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Wendy's social media 
case study 
BRANDON RHOTEN 
WENDY’S 
OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014
250,000+
What convinced the org 
• Headlines (bad + good) 
• A solid plan with clear accountability 
• Prove it in a language the o...
Bad headlines
Winner: Silver Cannes Lion 
Winner: One Show Pencil 
Winner: Effie 
Winner: Facebook Sliver 
Winner: Shorty 
Winner: Isaac...
The plan 
Empower someone and make accountable. 
Focus on specific habits of customers. 
Establish a voice and rules. 
Pro...
Focus on specific habits
Rules/Voice 
Talk to people how, when, and where they want. 
• Base every effort off current trends 
• Location + timing i...
Participation Time #1!
51.7% 
TV-only 
reach 
27.1% 
Cross-platform 
reach 
Prove it 
62% under 35 
8.3% 
Facebook-only 
reach
Participation Time #2!
#earnedit
Learn more about past and 
upcoming events 
SOCIALMEDIA.ORG/EVENTS 
OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014
Wendy's social media case study, presented by Brandon Rhoten
Wendy's social media case study, presented by Brandon Rhoten
Wendy's social media case study, presented by Brandon Rhoten
Wendy's social media case study, presented by Brandon Rhoten
Wendy's social media case study, presented by Brandon Rhoten
Wendy's social media case study, presented by Brandon Rhoten
Wendy's social media case study, presented by Brandon Rhoten
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Wendy's social media case study, presented by Brandon Rhoten

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In his Brands-Only Summit presentation, Wendy's Brandon Rhoten talks about how they convinced a multi-billion dollar system to embrace digital and social media marketing.

He shares their overall social media strategy, brand voice and tone, and how they work mobile into the marketing equation.

Published in: Social Media
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Wendy's social media case study, presented by Brandon Rhoten

  1. 1. Wendy's social media case study BRANDON RHOTEN WENDY’S OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014
  2. 2. 250,000+
  3. 3. What convinced the org • Headlines (bad + good) • A solid plan with clear accountability • Prove it in a language the org understands
  4. 4. Bad headlines
  5. 5. Winner: Silver Cannes Lion Winner: One Show Pencil Winner: Effie Winner: Facebook Sliver Winner: Shorty Winner: Isaac Award Forbes: Wendy’s gets social media Ad Week: Top Digital Marketer “Wendy’s is a brand doing it right.” – Sheryl Sandberg, Facebook investor call
  6. 6. The plan Empower someone and make accountable. Focus on specific habits of customers. Establish a voice and rules. Prove it with data that is accepted.
  7. 7. Focus on specific habits
  8. 8. Rules/Voice Talk to people how, when, and where they want. • Base every effort off current trends • Location + timing is critical • Mobile/social are top priority and inseparable • Give people what they want • Don’t be a jerk Voice: challenger with charm, don’t take life too seriously
  9. 9. Participation Time #1!
  10. 10. 51.7% TV-only reach 27.1% Cross-platform reach Prove it 62% under 35 8.3% Facebook-only reach
  11. 11. Participation Time #2!
  12. 12. #earnedit
  13. 13. Learn more about past and upcoming events SOCIALMEDIA.ORG/EVENTS OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014

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