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.

Technology Business

Customer Engagement
through Mobile
Josh Martin
Manager, Social Media
August 23, 2012

@Jmart730

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

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

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

Arby’s Mobile Roadmap

Website Messaging Apps Ads Promotions

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/

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

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

Food/Restaurants is the
most popular check-in
category on foursquare.

Source: http://www.foursquare.com/

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

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

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/

Foursquare

In-Store Window Clings

Foursquare Tips
Fan Page

Additional strategies
• Facebook Mobile Ads
• Twitter Mobile Ads

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/

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

Snap & Rock

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

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.

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.

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

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

What’s next?

Branded Mobile Mobile
Mobile App(s) Ordering Payments

At UPG Mobile Marketing Group we were the guys that brought the Smart Phone and Text era to life when many said they would never. Today we are the same guys but who now are teaching the world about mobile apps and how powerful they are for businesses off all kinds and sizes. In the last year alone we sold over 110 Apps in 25 Industries with over 60,000 downloads, all small business! Business such as Bands, Salons, Restaurants, Real Estate Agents, HOAs, Schools, Non Profits and so much more. The most powerful aspect is the Push Notifications. The Open rate is 97% vs Email which is only less than 20%. We know the industry and we are excited to bring it to you with our creative marketing and mobile phone knowledge. Together we can change the way business and customers communicate!

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