A deep dive into Domino's digital strategy and my recommendations for the brand

1. Domino’s
Digital Strategy &
Recommendations
By Elena Behrman

2. Agenda
Social Media
What channels they’re on, and
how they’re using them
Dominos.com
A deep dive into their website,
online ordering and website
usability
Online
Advertising
SEO, social media advertising
and AdWords
Mobile
Usability of the website on
mobile, and looking at the
Domino’s app
Inbound
Marketing
Domino’s buyer persona and
how to provide them with
valuable content
The Brand
Domino’s brand personality,
USP, target audience

3. The Brand
BRAND PERSONALITY
● Humorous and casual
● Target audience: Millennials and
young professionals on a budget
○ Sarcastic, fun messaging
○ Relevant lingo
● Domino’s Wedding Registry
DOMINO’S USP
● Ease of and options for ordering
○ 10 ways to order
● Domino’s Pizza Tracker
● Resonates with target audience
COMPLIMENTS OR RECOMMENDATIONS:
● Continue using relevant messaging
● Ease of ordering allows Millennials to order how and when they want

4. Social Media
SOCIAL PRESENCE
● Facebook: 18 million likes
○ Customer service
○ Product content
○ Ordering option
● Instagram: 1.1 million followers
○ Primarily pizza featured
○ Witty, relevant captions
● Twitter: 1.2 million followers
○ Real time conversation
○ Customer service
○ Ordering option
TYPES OF CONTENT
● Pizza featured most often
● Non-professional/unstaged photos
(looks like customers’ photos)
● Few statuses or tweets without photo
attached
● Few links
COMPLIMENTS OR RECOMMENDATIONS:
● Facebook: post current deals, link photo to deal or product on website
● Instagram: continue with frequent posting and relevant captions
● Twitter: share more links, polls, ask question to start conversation

5. Facebook Instagram Twitter

6. Dominos.com
ANALYTICS
● 28 million monthly visitors
● 7.54 pageviews
● 7.5 seconds average time on site
● High ranking on Google for “pizza”
search term
High traffic, actions being taken on site
(online ordering)
USABILITY
● Cluttered homepage with product
images
● Order button not easily seen
● No search button
COMPLIMENTS OR RECOMMENDATIONS:
● Monitor exit pages and bounce rates with Google Analytics
● Webpage redesign
● Ordering button needs to be most visible

7. Mobile
MOBILE WEB
● Same photos featured on desktop
view
● Deals featured first
● Drop down menu for navigation
● Not well optimized in landscape
orientation
MOBILE APP
● Easier to navigate than mobile web
● Ordering buttons very visible, homepage
not cluttered
● Voice ordering bot
COMPLIMENTS OR RECOMMENDATIONS:
● Optimize mobile for better usability
● Cater content to mobile
● Incentive for app download

8. Online Advertising
SEARCH ENGINE
MARKETING
● Google AdWords for key terms:
○ “Pizza,” “pizza near me,” “pizza
delivery”
● Google search engine ads
DISPLAY ADVERTISING
● Space on millennial sites
● Messaging featuring deals
SOCIAL MEDIA AdVERTISING
● Instagram, twitter, Facebook
● KPIs:
○ Link clicks
○ Page likes (facebooks)
○ Engagement rate
COMPLIMENTS OR RECOMMENDATIONS:
● Monitor Google AdWords campaigns to stay #1
● Monitor sites we’re appearing on
● Focus on social media advertising

9. Inbound Marketing
COMPLIMENTS OR RECOMMENDATIONS:
● Content offers: relevant content on social (Tasty videos, how-to-order
videos)
● Segmenting email offers
BUYER PERSONA
Broke, Hungry College Carl
Background:
● Senior at the local university, studying
Finance
● Lives off campus in a house with 5 friends
● Has a part time job as a Teaching Assistant
for a Finance class
Demographics:
● Tends to be male, aged 18-22, comes from
middle-class/upper-middle class family
Identifiers:
● Social, has large friend group, may belong to
fraternity, tech-savvy, heavy social media user
Goals:
● Maintain good academic standing and
social status
Challenges:
● Finding a good balance between social life
and schoolwork
How we help:
● Provide convenient ways to order pizza
● Pizza deals that fit his budget

10. Thanks!Any questions?