This is a presentation I gave at SoCon13 at Kennesaw State University. Learn how Arby's created a customer engagement strategy using social media on mobile devices. Josh Martin, Social Media Manager at Arby’s, explains the unique advantages and inevitable hurdles in executing a mobile social media strategy aimed at driving customer interaction. Was it all worth it, and how did incorporating other features like location-based services and mobile ads really pay off?

1. Customer Engagement in the Palm of
Your Hands, Going Mobile
Josh Martin | Manager of Social Media | @Jmart730
Feb 9, 2012

2. Background
• Josh Martin | Social Media Manager | jmartin@arbys.com
– Responsible for activating the brand across social media platforms
 Facebook | Twitter| Foursquare | Instagram | Pinterest | YouTube | Google+
– Applying a ‘No Dead Ends’ approach across all digital/social platforms to
shift visitors to brand advocates
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3. How do we reach the
“On the Go” consumer?

4. Our Mobile Focus
• Easy to Use | Convenient
• Extend & Connect our Digital/Social Objectives
– Build Engagement & Awareness
• Drive Incremental Store Traffic
• Connect with In-Store Customers
• Increase Customer Loyalty
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5. Arby’s Mobile Roadmap
Website Messaging Apps Ads Promotions
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6. Mobile Website

7. Mobile Web
51% of smartphone users say they
would be far more likely to purchase
from a retailer or restaurant with a
mobile specific website.
Source: http://www.restaurantappengines.com/
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8. Find. Food. Deals.
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9. Optimized Mobile Experiences
• Optimize for a mobile experience
– All digital / social media coupons are
mobile enabled
– “To redeem this coupon turn your
phone around and show it to the
cashier”
• 10% of coupon page views occur
on a mobile device
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10. Mobile Messaging

11. Mobile Messaging
Food/Restaurants is the
most popular check-in
category on foursquare.
Source: http://www.foursquare.com/
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12. Mobile Check-In 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
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13. Mobile Check-In Messaging
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14. Mobile Check-In Messaging
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15. Mobile Check-In Messaging Results
• Sent over 24,000 tweets
• CTR of 16% - driving
customers to sign-up for
Arby’s Extras (email)
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16. Social / Mobile Apps

17. Social Media
Over two-thirds of QSR users
engage with social media
weekly, and a quarter of them
are a fan, friend or follower of
fast food chain.
Source: http://www.sandelman.com/smartphone/
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18. Social Networking is all about Mobile
Source: Nielsen | Social Media Report 2012
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19. Foursquare
• Added in-store window
clings at all of our
restaurants to encourage
check-ins
• Created a page on
Foursquare – over 59,000
followers
• Added unique tips at
different venue to encourage
engagement
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20. Instagram
• 54% of the world's top
brands are already using
Instagram
• 5 million+ photos uploaded
every day
• Over 30,000+ Arby’s related
photos uploaded
• Data has shown that photos
attract twice the number of
Likes on Facebook that text-
based status updates do
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21. CheckPoints
• Mobile app where you can earn points for checking in to stores
and scanning product barcodes.
• Points can earn you prizes like Amazon and iTunes gift cards.
• Branded Onion Ring Toss game to earn additional points.
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22. Mobile Ads

23. Mobile Ads
60% of mobile users aged 25 &
younger are comfortable with
mobile ads while another 43% of
the “mobile boomers” aged
between 45 and 64 are just as
comfortable with them.
Source: http://www.inmobi.com/
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24. Why Mobile Ads?
• Highly cost-effective and efficient
– CPC or CPM Based
– ~6 times higher CTR than standard display
• Improved Targeting
– Mobile Site vs. App | Device | Location-Based
• Expanding Ad Formats
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25. Promotions

26. Arby’s Snap and Rock
• Mobile is the center of the program
Views TV “Snaps” Texts or
Visits Arby’s
Commercial Picture Emails
and purchases any
featuring Arby’s Snap Combo of fountain cup and their photos to
& Rock Snap & Rock logo arbys@pongr.com
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27. How Does it Work?
1. Text or email in pictures of the
musical artists that are featured on
the Arby’s cup to arbys@pongr.com.
2. Customers who enter via SMS are
then sent a link to enter to win the
sweepstakes.
3. Once customers submit their photo,
they can share it on Facebook and/or
Twitter for an extra entry into the
sweeps.
4. All entries receive smaller prizes
including free Arby’s food or music
downloads
5. Final success page prompts users to
enter Arby’s Email and Mobile
program to receive email and SMS
offers
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28. Mobile Optimized Experiences
• Desktop Microsite • Mobile Optimized Version
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29. Arby’s Textras SMS Growth
520,000
504,676
500,000
480,000
460,000
440,000
420,000
400,000
400,513
380,000
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
'12 '12 '12 '12 '12 '12 '12 '12 '12 '12 '12 '12
26% Growth in 2012!
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30. Summary
Wins Challenges
• Mobile advertising works • QR codes
• Optimizing for a mobile • Compatibility across multiple
experience is critical devices
• Leverage In-Store touch – Alienating feature phones
points • Educating customers
• Test your way to success
• Social Media apps
– Instagram
– Foursquare
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31. What’s Next?
Branded Mobile Tablet
Mobile
Mobile Payments /
Ordering Advertising
App(s) Gifting
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32. Questions?