Customer Engagement through Mobile
Josh MartinManager, Social Media
August 23, 2012
@Jmart730
Background• Arby’s Advertising & Communication• Launched several new social media
platforms for Arby’s: Foursquare, Instagram, Pinterest, Tumblr, & Google+
• Prior to joining Arby’s, led social media strategy for Chick-fil-A & The Hershey Company
How do we reach the “On the go” consumer?
The Challenge• Building engagement & awareness• Reach in-store customers• Drive incremental store traffic• Increase customer loyalty
Arby’s Mobile Roadmap
Website Messaging Apps Ads Promotions
MOBILE WEBSITE
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/
Arbys.com Mobile Site• Launched in April 2011• 17% of all digital page views occur
on a mobile device• 60% of all Store Locator search
occur on a mobile device
Find. Food. Deals.
Mobile Coupons• All digital coupons
are mobile enabled– Show phone to
receive the deal
• 10% of coupon page views occur on a mobile device
MOBILE MESSAGING
Food/Restaurants is the most popular check-in category on foursquare.
Source: http://www.foursquare.com/
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
Mobile Check-In Messaging
Mobile Check-In Messaging
Mobile Check-In Messaging
Results• Sent over
20,000 tweets• CTR of 16% -
driving customers to sign-up for Arby’s Extras (email)
SOCIAL / MOBILE APPS
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/
Foursquare
Fan Page
In-Store Window Clings
Foursquare Tips
CheckPoints
Additional strategies
• Facebook Mobile Ads• Twitter Mobile Ads
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/
Geo-targeted Rich Media
Results• Mobile ads are effective
and efficient• Mobile drives the highest
CTR• Drive traffic to store
locator
PROMOTIONS
Snap & Rock
Mobile is the center of sweepstakes campaign that includes MMS, the mobile Web and social media.
How does it work?1. Text or email in pictures of the
musical artists that are featured on the Arby’s cup to [email protected].
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.
How does it work?• Each entry wins a smaller prize, such
as free Arby’s food, music downloads or headphones.
• The mobile site also prompts users to enter Arby’s Extras to receive email and SMS deals and offers.
Results• Over 300,000 photos
submitted • 88% image
recognition match rate
SummaryWins
• Mobile optimization• Geo-targeting• Opportunities to test• Social Media apps
Challenges• QR codes• Building for multiple
devices• Educating customers
What’s next?
Branded Mobile App(s)
Mobile Ordering
Mobile Payments
Questions?