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SMCKC October Lunch: How Wendy’s Squashes Beef in Social

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Join VML’s Social Strategist Christina Miller, and the voice behind the Wendy's pig-tails, Community Manager Matt Keck, as they share their approach to social engagement and tips for how to prepare to seize Cannes worthy opportunities when they arise.

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SMCKC October Lunch: How Wendy’s Squashes Beef in Social

  1. 1. HOW TO BE COOL IN SOCIAL MEDIA WITHOUT (LOOKING LIKE YOU’RE) TRYING.
  2. 2. Why Are We Here?
  3. 3. Christina Miller
  4. 4. Matt Keck
  5. 5. THE DYNAMIC DUO
  6. 6. How It Works ● Open your freezer. ● Find the oldest thing. ● Snap a Photo with visible “use by” date on it. Old but unlabeled? Tweet us a pic and we’ll tell you how to send it in for testing. ● Submit by sharing it with @Wendys with #FreezerExcavation ● Cross your fingers. The Oldest Thing will be tested (not tasted) by our “scientific” team and if it is indeed the How do I win? WHERE WE STARTED
  7. 7. How It Works ● Open your freezer. ● Find the oldest thing. ● Snap a Photo with visible “use by” date on it. Old but unlabeled? Tweet us a pic and we’ll tell you how to send it in for testing. ● Submit by sharing it with @Wendys with #FreezerExcavation ● Cross your fingers. The Oldest Thing will be tested (not tasted) by our “scientific” team and if it is indeed the How do I win? WHERE WE ARE
  8. 8. How It Works ● Open your freezer. ● Find the oldest thing. ● Snap a Photo with visible “use by” date on it. Old but unlabeled? Tweet us a pic and we’ll tell you how to send it in for testing. ● Submit by sharing it with @Wendys with #FreezerExcavation ● Cross your fingers. The Oldest Thing will be tested (not tasted) by our “scientific” team and if it is indeed the How do I win? AND HOW TO GET THERE
  9. 9. And How to Get There.
  10. 10. How It Works ● Open your freezer. ● Find the oldest thing. ● Snap a Photo with visible “use by” date on it. Old but unlabeled? Tweet us a pic and we’ll tell you how to send it in for testing. ● Submit by sharing it with @Wendys with #FreezerExcavation ● Cross your fingers. The Oldest Thing will be tested (not tasted) by our “scientific” team and if it is indeed the How do I win? ROLE OF SOCIAL
  11. 11. Make
  12. 12. Make and invite them to lunch.
  13. 13. How It Works ● Open your freezer. ● Find the oldest thing. ● Snap a Photo with visible “use by” date on it. Old but unlabeled? Tweet us a pic and we’ll tell you how to send it in for testing. ● Submit by sharing it with @Wendys with #FreezerExcavation ● Cross your fingers. The Oldest Thing will be tested (not tasted) by our “scientific” team and if it is indeed the How do I win? BRAND VOICE IN SOCIAL
  14. 14. How It Works ● Open your freezer. ● Find the oldest thing. ● Snap a Photo with visible “use by” date on it. Old but unlabeled? Tweet us a pic and we’ll tell you how to send it in for testing. ● Submit by sharing it with @Wendys with #FreezerExcavation ● Cross your fingers. The Oldest Thing will be tested (not tasted) by our “scientific” team and if it is indeed the How do I win? BRAND VOICE IN SOCIAL
  15. 15. Brand Voice: /brand vois/
  16. 16. The tone and manner which a brand communicates with its audience. Brand Voice: /brand vois/
  17. 17. Lively 1 Cheeky 2 Feisty 3 Full of life and energy; friendly, active and outgoing. Impudent or irreverent, typically in an endearing or amusing way. Lively, determined, touchy or aggressive. T H E S A S S F A C T O R
  18. 18. How It Works ● Open your freezer. ● Find the oldest thing. ● Snap a Photo with visible “use by” date on it. Old but unlabeled? Tweet us a pic and we’ll tell you how to send it in for testing. ● Submit by sharing it with @Wendys with #FreezerExcavation ● Cross your fingers. The Oldest Thing will be tested (not tasted) by our “scientific” team and if it is indeed the How do I win? CONTENT
  19. 19. 32Content
  20. 20. CONTENT + COMMUNITY MANAGEMENT
  21. 21. TWITER BEEF START HERE.
  22. 22. How It Works ● Open your freezer. ● Find the oldest thing. ● Snap a Photo with visible “use by” date on it. Old but unlabeled? Tweet us a pic and we’ll tell you how to send it in for testing. ● Submit by sharing it with @Wendys with #FreezerExcavation ● Cross your fingers. The Oldest Thing will be tested (not tasted) by our “scientific” team and if it is indeed the How do I win? FINDING SUCCESS
  23. 23. 36Community Management vs. Community Engagement COMMUNITY MANAGEMENT COMMUNITY ENGAGEMENT
  24. 24. 37Proactive vs. Reactive PROACTIVE REACTIVE
  25. 25. BRIOCHE CASE STUDY HERE
  26. 26. 40Stay Fresh (Never Frozen) with the Internet Culture
  27. 27. 41Be Real. Be You. Be a Shining Star.
  28. 28. 42
  29. 29. 43Show Restraint
  30. 30. 44Continuously & Consistently Respond
  31. 31. 45
  32. 32. How It Works ● Open your freezer. ● Find the oldest thing. ● Snap a Photo with visible “use by” date on it. Old but unlabeled? Tweet us a pic and we’ll tell you how to send it in for testing. ● Submit by sharing it with @Wendys with #FreezerExcavation ● Cross your fingers. The Oldest Thing will be tested (not tasted) by our “scientific” team and if it is indeed the How do I win? OOPS
  33. 33. 47Mistakes Happen. Move Forward, Not Backward.
  34. 34. 48Evaluate Your Conversations
  35. 35. 49Recap Define your social purpose. Find your brand voice. Be responsive Be consistent. Be proactive. Be bold.
  36. 36. Christina @cmarie08 Chris @TheRealChrisCorley Matt @MattKeckSucks
  37. 37. 1. Community Management vs. Community Engagement 2. Proactive vs. Reactive 3. Stay Fresh (Never Frozen) with the Internet Culture 4. Be Real. Be You. Be a Shining Star. 5. Continuously & Consistently Respond 6. Every Conversation Counts 7. Mistakes Happen. Move Forward, Not Backward. 8. Evaluate Your Conversations 52 What Makes Wendy’s Community Engagement Successful? Successful Community Management

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