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.

1. Wendy's social media
case study
BRANDON RHOTEN
WENDY’S
OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014

4. 250,000+

5. What convinced the org
• Headlines (bad + good)
• A solid plan with clear accountability
• Prove it in a language the org understands

6. Bad headlines

7. 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

8. 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.

9. Focus on specific habits

10. 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

11. Participation Time #1!

16. 51.7%
TV-only
reach
27.1%
Cross-platform
reach
Prove it
62% under 35
8.3%
Facebook-only
reach

17. Participation Time #2!

18. #earnedit

20. Learn more about past and
upcoming events
SOCIALMEDIA.ORG/EVENTS
OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014