SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016

Manage paid social

BRANDON RHOTENWENDY’S INTERNATIONAL

ManagingPaid  Social

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Brandon  RhotenVP,  advertising,  digital  &  media

@brhoten

STEP  1

What  are  you  trying  to  accomplish?

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STEP  2

Define  your  audience  (beyond  age)

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STEP  2

Define  your  audience  (beyond  age)

Right  person,  right  message,  right  time/place  is  critical.  

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WENDY’S  STEP  2

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Driven  by  family  needs  and  the  community

Concerned  about  the  environment  and  being  green

KimberlyHonest  Green  Tea

Risk  -­ taker

Seeks  new  experiences  and  change

Smart  shopper,  interested  in  high  fashion  and  low  costs

TinaFruiTea  Chillers

Adventurous

Passionate  about  fashion

Ambitious  to  get  ahead  on  her  career

Seeks  approval  of  others

AshleyLemonade

STEP  3

Create  what  audience  wants…

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STEP  3

Create  what  audience  wants…

when  they  want…

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STEP  3

Create  what  audience  wants…

when  they  want…

and  where  they  want  it.9

WENDY’S  STEP  3

Content  for  specific  environments,  for  our  specific  segments

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STEP  4

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STEP  4

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MonitorEngageRefine

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STEP  4

WENDY’S  STEP  4

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STEP  6

Figure  out  if  it  worked  and  learn  for  the  future

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WENDY’S  STEP  6

Looked  beyond  impression  delivery  to  determine  if  we  truly  met  our  goal  of  becoming  a  destination  for  premium  beverages

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6pt  liftHonest  Green  

TeaMessage  Association

11pt  lift  FruiTea  ChillerMessage  Association

2pt  lift  Visit  Intent  

within  the  next  week

14pt  lift  Blackberry  LemonadeAd  Recall

4pt  lift  Visit  Intent  

within  the  next  week

4pt  lift  will  

recommend  to  a  friend

STEP  7

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Thanks!

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@brhoten

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SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016