Customer Engagement through Mobile

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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.

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Customer Engagement through Mobile

  1. 1. Customer Engagement through Mobile Josh Martin Manager, Social Media August 23, 2012 @Jmart730
  2. 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. 3. How do we reach the“On the go” consumer?
  4. 4. The Challenge• Building engagement & awareness• Reach in-store customers• Drive incremental store traffic• Increase customer loyalty
  5. 5. Arby’s Mobile RoadmapWebsite Messaging Apps Ads Promotions
  6. 6. MOBILE WEBSITE
  7. 7. 51% of smartphone users saythey would be far more likelyto purchase from a retailer orrestaurant with a mobilespecific website. Source: http://www.restaurantappengines.com/
  8. 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. 9. Find. Food. Deals.
  10. 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. 11. MOBILE MESSAGING
  12. 12. Food/Restaurants is themost popular check-incategory on foursquare. Source: http://www.foursquare.com/
  13. 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-in3. Tweets include links to drive customers to take action – i.e., sign-up for Arby’s extras
  14. 14. Mobile Check-In Messaging
  15. 15. Mobile Check-In Messaging
  16. 16. Mobile Check-In Messaging
  17. 17. Results• Sent over 20,000 tweets• CTR of 16% - driving customers to sign-up for Arby’s Extras (email)
  18. 18. SOCIAL / MOBILE APPS
  19. 19. Over two-thirds of QSR usersengage with social mediaweekly, and a quarter of themare a fan, friend or follower offast food chain. Source: http://www.sandelman.com/smartphone/
  20. 20. Foursquare In-Store Window Clings Foursquare TipsFan Page
  21. 21. Instagram
  22. 22. CheckPoints
  23. 23. Additional strategies• Facebook Mobile Ads• Twitter Mobile Ads
  24. 24. MOBILE ADS
  25. 25. 60% of mobile users aged 25& younger are comfortablewith mobile ads while another43% of the “mobile boomers”aged between 45 and 64 arejust as comfortable withthem. Source: http://www.inmobi.com/
  26. 26. Geo-targeted Rich Media
  27. 27. Results• Mobile ads are effective and efficient• Mobile drives the highest CTR• Drive traffic to store locator
  28. 28. PROMOTIONS
  29. 29. Snap & RockMobile is the center of sweepstakes campaign that includes MMS, the mobile Web and social media.
  30. 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. 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. 32. Results• Over 300,000 photos submitted• 88% image recognition match rate
  33. 33. Summary Wins Challenges• Mobile optimization • QR codes• Geo-targeting • Building for multiple• Opportunities to test devices• Social Media apps • Educating customers
  34. 34. What’s next? Branded Mobile MobileMobile App(s) Ordering Payments
  35. 35. Questions?

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