blogwell boston social media case study: dunkin' donuts, presented by jessica gioglio
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SocialMedia.orgVideo Case Studies
Jessica Gioglio
How Dunkin’ Donuts Keeps Its Passionate Fans Running
on Social Media
This video is from
BlogWellSan FranciscoJune 20, 2011
socialmedia.org/blogwell
SocialMedia.orgCase Studies
This presentation is from
BlogWellBoston
October 22, 2013socialmedia.org/blogwell
How Dunkin' Donuts Keeps Its
Passionate Fans Running on Social
Media
Jessica Gioglio @savvybostonian
We’re A BranDD Built For Social…
…And We’ve Got Quite a Following
• 10 MM+
•Facebook Fans
• 3,000+ YouTube
subscribers
• 1.2MM video views
• 400,000+ Twitter
Followers
• 4,400+ Pinterest
followers
• 33,000+ Google+
followers
• 70,000+ Instagram
followers
• 14,600+ Vine
followers
Public Relations
& Customer Service
A Cross-Functional Approach to Social
Content, Promotions,
Email, Loyalty, Mobile
Digital Media,
Advertising & Strategic
Partnerships
Content, Messaging,
Community Management
Interactive Marketing Digital Media
Legal
Overall Program
Counsel
How DDo You Create The Business Case?
• Cultivate a highly engaged, loyal
online community of DD fans
• Celebrate Dunkin’ as an all-day, everyday destination
• Support “go-local” needs of business
in U.S. and abroad
• Support brand growth & awareness in new markets
We don’t own our social media channels
- our fans do
Dunkin’ Donuts Social Mantra Lesson #1: Celebrate Your Fans
DD’s Facebook Fan Of The Week (FotW)
IntroDDucing: #mydunkin
Lesson #2: Surprise & DDelight Fans
Lesson 3: Tell A Visual Story
UnexpecteDD & Entertaining: ESPN/Vine Integration
Lesson #4: Empower Local BranDD Ambassadors to
Engage with Key Audiences
Lesson #5: Make Promos & Contests Fan Centric
#DresseDD Halloween Twitter & Instagram Contest
• Inspired by fan behavior
• Highly creative, share-worthy user-generated content
• Fun and irreverent, yet puts the branDD front and center
• Supports brand shift into highly visual social media
content
Key Takeaways
• Put your fans in the spotlight
• Small surprise & delight gestures spark loyalty & WOM
• Embrace visuals to tell your story
• Tailor content & messaging to targeted audiences
• Use community insights to structure contests &
promotions
Thank You & Questions
Learn more about past and upcoming BlogWells
socialmedia.org/blogwell
This video is from
BlogWellSan FranciscoJune 20, 2011
socialmedia.org/blogwell
SocialMedia.orgCase Studies
This presentation is from
BlogWellBoston
October 22, 2013socialmedia.org/blogwell
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