arby's serves up social
TRANSCRIPT
| Confidential | © 2013 NetBase Solutions. All Rights Reserved Worldwide. 2
Today’s Speaker
Josh Martin Director, Digital & Social Media @Jmart730
#netbase #commandcenter
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About Arby’s
• The name “Arby’s” is based on R.B., the initials of our founders, the Raffel Brothers
• Opened first restaurant in 1964 in Boardman, OH
• HQ is in Atlanta, GA
• 3,400 restaurants in 48 states
• Most popular sandwich on menu: Classic Roast Beef
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Social Media Objective
Be a best-in-class brand for consumer engagement
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Command Center Objectives
• Listen to the online conversation
• Help Arby’s engage in real-time marketing
• Increase engagement with customers
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Command Center—Arby’s Listening Lounge
November 21, 2013 December 9, 2013
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Command Center—Arby’s Listening Lounge
February 3, 2014 March 2, 2014
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Command Center—Google Hangout
On May 14, Arby’s hosted a Google
Hangout in the Arby’s Listening Lounge
with bloggers and our Executive Chef.
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Command Center—Social Listening Strategy
• Dashboards for each use case
• Six use cases, including Brand Analysis, Campaign and Product Launches, and Issues Management
• Created structure and topics in two weeks
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Command Center—Listening and Understanding
• Provides means to listen accurately before engaging
• Demonstrates “the power of social listening”
• Enables social media staff to connect with more departments and groups within Arby’s
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Arby’s Grammys Moment—Activation
• Started with social listening
• Brand mentions in connection with Pharrell’s hat
• Joined the #Grammys conversation by tweeting @Pharrell
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Arby’s Grammys Moment—Results
83,085
Retweets
48,938
Favorites
6,000
New Twitter Followers
84,296,779
Daily Impressions
421
Total Media Placements
236
Broadcast Placements
181
Online Placements
4
Print Placements
Public
Relations
Social
Media Two Weeks of Results
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Arby’s Grammys Moment—Social Analysis
• Over 135K social media mentions
• Over 213 million social media impressions
• Brands jumped on the bandwagon, in real-
time
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Arby’s Grammys Moment—Entertainment
Top Emotion: Hilarious
Entertainment was a key factor in
capturing this audiences’ attention
as they enjoyed watching the
interaction between @Pharrell and
@Arbys.
Top Terms: Pharrell, Grammys & Hat:
Consumers engaged in the conversation
by retweeting the conversation thread.
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Arby’s Oscars Moment—Buying the Hat
• Arby’s engaged Pharrell in eBay auction and bought the hat
• Leveraged first exposure with auction and follow-on tweets
• Added Oscar publicity to Grammys success
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Arby’s Oscars Moment—Results
Public
Relations
Social
Media
10,072
Retweets
7,500
Favorites
33,690,855
Daily Impressions
783
Total Media Placements
507
Broadcast Placements
258
Online Placements
18
Print Placements
Three Days of Results
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Arby’s Oscars Moment—Social Analysis
• Over 16K social media
mentions
• Over 33 million social media
impressions
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Tips for Real-Time Marketing
• Create a listening program
• Build on a solid foundation
• Structure: people and processes
• Strategy and preparation
• Get it right: content, context, and platform
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Start with Listening
• Impossible to read every tweet
• Need a system/process to find relevant info
• Priority should be your brand’s mentions
• Identify keywords that relate to your brand/products
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Questions
Josh Martin Director, Digital & Social Media @Arbys @Jmart730
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Command Center eBooks
How to Build a Social Command Center in 30
Days
www.netbase.com
Launch Your Brand’s Social Command Center
#netbase #commandcenter
Get them now at: www.netbase.com/resources/ebooks-papers/
7 Reasons You Need a Social Command Center