I was invited to speak at the Social Media Alliance of Chattanooga's April luncheon on April 26, 2012. The presentation highlighted social media strategies that has helped Arby's achieve extraordinary growth in social media over the past year.
2. A little about me…
• Arby’s since 2010
• Agency, managing Chick-fil-A &
Reese’s social media
• Twitter: @Jmart730
• Originally from LaFayette, GA
3. Over a year ago…
Facebook Fans Twitter Followers
Arbys #Arbys
Burger King #burgerking
Chick-Fil-A #ChickfilA
Dairy Queen #dairyqueen
Dominos #jackbox
Jack in the Box
#kfc_colonel
KFC
#McDonalds
McDonalds
#papajohns
Papa Johns
Pizza Hut #pizzahut
Quiznos #Quiznos
Sonic #sonicdrive_in
Subway #subwayfreshbuzz
Taco Bell #TacoBell
Wendys
#Wendys
0 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 7,000,000
0 10,000 20,000 30,000 40,000 50,000 60,000 70,000
4. Arby’s Social Media Growth
1,024,346 Fans
323% Increase*
48,430 Followers
1,300% Increase*
22,132 Followers
*Facebook & Twitter growth since January 2011; Foursquare followers since launch in March 2011
5. Top Social Media Growth Brand
Top 10 Chains with Highest
Percentage of Active Facebook Fans
1. Denny’s (2.0%)
2. White Castle (1.7%)
3. Panera Bread (1.7%)
4. Arby’s (1.7%)
5. Burger King (1.6%)
6. Jack in the Box (1.2%)
7. Hardee’s (1.2%)
8. Applebee’s (1.2%)
9. Wendy’s (1.1%)
10. Rita’s Italian Ice (.9%)
Source: NRN; Expion’s Top 25 Rankings, April 2011 Top 25 Growth Brands in Twitter (Q3)
6. How did we do it?
Content, Test new
Engagement Content, social
Content. networks
10. Twitter 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
11. RESULTS
• Sent over 13,000 tweets in 2011
• CTR of 16% - driving customers to
sign-up for Arby’s Extras
13. Tips on Engagement
• Be active
• Create a response guide – and use it!
• Leverage social media tools
• Analyze social media reports &
optimize your messaging
16. Tax Day
RESULTS
• FREE FryDay generated TV, print, and
online coverage across the country
• There were 768 tweets & 267
Facebook posts about Free FryDay for a
grand total of 1,035 mentions across
both platforms
• On Twitter, a FryDay hashtag (#FryDay)
was created by users and was used
heavily on April 15 to discuss the deal
• Many deal blogs ran a piece about the
Free FryDay giveaway. These blogs acted
as aggregators for nation-wide
deals/giveaways.
17. Jamocha Oreo Shake
OVERVIEW
• Jamocha Oreo Facebook Tab where
fans could get their Jamocha “Edu-
tainment” – featuring interesting info,
fun facts, etc.
• Partnership with Oreo Facebook
page, which had over 19 million fans,
to promote the new Jamocha Oreo
shake with an exclusive offer
19. RESULTS
• Doubled the goal – raised
over $2 Million
• Over 50,000 Arby’s
foursquare check-ins, which
is an increase of 78% from
previous month
20. Scooby-Doo
RESULTS
• Incentivized over 28,000 coupon
shares across social gamers’ highly
engaged friend networks
• Leveraged Facebook ads to drive
over 20,000 coupon clippers, soccer
moms and Scooby-Doo fanatics to
Arby’s Facebook page
• Generated over 1,100
engagements with coupon on Twitter
using new Bre.ad platform
22. Tips on Creating Content
• Develop a content calendar
• Be creative, but don’t forget to keep
executions simple for the user
• Can’t go wrong with photos & videos
• Leverage consumer generated
content
29. Tips on Testing in Social
• When you hear about new social networks /
properties, go ahead and create an account for
your brand
• Be transparent – let your audience know you’re
testing
• Learn from fans, followers, and brands on what
works best / what doesn’t work