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Arby’s History 1964: Arby’s is founded in Boardman, Ohio By Leroy and Forrest Raffel Brothers. 1986: Arby’s Foundation formed, establishing Arby’s philanthropic organization Triarc Companies, Inc. merged with Wendy’s International, Inc. to form Wendy’s/Arby’s Group, Inc.
Arby’s Company Facts CEO: HalaModdelmog Company’s Belief : Every individual has the power to make a difference. Company’s vision : “To provide a mentor for every child who needs or wants one,” 6 values: Dream Big, Work Hard, Get it Done, Play Fair, Have a Fun, Make a Difference. 48 States, more than 3,000 restaurants. Regular Roast Beef is the most popular item.
Goal & Challenge +Goal Throughout SNS, company can interacting with their customers. Ex) Twitter, Facebook +Challenges Suffering economy Unemployment rate increase
Social Media Strategies Facebook -Offering Arby’s own Facebook page which directly connecting with customers. Twitter -Creating Arby’s Twitter account which offers any recently news so fast. Google -Throughout Google AdWords, company creating Arby’s advertisments.
Facebook Facebook Currently 149,575 people fans. Update new promotions frequently. Attribute coupons Tool of the social networks which give a reason for their customers check more often
Twitter Twitter Update recently news and promotions Create campaign that asks followers to tweet about new promotion Randomly choose followers, send free coupons. Need to connect with Facebook.
Google AdWords Google AdWords Need to make ad, especially when people type of any Arby’s keywords. Not targeting new customers Targeting customers who are already interested in.
Metrics of Success Facebook -Tracking the number of request their customers. Twitter -Tracking the number of followers, also using Twendz and Monitter. Google -Using Google Analytics and AdWords Reports.
Timeline & Budget Timeline - Before a week from Christmas, try to put promotion events on Facebook and Twitter which makes more avenues during winter season. - At that same time people who do not join Facebook or Twitter, they can watch advertisement through Adwordsand think next promotion to their customers. - We suggest that the company’s funds’ 80% will go toward Facebook, Twitter. - Last 20% funds’ will go toward Adwordswhich means that more focus on interacting with customers.