customer engagement in the palm of your hands, going mobile
DESCRIPTION
This is a presentation I gave at SoCon13 at Kennesaw State University. Learn how Arby's created a customer engagement strategy using social media on mobile devices. Josh Martin, Social Media Manager at Arby’s, explains the unique advantages and inevitable hurdles in executing a mobile social media strategy aimed at driving customer interaction. Was it all worth it, and how did incorporating other features like location-based services and mobile ads really pay off?TRANSCRIPT
Customer Engagement in the Palm of Your Hands, Going Mobile
Josh Martin | Manager of Social Media | @Jmart730
Feb 9, 2012
• Josh Martin | Social Media Manager | [email protected]
– Responsible for activating the brand across social media platforms Facebook | Twitter| Foursquare | Instagram | Pinterest | YouTube | Google+
– Applying a ‘No Dead Ends’ approach across all digital/social platforms to shift visitors to brand advocates
Background
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How do we reach the “On the Go” consumer?
• Easy to Use | Convenient
• Extend & Connect our Digital/Social Objectives – Build Engagement & Awareness
• Drive Incremental Store Traffic
• Connect with In-Store Customers
• Increase Customer Loyalty
Our Mobile Focus
4
Arby’s Mobile Roadmap
Website Messaging Apps Ads Promotions
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Mobile Website
Mobile Web
51% of smartphone users say they
would be far more likely to purchase from a retailer or restaurant with a mobile specific website.
Source: http://www.restaurantappengines.com/
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Find. Food. Deals.
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Optimized Mobile Experiences
• Optimize for a mobile experience – All digital / social media coupons are
mobile enabled
– “To redeem this coupon turn your phone around and show it to the cashier”
• 10% of coupon page views occur on a mobile device
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Mobile Messaging
Mobile Messaging
Food/Restaurants is the most popular check-in category on foursquare.
Source: http://www.foursquare.com/
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Mobile Check-In Messaging
HOW DOES IT WORK?
1. Customers check-in to Arby’s on foursquare
2. We send auto-tweets to customers who have checked-in
3. Tweets include links to drive customers to take action – i.e., sign-up for Arby’s extras
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Mobile Check-In Messaging
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Mobile Check-In Messaging
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Mobile Check-In Messaging Results
• Sent over 24,000 tweets
• CTR of 16% - driving customers to sign-up for Arby’s Extras (email)
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Social / Mobile Apps
Social Media
Over two-thirds of QSR users engage with social media weekly, and a quarter of them are a fan, friend or follower of fast food chain.
Source: http://www.sandelman.com/smartphone/
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Social Networking is all about Mobile
Source: Nielsen | Social Media Report 2012
Foursquare
• Added in-store window clings at all of our restaurants to encourage check-ins
• Created a page on Foursquare – over 59,000 followers
• Added unique tips at different venue to encourage engagement
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• 54% of the world's top brands are already using Instagram
• 5 million+ photos uploaded every day
• Over 30,000+ Arby’s related photos uploaded
• Data has shown that photos attract twice the number of Likes on Facebook that text-based status updates do
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• Mobile app where you can earn points for checking in to stores and scanning product barcodes.
• Points can earn you prizes like Amazon and iTunes gift cards.
• Branded Onion Ring Toss game to earn additional points.
CheckPoints
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Mobile Ads
Mobile Ads
60% of mobile users aged 25 & younger are comfortable with
mobile ads while another 43% of the “mobile boomers” aged between 45 and 64 are just as comfortable with them.
Source: http://www.inmobi.com/
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Why Mobile Ads?
• Highly cost-effective and efficient – CPC or CPM Based
– ~6 times higher CTR than standard display
• Improved Targeting – Mobile Site vs. App | Device | Location-Based
• Expanding Ad Formats
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Promotions
Arby’s Snap and Rock
• Mobile is the center of the program
Views TV Commercial featuring Arby’s Snap
& Rock
Visits Arby’s and purchases any
Combo
“Snaps” Picture
of fountain cup and Snap & Rock logo
Texts or Emails
their photos to [email protected]
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How Does it Work?
1. Text or email in pictures of the musical artists that are featured on the Arby’s cup to [email protected].
2. Customers who enter via SMS are then sent a link to enter to win the sweepstakes.
3. Once customers submit their photo, they can share it on Facebook and/or Twitter for an extra entry into the sweeps.
4. All entries receive smaller prizes including free Arby’s food or music downloads
5. Final success page prompts users to enter Arby’s Email and Mobile program to receive email and SMS offers
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Mobile Optimized Experiences
• Desktop Microsite • Mobile Optimized Version
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400,513
504,676
380,000
400,000
420,000
440,000
460,000
480,000
500,000
520,000
JAN'12
FEB'12
MAR'12
APR'12
MAY'12
JUN'12
JUL'12
AUG'12
SEP'12
OCT'12
NOV'12
DEC'12
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Arby’s Textras SMS Growth
26% Growth in 2012!
Summary
Wins
• Mobile advertising works
• Optimizing for a mobile experience is critical
• Leverage In-Store touch points
• Test your way to success
• Social Media apps – Instagram
– Foursquare
Challenges
• QR codes
• Compatibility across multiple devices – Alienating feature phones
• Educating customers
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What’s Next?
Branded Mobile App(s)
Mobile Ordering
Mobile Payments /
Gifting
Tablet
Advertising
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Questions?