How Dunkin Does Social
Frances Allen, Brand Marketing Officer, Dunkin’ Brands, Inc.
OMMA Global
Brand values don’t belong to us
Any social event need to continue to support passion
Great relationships happen when trust and equity are built everyday and over the long term
Pillars of social strategy
- Hearts & minds
- Motivations and behaviors
- Place and context
- Rate of communication
Hearts & minds
FB each week recognize a fan of the week
2009 1 million FB fans, up from 160,000 in late 2008
“Keep It Coolatta”
Encourage fans to find new and diff ways to show how they keep it Coolatta, for great prizes
Very credible and organic
Motivations and behaviors
How use SM to influence and motivate others?
- Going to DD, want anything? Enable and encourage that behavior
- Invite, order, run, provide the runner w complete and easy ordering mechanism
- Simple app to standardize behavior that’s already happening
- Improves order accuracy, speed of service, creates wider net
Place and context
Cross-media campaign
What channels, when and what is the context
What’s the best media
“Create Dunkin’ Next Donut”
variety: delish shapes, just have to have one, eye-candy in the store
nostalgia: powerful donut memory
name donut, explain the story behind it, stories about donuts growing up, funny stories
specific ingredient dying to have in a donut
celebrate love of people: Elvis donuts
Emotion coming through was amazing
FB send a donut
engage and share: design donut and send to all your friends
it’s the thought that counts, even though you can’t eat it
post on FB b/c you’re proud
cross-channel. Lasted 3 days, had more entries so had to cut it short
multi msgs on FB, Dunkin Dave on Twitter
Great presence in traditional media and blogs, both during launch and throughout
- Nearly 130K entries
- 333K donuts creates during 3 wk period
- 3M FB impressions via sharing
- 174K votes cast
- Ave time on site 9+ minutes
Winning donut
Didn’t start w nice neat strategy, have had growing pains, stops and starts As we come to understand the power of the media and how to engage with it Set realistic expectations Can’t respond to every tweet, post etc Set clear expectations about how can engage in what manner and what frequency, can’t reply to everyone Use best judgment to ID and understand comments that are gaining momentum and deserve a reply Can turn an issue into an advocacy situation, create new opportunities for sharing and collaborating Don’t be a complainer, be an brand advocate Have fun, understand out audience, provide apps and audiences that mean a lot of them not just us Dunkin Dave embodies core brand values, keep with who we are and what customers love about us 1700 franchisees, 600 in US entrepreneurs want to do their own thing, have to encourage and control it simultaneously Maintain constant brand image and brand values
So successful will become an annual event
Lessons learned
Other OMMA Global posts
How the New Socialism Is Destroying the Old Capitalism with Terence Kawaja, GCA Savvian Advisors at OMMA Global
Transforming Social Media Connections Into Qualified Leads at OMMA Global
Editor’s note: Hungry for something sweet!
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Good information, a lot of thanks to the author. It can be incomprehensible to me now, but in basic, the usefulness and significance is overwhelming. Thanks once again and fine luck!