wendy's, social media strategy analysis
TRANSCRIPT
”We like our tweets the same way we like to make hamburgers: better than anyone expects from a fast
food joint” Priya Bhakar Ezz Eldamak Hafsa Ikram Vladimir Pushmin
140011712120060523140006766 130014419
Millennials
22,1%
24,8%
36,6%
16,4%18 - 29
18-29 30-44 45-64 65+
24,8%
Demographics• 18 – 29• Male• Urban Location• Education and Training• $20 000 – $49 000 p/y
Lifestyle• Going to movies / Park• Football / Basketball• Technology / Stand Up
Comedy
Personality• I often treat myself with
food that isn’t good for me
• Describe themselves as: leader and adaptable
• On occasion: anxious
Brands• Restaurants:
Domino’s, Subway• Clothing: Levi’s, Nike• Shops at: Costco• Car: Toyota
Entertainment• Shows: Modern Family,
Game of Thrones • Music Artist: Beyoncé,
Coldplay
Media• TV: HBO, Comedy
Central• Online: LinkedIn,
Facebook, Wikipedia• App: YouTube online
22,1%
Generation X
24,8%
Demographics• 30 - 44• Female• Urban Location• Food, Services,
Hospitality• $50 000 – $99 000 p/yLifestyle• Movies / Shopping • College Football /
Basketball• Movies / Technology
Personality• “I sometimes eat out of
boredom, not hunger”• Describe themselves
as: Caring and adaptable
• On occasion: forgetful
Brands• Restaurants: Dunking
Donuts• Clothing: Wrangler,
Hanes• Shops at: Kroger• Car: ChevroletEntertainment• Shows: Bar Rescue,
Falling Skies• Music Artist: Beyoncé,
Kelly Clarkson
Media• TV: TruTV, TLC• Online: Pinterest,
YouTube• App: Candy Crush
30 - 44
18-29 30-44 45-64 65+
24,8%
Baby Boomers
18-29 30-44 45-64 65+
36,6%
Demographics• 45 - 64• Male• Non - Urban • Building, Construction• $20 000 – $49 000 p/y
Lifestyle• Visiting Historical Sites
/ Sports Event• Football / NASCAR• Politics / Music
Personality• “My garage is my
happy place”• Describe themselves
as: Down to Earth, Clean
• On occasion: Direct
45 - 64
26,6%
Brands• Restaurants:
Wendy’s, McDonalds• Clothing: Levi’s,
Wrangler, Hanes• Shops at: Walmart• Car: FordEntertainment• Shows: Top Gear, How
it’s Made• Music Artist: Jim
Croce, Black Sabath
Media• TV: History, Discovery
Channel• Online: YouTube,
Discovery• App: Angry Birds
Baby Boomers and Silent Generation
18-29 30-44 45-64 65+
Demographics• 65+• Female• Urban • Charity and Non Profit• $20 000 – $49 000 p/y
Lifestyle• Going to Park /
Museum• College Football /
Baseball• Religion / RadioPersonality• “I am happy to
volunteer my time for good causes ”
• Describe themselves as: Leader, Caring
• On occasion: Abrupt
65+
16,4%
Brands• Restaurants:
Wendy’s, McDonalds• Clothing: Fruit of the
Loom• Shops at: Kroger• Car: FordEntertainment• Shows: America’s
Funniest Home Videos• Music Artist: Rihanna,
Mariah Carey
Media• TV: LifeTime, Fox News • Online: Amazon,
Facebook• App: Uber
Positioning Promotion ProductPlacePrice
• Pricing strategy is market-orientated – change in competitive landscape drive prices change
• Offer combo meals with a discount – e.g. 4 for $4
• Most revenue comes from restaurants – 90% are franchised
• In store experience becomes more premium
• Use of special kiosks and venues of special events
• Possibility to buy food from the website and mobile app
• ”Midnight push plan”- open restaurant after the midnight, which attracts young consumers
• Red haired spokeswomen in Wendy’s commercials is Millennial
• Active use of Facebook, Youtube, Twitter to target Millennials (e.g. “Love Song”, “Hollywire: Wendy’s Fresh Trend Showdown” video series for younger Millennial women)
• The latter campaign, hosted on social clothing commerce website Polyvore, resonated with female consumers at the helm of the health trend.
• Wendy’s offers burgers, sides, salads, beverages, desserts, breakfast, lunch and dinner options
• Wendy’s returns to the “original” burger recipe of 1969 that incorporates more premium bakery-style buns
• Introduction of healthy options• Constant change of limited
time offers (LTO) and menu innovation
Value
Quality
US Dining: Impressions
Hidden message – Word ’mom’ in collar Personal’ and ‘Home-cooked’
feeling = Safe and loving environment
The colour RED: Stimulates appetite
Wendy’s logo
Social media mix
• Wendy’s created a spoof recipe video targeting Facebook users
• Exaggerated process that goes into making Instagram worthy dishes
• Also acted as promotional video for their summer salad
• Made this video due to all the food and recipe videos that take over Facebook feeds
Video campaign
• Improved their Instagram strategy to appeal to millennials• Add value to it’s users• Taking an approach that is
‘warm and welcoming’• Partnered with Nathan
Michael (Instagram influencer)
Photo sharing
Food
• Re-emphasis freshness of food• From fresh Beef to freshly grown
lettuce and other salad
Family• Keeps customers updated on the
adoption programme launched and how it works
Community
• How Wendy’s give back to the community and openly volunteer to help others
• Initiatives such as #GivingTuesday
Blogging
• #share4adoption campaign. This campaign received over 100,000 mentions within the first seven weeks
• When customers complain on twitter – they don’t reply with a classic response, but the team creates personalised and witty responses
• Wendy’s interact with their consumers on every platform. Every platform has its own set of rules. For example, Twitter is more for timely themed tweets, hashtags and quick responses. On Instagram, Wendy's color scheme is bright, warm and clean.
Social media campaigns
• Wendy’s has also previously used Facebook and Twitter promotion ‘Love songs’ in order to market their Pretzel bacon cheeseburger
• Tweets from users were combined in order to create the lyrics of the song
#Pretzellovesongs
The results
In the end, Pretzel Bacon Cheeseburger Love Song became the most engaging a talked about Wendy’s campaign in the brand’s 44-year history. It helped make the Pretzel Bacon Cheeseburger Wendy’s most successful product launch ever.
1.7Billion earned media impressions7.5 Million Facebook
views 31%Increase in Wendy’s Stock price
2017 is off to quite a start
Generated traffic customers
Content marketing
1 Design
2 Reach
3 Engage
4 Convert
Wendy’s have designed authentic and unconventional content on their twitter account
They have chosen Twitter to act as a way to reach out to customers
They are constantly engaging with customers and interacting with them
Content marketing: To sell the idea of a product through
Customer engagement
Wendy’s Tweets and Engagement between 1/2/17 – 1/8/17
• Retweets, replies and likes account for 98% of Total engagement• Mentions account for 2%• 95% of replies Wendy’s
sent out were to random questions from customers • Only 5% were about
actual enquiries
Customer engagement
Wendy’s Engagement Breakdown Between 1/2/17 – 1/8/17
Why it’s working?
Unexpectedness Wendy’s are breaking the norm and people love it!
Humour Making people laugh builds a good brand-consumer relationship
Controversy Gains more attention and more shares
Consistency Wendy’s have continuously kept people engaged
Escalation Wendy’s have failed to keep to their limits
1
2
3
4
5
Leve
l of b
rand
rela
ted
activ
ities
• Consumers are consuming – Viewing, listening, watching and reading comments on various social media platforms such as Twitter, Facebook and Instagram etc.
• Rating products, joining a brand profile, Engaging in branded conversations – #share4adoption and #pretzellovesongs
• Some users also engage in the ‘roasts’• Retweets and likes
• Individuals uploading images of completing the heart on the cup for the #share4adoption hashtag
• Also, users tweeted lyrics to feature on the pretzel love songs
COBRA Model
Consuming
Contributing
Creating
Wendy's McDonald's Burger King KFC
6.5
36.6
15.219.9
Wendy's McDonald's Burger King KFC
0.03 0.37 0.08 0.03Wendy's McDonald's Burger King KFC
0.07 0.29 0.05 0.24
Wendy’s vs competitors on social media Number of followers on Twitter
Number of likes on Facebook Number of followers on Instagram
Wendy's McDonald's Burger King KFC
1.51
3.38
1.49 1.141,51
3,38
1,49 1,14
Wendy's McDonald's Burger King KFC
8.2
69.5
7.9
44.3
Wendy's McDonald's Burger King KFC
0.452.2
1 1
44,3
7,9
69,5
8,2
Number of subscribers on YouTube
Number of followers on LinkedIn
Number of stores, thousands
SWOT analysis 1 Strength 2 Weaknesses
4 Threats3 Opportunities
• #Share4adoption also increased sales, as people posted pictures with cups online. The hashtag also had a deeper meaning and was for a good cause
• Advertisements contain humour and wit (Unruly lecture showcases how emotions matter in order to connect with consumers)
• Some may not like the companies sense of humour, as they ‘roast’ others on Twitter
• Some may argue that this strategy is not effective in the long term
• Consumers who don’t like Wendy’s banter and roasts on social media sites may not buy from them
• Not very durable – people may get bored of Wendy’s humour and jokes
• Could use more singers to carry on the ‘love songs’ idea when launching new products, as it worked well with the Pretzel bacon cheese burger
5Cs
Customers Mainly 45-64 year olds, however they are now trying to target the younger market
Competitors McDonalds, Burger King, KFC
Collaborators • Nick Lachey – Pretzel love songs singer• Fans who tweeted the lyrics
Company SWOT analysis
Context
• Social – Consumers are more health conscious and aware of what they are eating. Thus, Wendy’s could possibly use this to their advantage. As they are already positioned as a healthy brand.
• Technological - They have recently announced they will be installing self-ordering kiosks by the end of 2017.
Recommendations
BuildThe
Creation
habit
Snapchat story (Main events & Weekends)
BuildThe
Creationhabit
(69 Million Users x .05 % )= 345K “One-time” Creators (345K creators x (50 Avg.Followers x 50%)) = 8,625,000 Reach(345K creators x 5%)= 17,250 (Shares on other Social media Platforms) – Engagements
6 months forecast
Mission Impossible Story:Total Impressions: 65MOne Month period
Snapchat story (Main events & Weekends)
We challenge – They Create – We both win
#Fresh_With_Wendy’s
ContentCreationContest
Untapped
Potential
Weekly Contest - #Fresh_With_Wendy’s Winner
Gets $25 Vr.
& a Repost
BuildThe
Creationhabit
Repost Winner
son
Increase Both
(475K Followers x 5% )= 20K Creators (20K creators x (300 Avg.Followers x 50%)) = 3000,000 Reach( 3000,0000 x 10%)= 300,000 (Likes or Mentions – Engagements( 3000,0000 x 5 % )= 150,000 Comments – Sentiments( 3000,0000 x 1%)= 30,000 Conversion - Sales
6 months forecast – $600 Inv
( 8.2 Million x 10 %) = 820,000 Reach( 820,000 x 10%)= 82,000 (Likes & Shares) – Engagements( 820,000 x 5 % )= 41,000 Comments – Sentiments( 820,000 x 1%)= 8,200 Conversions - Sales
Weekly Contest - #Fresh_With_Wendy’s
KeepThe
RoastHealth
y
KeepThe
RoastHealthy
Instagram Nve Sentiments:(150,000 Comments x 15% Sarc or –ve comments)=22,500
Facebook Nve Sentiments:(41,000 Comments x 15% Sarc or –ve comments)= 6,150
22,500 + 12,300= 28,650 comments (Roast Material)
Recycling Negative sentiment:
(1.15 Million Followers x 50% ) = 115,000 Reach(115,000 x 10%)= 11,500 (Retweets – Mentions) – Engagements(11,500 x 1%)= 115 Conversions - Sales
6 months forecast
Maintain performance: Keep the roasting ON
PotentialReach
( 927K x 10%)= 92,700 Subs
• Snapchat – (Snapchat story (Main events & Weekends)• Instagram: (Weekly contest - #Fresh_With_Wendy’s)• Facebook: (Repost Contest winners – Spread #Fresh_With_Wendy’s)• Twitter: (The Healthinator Campaign – Keep The Roast)• Youtube: ( Healthy Junk food Collaboration)
Recommendations summary
Thank you
Questions?
Priya Bhakar Ezz Eldamak Hafsa Ikram Vladimir Pushmin140011712120060523140006766 130014419