Customer Engagement through Mobile
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The document outlines Arby's strategies for enhancing customer engagement through mobile platforms and social media, highlighting the launch of various channels such as Foursquare and Instagram. It emphasizes the importance of mobile-specific websites and promotions, reporting significant customer interaction via mobile coupons and check-ins. Additionally, it discusses the effectiveness of mobile ads and a sweepstakes campaign that integrates mobile, social media, and customer participation.
Customer Engagement through Mobile
- 1. Customer Engagement through Mobile Josh Martin Manager, Social Media August 23, 2012 @Jmart730
- 2. 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
- 3. How do we reach the “On the go” consumer?
- 4. The Challenge • Building engagement & awareness • Reach in-store customers • Drive incremental store traffic • Increase customer loyalty
- 5. Arby’s Mobile Roadmap Website Messaging Apps Ads Promotions
- 7. 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/
- 8. 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
- 10. Mobile Coupons • All digital coupons are mobile enabled – Show phone to receive the deal • 10% of coupon page views occur on a mobile device
- 11. MOBILE MESSAGING
- 12. Food/Restaurants is the most popular check-in category on foursquare. Source: http://www.foursquare.com/
- 13. 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
- 17. Results • Sent over 20,000 tweets • CTR of 16% - driving customers to sign-up for Arby’s Extras (email)
- 18. SOCIAL / MOBILE APPS
- 19. 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/
- 20. Foursquare In-Store Window Clings Foursquare Tips Fan Page
- 21. Instagram
- 22. CheckPoints
- 23. Additional strategies • Facebook Mobile Ads • Twitter Mobile Ads
- 24. MOBILE ADS
- 25. 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/
- 27. Results • Mobile ads are effective and efficient • Mobile drives the highest CTR • Drive traffic to store locator
- 28. PROMOTIONS
- 29. Snap & Rock Mobile is the center of sweepstakes campaign that includes MMS, the mobile Web and social media.
- 30. 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.
- 31. 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.
- 32. Results • Over 300,000 photos submitted • 88% image recognition match rate
- 33. Summary Wins Challenges • Mobile optimization • QR codes • Geo-targeting • Building for multiple • Opportunities to test devices • Social Media apps • Educating customers
- 34. What’s next? Branded Mobile Mobile Mobile App(s) Ordering Payments
- 35. Questions?