This document proposes a social media strategy for Arby's to promote its $1 value menu. The strategy includes increasing fans on Facebook and followers on Twitter by frequently updating with promotions. It also suggests creating a hashtag campaign on Twitter to engage customers and give away free menu items. Additionally, running Google AdWords with keywords related to Arby's value menu is proposed to target interested consumers. The timeline is from May to September to promote seasonal menu items, with half the budget going to the social media efforts and half to the AdWords campaign.

1. Can Feed Your Need Social Media How Final Presentation for NMDL: Online Strategy for Arby’s By: Jessie Murninghan

3. Approximately 3,700 locations around the United States and Canada

4. Offers an innovative menu, providing its customers with an alternative to the usual fast food hamburger -- Freshly sliced roast beef and famous Market Fresh sandwiches, wraps, salads and more

5. Challenges Goals vs. Goals --Shrinking disposable income -- Suffering economy -- High unemployment rate -- Increase traffic to both Twitter and Facebook page while promoting new $1 value menu All are causing consumers to eat at home

6. Only 14% of people trust advertisements while 78% trust the recommendations of other consumers Therefore, it’s extremely important to connect with your audience Social Media Campaign Relationships are more powerful than marketing Increasing the number of fans on Arby’s Facebook page Creating a single Twitter account for Arby’s Restaurant Creating an ad on Google AdWords

7. Each fan on Facebook is worth about $3.60 “On average, a fan base of 1 million translates into at least $3.6 million in equivalent media over a year” -- The current Arby’s page only has 52,453 fans, leaving much more room for growth -- Frequently updating your Facebook page to inform consumers of new promotions and changes in the seasonal $1 value menu will further customer interest -- Link the feed from your Twitter page to close the gap between the social networks and give a reason for fans to check back more often

8. Twitter allows you to quickly share information with people who are already interested in your company As of March 2009, Twitter had 8 million users with a growth rate of 40% per month It also gathers real-time market insight and feedback, and allows you to build relationships with customers Create Twitter Hashtag @ArbysRestaurant -- Create Twitter campaign that asks followers to tweet about what they would do with the $3 they would save if they were chosen to win any 3 items off of $1 value menu for free -- One lucky tweeter, whose most creative, will win each week -- Note: these tweets will also generate through the Arby’sFacebook page

9. When people search on Google using one of your keywords, your ad may appear in the search results There are more than 2.7 billion searches performed on Google each month This will target consumers who are already interested in your product 3 keywords suggested appeared to have more than 1 million searches monthly

10. Arby’s $1 Menu Variety of Signature Items Feed Your Need Without Breaking the Bank www.Arbys.com Arby’s $1 Menu Variety of Signature Items Feed Your Need Without Breaking the Bank www.Arbys.com

11. Metrics of Success Capable of tracking the increase in fans over time Capable of tracking an increase in followers as well but also using Twendz and Monitter Google AdWords Reports, Google Analytics

12. Timeline Budget and Considering the $1 value menu will be refreshed periodically for seasonal favorites, the first online proposal, via Twitter and Facebook, should begin May 1st and last until the end of the summer (September 1st, 2010). During that same time frame, they can analyze how their Google AdWords is doing and act accordingly for their next series of seasonal favorites --50% of funds will go towards the employees who update Twitter and Facebook as well as incorporate funds for giving away 3 free $1 value menu items to one tweeter once a week for 4 months --50% will go towards click through to Google AdWords