Join VML’s Social Strategist Christina Miller, and the voice behind the Wendy's pig-tails, Community Manager Matt Keck, as they share their approach to social engagement and tips for how to prepare to seize Cannes worthy opportunities when they arise.

1. HOW TO BE COOL
IN SOCIAL MEDIA
WITHOUT (LOOKING LIKE YOU’RE)
TRYING.

2. Why Are
We Here?

3. Christina Miller

5. Matt Keck

8. THE DYNAMIC DUO

10. How It Works
● Open your freezer.
● Find the oldest thing.
● Snap a Photo with visible “use by”
date on it. Old but unlabeled? Tweet
us a pic and we’ll tell you how to send
it in for testing.
● Submit by sharing it with @Wendys
with #FreezerExcavation
● Cross your fingers.
The Oldest Thing will be tested (not tasted)
by our “scientific” team and if it is indeed the
How do I win?
WHERE WE
STARTED

14. How It Works
● Open your freezer.
● Find the oldest thing.
● Snap a Photo with visible “use by”
date on it. Old but unlabeled? Tweet
us a pic and we’ll tell you how to send
it in for testing.
● Submit by sharing it with @Wendys
with #FreezerExcavation
● Cross your fingers.
The Oldest Thing will be tested (not tasted)
by our “scientific” team and if it is indeed the
How do I win?
WHERE WE ARE

17. How It Works
● Open your freezer.
● Find the oldest thing.
● Snap a Photo with visible “use by”
date on it. Old but unlabeled? Tweet
us a pic and we’ll tell you how to send
it in for testing.
● Submit by sharing it with @Wendys
with #FreezerExcavation
● Cross your fingers.
The Oldest Thing will be tested (not tasted)
by our “scientific” team and if it is indeed the
How do I win?
AND HOW TO
GET THERE

18. And How to Get There.

19. How It Works
● Open your freezer.
● Find the oldest thing.
● Snap a Photo with visible “use by”
date on it. Old but unlabeled? Tweet
us a pic and we’ll tell you how to send
it in for testing.
● Submit by sharing it with @Wendys
with #FreezerExcavation
● Cross your fingers.
The Oldest Thing will be tested (not tasted)
by our “scientific” team and if it is indeed the
How do I win?
ROLE OF
SOCIAL

20. Make

21. Make
and invite them to lunch.

22. How It Works
● Open your freezer.
● Find the oldest thing.
● Snap a Photo with visible “use by”
date on it. Old but unlabeled? Tweet
us a pic and we’ll tell you how to send
it in for testing.
● Submit by sharing it with @Wendys
with #FreezerExcavation
● Cross your fingers.
The Oldest Thing will be tested (not tasted)
by our “scientific” team and if it is indeed the
How do I win?
BRAND VOICE
IN SOCIAL

23. How It Works
● Open your freezer.
● Find the oldest thing.
● Snap a Photo with visible “use by”
date on it. Old but unlabeled? Tweet
us a pic and we’ll tell you how to send
it in for testing.
● Submit by sharing it with @Wendys
with #FreezerExcavation
● Cross your fingers.
The Oldest Thing will be tested (not tasted)
by our “scientific” team and if it is indeed the
How do I win?
BRAND VOICE
IN SOCIAL

24. Brand Voice:
/brand vois/

25. The tone and manner which a brand
communicates with its audience.
Brand Voice:
/brand vois/

30. Lively
1
Cheeky
2
Feisty
3
Full of life and
energy; friendly,
active and
outgoing.
Impudent or
irreverent, typically
in an endearing or
amusing way.
Lively, determined,
touchy or
aggressive.
T H E S A S S F A C T O R

31. How It Works
● Open your freezer.
● Find the oldest thing.
● Snap a Photo with visible “use by”
date on it. Old but unlabeled? Tweet
us a pic and we’ll tell you how to send
it in for testing.
● Submit by sharing it with @Wendys
with #FreezerExcavation
● Cross your fingers.
The Oldest Thing will be tested (not tasted)
by our “scientific” team and if it is indeed the
How do I win?
CONTENT

32. 32Content

33. CONTENT + COMMUNITY MANAGEMENT

34. TWITER BEEF START
HERE.

35. How It Works
● Open your freezer.
● Find the oldest thing.
● Snap a Photo with visible “use by”
date on it. Old but unlabeled? Tweet
us a pic and we’ll tell you how to send
it in for testing.
● Submit by sharing it with @Wendys
with #FreezerExcavation
● Cross your fingers.
The Oldest Thing will be tested (not tasted)
by our “scientific” team and if it is indeed the
How do I win?
FINDING
SUCCESS

36. 36Community Management vs. Community Engagement
COMMUNITY MANAGEMENT COMMUNITY ENGAGEMENT

37. 37Proactive vs. Reactive
PROACTIVE REACTIVE

38. BRIOCHE CASE STUDY HERE

40. 40Stay Fresh (Never Frozen) with the Internet Culture

41. 41Be Real. Be You. Be a Shining Star.

42. 42

43. 43Show Restraint

44. 44Continuously & Consistently Respond

45. 45

46. How It Works
● Open your freezer.
● Find the oldest thing.
● Snap a Photo with visible “use by”
date on it. Old but unlabeled? Tweet
us a pic and we’ll tell you how to send
it in for testing.
● Submit by sharing it with @Wendys
with #FreezerExcavation
● Cross your fingers.
The Oldest Thing will be tested (not tasted)
by our “scientific” team and if it is indeed the
How do I win?
OOPS

47. 47Mistakes Happen. Move Forward, Not Backward.

48. 48Evaluate Your Conversations

49. 49Recap
Define your social purpose.
Find your brand voice.
Be responsive
Be consistent.
Be proactive.
Be bold.

51. Christina
@cmarie08
Chris
@TheRealChrisCorley
Matt
@MattKeckSucks

52. 1. Community Management vs. Community Engagement
2. Proactive vs. Reactive
3. Stay Fresh (Never Frozen) with the Internet Culture
4. Be Real. Be You. Be a Shining Star.
5. Continuously & Consistently Respond
6. Every Conversation Counts
7. Mistakes Happen. Move Forward, Not Backward.
8. Evaluate Your Conversations
52
What Makes Wendy’s Community
Engagement Successful?
Successful Community Management