Beyond the Pharrell Tweet –
How Arby’s Grew Their
Social Media Following
J o s h M a r t i n | @ J m a r t 7 3 0
D i r e c...
Director, Digital & Social Media
• Responsible for activating the brand across digital
& social media
Prior to joining Arb...
• Tips for Building a Social Media Audience
• Arby’s Social Media Strategy
• Grammys + Pharrell + Arby’s
• Video Clip
• Q&...
In the Beginning…
5
Arby’s first tweet
1. Structure: People and Processes
2. Cross Promotion
3. Always-on Approach
4. Sweepstakes and Giveaways
5. Paid Media
Tip...
Put the Right Structure in Place
• Empower your community
manager / social media team
• Establish guardrails & trust
• Dev...
Leverage other owned assets to drive awareness of your social media
platforms. At Arby’s, we promoted via..
• TV
• Print
•...
• Social media never sleeps
• Don’t go dark for hours or days on end
• Act like a user
9
Always-on Approach
10
Sweepstakes and Giveaways
• Everybody loves free stuff
• Sweeps & contests are a great way to bring in a new audience
t...
• If you can, allocate a marketing budget specifically for social media
• Focus on building the right audience
11
Paid Med...
Arby’s Social Media Strategy
Be a best in class brand for consumer
engagement
13
Social Media Objective
Engagement
Continually monitor social conversation and respond/react
in the voice and personality of the Arby’s brand
14
Engagement
Develop consumer centric content and programs to around
our promotions
15
Engagement
Create original content around consumer insights, topical
events, and cultural trends as they unfold
16
Grammys
Pharrell’s Grammys Moment
On Sunday, January
26, 2014, Singer-Songwriter
Pharrell Williams showed up
on the Grammys red ca...
Arby’s Grammys Moment
Noticing the similarity to Arby’s iconic Stetson logo and seizing
the opportunity to insert Arby’s i...
Grammys Results by the Numbers
83,085
Retweets
48,938
Favorites
6,000
New Twitter Followers
84,296,779
Daily Impressions
4...
• Over 135K social media mentions
• Over 213 million social media impressions
• Brands jumped on the bandwagon, in real-ti...
Social Analysis | Summary
Top Emotion: Hilarious Entertainment
was a key factor in capturing this
audiences’ attention as ...
How did this happen?
It all started with social listening
consumers
business
24
We noticed our brand being mentioned…
25
and comparisons being made to our logo.
26
• Social listening identified the opportunity for Arby’s to join the
#Grammys conversation
• Freedom & flexibility to resp...
Drop the Mic
• Once the tweet was posted & responses exploded:
– Suspended all pre-planned content
– Continued to listen &...
Video
Questions?
Upcoming SlideShare
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Beyond the Pharrell Tweet – How Arby’s Social Media Manager Grew Their Social Media Following (Josh Martin, Arby’s)

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A well timed tweet is a powerful thing, made even stronger by a large, loyal following. Find out how Arby’s Social Media Manager, Josh Martin grew Arby’s social community from 40,000 Facebook fans and 2,500 Twitter followers to a loyal, engaged audience of over 2.5 million Facebook fans and over 217,000 Twitter followers since coming on board on 2010.

He’ll also share how he used stellar listening skills to send off a Tweet that created a gigantic buzz for Arby’s during the 2014 Grammy Awards.

Published in: Marketing, Technology, Business
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Beyond the Pharrell Tweet – How Arby’s Social Media Manager Grew Their Social Media Following (Josh Martin, Arby’s)

  1. 1. Beyond the Pharrell Tweet – How Arby’s Grew Their Social Media Following J o s h M a r t i n | @ J m a r t 7 3 0 D i r e c t o r, D i g i t a l & S o c i a l M e d i a | @ A r b y s
  2. 2. Director, Digital & Social Media • Responsible for activating the brand across digital & social media Prior to joining Arby’s, spent 4 years as a social media strategist at a digital agency. Clients included Chick-fil-A, The Hershey Company, & Food Lion. Husband. Dad. Golf addict. Sports nut. Owner of 2 gray cats. Kennesaw State & Middle Tennessee State alum. About Me 2
  3. 3. • Tips for Building a Social Media Audience • Arby’s Social Media Strategy • Grammys + Pharrell + Arby’s • Video Clip • Q&A Agenda 3
  4. 4. In the Beginning…
  5. 5. 5 Arby’s first tweet
  6. 6. 1. Structure: People and Processes 2. Cross Promotion 3. Always-on Approach 4. Sweepstakes and Giveaways 5. Paid Media Tips for Building a Social Media Audience 6
  7. 7. Put the Right Structure in Place • Empower your community manager / social media team • Establish guardrails & trust • Develop an approval process that allow content to be posted without waiting significant time for approval Before you do any posting, you should build a solid content strategy. Consider these key elements: • Goals / benchmarks for success • Audience type • Brand voice / tone • Frequency of content • Channel strategy 7
  8. 8. Leverage other owned assets to drive awareness of your social media platforms. At Arby’s, we promoted via.. • TV • Print • In-store • Digital • Social Media Cross Promotion 8 Leverage partnerships & interact with them via social media. • Oreo • Pepsi • King’s Hawaiian
  9. 9. • Social media never sleeps • Don’t go dark for hours or days on end • Act like a user 9 Always-on Approach
  10. 10. 10 Sweepstakes and Giveaways • Everybody loves free stuff • Sweeps & contests are a great way to bring in a new audience to your page
  11. 11. • If you can, allocate a marketing budget specifically for social media • Focus on building the right audience 11 Paid Media
  12. 12. Arby’s Social Media Strategy
  13. 13. Be a best in class brand for consumer engagement 13 Social Media Objective
  14. 14. Engagement Continually monitor social conversation and respond/react in the voice and personality of the Arby’s brand 14
  15. 15. Engagement Develop consumer centric content and programs to around our promotions 15
  16. 16. Engagement Create original content around consumer insights, topical events, and cultural trends as they unfold 16
  17. 17. Grammys
  18. 18. Pharrell’s Grammys Moment On Sunday, January 26, 2014, Singer-Songwriter Pharrell Williams showed up on the Grammys red carpet wearing his Vintage Vivienne Westwood Buffalo hat. 18
  19. 19. Arby’s Grammys Moment Noticing the similarity to Arby’s iconic Stetson logo and seizing the opportunity to insert Arby’s into the pop-culture conversation, Arby’s decided to tweet @Pharrell. 19
  20. 20. Grammys Results by the Numbers 83,085 Retweets 48,938 Favorites 6,000 New Twitter Followers 84,296,779 Daily Impressions 421 Total Media Placements 236 Broadcast Placements 181 Online Placements 4 Print Placements Public Relations Social Media Two Weeks of Results 20
  21. 21. • Over 135K social media mentions • Over 213 million social media impressions • Brands jumped on the bandwagon, in real-time Social Analysis | Summary 21
  22. 22. Social Analysis | Summary Top Emotion: Hilarious Entertainment was a key factor in capturing this audiences’ attention as they enjoyed watching the interaction between @Pharrell and @Arbys. Top Terms: Pharrell, Grammys & Hat: Consumers engaged in the conversation by retweeting the conversation thread. 22
  23. 23. How did this happen?
  24. 24. It all started with social listening consumers business 24
  25. 25. We noticed our brand being mentioned… 25
  26. 26. and comparisons being made to our logo. 26
  27. 27. • Social listening identified the opportunity for Arby’s to join the #Grammys conversation • Freedom & flexibility to respond in real-time • Content was simple, to the point, & in the brand voice/tone Timely Tweet 27
  28. 28. Drop the Mic • Once the tweet was posted & responses exploded: – Suspended all pre-planned content – Continued to listen & engage 28
  29. 29. Video
  30. 30. Questions?

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