Arby's serves up Social

Serving Up a Social Command Center

For technical help dial 866.229.3239 #netbase #commandcenter

| Confidential | © 2013 NetBase Solutions. All Rights Reserved Worldwide. 2

Today’s Speaker

Josh Martin Director, Digital & Social Media @Jmart730

#netbase #commandcenter


About Arby’s

• The name “Arby’s” is based on R.B., the initials of our founders, the Raffel Brothers

• Opened first restaurant in 1964 in Boardman, OH

• HQ is in Atlanta, GA

• 3,400 restaurants in 48 states

• Most popular sandwich on menu: Classic Roast Beef


Social Media Objective

Be a best-in-class brand for consumer engagement


Command Center Objectives

• Listen to the online conversation

• Help Arby’s engage in real-time marketing

• Increase engagement with customers


Command Center—Arby’s Listening Lounge

November 21, 2013 December 9, 2013


Command Center—Arby’s Listening Lounge

February 3, 2014 March 2, 2014


Command Center—Google Hangout

On May 14, Arby’s hosted a Google

Hangout in the Arby’s Listening Lounge

with bloggers and our Executive Chef.


Command Center—Social Listening Strategy

• Dashboards for each use case

• Six use cases, including Brand Analysis, Campaign and Product Launches, and Issues Management

• Created structure and topics in two weeks


Command Center—Listening and Understanding

• Provides means to listen accurately before engaging

• Demonstrates “the power of social listening”

• Enables social media staff to connect with more departments and groups within Arby’s


Arby’s Grammys Moment—Activation

• Started with social listening

• Brand mentions in connection with Pharrell’s hat

• Joined the #Grammys conversation by tweeting @Pharrell


Arby’s Grammys Moment—Results

83,085

Retweets

48,938

Favorites

6,000

New Twitter Followers

84,296,779

Daily Impressions

421

Total Media Placements

236

Broadcast Placements

181

Online Placements

4

Print Placements

Public

Relations

Social

Media Two Weeks of Results


Arby’s Grammys Moment—Social Analysis

• Over 135K social media mentions

• Over 213 million social media impressions

• Brands jumped on the bandwagon, in real-

time


Arby’s Grammys Moment—Entertainment

Top Emotion: Hilarious

Entertainment was a key factor in

capturing this audiences’ attention

as they enjoyed watching the

interaction between @Pharrell and

@Arbys.

Top Terms: Pharrell, Grammys & Hat:

Consumers engaged in the conversation

by retweeting the conversation thread.


Arby’s Oscars Moment—Buying the Hat

• Arby’s engaged Pharrell in eBay auction and bought the hat

• Leveraged first exposure with auction and follow-on tweets

• Added Oscar publicity to Grammys success


Arby’s Oscars Moment—Results

Public

Relations

Social

Media

10,072

Retweets

7,500

Favorites

33,690,855

Daily Impressions

783

Total Media Placements

507

Broadcast Placements

258

Online Placements

18

Print Placements

Three Days of Results


Arby’s Oscars Moment—Social Analysis

• Over 16K social media

mentions

• Over 33 million social media

impressions


Tips for Real-Time Marketing

• Create a listening program

• Build on a solid foundation

• Structure: people and processes

• Strategy and preparation

• Get it right: content, context, and platform


Start with Listening

• Impossible to read every tweet

• Need a system/process to find relevant info

• Priority should be your brand’s mentions

• Identify keywords that relate to your brand/products


Questions

Josh Martin Director, Digital & Social Media @Arbys @Jmart730


Command Center eBooks

How to Build a Social Command Center in 30

Days

www.netbase.com

Launch Your Brand’s Social Command Center

#netbase #commandcenter

Get them now at: www.netbase.com/resources/ebooks-papers/

7 Reasons You Need a Social Command Center

Arby's serves up Social

Marketing

Transcript of Arby's serves up Social