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SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014
Wendy's social mediacase study
BRANDON RHOTENWENDY’S
250,000+
What convinced the org
• Headlines (bad + good)
• A solid plan with clear accountability
• Prove it in a language the org understands
Bad headlines
Winner: Silver Cannes Lion
Winner: One Show Pencil
Winner: Effie
Winner: Facebook Sliver
Winner: Shorty
Winner: Isaac Award
Forbes: Wendy’s gets social media
Ad Week: Top Digital Marketer
“Wendy’s is a brand doing it right.” – Sheryl Sandberg, Facebook investor call
The plan
Empower someone and make accountable.
Focus on specific habits of customers.
Establish a voice and rules.
Prove it with data that is accepted.
Focus on specific habits
Rules/Voice
Talk to people how, when, and where they want. • Base every effort off current trends • Location + timing is critical • Mobile/social are top priority and inseparable • Give people what they want • Don’t be a jerk Voice: challenger with charm, don’t take life too seriously
Participation Time #1!
51.7% TV-only reach
27.1% Cross-
platform reach
8.3% Facebook-only reach
62% under 35
Prove it
Participation Time #2!
#earnedit
Learn more about past andupcoming events
SOCIALMEDIA.ORG/EVENTS
SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014