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Customer Engagement in the Palm of Your Hands, Going Mobile
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Customer Engagement in the Palm of Your Hands, Going Mobile


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This is a presentation I gave at SoCon13 at Kennesaw State University. …

This is a presentation I gave at SoCon13 at Kennesaw State University.

Learn how Arby's created a customer engagement strategy using social media on mobile devices. Josh Martin, Social Media Manager at Arby’s, explains the unique advantages and inevitable hurdles in executing a mobile social media strategy aimed at driving customer interaction. Was it all worth it, and how did incorporating other features like location-based services and mobile ads really pay off?

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  • 1. Customer Engagement in the Palm of Your Hands, Going Mobile Josh Martin | Manager of Social Media | @Jmart730 Feb 9, 2012
  • 2. Background• Josh Martin | Social Media Manager | – Responsible for activating the brand across social media platforms  Facebook | Twitter| Foursquare | Instagram | Pinterest | YouTube | Google+ – Applying a ‘No Dead Ends’ approach across all digital/social platforms to shift visitors to brand advocates2
  • 3. How do we reach the“On the Go” consumer?
  • 4. Our Mobile Focus• Easy to Use | Convenient• Extend & Connect our Digital/Social Objectives – Build Engagement & Awareness• Drive Incremental Store Traffic• Connect with In-Store Customers• Increase Customer Loyalty4
  • 5. Arby’s Mobile Roadmap Website Messaging Apps Ads Promotions5
  • 6. Mobile Website
  • 7. Mobile Web 51% of smartphone users say they would be far more likely to purchase from a retailer or restaurant with a mobile specific website. Source:
  • 8. Find. Food. Deals.8
  • 9. Optimized Mobile Experiences• Optimize for a mobile experience – All digital / social media coupons are mobile enabled – “To redeem this coupon turn your phone around and show it to the cashier”• 10% of coupon page views occur on a mobile device9
  • 10. Mobile Messaging
  • 11. Mobile Messaging Food/Restaurants is the most popular check-in category on foursquare. Source:
  • 12. Mobile Check-In Messaging HOW DOES IT WORK? 1. Customers check-in to Arby’s on foursquare 2. We send auto-tweets to customers who have checked-in3. Tweets include links to drive customers to take action – i.e., sign-up for Arby’s extras12
  • 13. Mobile Check-In Messaging13
  • 14. Mobile Check-In Messaging14
  • 15. Mobile Check-In Messaging Results• Sent over 24,000 tweets• CTR of 16% - driving customers to sign-up for Arby’s Extras (email)15
  • 16. Social / Mobile Apps
  • 17. Social Media Over two-thirds of QSR users engage with social media weekly, and a quarter of them are a fan, friend or follower of fast food chain. Source:
  • 18. Social Networking is all about Mobile Source: Nielsen | Social Media Report 201218
  • 19. Foursquare• Added in-store window clings at all of our restaurants to encourage check-ins• Created a page on Foursquare – over 59,000 followers• Added unique tips at different venue to encourage engagement19
  • 20. Instagram• 54% of the worlds top brands are already using Instagram• 5 million+ photos uploaded every day• Over 30,000+ Arby’s related photos uploaded• Data has shown that photos attract twice the number of Likes on Facebook that text- based status updates do20
  • 21. CheckPoints• Mobile app where you can earn points for checking in to stores and scanning product barcodes.• Points can earn you prizes like Amazon and iTunes gift cards.• Branded Onion Ring Toss game to earn additional points.21
  • 22. Mobile Ads
  • 23. Mobile Ads 60% of mobile users aged 25 & younger are comfortable with mobile ads while another 43% of the “mobile boomers” aged between 45 and 64 are just as comfortable with them. Source:
  • 24. Why Mobile Ads?• Highly cost-effective and efficient – CPC or CPM Based – ~6 times higher CTR than standard display• Improved Targeting – Mobile Site vs. App | Device | Location-Based• Expanding Ad Formats24
  • 25. Promotions
  • 26. Arby’s Snap and Rock• Mobile is the center of the program Views TV “Snaps” Texts or Visits Arby’s Commercial Picture Emails and purchases any featuring Arby’s Snap Combo of fountain cup and their photos to & Rock Snap & Rock logo arbys@pongr.com26
  • 27. How Does it Work?1. Text or email in pictures of the musical artists that are featured on the Arby’s cup to Customers who enter via SMS are then sent a link to enter to win the sweepstakes.3. Once customers submit their photo, they can share it on Facebook and/or Twitter for an extra entry into the sweeps.4. All entries receive smaller prizes including free Arby’s food or music downloads5. Final success page prompts users to enter Arby’s Email and Mobile program to receive email and SMS offers27
  • 28. Mobile Optimized Experiences• Desktop Microsite • Mobile Optimized Version28
  • 29. Arby’s Textras SMS Growth 520,000 504,676 500,000 480,000 460,000 440,000 420,000 400,000 400,513 380,000 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC 12 12 12 12 12 12 12 12 12 12 12 12 26% Growth in 2012!29
  • 30. Summary Wins Challenges• Mobile advertising works • QR codes• Optimizing for a mobile • Compatibility across multiple experience is critical devices• Leverage In-Store touch – Alienating feature phones points • Educating customers• Test your way to success• Social Media apps – Instagram – Foursquare30
  • 31. What’s Next? Branded Mobile Tablet Mobile Mobile Payments / Ordering Advertising App(s) Gifting31
  • 32. Questions?