How Dunkin Does Social at OMMA Global
Frances Allen, Brand Marketing Officer, Dunkin’ Brands, Inc.
- 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
Win hearts & minds
FB each week recognize a fan of the week
2009 1 million Facebook fans, up from 160,000 in late 2008
Encourage fans to find new and diff ways to show how they keep it Coolatta, for great prizes
Very credible and organic
Prompt motivations and behaviors
How use SM to influence and motivate others? “The Dunkin Run”
- Going to DD, want anything? Enable and encourage that behavior
- Invite your coworkers to fill out the form -> place the order -> take the run
- Provide the runner with complete and easy ordering mechanism
- Simple app to standardize behavior that’s already happening
- Improves order accuracy, speed of service, creates wider net
Consider place and context
- Cross-media campaign
- What channels, when, and what is the context
- What’s the best media
“Create Dunkin’ Next Donut” contest
- Boosts variety: delicious shapes, “just have to have one” response, like eye-candy in the store
- Triggers nostalgia: powerful donut memory
- Name your donut: explain the story behind it, stories about donuts growing up, funny stories
- What specific ingredient are you dying to have in a donut
- Celebrates love of people: Elvis donuts
- Emotion coming through was amazing
Send a virtual donut on Facebook
- 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 Facebook b/c you’re proud
- Cross-channel campaign. Lasted 3 days, had more entries so had to cut it short
- Combined with multi mesaging on FB, Dunkin Dave on Twitter
- Great presence in traditional media and blogs, both during launch and throughout
Designer donut results
- Nearly 130,000 entries
- 333,000 donuts created during a 3-week period
- 3 Million Facebook impressions via sharing
- 174,000 votes cast
- Ave time on site 9+ minutes
- Winning donut Toffee for Your Coffee
- In-stores at time of this post
- So successful has become an annual event
Lessons learned
- Didn’t start with a nice neat strategy, have had growing pains, stops and starts
- 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
- Use judgment to ID & understand comments that are gaining momentum and deserve a reply
- Can turn an issue into an advocacy situation, create opportunities for sharing and collaborating
- Don’t be a complainer, be an brand advocate
- Have fun, understand audience, provide apps and audiences that mean a lot to them not just us
- Dunkin Dave embodies core brand values, keep with who we are and why customers love us
- 1,700 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
Other OMMA Global posts
Editor’s note: Hungry for something sweet!