Ramon De Leon discusses Domino's Pizza's experience with social media networking over time. Some key points: 1) Domino's began online ordering in 1998 and used AIM and campus Facebook groups before they were widely available to promote the brand. 2) As customers aged, from 13-year-olds joining Facebook to 22-year-olds with jobs, Domino's maintained engagement through social media groups. 3) Ramon provides tips for social media engagement, including being transparent, responding to feedback, and focusing on real conversations to demonstrate business value.

1. Social Media Networking:Putting a face to our logo Ramon De Leon Operating Partner Domino’s Pizza Chicago

2. Online Ordering in 1998 was a catalyst. AOL Instant Messenger was my micro-blog before Twitter was invented-2004 Campus reps started Facebook Groups when it was closed to the general public- 2005 Photos of events we attended were posted on our website for students to copy. These included a embedded logo to increase our exposure.

3. The Dominos 2.0 Customer 13 yr old joins Facebook and starts High School. Gets exposed to groups influenced by Domino’s and becomes a customer and raving fan. At the age of 17 he now joins the Facebook group for his graduating College class that he has not started. Our customer is now 22 yrs old and lands a job in our delivery area or relocates still loving Domino’s.

4. Rules of engagement Be a part of the conversation or start one. Set up and review the privacy settings. Use lists to categorize your friends. Be real and transparent. Don’t exist here if you are not going to engage. Avoid manipulating people into buying from you. Respond to the Good, Bad or Indifferent. Be Yourself!

5. How do we get there?

7. Search for Events

8. Select a name that identifies your business or yourself. Brand it with a background. Provide links and info in the Bio. Follow all media outlets in your area. Follow people you can learn from. Follow your customers. Search for locals using Twitter. Use productivity tools and MANAGE your TIME!

9. Critical Concept Conversation is the new online currency! Twitter is a Goldmine of Conversation. Engage in Real Conversations and the business value will become crystal clear.

11. Chicago Restaurants on Twitter

12. Monitter.com

13. Word of Mouth

15. Northwestern University Restaurant Guide Fall Semester 2005

16. Social Media Uniqueness

17. Results

19. OprahKFCTwitterMeal

20. Always be ready to post and share.

22. My Efforts Get Noticed! 2,477 Followers

23. http://vimeo.com/channels/dominospizzachicago