Customer Engagement through Mobile

Josh MartinManager, Social Media

August 23, 2012

@Jmart730

Background• Arby’s Advertising & Communication• Launched several new social media

platforms for Arby’s: Foursquare, Instagram, Pinterest, Tumblr, & Google+

• Prior to joining Arby’s, led social media strategy for Chick-fil-A & The Hershey Company

How do we reach the “On the go” consumer?

The Challenge• Building engagement & awareness• Reach in-store customers• Drive incremental store traffic• Increase customer loyalty

Arby’s Mobile Roadmap

Website Messaging Apps Ads Promotions

MOBILE WEBSITE

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/

Arbys.com Mobile Site• Launched in April 2011• 17% of all digital page views occur

on a mobile device• 60% of all Store Locator search

occur on a mobile device

Find. Food. Deals.

Mobile Coupons• All digital coupons

are mobile enabled– Show phone to

receive the deal

• 10% of coupon page views occur on a mobile device

MOBILE MESSAGING

Food/Restaurants is the most popular check-in category on foursquare.

Source: http://www.foursquare.com/

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

Mobile Check-In Messaging

Mobile Check-In Messaging

Mobile Check-In Messaging

Results• Sent over

20,000 tweets• CTR of 16% -

driving customers to sign-up for Arby’s Extras (email)

SOCIAL / MOBILE APPS

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/

Foursquare

Fan Page

In-Store Window Clings

Foursquare Tips

Instagram

CheckPoints

Additional strategies

• Facebook Mobile Ads• Twitter 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/

Geo-targeted Rich Media

Results• Mobile ads are effective

and efficient• Mobile drives the highest

CTR• Drive traffic to store

locator

PROMOTIONS

Snap & Rock

Mobile is the center of sweepstakes campaign that includes MMS, the mobile Web and social media.

How does it work?1. Text or email in pictures of the

musical artists that are featured on the Arby’s cup to arbys@pongr.com.

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.

How does it work?• Each entry wins a smaller prize, such

as free Arby’s food, music downloads or headphones.

• The mobile site also prompts users to enter Arby’s Extras to receive email and SMS deals and offers.

Results• Over 300,000 photos

submitted • 88% image

recognition match rate

SummaryWins

• Mobile optimization• Geo-targeting• Opportunities to test• Social Media apps

Challenges• QR codes• Building for multiple

devices• Educating customers

What’s next?

Branded Mobile App(s)

Mobile Ordering

Mobile Payments

Questions?