wendy's social media case study, presented by brandon rhoten

SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014

Wendy's social mediacase study

BRANDON RHOTENWENDY’S

250,000+

What convinced the org

• Headlines (bad + good)

• A solid plan with clear accountability

• Prove it in a language the org understands

Bad headlines

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

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.

Focus on specific habits

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

Participation Time #1!

51.7% TV-only reach

27.1% Cross-

platform reach

8.3% Facebook-only reach

62% under 35

Prove it

Participation Time #2!

#earnedit

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SOCIALMEDIA.ORG/EVENTS

SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014