In his Brands-Only Summit presentation, Wendy's International's Brandon Rhoten teaches a class on managing paid social. He explains how to make the most of your paid social efforts, focusing on which platforms, tools, and vendors work best for your brand.

1. SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016
Manage paid social
BRANDON RHOTEN
WENDY’S INTERNATIONAL

2. Managing
Paid Social
1
Brandon Rhoten
VP, advertising, digital & media
@brhoten

3. STEP 1
What are you trying to
accomplish?
2

4. 3

5. STEP 2
Define your audience
(beyond age)
4

6. STEP 2
Define your audience
(beyond age)
Right person, right message,
right time/place is critical.
5

7. WENDY’S STEP 2
6
Driven by family needs and
the community
Concerned about the
environment and being green
Kimberly
Honest Green Tea
Risk -­ taker
Seeks new experiences and
change
Smart shopper, interested in
high fashion and low costs
Tina
FruiTea Chillers
Adventurous
Passionate about fashion
Ambitious to get ahead on her
career
Seeks approval of others
Ashley
Lemonade

8. STEP 3
Create what audience
wants…
7

9. STEP 3
Create what audience
wants…
when they want…
8

10. STEP 3
Create what audience
wants…
when they want…
and where they want it.
9

11. WENDY’S STEP 3
Content for specific environments, for our specific segments
10

12. 11

13. 12

14. STEP 4
13

15. STEP 4
14

16. Monitor
Engage
Refine
15
STEP 4

17. WENDY’S STEP 4
16

18. STEP 6
Figure out if it
worked and learn
for the future
17

19. WENDY’S STEP 6
Looked beyond impression delivery to determine if we
truly met our goal of becoming a destination for premium beverages
18
6pt lift
Honest Green
Tea
Message
Association
11pt lift
FruiTea
Chiller
Message
Association
2pt lift
Visit
Intent
within the
next week
14pt lift
Blackberry
Lemonade
Ad Recall
4pt lift
Visit
Intent
within the
next week
4pt lift
will
recommend
to a friend

20. STEP 7
19

21. Thanks!
20
@brhoten

22. Learn more about past and
upcoming events
SOCIALMEDIA.ORG/EVENTS
SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016