2. Table of
Contents
• Executive Summary
• Social Media Audit
• Social Media Objectives
• Online Brand Persona and Voice
• Strategies and Tools
• Timing and Key Dates
• Social Media Roles and Responsibilities
• Social Media Policy
• Critical Response Plan
• Measurement and Reporting Results
3. Executive
Summary
• Our major social media priorities for this year
(2017) will be to maintain as well as improve
relations with our online communities and to
continue to increase the number of followers
on our social media platforms.
• Our primary focus will be to generate more
traffic on our social media platforms by
engaging in social media tactics that will
support our revenue goals and allow for more
sales in our restaurant.
Two major social strategies will support this
objective:
1. Enhance and encourage conversations and
discoverability of content
2. Produce higher quality content
4. Social Media Audit
• The following is an audit of Wendy’s social media assessment to date. It
includes an assessment of all social networks, audience demographics and a
competitor analysis. Specifically looking at how our competitors use Twitter.
6. Demographics
Age Distribution Gender
Distribution
Primary Social
Network
Secondary Social
Network
Primary Need Secondary
Need
18-30 – 30%
21-40 – 40%
41-55 – 20%
56 and up – 10%
49% Female
51% Men
50% Twitter
30% Facebook
25% Instagram
50% Twitter
30% Facebook
20% Instagram
Getting a healthier
meal compared to
other fast food
restaurants. Also
having inexpensive
fast food
Getting a
cheap meal
quickly
7. Competitors
Competitor Social Network URL Followers Average Weekly
Interaction
McDonalds Twitter https://twitter.com
/McDonalds
3.44M 6
Burger King Twitter https://twitter.com
/BurgerKing
1.53M 12
Whataburger Twitter https://twitter.com
/whataburger
1.02M 20
8. Audit – Competitor Assessment Summary
• The competitor assessment analyzed three major Wendy’s competitors –
McDonald’s, Burger King and Whataburger. These three brands all have a large
influence in the fast food industry with similar menus focusing on burgers, fries and
a soda. Each business also brought certain dynamics to Twitter. The differing fast
food chains each had its own niche on Twitter, which made it slightly different. All
in all, McDonalds was the largest competitor for Wendy’s on Twitter due to the
follower count. With that said, Wendy’s needs to improve the number of followers.
The competition has room for improvement as well. McDonald’s needs to increase
the quality of its content in order to gain more likes. Burger King needs to increase
the number of following. Lastly, Whataburgr needs to space out the content that it
produces.
9. Social Media Objectives
• In 2017, the primary focus of our social media strategy will be to increase exposure and traffic on
our platform allowing an increase in sales in our restaurants. The biggest area in which we must
improve on consists of gaining more followers (allowing us to gain a larger audience will gives us
more exposure) and to engage more with our daily consumers not just famous people. Our Twitter
handle is known to be “savage” however, we need to engage with the average American who buys
our food as well as our competitors and famous stars.
10. Social Media
Objectives
Cont'd
Specific Objectives
• Increase the interaction we have with our daily consumer by
10% in 6 months
• Retweeting or replying back to customers through
Twitter
• Increase amount of following on all social platforms (Twitter,
Instagram and Facebook) by 4% in 6 months
• Make relationships with other business who will feature
our content
• Increase mentions on Twitter
• Begin a giveaway “Win a Free Frosty”
• How to enter:
• Like our Facebook page and write
#FreeFrosty on our wall
• Or follow Wendy’s on Twitter and tweeting
@Wendy’s #FreeFrosty
11. KPIs and Key Messages
• KPIs
• Number of weekly content posted
• Number of Retweets, likes and mentions on
Twitter
• Number of likes and comments on Instagram
• Number of likes, shares and comments on
Facebook
• Number of followers on social media platforms
• Instagram
• Twitter
• Facebook
• Key
• #FreeFrosty
12. Online Brand
Persona and
Voice
Adjectives that describe
our brand
• Bold
• Humorous
• Witty
• Clever
When interacting with
customer
• Friendly
• Helpful
• Supportive
• Funny
13. Strategies
Paid:
• Enhance your platforms by either
doing a promotional tweet on Twitter
or a promotional video/picture on
Instagram or Facebook
01
Owned:
• Introduce the use of #FreeFrosty on
Instagram and Twitter posts
• Encourage customers to use the
hashtag on posts and tweets because
that will generate more people to see
the giveaway
• Use the Wendy’s social media accounts
to promote the idea by retweeting or
liking customers posts with the
hashtag
02
Earned:
• Track hashtags and keywords on
Twitter that relate and pertain to
Wendy’s and add promotions or
discount codes to customers
• Examples: frosty, fast food, burger,
fires
• Partner with 1-3 well-known
celebrities to help promote Wendy’s.
03
15. Timing and Key Dates
• Holidays
• National Hamburger Day – May 28
• National French Fry Day – July 13
• Super Bowl Sunday – Feb. 4
• Mother’s Day – May 13
• Father’s Day – June 18
• Internal Events
• Investor Day – Jan 20
• Reporting Dates
• Reporting will occur quarterly on Feb. 16, May 10, Aug. 9, Nov. 13
16. Social Media Responsibilities
• Chief Communications Officer: Liliana M. Esposito
• Marketing Director: Melissa Stomber
• Social Media Manager: Ryan Knaak
• Social Media Coordinator: Taylor Mueller
• Supporting Social Media Team Members:
• Erik Lopez
• Ashlyn Cano
17. Social Media Policy
• When you engage with our Site through third-party social media sites, you understand that you may be
allowing us to have ongoing access to certain information stored on those social media sites (e.g. your public
profile, friend list, people you follow or who follow you, your email address, birthday, work history, education
history, interests, current city, website, personal description, and likes, and your friends’ birthdays, education
histories, personal descriptions and likes). We may also receive other information (e.g., content viewed and
information about the advertisements within the content you have been shown or may have clicked on, etc.)
from your interaction with our Site. You agree that we may share your video viewing with or obtain
information about your video viewing from third-party social media sites for two years or until you withdraw
consent. The information we have access to from the third-party social media websites varies by website and
is controlled by your privacy settings on that website and by your consent. By associating an account
managed by a third-party with your Wendy’s account or otherwise engaging with the Site through a social
network and authorizing us to have access to this information, you agree that we may collect, use, and store
information from these websites in accordance with this Privacy Policy
18. Critical Response Plan
• Scenario 1 – Inappropriate tweet sent from @Wendy’s
• Once the tweet is found
• Take a screenshot
• Delete the tweet
• Contact the social media marketing director (Melissa)
• The social media marketing director and the social media manager need to discuss how the tweet influenced
the business (Melissa and Ryan)
• A follow up tweet needs to be tweeted
• If the tweet went viral then the social media manager (Ryan) needs to address the media
• Melissa and Ryan need to speak with the responsible employee who published the tweet and discuss what
further actions need to be taken
19. Critical Response Plan
• Scenario 2 – Complaint via Twitter discussing undercooked chicken
• Contact the owner and the communications officer (Sabrina and Liliana)
• The social media team needs to discuss the impact of the situation and the health of
the person who had the issue
• A tweet needs to be sent out sending apologies about the undercooked chicken and
sympathy needs to be shown
• A statement needs to go out about the incident
• Send out another tweet ensuring customers that the issue will be looked into further
and that Wendy’s will make sure it does not happen again
20. Measurement and Reporting
• Quantitative KPI (found from another Wendy’s Measurement and Reporting
site)
• Website Traffic Sources Assessment
Social Media Platform Volume Percentage of
Overall Traffic
Conversion Rate
Twitter 1600 Unique
visits – 10 %
growth
17% 2.1%
Facebook 3200 unique
visits – 20%
growth
36% 4.3%
21. Measurement and Reporting
• Qualitative KPIs
• An analysis of the interactions of 100 Facebook posts, 100 Instagram posts and 100
Tweets revealed the following:
• A large portion of positive sentiment came from customers who posted pictures of their
orders and reasons they choose Wendy’s over competitors
• Negative comments were mainly due to customers getting okay meals or getting the wrong
order
