The social media strategy for Wendy's to increase user engagement and create a stronger social media presence.

1. Social Media Strategy: Wendy’s
Ricardo Arana
May 28, 2017

2. Table of Contents
• Executive Summary…………………………………… Slide 3
• Social Media Audit……………………………………. Slide 4-8
• Social Media Objectives……………………………. Slide 9-12
• Online Brand Persona and Voice………………. Slide 13-14
• Strategies and Tools…………………………………. Slide 15-16
• Timing and Key Dates………………………………. Slide 17
• Social Media Roles and Responsibilities…… Slide 18
• Social Media Policy………………………………….. Slide 19
• Critical Response Plan……………………………… Slide 20-21
• Measurement and Reporting Results………. Slide 22-23

3. Executive Summary
• Our major social media priorities for 2017
will be growing our online presence by
increasing our engagement rate with our
followers and directing more ads at our
age groups between 18-40.
• Primary focus is to increase the traffic in
our social media accounts through the
higher engagement rate and more posts
that have chances of going viral.

4. Social Media Audit

5. Social
Network URL Follower Count
Average Weekly
Activity
Average
Engagement
Rate
Twitter
https://twitter.c
om/Wendys 1.86 Million 35 3%
Facebook
https://www.fac
ebook.com/we
ndys/ 8.3 Million 32 4%
Instagram
https://www.ins
tagram.com/w
endys/?hl=en 527 Thousand 27 4%
LinkedIn
https://www.lin
kedin.com/com
pany/wendys-
international 32.8 Thousand 4 0%
Social Media Assessment (January 18, 2017)
Assessment Summary: Currently, Facebook and Instagram have the highest average engagement rate.
However, Linkedin is showing very slow numbers. Action to increase engagement should be considered.

6. Website Traffic Sources Assessment
Source Volume
% of
Overall
Traffic
Conversion
Rate
Twitter
64
Thousand
unique
visits 23% 6%
Facebook
85
Thousand
unique
visits 30% 8%
Instagram
45
Thousand
unique
visits 13% 2%
Linkedin
3
Thousand
unique
visits 1% 0.30%
Assessment Summary:
Currently, Twitter and
Facebook lead the overall
traffic, but Facebook is still
on the lead. Facebook is
responsible for the biggest
amount of traffic. Instagram
is still driving a good amount
of traffic, but its figures
could be improved. Linkedin
is still in very low numbers.

7. Audience Demographics
Assessment
Age
Distribution
Gender
Distribution
Primary Social
Network
Secondary Social
Network Primary Need
Secondary
Need
65% 18-30 52% Male 39% Twitter 43% Facebook
Quality customer
service when they
have questions or
need an issue
resolved.
Humor
provided by
the
administrators
while at the
same time
answering
questions of
products.
20% 31-40 48% Femake 30% Facebook 30% Twitter
13% 41-55 28% Instagram 27% Instagram
2% 56-88 3% Linkedin
Assessment Summary: The majority are made up of people between the ages
of 18-30. This fits in with our current strategy, in which we implement more
humor and a human side to our ads. We are equally engaging males and
females, with Twitter being their primary social network.

8. Competitor Assessment:
Competitor
Name
Social Media
Profile Strengths Weaknesses
McDonald's
Twitter:
https://twitter.com/Mc
Donalds
Numerous posts a week
with frequent engagement.
Many followers and
numerous accounts for
different parts of the
country.
Could have more qualitative
engagement.
Burger King
Facebook:
https://www.facebook.
com/burgerking/
Frequently responds to
customer feedback and
tries to rectify any issue
brought up to them.
Could use more pop culture
references to attract younger
audiences.
KFC
Instagram:
https://www.instagram
.com/kfc/?hl=en
Their use of Colonel
Sanders has allowed them
to have creative ads and
implement humor to attract
a younger audience.
Could have a quicker
response time to consumers
and their questions.
Assessment Summary: Our 3 biggest competitors have many strengths and
weakness, and no one seems to have a clear advantage on the other. However, we
must try to attract more of the age demographic between 31-40, as well as look
for greater venues to distinguish ourselves.

9. Social Media Objectives
• Overall Business Goals: Primary focus is to
increase the traffic in our social media
accounts through the higher engagement
rate and more posts that have chances of
going viral.

10. Social Media Objectives
• Social Media Objectives to Support Business Goals:
– 1) Increase the number of unique visitors to our
websites by 20% over the course of 8 months by:
• ads targeted with popular culture references
aimed at the age groups between 18-40
• encourage consumers to message us
whenever they encounter issues with our
products
– 2) Increase Instagram followers by 400,000 in 6
months
– 3) increase the amount of video content released
both on Facebook and Instagram by 60% in the
next 4 months.

11. Social Media Objectives
• KPIs
– Quantitative
• Increase number of Linkedin followers.
• Increase the number of people engaging us
between the ages of 31-40.
– Qualitative
• Increase and encourage engagement with
consumers who are dissatisfied.
• Provide ads that will be enjoyed and sharable to
increase chances of a video going viral.

12. Social Media Objectives
• Key Supporting Messages:
– Amazing opportunities when we all work
together for a beneficial goal.

13. Online Brand Persona and Voice
• Adjectives That Describe Our Brand:
– Fun
– Engaging
– Caring
– Clever

14. Online Brand
Persona and Voice
• Examples of Brand
Voice in Social Media
Interactions: When a
consumer messages
them on Twitter about
an order being made
incorrectly, they ask
them to direct
message them in
order to show them
that they will work to
rectify the issue.

15. Strategies and Tools
Strategies that Will Support our Social Media Objectives:
• Paid
– Every Friday we will boost organic Tweets with more than 500 retweets and
with more than 50 likes.
– Every Friday we will boost organic Facebook posts that were shared more
than 600 times and viewed more than 75,000 views.
• Owned
– Introduce our new hashtag, #InBaconWeTust, which will be used on Twitter,
Instagram, and Facebook. By using this hashtag, we are encouraging
consumers to message us with any questions, comments, or concerns they
may have with our products. This way, we will establish a relationship of trust
between us and our consumers.
• Earned
– Monitor trends on Twitter and Facebook regarding keywords and terms that
say burgers, bacons, food, and so on.
– Partner with celebrities to create ads that show how we build trust with our
consumers, while at the same time making them humorous and engaging.

16. Strategies and Tools
• Tools
– Approved:
• Hootsuite
• Buffer
– Rejected:
• N/A
– Existing
Subscriptions/Licenses:
• Photoshop
• Kapost
• Vimeo

17. Timing and Key Dates
• Key Dates:
– Valentine’s Day
– St. Patrick’s Day
– Fourth of July
– Halloween
• Internal Events:
– July 1st: Give Back to Your Community Day
– November 18th: Food and Clothes Drive
• Lead Times:
– Every content should be worked on 3 months prior to the
actual event and finished 5 weeks before the actual event to
promote it on social media.
• Reporting Dates:
– Reporting will occur the first Tuesday of every month to
guarantee that the established pace is being met.

18. Social Media Roles and Responsibilities
• Social Media Director: Ricardo Arana
– Responsibilities: Team must report here, must guarantee
that each deadline is being persued at the established
pace. They will ultimately decide which course of action
is or is not working.
• Social Media Manager: Michelle Benavides
– Responsibilities: This position, along with its staff, must
approve of the content that it being distributed on each
network, as well as documenting and analyzing the
figures of each network.
• Social Media Coordinator: Alejandro Aguilar
– Responsibilities: Must work with its staff to create
content, encourage organic content, as well as respond
to consumers who have questions, comments, or
concerns.

19. Social Media Policy
• We use social media to spread our company
messages, build a better relationship with our
consumers, as well as interact with them in
order to create a better understanding of
what we stand for and what we envision for
our products. We also use this to share our
ideas, hopes, and activities. As an employee
of Wendy's, you are expected to demonstrate
understanding, compassion, and sympathy
for our consumers. You can do this by:
– Being Respectful
– Use Common Sense
– Be Helpful
– Don’t Start Fights
– Ask us if you have any questions

20. Critical Response Plan
• Scenario 1: Inappropriate Tweet sent from us
– Actions Steps:
• Find tweet, screenshot it, and delete it immediately
• Inform your supervising staff to analyze the impact of this
tweet
• Release a message that will address the failure of the last
tweet, and offer sincerest apologies
• Pre-approved Messaging:
– Message depends on the content of the tweet

21. Critical Response Plan
• Scenario 2: Customer sends a complaint about the
order they received
– Actions Steps:
• When tweet is detected, immediately address it
• Respond to them apologizing for this inconvenience, remind them
that this is not what we envision our consumer receiving, and ask
them to direct message you for further instructions
• Once they message you, ask them for the information of the
Wendy's which they visited, including time, address, and specific
incident.
• Tell them you will contact them once this issue is resolved, and
that they will be offered a gift card of $20 for future use.
• Report this to your supervising staff.
• Pre-approved Messaging:
– We're sorry for the inconvenience! This is not the quality
we want to provide. Please DM us so we can assist you.

22. Measurement and Reporting Results
Social
Network URL Follower Count
Average Weekly
Activity
Average Engagement
Rate
Twitter
https://twitter.co
m/Wendys
1.89 Million (1.61%
increase) 42 6.00%
Facebook
https://www.fac
ebook.com/wen
dys/
8.6 Million (3.61%
Increase) 37 6.00%
Instagram
https://www.inst
agram.com/wen
dys/?hl=en
604 Thousand (14.61%
Increase) 35 5%
Linkedin
https://www.link
edin.com/comp
any/wendys-
international
36 Thousand (9.76%
Increase) 7 1%
Quantitative KPIs: Reporting Period: 4 months (Data as of May 28, 2017)

23. Measurement and Reporting Results
Website Traffic Data (May 28, 2017)
Source Volume % of Overall Traffic Conversion Rate
Twitter
85 Thousand
(32.81%
Increase) 25% 8%
Facebook
107 Thousand
(25.88%
Increase) 34% 10%
Instagram
62 Thousand
(37.78%
Increase) 15% 4%
Linkedin
6
Thousand(100%
Increase) 2% 0.60%

24. Measurement and Reporting Results
• Result Assessment: We have noticed a favorable return and we
are keeping up with the pace we have established. Linkedin is
still showing small numbers, but there has been a significant
increase. Facebook has become an even bigger player than
before for our social media, and Instagram has made significant
gains.
• Qualitative KPIs: There is tremendous positive feedback being
given, and our content is being shared more than ever. Our
consumers have come to expect quality customer service and a
noticeable presence of our social media to address and rectify
their issues.
• Sentiment Analysis: Our consumers appreciate our content. They
find it very engaging, interesting, and funny. Their sentiments
about us have improved significantly and they believe that we
are a company that truly cares about them.