This is a presentation I gave at Social Digital 2013 in San Diego: http://www.altamont-group.com/event_brochure/social.pdf

1. Customer Engagement in the Palm of
Your Hands, Going Mobile
Josh Martin | Manager of Social Media | @Jmart730
June 3, 2013

2. • 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
Background
2

3. How do we reach the
“On the Go” consumer?

4. • 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
Our Mobile Focus
4

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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• Mobile optimized
experience for
those ‘on the go’:
– Find your closest
restaurant
 GPS enabled
– View our menu
– Sign-up for deals
Home Page Menu Page Locations

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 28,000 tweets
• CTR of 16% - driving
customers to sign-up for
Arby’s Extras (email)
15

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. 18
Social Networking is all about Mobile
Source: Nielsen | Social Media Report 2012

19. Foursquare
• Added in-store window clings
at all of our restaurants to
encourage check-ins
• Created a page on Foursquare –
over 65,000 followers
• Added unique tips at different
venue to encourage
engagement
19

20. Instagram
• 54% of the world's top brands are
already using Instagram
• 5 million+ photos uploaded every
day
• Over 50,000+ 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. • 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.
CheckPoints
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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. 24
Mobile Ads with Built-in Locations

25. 25
Mobile Ads with Video Player

26. 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
26

27. Promotions

28. Arby’s Snap and Rock
• Mobile is the center of the program
Views TV
Commercial
featuring Arby’s Snap
& Rock
Visits Arby’s
and purchases any
Combo
“Snaps”
Picture
of fountain cup and
Snap & Rock logo
Texts or
Emails
their photos to
arbys@pongr.com
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29. 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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30. Mobile Optimized Experiences
• Desktop Microsite • Mobile Optimized Version
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31. 400,513
504,676
380,000
400,000
420,000
440,000
460,000
480,000
500,000
520,000
JAN
'12
FEB
'12
MAR
'12
APR
'12
MAY
'12
JUN
'12
JUL
'12
AUG
'12
SEP
'12
OCT
'12
NOV
'12
DEC
'12
31
Arby’s Textras SMS Growth
26% Growth in 2012!

32. Summary
Wins
• Mobile advertising works
• Optimizing for a mobile
experience is critical
• Leverage In-Store touch
points
• Test your way to success
• Social Media apps
– Instagram
– Foursquare
Challenges
• QR codes
• Compatibility across multiple
devices
– Alienating feature phones
• Educating customers
32

33. What’s Next?
Branded
Mobile
App(s)
Mobile
Ordering
Mobile
Payments /
Gifting
Tablet
Advertising
33

34. Questions?