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Wendy's social media case study, presented by Brandon Rhoten

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SocialMedia.org
SocialMedia.org

In his Brands-Only Summit presentation, Wendy's Brandon Rhoten talks about how they convinced a multi-billion dollar system to embrace digital and social media marketing. He shares their overall social media strategy, brand voice and tone, and how they work mobile into the marketing equation.

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Wendy's social media case study BRANDON RHOTEN WENDY’S OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014
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 Prove it 62% under 35 8.3% Facebook-only reach
Participation Time #2!
#earnedit
Learn more about past and upcoming events SOCIALMEDIA.ORG/EVENTS OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014

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Wendy's social media case study, presented by Brandon Rhoten

  • 1. Wendy's social media case study BRANDON RHOTEN WENDY’S OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014
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  • 5. What convinced the org • Headlines (bad + good) • A solid plan with clear accountability • Prove it in a language the org understands
  • 7. 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
  • 8. 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.
  • 10. 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
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  • 16. 51.7% TV-only reach 27.1% Cross-platform reach Prove it 62% under 35 8.3% Facebook-only reach
  • 19.
  • 20. Learn more about past and upcoming events SOCIALMEDIA.ORG/EVENTS OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014