wendy's, social media strategy analysis

”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%


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%


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


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


1.51

3.38

1.49 1.141,51

3,38

1,49 1,14


8.2

69.5

7.9

44.3


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

wendy's, social media strategy analysis

Marketing