Arby's Social Media: What's the secret sauce?

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I was invited to speak at the Social Media Alliance of Chattanooga's April luncheon on April 26, 2012. The presentation highlighted social media strategies that has helped Arby's achieve extraordinary growth in social media over the past year.

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Arby's Social Media: What's the secret sauce?

  1. 1. Arby’s Social Media:What’s the secret sauce? Josh Martin Manager, Social Media April 26, 2012
  2. 2. A little about me…• Arby’s since 2010• Agency, managing Chick-fil-A & Reese’s social media• Twitter: @Jmart730• Originally from LaFayette, GA
  3. 3. Over a year ago… Facebook Fans Twitter Followers Arbys #Arbys Burger King #burgerking Chick-Fil-A #ChickfilA Dairy Queen #dairyqueen Dominos #jackboxJack in the Box #kfc_colonel KFC #McDonalds McDonalds #papajohns Papa Johns Pizza Hut #pizzahut Quiznos #Quiznos Sonic #sonicdrive_in Subway #subwayfreshbuzz Taco Bell #TacoBell Wendys #Wendys 0 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 7,000,000 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000
  4. 4. Arby’s Social Media Growth 1,024,346 Fans 323% Increase* 48,430 Followers 1,300% Increase* 22,132 Followers*Facebook & Twitter growth since January 2011; Foursquare followers since launch in March 2011
  5. 5. Top Social Media Growth Brand Top 10 Chains with HighestPercentage of Active Facebook Fans 1. Denny’s (2.0%) 2. White Castle (1.7%) 3. Panera Bread (1.7%) 4. Arby’s (1.7%) 5. Burger King (1.6%) 6. Jack in the Box (1.2%) 7. Hardee’s (1.2%) 8. Applebee’s (1.2%) 9. Wendy’s (1.1%) 10. Rita’s Italian Ice (.9%) Source: NRN; Expion’s Top 25 Rankings, April 2011 Top 25 Growth Brands in Twitter (Q3)
  6. 6. How did we do it? Content, Test newEngagement Content, social Content. networks
  7. 7. Engagement Strategy• Listen• Respond• Say “Thank you”
  8. 8. Twitter 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
  9. 9. RESULTS • Sent over 13,000 tweets in 2011• CTR of 16% - driving customers to sign-up for Arby’s Extras
  10. 10. Digital/Social POP Materials
  11. 11. Tips on Engagement• Be active• Create a response guide – and use it!• Leverage social media tools• Analyze social media reports & optimize your messaging
  12. 12. CONTENT, CONTENT, CONTENT.
  13. 13. YouTube Partnerships
  14. 14. Tax Day RESULTS • FREE FryDay generated TV, print, and online coverage across the country • There were 768 tweets & 267 Facebook posts about Free FryDay for a grand total of 1,035 mentions across both platforms • On Twitter, a FryDay hashtag (#FryDay) was created by users and was used heavily on April 15 to discuss the deal • Many deal blogs ran a piece about the Free FryDay giveaway. These blogs acted as aggregators for nation-wide deals/giveaways.
  15. 15. Jamocha Oreo Shake OVERVIEW• Jamocha Oreo Facebook Tab wherefans could get their Jamocha “Edu-tainment” – featuring interesting info,fun facts, etc.• Partnership with Oreo Facebookpage, which had over 19 million fans,to promote the new Jamocha Oreoshake with an exclusive offer
  16. 16. Arby’s Anniversary
  17. 17. RESULTS• Doubled the goal – raised over $2 Million• Over 50,000 Arby’s foursquare check-ins, which is an increase of 78% from previous month
  18. 18. Scooby-Doo RESULTS • Incentivized over 28,000 coupon shares across social gamers’ highly engaged friend networks • Leveraged Facebook ads to drive over 20,000 coupon clippers, soccer moms and Scooby-Doo fanatics to Arby’s Facebook page • Generated over 1,100 engagements with coupon on Twitter using new Bre.ad platform
  19. 19. Tweet Aquarium
  20. 20. Tips on Creating Content• Develop a content calendar• Be creative, but don’t forget to keep executions simple for the user• Can’t go wrong with photos & videos• Leverage consumer generated content
  21. 21. TEST NEW SOCIAL NETWORKS
  22. 22. Tumblr Blog
  23. 23. Foursquare
  24. 24. Google+
  25. 25. Instagram
  26. 26. Pinterest
  27. 27. Tips on Testing in Social• When you hear about new social networks / properties, go ahead and create an account for your brand• Be transparent – let your audience know you’re testing• Learn from fans, followers, and brands on what works best / what doesn’t work
  28. 28. Questions?

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