1. The document discusses how Arby's uses social media listening to better understand customer needs and engage customers. 2. Key aspects of Arby's social media approach include fueling consumer engagement, monitoring conversations to respond and react, and developing engagement programs around their messaging. 3. By listening on social media, Arby's identified that customers wanted more sauce options. This led them to develop full-size sauce bottles for restaurants.

1. How Smarter Listening Builds
Better Customer Relationships
#socialfresh

2. Josh Martin | @jmart730
Director, Digital & Social Media @Arbys
!
Prior to joining Arby’s, spent 4 years as a
social media strategist at a digital agency
doing social media for Chick-fil-A, The
Hershey Company, & Food Lion.
!
Husband. Dad. Golf addict. Sports nut.
Kennesaw State & Middle Tennessee State
alum.
!
!

3. Arby’s First Tweet

4. Approach and Priorities

5. Fuel consumer engagement
with the brand

6. How do we do that?
1. Create original content around consumer insights, topical
events, & cultural trends as they unfold.
!
2. Monitor the social conversation & respond/react
!
3. Develop programs that engage fans/followers around our
key messaging

7. Social Media Listening Room
15,000+ Interactions Annually

9. Brand&
Analysis&
Compe11ve&
Intelligence&
Campaign&
Tracking&
Issues&
Tracking&
Product&
Launch&
Influencer&
Monitoring&

10. Let’s Get Saucy

14. Social Media Insight: People Want Sauce
!
• Listening to our guests in social media
identified a need for more sauce.
• Alerted Product Development team to this
insight.
• PD team developed a plan to make full-size
bottles available in the restaurant.

15. Saucepocalypse
We invited our followers to share their
sauce crisis with us. Then we illustrated
their Saucepocalypse, similar to a classic
thriller film poster, and sent it back to
them.
!
And since it was Halloween, the timing
was, well, freaky. Because there’s nothing
scarier than running out of sauce.
Drive thru. Drove home. Forgot to ask
for extra sauce. #SAUCEPOCALYPSE!

17. The Meat Mountain

21. The Tweet Heard ‘Round The World

25. How did this happen?

26. It all started with social listening

28. “Type a quote here.”
–Johnny Appleseed
Timely Tweet
• Social listening identified
the opportunity for us to
join the conversation
!
• Freedom & flexibility to
respond in real-time
!
• Content was simple, to
the point

29. Drop the Mic

31. The tweet that keeps on giving…
84.2 Million Impressions
33.6 Million Impressions
10.9 Million Impressions

32. … all because we were listening.

33. Thank You.