1. How Smarter Listening Builds
Better Customer Relationships
#socialfresh

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

3. Arby’s First Tweet

4. Approach and Priorities

5. Fuel consumer engagement
with the brand

6. 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

7. Social Media Listening Room
15,000+ Interactions Annually

9. Brand&
Analysis&
Compe11ve&
Intelligence&
Campaign&
Tracking&
Issues&
Tracking&
Product&
Launch&
Influencer&
Monitoring&

10. Let’s Get Saucy

14. 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.

15. 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.
Drive thru. Drove home. Forgot to ask
for extra sauce. #SAUCEPOCALYPSE!

17. The Meat Mountain

21. The Tweet Heard ‘Round The World

25. How did this happen?

26. It all started with social listening

28. “Type a quote here.”
–Johnny Appleseed
Timely Tweet
• Social listening identified
the opportunity for us to
join the conversation
!
• Freedom & flexibility to
respond in real-time
!
• Content was simple, to
the point

29. Drop the Mic

31. The tweet that keeps on giving…
84.2 Million Impressions
33.6 Million Impressions
10.9 Million Impressions

32. … all because we were listening.

33. Thank You.