Social Media Management Project 1. Wendys was approved by Prof.Buyer on Sept. 28 2016

1. Wendy’s
Social Media Strategy By Parth Harpale Oct.2 2016

2. Table of Contents
 1. Executive Summary
 2. Social Media Audit
 A. Social Media Assessment
 B. Traffic Sources Assessment
 C. Customer Demographics Assessment
 D. Competitor Assessment
 3. Social Media Objectives
 4.Online Brand Persona and Voice
 5. Strategies and Tools
 6. Timing and Key Dates
 7. Social Media Roles and Responsibilities
 8. Social Media Policy
 9. Critical Response Plan
 10. Measurement and Reporting Results

3. Executive Summary
 Our goals for 2016 and moving into 2017 will be to
improve our social media following and increase
relations with our existing community.
 The primary focus will be to increase the company’s
revenue through having increased brand recognition and
brand pervasiveness by sharing more engaging content
and building relationships with our online community.
 Two social strategies to support our objective:
 1. Increase the content that we publish on our social
accounts
 2. Engage more with the members in our online community

4. Social Media Audit
 The following is an audit of Wendy’s International Inc.
current social media presence. It includes an
assessment of all social networks, web traffic,
audience demographics, and a competitor analysis.

5. Social Media
Assessment
as of Sep. 24-Oct.1

6. Social
Network
URL Follower
Count
Average
Weekly
Activity
Average
Engagement
Rate
#interactions/
reach
Twitter twitter.com/we
ndys
966,000
followers
3 posts per
week
3%
Facebook facebook.com/
wendys
8.1M likes
2.7M visits
3 posts per
week
4%
Instagram instagram.com
/wendys/
354,000
followers
2 posts per
week
Average
interactions
per post= 400
LinkedIn linkedin.com/c
ompany/wend
ys-
international
28,702
followers
1 post per
month
10%
Youtube youtube.com/u
ser/wendys
65,333 2 posts per
month
0%

7. Audit Continued
 Assessment: At the current time the highest number of
interactions per post occurs on Instagram. The least
interaction occurs on LinkedIn however that can be due
to the fact that our customer demographic is not active
on that channel. The closing of the LinkedIn channel is a
possible route to take in the future. Our main
followership occurs on Twitter and Facebook however
there is a significantly lower engagement rate compared
to Instagram. Finally, YouTube is another platform that
has a good followership but low engagement rates
closing the channel is a possibility but traffic to our
website is led by our YouTube channel.

8. Website Traffic Sources
Assessment (Sep. 24-Oct.1)
Source Volume Percentage of
overall traffic
Conversion
rate
Twitter 1500 Unique
visits
6% 3%
Facebook 2000 Unique
visits
7% 4%
Instagram 100 unique
visits
1% No Data
LinkedIn 100 unique
visits
1% No Data
YouTube 3500 unique
visits
35% 7%

9. Traffic Summary
 At present time YouTube is the biggest driver of traffic
to our site. However, it should be noted that while
YouTube does lead traffic to our site compared to
other social sites, most page visits are done
organically and not through social media at all.
Conversion rate ( Conversion goal= item purchase) is
low across the board however as stated before due to
website traffic being driven by YouTube that channel
has a higher conversion rate. LinkedIn and Instagram
both have low conversion rate and don’t drive traffic to
the website, however most engagement is found on
Instagram.

10. Audience
Demographics
Survey distributed during September/October during
customer visitation to restaurants.
Total applicant responses: 5000

11. Demographics
Age
Distributio
n
Gender
Distributio
n
Primary
Social
Network
Secondary
Social
Network
Primary
Need
Secondary
Need
20% 18-24
60% 25-49
10% 50- 65
10% 66-80
55%
Female
45% Male
50% Twitter
30%
Facebook
20%
Instagram
45%
Instagram
35%
Facebook
20%
Instagram
Needing to
find a quick
meal that
does feels
fresh.
Needing a
quick meal.

12. Audience Demographic
Summary
 The majority of our audience is in the 25 to 49 age
range and their core social media sites are Facebook
and Twitter. The primary motivation for visiting
Wendy’s is to find a quick meal that is fresh. Our
energy should be spent creating Twitter and
Facebook content that encourages engagement.

13. Competitor
Assessment

14. Competitor Name Social Media
Profile
Strengths Weaknesses
McDonald's Twitter:
@Mcdonalds
Large
following on
Twitter.
Inclusion of
#AllDayBreak
fast draws
audience.
Strong visual
content
No User generated
content seen, can seem
impersonal to users. Low
engagement.
BurgerKing FB:
Burgerking
@burgerking
Visually
distinct
content
Complaints prominent in
Facebook comments.
Sample: “…all I can say is
shambles over 25 minutes
for my food…”. Low
engagement
Chik-Fil-A Twitter:
Chik-fil-A, Inc.
@ChikfilA
Variety in
content.
Breakfast
items
prominent in
content.
No use of user generated
content.
Low engagement

15. Competitor Assessment
Summary
 The analysis focused on the three major competitors
with strong social presence on Facebook and Twitter.
Strong visual content is a similarity shared between all
three competitors and two of the competitors use of
hashtag to promote breakfast items is also drawing
users to them. Areas where the competition can improve
is in the engagement area as well as the use of user
generated content. Low engagement numbers are found
at all three competitors social profiles and all three
competitors also focus solely on content generated by
the company rather than promoting user generated
content and thereby creating strong bonds with their
followers.

16. Social Media
Objectives

17. Social Media Objectives
 In 2016 and moving forward, our primary focus is to
increase sales numbers by increasing our brand
awareness and pervasiveness. In order to do so, our
priority on social media will be to grow our following
by sharing content that is more engaging and likely to
by shared. We will also focus on building good
relationships with our community through promoting
user generated content and engaging quickly when
complaints are made.

18. Specific Objectives
 Increase Twitter engagement by 5% in 6 months
 Increase visual content published on Twitter,
Facebook, and Instagram by 20% in 6 months.
 Can be done via promoting user generated content
 Implement #WendysWednesday to promote content
generated by users
 Increase Twitter, Instagram, and Facebook followers
by 2000 in 6 months

19. KPIs and Key Messeges
 KPIs
 Number of Instagram,
Facebook, and Twitter
Followers
 Number of Photos and
Videos posted on Twitter,
Instagram, and Facebook
 Number of Likes and
Retweets on Twitter
 Key Messeges
 Fresh Never Frozen Patties
 Wednesdays with Wendy’s

20. Online Brand Persona and Voice
Adjectives to describe our
Brand
 Casual
 Friendly
 Fun
 Fresh
When Talking to Customers
we are
 Friendly
 Supportive

21. Strategies and
Tools

22. Strategies
 Paid
 Every Monday boost the most popular organic post to kick off the
week. The post must have at least 10 likes or 5 comments and have
a reach of 50.
 Owned
 Introduce #WendysWednesday to company Twitter and Instagram
posts. Encourage customers to use the hashtag and retweet/promote
customer generated pictures and videos. Promote the hashtag
across all social media accounts.
 Earned
 Moniter Twitter for keywords and terms such as lunch, hungry, take
out, fast food. Offer discounts or promote new items to leads.
 Continue partnering with influencers whose following falls into the
demographic we want to reach

23. Tools
 Approved Tools
 Hootesuite
 Google Analytics
 Rejected Tools
 N/A
 Existing Subscriptions and Licenses
 Photoshop
 Kapost
 Vimeo

24. Timing and Key
Dates

25. Key Dates
 Reporting dates
 Reporting will occur
quarterly in February, June,
September, and December.
Specific dates TBA
 Holidays
 July 13th- National French
Fry day
 Aug. 25th- National Burger
Day
 July 4th- Independence day

26. Social Media Roles and
Responsibilities
 Social Media Director- Jane Berkely
 Social Media Manager-Max Jackson
 Social Media Coordinator-Harrison Smith

27. Social Media Policy
 Social Media is an important factor in today’s society.
On a personal level we use it to connect with friends
and family by sharing pictures, videos, and messages.
As an employee of Wendy’s the Social Media holds
the same function, however as a representative of the
Wendy’s brand you are expected to follow best
practices when using social media especially if your
social profile includes your relationship to Wendy’s.
The following points should be used as a guideline
when using social media.

28. Social guidelines
 Be polite and respectful to everyone
 Don’t start a fight
 Don’t put down competitors
 Be helpful to customers
 Feel free to promote company events and campaigns
if you are excited about them.
 If unsure about something ask us before posting.

29. Social Media Policy Continued
 Wendy’s is serious about appropriate use of social
media by its employees. Any employee found
violating Wendy’s Social Media Policy is subject to
corrective action, up to and including termination. The
company reserves the right to take any action it
believes is appropriate including legal action. If you
have any questions contact your manager or anyone
on the HR team.

30. Crisis Response
Plan

31. Scenerio 1- Inappropriate
tweet sent from @Wendys
1. When Tweet is detected
 Take Screenshot
 Delete Tweet
 Alert Max Jackson( Social Media Manager) if unavailable alert Jane Berkely (Social
Media Director)
2. Max and Jane to collaborate and evaluate reach, impact, and further action.
3. Max to develop appropriate follow up tweet Jane to approve.
4. If Media has picked up Tweet Jane to direct contact. If Jane unavailable
PR/Media Relations to be contacted and direct media.
5. Max and Jane will meet with the employee responsible to decide if disciplinary
action is necessary.
 Pre-Approved messaging
 No preapproved messaging in this scenario. Max and Jane will coordinate on
appropriate message on a case by case basis.

32. Scenario 2-Food poisoning
complaint on Twitter
1. When Tweet is detected alert Harrison Smith (Social Media Coordinator)who will will
alert Jane Berkely (Social Media Director) and Max Jackson (Social Media Manager)
2. Harrison will be the first contact with Tweet and use pre-approved message to engage
complaint and receive more info.
3. Max and Jane will coordinate to evaluate the reach and impact of the Tweet.
 Jane will contact the manager of the Wendy’s franchise with possible food contamination to check food
stores
4. If media has picked up Tweet Jane will be the direct contact. If Jane is unavailable the
PR/Media Relations sector will be contacted and deal with the media.
5. Harrison through Direct Message will apologize for customer’s experience and assure
them the Wendy’s they visited is being investigated and thank them for bringing this to
their attention.
6. A follow up Tweet and Facebook post created by Max and Jane will be published
assuring the public that the food poisoning issue is being investigated and all possible
steps are being taken to make sure customers are safe to eat at Wendy’s.

33. Scenario 2 Continued ( Pre-
approved Messages)
 Initial contact with user complaining of Food Poisoning
 @________ We are shocked to hear that. Please DM us so we can make
this right.
 Follow up Tweet and Facebook Post
 Tweet: Food poisoning claim is being investigated.
 Facebook (if no food poisoning cause is found) : Earlier today a claim of
food poisoning was made about the Wendys in ____,____. After a through
investigation we have found no cause of food poisoning. Wendy’s is very
serious about providing good food to its customers and any claim of food
poisoning is investigated thoroughly.
 Facebook (if food poisoning cause is found): : Earlier today a claim of food
poisoning was made about the Wendys in ____,____. After a through
investigation we have found the cause of the food poisoning and it has
been removed. Wendy’s is very serious about providing good food to its
customers and any claim of food poisoning is investigated thoroughly.

34. Measurement and
Reporting
Reporting Period: 3 Months
Data as of February 1, 2017

35. Website Traffic Sources
Assessment
Source Volume Percentage of
Overall Traffic
Conversion Rate
Twitter 1700 Unique visits
+11% growth
8% 5%
Facebook 2200 Unique
Visits +10%
growth
9% 6%
Instagram 250 Unique Visits
+150% growth
3% 2%
Timeframe: Monthly Average, October 2016 to February 2017

36. Social Network Data
Social
Network
URL Follower
Count
Average
Weekly
Activity
Average
Engagement
Rate
#interactions/
reach
Twitter twitter.com/wendy
s
1,000,000
followers
+3.5% growth
5 posts/week
+66%
increase
6%
Facebook facebook.com/we
ndys
10M likes
+25% growth
4M visits
+48%growth
5 posts/week
+66%
Increase
6%
Instagram instagram.com/w
endys/
500,000
followers
+42% growth
6 posts/week
+200%
increase
Average
interactions
per post= 650

37. Social Network Data Summary
 Our Twitter following has increased by 34,000 in four months
surpassing our goal of a 2,000 follower growth in six months.
 It should be noted that while we have reached our follower goal on Twitter
we have only reached a 3% increase on engagement as opposed to our
goal of 5%.
 Twitter and Facebook content published has increased by 66%
surpassing our goal of 20%
 Instagram followers have increased by 150,000 making a 42%
growth again surpassing the goal of a 2,000 follower increase.
Content published on our Instagram has increased by 200% again
surpassing the goal of a 20% increase.
 YouTube and LinkedIn have been omitted from the data as our
target audience is found primarily on Facebook, Twitter, and
Instagram and energy spent on YouTube and LinkedIn has been
deemed inefficient.

38. #WendysWednesday
 Between Oct.1 2016 to Feb. 1 2017 the hashtag was
mentioned 2000 times on Twitter and 3000 times on
Instagram
 20 Instagram posts and 30 Tweets published with the
hashtag gained higher than average retweets and
comments, usually involving users tagging their
friends.

39. Qualitative KPIs
 Sentiment Analysis
 An analysis of 200 Facebook posts, Tweets, and
Instagram posts revealed the following:
 An abundance of positive sentiment from customers of
their food accompanied with pictures of their orders.
 Negative comments mostly revolved around wrong
orders received or time taken to receive their orders at
user’s local Wendy’s

40. Proposed Action Items
 Continue #WendysWednesday campaign
 Increase content publishing on Twitter to increase
engagement
 Create secondary campaign for Twitter and Instagram
to increase relations with followers