Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Manage paid social, presented by Brandon Rhoten

1,161 views

Published on

In his Brands-Only Summit presentation, Wendy's International's Brandon Rhoten teaches a class on managing paid social.

He explains how to make the most of your paid social efforts, focusing on which platforms, tools, and vendors work best for your brand.

Published in: Social Media
  • Be the first to comment

Manage paid social, presented by Brandon Rhoten

  1. 1. SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016 Manage paid social BRANDON RHOTEN WENDY’S INTERNATIONAL
  2. 2. Managing Paid  Social 1 Brandon  Rhoten VP,  advertising,  digital  &  media @brhoten
  3. 3. STEP  1 What  are  you  trying  to   accomplish? 2
  4. 4. 3
  5. 5. STEP  2 Define  your  audience   (beyond  age) 4
  6. 6. STEP  2 Define  your  audience   (beyond  age) Right  person,  right  message,   right  time/place  is  critical.   5
  7. 7. WENDY’S  STEP  2 6 Driven  by  family  needs  and   the  community Concerned  about  the   environment  and  being  green Kimberly Honest  Green  Tea Risk  -­ taker Seeks  new  experiences  and   change Smart  shopper,  interested  in   high  fashion  and  low  costs Tina FruiTea  Chillers Adventurous Passionate  about  fashion Ambitious  to  get  ahead  on  her   career Seeks  approval  of  others Ashley Lemonade
  8. 8. STEP  3 Create  what  audience   wants… 7
  9. 9. STEP  3 Create  what  audience   wants… when  they  want… 8
  10. 10. STEP  3 Create  what  audience   wants… when  they  want… and  where  they  want  it. 9
  11. 11. WENDY’S  STEP  3 Content  for  specific  environments,  for  our  specific  segments 10
  12. 12. 11
  13. 13. 12
  14. 14. STEP  4 13
  15. 15. STEP  4 14
  16. 16. Monitor Engage Refine 15 STEP  4
  17. 17. WENDY’S  STEP  4 16
  18. 18. STEP  6 Figure  out  if  it   worked  and  learn   for  the  future 17
  19. 19. WENDY’S  STEP  6 Looked  beyond  impression  delivery  to  determine  if  we   truly  met  our  goal  of  becoming  a  destination  for  premium  beverages 18 6pt  lift Honest  Green   Tea Message   Association 11pt  lift   FruiTea   Chiller Message   Association 2pt  lift   Visit   Intent   within  the   next  week 14pt  lift   Blackberry   Lemonade Ad  Recall 4pt  lift   Visit   Intent   within  the   next  week 4pt  lift   will   recommend   to  a  friend
  20. 20. STEP  7 19
  21. 21. Thanks! 20 @brhoten
  22. 22. Learn more about past and upcoming events SOCIALMEDIA.ORG/EVENTS SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016

×