5. Top Social Media Growth Brand Top 10 Chains with Highest Percentage of Active Facebook Fans 1. Dennys (2.0%) 2. White Castle (1.7%) 3. Panera Bread (1.7%) 4. Arbys (1.7%) 5. Burger King (1.6%) 6. Jack in the Box (1.2%) 7. Hardees (1.2%) 8. Applebees (1.2%) 9. Wendys (1.1%) 10. Ritas Italian Ice (.9%) Source: NRN; Expions Top 25 Rankings, April 2011 Top 25 Growth Brands in Twitter (Q3)
  • 6. How did we do it? Content, Test new Engagement Content, social Content. networks
  • 7. Engagement Strategy Listen Respond Say Thank you
  • 10. Twitter Messaging HOW DOES IT WORK? 1. Customers check-in to Arbys on foursquare 2. We send auto-tweets to customers who have checked-in 3. Tweets include links to drive customers to take action i.e., sign-up for Arbys extras
  • 11. RESULTS Sent over 13,000 tweets in 2011 CTR of 16% - driving customers to sign-up for Arbys Extras
  • 13. Tips on Engagement Be active Create a response guide and use it! Leverage social media tools Analyze social media reports & optimize your messaging
  • 16. Tax Day RESULTS FREE FryDay generated TV, print, and online coverage across the country There were 768 tweets & 267 Facebook posts about Free FryDay for a grand total of 1,035 mentions across both platforms On Twitter, a FryDay hashtag (#FryDay) was created by users and was used heavily on April 15 to discuss the deal Many deal blogs ran a piece about the Free FryDay giveaway. These blogs acted as aggregators for nation-wide deals/giveaways.
  • 17. Jamocha Oreo Shake OVERVIEW Jamocha Oreo Facebook Tab where fans could get their Jamocha Edu- tainment featuring interesting info, fun facts, etc. Partnership with Oreo Facebook page, which had over 19 million fans, to promote the new Jamocha Oreo shake with an exclusive offer
  • 19. RESULTS Doubled the goal raised over $2 Million Over 50,000 Arbys foursquare check-ins, which is an increase of 78% from previous month
  • 20. Scooby-Doo RESULTS Incentivized over 28,000 coupon shares across social gamers highly engaged friend networks Leveraged Facebook ads to drive over 20,000 coupon clippers, soccer moms and Scooby-Doo fanatics to Arbys Facebook page Generated over 1,100 engagements with coupon on Twitter using new Bre.ad platform
  • 22. Tips on Creating Content Develop a content calendar Be creative, but dont forget to keep executions simple for the user Cant go wrong with photos & videos Leverage consumer generated content
  • 23. TEST NEW SOCIAL NETWORKS
  • 29. Tips on Testing in Social When you hear about new social networks / properties, go ahead and create an account for your brand Be transparent let your audience know youre testing Learn from fans, followers, and brands on what works best / what doesnt work