Dunkin' Donuts has a large social media presence across platforms like Facebook, Twitter, and Instagram. Their social media strategy is fan-centric, focusing on listening to fans, learning what's important to them, engaging in two-way dialogue, and celebrating engaged fans. They encourage user-generated content to foster engagement. Some examples provided are making fans "stars" through contests like Fan of the Week and dressing up for Halloween, which inspires highly creative and shareable content from fans. Challenges include the proliferation of new platforms and engaging with fans in timely, attentive, and authentic ways.

1. @KevinTVine | @DunkinDonuts
Encouraging User-GenerateDD
Content to Foster Engagement

2. @KevinTVine | @DunkinDonutsConfidential information: Copying, dissemination2
Kevin Vine
Interactive Marketing
Manager Dunkin’ Donuts
(shorter guy on right)

3. @KevinTVine | @DunkinDonuts
WE’RE A BRANDD BUILT FOR SOCIAL…

4. @KevinTVine | @DunkinDonuts
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DUNKIN’ DONUTS SOCIAL
MEDIA PRESENCE »
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5. @KevinTVine | @DunkinDonuts
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○ Facebook 8.5+ million fans
○ Twitter 200,000+ followers
○ Instagram 29,000+ followers
○ Google+ 3,700+ followers
○ Pinterest 3,500 + followers
Dunkin’ Donuts Social Media Channels

6. @KevinTVine | @DunkinDonuts
We don’t own our
social media channels
- our fans do
Dunkin’ Donuts Social Mantra

7. @KevinTVine | @DunkinDonuts
A FAN-CENTRIC APPROACH
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Listen Learn Engage Celebrate

8. @KevinTVine | @DunkinDonuts
A FAN-CENTRIC APPROACH
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Listen Think of your fans as
storytellers−not just receivers
Listen
Learn
Engage
Celebrate

9. @KevinTVine | @DunkinDonuts
A FAN-CENTRIC APPROACH
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Learn what’s important to your
fans. And build relationships with
them in meaningful way.
Listen
Learn
Engage
Celebrate

10. @KevinTVine | @DunkinDonuts
A FAN-CENTRIC APPROACH
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Promote a two-way dialogue
using an authentic voice.
Listen
Learn
Engage
Celebrate

11. @KevinTVine | @DunkinDonuts
A FAN-CENTRIC APPROACH
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Foster a strong community
by celebrating the many ways
your fans run on Dunkin’.
Listen
Learn
Engage
Celebrate

12. @KevinTVine | @DunkinDonuts
Key Challenges - #1
Proliferation of emerging platforms
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13. @KevinTVine | @DunkinDonuts
Constantly having to come up with fresh content
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Key Challenges - #2

14. @KevinTVine | @DunkinDonuts
Engaging with/responding to our
fans in way that’s:
• Timely
• Attentive
• Authentic
(not forced)
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Key Challenges - #3

15. @KevinTVine | @DunkinDonuts
IT’S ALL ABOUT THE CONSUMER
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16. @KevinTVine | @DunkinDonuts
MAKE YOUR FANS AND FOLLOWERS
“STARS”
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17. @KevinTVine | @DunkinDonuts
FACEBOOK FAN OF THE WEEK
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18. @KevinTVine | @DunkinDonuts
FOTW CELEBRATES ENGAGEDD
FANS
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19. @KevinTVine | @DunkinDonuts
CHANCE FOR STARDDOM
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20. @KevinTVine | @DunkinDonuts
CHANCE FOR STARDDOM
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GRAND PRIZE WINNER
Stay Dunkin’
Todd Cross, Syracuse, NY
My Wishful Cup of D&D Coffee
Mark Carbone, Charlotte, NC
Jimmy U autograph collection
Jimmy Uhrin, Perry Hall, MD
Princess Eileen's Dunkin Kingdom
Eileen Harlin, Frederick, MD

21. @KevinTVine | @DunkinDonuts
ULTIMATE DD COFFEE FAN
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22. @KevinTVine | @DunkinDonuts
ULTIMATE DD COFFEE FAN
CONTEST
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23. @KevinTVine | @DunkinDonuts
#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
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24. @KevinTVine | @DunkinDonuts
READDY FOR OUR CLOSE-UP

25. @KevinTVine | @DunkinDonuts
DD SUPERFANS: PUMP UP THE DUNKIN
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26. @KevinTVine | @DunkinDonuts
HEAR WHAT THEY HAVE TO SAY
“Jumped up in
the air and
screamed!”
“Love pumpkin
muffins, my favorite
at DD, wish they had
them all yr.”
“I did a back flip, then ordered a pumpkin
ice coffee, pumpkin muffin, and a
pumpkin donut... And wouldn't share with
anybody.”
“Had to have one, so I got in my
car and drove to the nearest DD
(50) miles away in Hixson, TN.
Got me a Hot Latte too :-).”
“CRIED...live on
the west coast...
no dd here.”
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27. @KevinTVine | @DunkinDonuts
LET THEM BE YOUR EYES & EARS
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28. @KevinTVine | @DunkinDonuts
THANK YOU
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KEVIN VINE
@KevinTVine
@DunkinDonuts

29. @KevinTVine | @DunkinDonuts
APPENDIX
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30. @KevinTVine | @DunkinDonutsConfidential information: Copying, dissemination30

31. @KevinTVine | @DunkinDonuts
DUNKIN’ DONUTS SOCIAL MEDIA CHANNELS
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DUNKIN’ DONUTS SOCIAL MEDIA CHANNELS