Josh Martin - How Smarter Listening Builds Better Customer Relationships

How Smarter Listening Builds Better Customer Relationships

#socialfresh

Josh Martin | @jmart730 Director, Digital & Social Media @Arbys

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Prior to joining Arby’s, spent 4 years as a social media strategist at a digital agency doing social media for Chick-fil-A, The Hershey Company, & Food Lion. !

Husband. Dad. Golf addict. Sports nut. Kennesaw State & Middle Tennessee State alum. !

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Arby’s First Tweet

Approach and Priorities

Fuel consumer engagement with the brand

How do we do that? 1. Create original content around consumer insights, topical

events, & cultural trends as they unfold. !

2. Monitor the social conversation & respond/react !

3. Develop programs that engage fans/followers around our key messaging

Social Media Listening Room15,000+ Interactions Annually

Brand&Analysis&

Compe11ve&Intelligence&

Campaign&Tracking&

Issues&Tracking&

Influencer&Monitoring&

Product&Launch&

Let’s Get Saucy

Social Media Insight: People Want Sauce !

• Listening to our guests in social media identified a need for more sauce.

• Alerted Product Development team to this insight.

• PD team developed a plan to make full-size bottles available in the restaurant.

Drive thru. Drove home. Forgot to ask for extra sauce. #SAUCEPOCALYPSE!

We invited our followers to share their sauce crisis with us. Then we illustrated their Saucepocalypse, similar to a classic thriller film poster, and sent it back to them. !

And since it was Halloween, the timing was, well, freaky. Because there’s nothing scarier than running out of sauce.

Saucepocalypse

The Meat Mountain

The Tweet Heard ‘Round The World

How did this happen?

It all started with social listening

–Johnny Appleseed

“Type a quote here.”

Timely Tweet

• Social listening identified the opportunity for us to

join the conversation !

• Freedom & flexibility to respond in real-time

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• Content was simple, to the point

Drop the Mic

84.2 Million Impressions


The tweet that keeps on giving…


… all because we were listening.

Thank You.