This is a presentation I gave at the Social Media Intelligence Summit 2012 in San Francisco. The description of this session is Customer Engagement through Mobile: Develop a customer engagement strategy using social media on mobile devices.

1. Customer Engagement
through Mobile
Josh Martin
Manager, Social Media
August 23, 2012
@Jmart730

2. Background
• Arby’s Advertising & Communication
• Launched several new social media
platforms for Arby’s: Foursquare,
Instagram, Pinterest, Tumblr, & Google+
• Prior to joining Arby’s, led social media
strategy for Chick-fil-A & The Hershey
Company

3. How do we reach the
“On the go” consumer?

4. The Challenge
• Building engagement & awareness
• Reach in-store customers
• Drive incremental store traffic
• Increase customer loyalty

5. Arby’s Mobile Roadmap
Website Messaging Apps Ads Promotions

6. MOBILE WEBSITE

7. 51% of smartphone users say
they would be far more likely
to purchase from a retailer or
restaurant with a mobile
specific website.
Source: http://www.restaurantappengines.com/

8. Arbys.com Mobile Site
• Launched in April 2011
• 17% of all digital page views occur on
a mobile device
• 60% of all Store Locator search
occur on a mobile device

9. Find. Food. Deals.

10. Mobile Coupons
• All digital coupons
are mobile enabled
– Show phone to
receive the deal
• 10% of coupon page
views occur on a
mobile device

11. MOBILE MESSAGING

12. Food/Restaurants is the
most popular check-in
category on foursquare.
Source: http://www.foursquare.com/

13. 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-in
3. Tweets include links to drive customers to take action – i.e., sign-up for Arby’s extras

14. Mobile Check-In Messaging

15. Mobile Check-In Messaging

16. Mobile Check-In Messaging

17. Results
• Sent over 20,000
tweets
• CTR of 16% -
driving
customers to
sign-up for Arby’s
Extras (email)

18. SOCIAL / MOBILE APPS

19. 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: http://www.sandelman.com/smartphone/

20. Foursquare
In-Store Window Clings
Foursquare Tips
Fan Page

21. Instagram

22. CheckPoints

23. Additional strategies
• Facebook Mobile Ads
• Twitter Mobile Ads

24. MOBILE ADS

25. 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: http://www.inmobi.com/

26. Geo-targeted Rich Media

27. Results
• Mobile ads are effective
and efficient
• Mobile drives the highest
CTR
• Drive traffic to store
locator

28. PROMOTIONS

29. Snap & Rock
Mobile is the center of sweepstakes campaign that
includes MMS, the mobile Web and social media.

30. How does it work?
1. Text or email in pictures of the
musical artists that are featured
on the Arby’s cup to
arbys@pongr.com.
2. 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.

31. How does it work?
• Each entry wins a smaller prize, such
as free Arby’s food, music
downloads or headphones.
• The mobile site also prompts users to
enter Arby’s Extras to receive email
and SMS deals and offers.

32. Results
• Over 300,000 photos
submitted
• 88% image recognition
match rate

33. Summary
Wins Challenges
• Mobile optimization • QR codes
• Geo-targeting • Building for multiple
• Opportunities to test devices
• Social Media apps • Educating customers

34. What’s next?
Branded Mobile Mobile
Mobile App(s) Ordering Payments

35. Questions?