These days, social media is one of the key ways brands nurture relationships with their loyal customer bases. In a lot of ways, a brand's social media presence serves as an overall indicator of the health and strength of a brand. For a brand like Denny's, which has nearly 97 percent brand awareness and a 57-year history, most franchise candidates come to us with some experience with and affinity for the brand.
We encourage our candidates to become immersed in the Denny's experience of today on Facebook and Twitter, which are available from all of our markets, even new and emerging markets with limited restaurant penetration. Franchise candidates who join Denny's 50,000-plus social media followers are able to keep their fingers on the pulse of the brand by watching the success of initiatives in real time, witnessing customer feedback and seeing where Denny's fans long for new locations.
Denny's is recognized as a leader in social media marketing, with integrated branded communications and experiences on Facebook and Twitter that are tightly woven into our overall marketing strategy. For the second year in a row, we announced a Free Grand Slam giveaway in Super Bowl ads. This year we layered in social media experiences with lighthearted webisodes and meaningful loyalty rewards to build ongoing relationships with our guests that have an enduring value beyond the Free Grand Slam giveaway.
According to YouGov (an Internet-based market research firm), among adults 18 and over, Denny's experienced the largest increase in favorable buzz of any of the advertisers in this year's Super Bowl. We garnered millions of dollars in added media value from our cross-platform of Super Bowl initiatives, which helped keep the Denny's brand top of mind for consumers, and for prime franchise development targets like multi-unit operators of other brands.
How do you measure the ROI on networking? On making friendships? If you start the social media conversation simply interested in measuring ROI, then social media may not be the best way for you to recruit franchise candidates. It should be viewed as another tool in the franchise recruiting toolbox.
At Wireless Zone, our strategy for using social media consists of five simple points:
As you can see, actual ROI is difficult to ascertain. With that said, we have traced several new franchise owners to our social media efforts. And having it integrated into our awarding process has dramatically helped with validation and legitimizing our brand.
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