Hosted by Sandbox, this joint lunch & learn featured Josh Martin, Social Marketing Manager and Arby's approach to real time marketing. Also discussed was the framework necessary for Arby’s @Pharrell #GRAMMYS tweet that set the record for most engaging brand tweet of all time. Here are just a few of the topics that were covered: - Steps for developing an effective social marketing strategy - Social listening – how and when should you be part of the conversation? - Arby’s approach to social media - Measuring the business impact of real-time social marketing - Is a real-time strategy right for your organization? - Case study of the Pharrell Grammy’s Tweet

1. Creating an Effective
Real-Time Social
Marketing Strategy
March 18, 2014

2. # & @
#sandboxlunch
@arbys
@sandbox_digital

3. About Sandbox
 Digital agency with an emphasis on
creating content & experiences that
connect customers with brands
 Who am I?
Began in digital in late ‘90s
Started User Experience & Research practice at
Spunlogic/Engauge
On brand side for 6 years
@donovanpanone

4. Vision
Year One Tenets
Developing a Social Strategy

5. Developing a Social Strategy
 Who – Clearly define social audience segments
– What are their needs & passions?
– Social behaviors & tendencies
– What action do we want them to take?
 Why
– Company: What business result are you driving?
– Audience: WHY would they choose to interact with you?
 What – Define a strategy that addresses the who & why
– Content strategy
– UGC strategies
– Influencer strategy
– Proactive listening & “real-time” approach

6. Developing a Social Strategy
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7. Developing a Social Strategy
 Where – Channel role & purpose
 When – Day, time, timing between messages
 How – Creative execution
– Consistent brand voice & tone
– Creative ways to tie content to the brand
experience
– Provide value (utility, education, inspiration,
education)
– 60 character rule

8. Developing a Social Strategy
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9. Listening:
From Monitoring to Participating

10. Being
Helpful
Opportunistic
Conversations
Inspiring Content
Joining Brand Conversations
Listening for Brand Chatter
Evolution of Social Listening

11. Evolution of Social Listening

12. Creating an Effective Real-Time
Social Media Strategy
J o s h M a r t i n | @ J m a r t 7 3 0
S o c i a l M e d i a M a n a g e r @ A r b y s

13. Social Media Manager
• Responsible for activating the brand across social
media platforms
Prior to joining Arby’s, spent 4 years as a
social media strategist at a digital agency.
Clients included Chick-fil-A, The Hershey
Company, & Food Lion.
Husband. Dad. Golf addict. Sports nut.
Owner of 2 gray cats. Kennesaw State &
Middle Tennessee State alum.
About Me
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14. • Arby’s Social Media Strategy
• What is Real-Time Marketing?
• Real-Time Marketing at the Grammys
• How did Arby’s real-time marketing moment during
the Grammys happen?
• Real-Time Marketing at the Oscars
• Real-Time Marketing Tips
• Q&A
Agenda
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15. Arby’s Social Media Strategy

16. Be a best in class brand for
consumer engagement
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Social Media Objective
#sandboxlunch

17. Engagement
Develop consumer centric content and programs
around our promotions
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18. Engagement
Create original content around consumer insights, topical
events, and cultural trends as they unfold
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19. Engagement
Continually monitor social conversation and respond/react
in the voice and personality of the Arby’s brand
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20. Real-Time Marketing

21. What is Real-Time Marketing?
Responding in a timely manner with content that’s
relevant to the interests of your target audience.
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22. 1. Responding to a question
2. Providing customer support
3. Posting during a live event
RT Marketing Has Many Forms
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23. Responding to Questions
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24. Providing Customer Support
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25. Live Events
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26. Grammys

27. Pharrell’s Grammys Moment
On Sunday, January 26, 2014,
Singer-Songwriter Pharrell
Williams showed up on the
Grammys red carpet wearing
his Vintage Vivienne
Westwood Buffalo hat.
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28. Arby’s Grammys Moment
Noticing the similarity to Arby’s iconic Stetson logo and seizing
the opportunity to insert Arby’s into the pop-culture conversation
(soon to be a phenomenon), Arby’s decided to tweet @Pharrell.
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29. 29

30. Grammys Results by the Numbers
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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31. • Over 135K social media mentions
• Over 213 million social media impressions
• Brands jumped on the bandwagon, in real-time
Social Analysis | Summary
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32. Social Analysis | Summary
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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33. How did this happen?

34. 1. Social Media Listening
2. Timely Tweet
3. Drop the Microphone
Keys to RT Marketing Success for Arby’s
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35. It all started with social listening
consumers
business
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36. We noticed our brand being mentioned…
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37. and comparisons being made to our logo.
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38. • Social listening identified the opportunity for Arby’s to join the
#Grammys conversation
• Freedom & flexibility to respond in real-time
• Content was simple, to the point, & in the brand voice/tone
Timely Tweet
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39. Drop the Mic
• Once the tweet was posted & responses exploded:
– Suspended all pre-planned content
– Watched, Listened, Engaged
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40. Oscars

41. The Challenge
Not to be outdone, Pharrell put the hat up for auction on eBay
and tweeted @Arbys the following message.
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42. The Plan
With a premeditated plan of attack already in place, Arby’s
engaged by tweeting back to Pharrell to sustain the buzz and let
fans know Arby’s “may” be engaged in the bid for that hat.
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43. The Win
The close of the auction came during an opportune moment
in pop-culture: 8 p.m. ET on Sunday, March 2, 2014, right
before the start of The Academy Awards. In this moment,
Arby’s was successful in purchasing the hat for $44,100.
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44. The Win
While at the Oscars and upon the closing of the auction, Pharrell
sent out the following thank you message, not knowing the
identity of the winning bidder.
Arby’s responded to Pharrell to let him and the world know that
Arby’s was the winning bidder.
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45. Pharrell’s Amplification
The next day Pharrell responded to Arby’s tweet and the
extensive coverage and interest from top-tier media continued.
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46. Oscars Results by the Numbers
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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47. • Over 16K social media mentions
• Over 33 million social media
impressions
Social Analysis | Summary
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48. Real-Time Marketing Tips

49. 1. Create a Listening Program
2. Build a Solid Foundation
3. Structure: People & Processes
4. Strategy & Preparation
5. Get it Right: Right Content, Right Context, Right
Platform
Tips for Real-Time Marketing
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50. Starts 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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51. Before you do any posting, you should build a solid content strategy.
Consider these key elements:
• Goals
• Audience type
• Brand voice / tone
• Frequency of content
• Channel strategy
• Benchmarks for success
Need a Solid Foundation
“Develop a brand compass if you don’t already
have one, and apply it to real-time marketing. Set
the boundaries around what does and does not
make sense for you to participate in, so that every
time something is trending, the team isn’t asking:
‘Is this appropriate?’”
- Sabrina Caluori
VP Social Media & Performance Marketing at HBO
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52. Put the Right Structure in Place
• Empower your community
manager / social media team
• Establish guardrails & trust
• Develop an approval process
that allows content to be
posted without waiting a
significant time for approval
Before posting content, ask yourself:
1. Will this cause unneeded risk to the brand?
2. Could this impact the company or myself negatively?
3. Would I want my mother to read this?
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53. • Apply “War Room” technique everyday
– Being prepared for RTM at the Super Bowl is good, but being ready
everyday is even better
• Know what cultural moments are coming up & plan ahead
• Be flexible & able to quickly change your strategy
• Anticipate negative responses
– Preparedness helps mitigate risks, but brands must be ready for
anything
Strategy & Preparation
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54. • The right content, in the right context, and on the right
platform.
Get it Right
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55. Questions?