Social Fresh EAST 2013: Kevin Vine

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  • 1. @KevinTVine | @DunkinDonutsEncouraging User-GenerateDDContent to Foster Engagement
  • 2. @KevinTVine | @DunkinDonutsConfidential information: Copying, dissemination2Kevin VineInteractive MarketingManager Dunkin’ Donuts(shorter guy on right)
  • 3. @KevinTVine | @DunkinDonutsWE’RE A BRANDD BUILT FOR SOCIAL…
  • 4. @KevinTVine | @DunkinDonuts4DUNKIN’ DONUTS SOCIALMEDIA PRESENCE »4
  • 5. @KevinTVine | @DunkinDonuts55○ Facebook 8.5+ million fans○ Twitter 200,000+ followers○ Instagram 29,000+ followers○ Google+ 3,700+ followers○ Pinterest 3,500 + followersDunkin’ Donuts Social Media Channels
  • 6. @KevinTVine | @DunkinDonutsWe don’t own oursocial media channels- our fans doDunkin’ Donuts Social Mantra
  • 7. @KevinTVine | @DunkinDonutsA FAN-CENTRIC APPROACH7Listen Learn Engage Celebrate
  • 8. @KevinTVine | @DunkinDonutsA FAN-CENTRIC APPROACH8Listen Think of your fans asstorytellers−not just receiversListenLearnEngageCelebrate
  • 9. @KevinTVine | @DunkinDonutsA FAN-CENTRIC APPROACH9Learn what’s important to yourfans. And build relationships withthem in meaningful way.ListenLearnEngageCelebrate
  • 10. @KevinTVine | @DunkinDonutsA FAN-CENTRIC APPROACH10Promote a two-way dialogueusing an authentic voice.ListenLearnEngageCelebrate
  • 11. @KevinTVine | @DunkinDonutsA FAN-CENTRIC APPROACH11Foster a strong communityby celebrating the many waysyour fans run on Dunkin’.ListenLearnEngageCelebrate
  • 12. @KevinTVine | @DunkinDonutsKey Challenges - #1Proliferation of emerging platforms12
  • 13. @KevinTVine | @DunkinDonutsConstantly having to come up with fresh content13Key Challenges - #2
  • 14. @KevinTVine | @DunkinDonutsEngaging with/responding to ourfans in way that’s:• Timely• Attentive• Authentic(not forced)14Key Challenges - #3
  • 15. @KevinTVine | @DunkinDonutsIT’S ALL ABOUT THE CONSUMER15
  • 16. @KevinTVine | @DunkinDonutsMAKE YOUR FANS AND FOLLOWERS“STARS”16
  • 17. @KevinTVine | @DunkinDonutsFACEBOOK FAN OF THE WEEK17
  • 18. @KevinTVine | @DunkinDonutsFOTW CELEBRATES ENGAGEDDFANS18
  • 19. @KevinTVine | @DunkinDonutsCHANCE FOR STARDDOM19
  • 20. @KevinTVine | @DunkinDonutsCHANCE FOR STARDDOM20GRAND PRIZE WINNERStay Dunkin’Todd Cross, Syracuse, NYMy Wishful Cup of D&D CoffeeMark Carbone, Charlotte, NCJimmy U autograph collectionJimmy Uhrin, Perry Hall, MDPrincess Eileens Dunkin KingdomEileen Harlin, Frederick, MD
  • 21. @KevinTVine | @DunkinDonutsULTIMATE DD COFFEE FAN21
  • 22. @KevinTVine | @DunkinDonutsULTIMATE DD COFFEE FANCONTEST22
  • 23. @KevinTVine | @DunkinDonuts#DRESSEDD HALLOWEEN TWITTER & INSTAGRAMCONTEST• 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 content23
  • 24. @KevinTVine | @DunkinDonutsREADDY FOR OUR CLOSE-UP
  • 25. @KevinTVine | @DunkinDonutsDD SUPERFANS: PUMP UP THE DUNKIN25
  • 26. @KevinTVine | @DunkinDonutsHEAR WHAT THEY HAVE TO SAY“Jumped up inthe air andscreamed!”“Love pumpkinmuffins, my favoriteat DD, wish they hadthem all yr.”“I did a back flip, then ordered a pumpkinice coffee, pumpkin muffin, and apumpkin donut... And wouldnt share withanybody.”“Had to have one, so I got in mycar and drove to the nearest DD(50) miles away in Hixson, TN.Got me a Hot Latte too :-).”“CRIED...live onthe west coast...no dd here.”26
  • 27. @KevinTVine | @DunkinDonutsLET THEM BE YOUR EYES & EARS27
  • 28. @KevinTVine | @DunkinDonutsTHANK YOU28KEVIN VINE@KevinTVine@DunkinDonuts
  • 29. @KevinTVine | @DunkinDonutsAPPENDIX29
  • 30. @KevinTVine | @DunkinDonutsConfidential information: Copying, dissemination30
  • 31. @KevinTVine | @DunkinDonutsDUNKIN’ DONUTS SOCIAL MEDIA CHANNELS32
  • 32. @KevinTVine | @DunkinDonuts 33DUNKIN’ DONUTS SOCIAL MEDIA CHANNELS