Dunkin Donuts Social Media Plan

Dunkin’ Donuts Social Media Plan
TASHIA LYNN BRAMHAN

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Social Media Table of Contents
1.0 Executive Summary ............................................................................................................... 3
2.0 Opportunity ............................................................................................................................ 5
2.1 Assessment of DD’s Social Space ............................................................................. 6
2.1.1 DD Facebook .............................................................................................. 6
2.1.2 DD Twitter .................................................................................................. 7
2.1.3 DD YouTube............................................................................................... 8
2.1.4 DD Blog...................................................................................................... 8
2.1.5 DD Mobile Applications............................................................................. 9
2.2 Opportunity Pitch....................................................................................................... 9
3.0 Audience............................................................................................................................... 11
3.1 Demographic Segmentation ....................................................................................... 12
4.0 Objectives............................................................................................................................. 13
5.0 Strategy................................................................................................................................. 15
5.1 Facebook .................................................................................................................. 16
5.1.1 Pros & Cons of Facebook ......................................................................... 16
5.2 Twitter ...................................................................................................................... 17
5.2.1 Pros & Cons of Twitter ............................................................................. 17
5.3 YouTube................................................................................................................... 18
5.3.1 Pros & Cons of YouTube.......................................................................... 18
5.4 Knowing How Krispy Kreme is Using Twitter ....................................................... 19
6.0 Channels............................................................................................................................... 20
6.1 Exploration of Online Participation Levels & Platforms Used................................ 21
6.2 Tools & Other Technologies Used........................................................................... 22
7.0 Tactics .................................................................................................................................. 24
7.1 Editorial Cadence ..................................................................................................... 25
7.1.1 Each Platform by Week ............................................................................ 25
7.2 YouTube Post Sample.............................................................................................. 26
7.3 Twitter Post Sample ................................................................................................. 26
7.4 Facebook Post Sample ............................................................................................. 27

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8.0 Measurement ........................................................................................................................ 28
8.1 Quantitative, Qualitative & ROI Metrics Intertwined.............................................. 29
9.0 Conclusion/Wrap-Up ........................................................................................................... 33
9.1 Wrap-Up...................................................................................................................... 34
9.2 Conclusion................................................................................................................... 34

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Dunkin’ Donuts (DD) has a very strong presence on several social media platforms. The social
media platforms for Dunkin’ Donuts include Facebook, Twitter, YouTube, DD Blog and a mobile
application for smartphone users. Each platform has a fair number of of users that are either
subscribed, following or have downloaded the application for perks, discounts and social media
engagement. Dunkin’ Donuts is very much engaged with consumers on the platforms of Twitter
and Facebook to answer questions or concerns. There are even instances of retweeting consumer
posts on Twitter and/or resharing a post made on Facebook. Engagement on Twitter is in real-time
usually within 0-24 hours whereas engagement on Facebook occurs within 1-5 days.
Despite having strong media presence, there is room for improvement as this plan outlines in great
detail in addition to references of future plans to be implemented. The plan itself describes what
currently works for Dunkin’ Donuts and the audience reached. A different perspective of target
audience is examined outlining their needs and/or wants in addition to specifying certain
demographics of the target audience of focus. Strategies and tactics for the social media platforms
of Facebook, Twitter and YouTube are fully explained. Samples of media messaging are presented.
A brief timetable depicting when to implement portions of the full campaign present a synopsis of
when, why and how the campaign becomes effective in assisting to increase bottom line profit for
Dunkin’ Donuts. In wrapping up the plan, additional days of donut greatness and mobile
application upgrades show there is more to come in securing Dunkin’ Donuts as the go-to for all
morning meetings, breakfast quick-grabs and lunch-time pleasures to fulfill hunger and thirst needs
of the white-collar worker.

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2.1 Assessment of DD’s Social Space
The franchise business of Dunkin’ Donuts (DD) started in the year 1955. There are currently more
than 11,300 DD establishments worldwide. This number includes 8,000 DD restaurants in the
United States and 3,200 restaurants in 36 countries outside of the U.S.
Dunkin’ Donuts has a vast social media presence via the platforms of Facebook, Twitter, YouTube
and their own DD Blog. In addition to the online platforms, there is an additonal mobile application
that coincides with the Dunkin’ Donuts Perks website.
2.1.1 DD Facebook
The main Dunkin’ Donuts Facebook page has 13,106,982 fans and/or likes. The page is used for
making announcements for major days like “National Donut Day” or “Global Coffee Day.” There
are various pictures depicting the Dunkin’ brand in beverages strategically placed in real life
situations like doing a yoga pose and sipping a Dunkin’ beverage or an iced coffee beverage placed
in the playing field of a baseball/softball game. Occassionaly there are pictures showing donuts or
other food products along with a Dunkin’ beverage so the viewer does not forget that it comes
from Dunkin’. Along with the pictures and/or videos, those who “like” Dunkin’ Donuts are able
to post comments about the pictures, videos and/or announcements made by DD. The individual(s)
monitoring the Facebook page do reply back to DD consumers when a post is made. For example,
one consumer asked if DD would be opening a store in Argentina any time soon. This post was
made on April 1st. A post made on April 6th by a DD representative stated that “We appreciate
your enthusiasm for DD and are excited that you are looking for a new DD near you! We are
currently expanding into new markets across the globe and hope to see you soon.” Responses made
to consumer posts range from 1-5 days in response time. Facebook is primarily used to promote

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special days and deals at Dunkin’ Donut along with some fun depictions of the products of DD in
use by various consumers. Interaction with consumers occurs for posts that DD feel is relevant
enough to make a response to and direction is given on the page for accessing the address and
hours of business for your local DD in your area if applicable.
2.1.2 DD Twitter
The Twitter page for Dunkin’ Donuts offers the same information as one would see on Facebook.
Posts are made about the seasons, weather, etc… to entice indviduals to head to Dunkin’ for a
quick pick-me-up like coffee, donuts or breakfast items. Thus far, DD has made 36,500 tweets on
their page and are followed by 989,000 people in the U.S. The main Dunkin’ Donuts is headed by
the corporate location in Canton, MA. There are various location based DD pages along with DD
pages for various countries and cities world wide like Dunkin’ Donuts Korea and Dunkin’ Donuts
Peru. The various international pages are written in the language of their given locations. Twitter
has a limitation of 140 characters per tweet made, therefore, users will use what is called hashtags
(#) to make a quick comment about a business, person, activity, city, etc..or the at sign (@) along
with the name with no spaces to ensure that it is seen by the intended party. Users will either make
a comment directly on the DD page, on their own homepage and/or retweet or like a post that is
made by Dunkin’ Donuts or other individual. There are several instances in which a user will make
a complaint on Twitter about DD. In these scenarios, DD makes a response within 0-24 hours of
the initial post made with the message to contact them directly via email address given or utilizing
the direct messaging portion of Twitter. In this manner, it is being shown that a resolution to any
issues the customer experienced at any one of their establishments is of the utmost importance.

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Comments/responses are also made to customer posted photos of purchases they made and/or other
pictures associated with DD that the individual(s) decides to post with included DD name.
The following picture post was made by DD on October 15th with the following tweet: “Breakfast
is whenever you say it is. #BreakfastWhenevs”
2.1.3 DD YouTube
Pages on YouTube are called channels. The channel for Dunkin’ Donuts YouTube page has 16,541
subscribers. What this entails is that for over 16K individuals, any new videos posted by DD will
show on their home page of interests for YouTube videos. YouTube is used by DD to show some
commercial spots created by the brand and brand related volunteer activities and miniscule drama
type episodes depicting DD’s commitment to their customers. As far as social interaction is
concerned, when clicking on various videos, there are hardly any comments made if any for the
videos posted on YouTube. Compared to other videos like food testing or music videos where one
would see many comments and interactions occurring as individuals reply to each other whether
in a postive or negative manner. The social interaction for DD on YouTube is nonexistent.
2.1.4 DD Blog
The DD blog website was created as a way for DD to share promotions, community events and
recipe ideas with users. Users are able to share that information via choice of social media
platforms of Twitter, Facebook, Google + and Pinterest. The sharing is through a link/button
provided at the bottom of each blog post made by a DD employee. There are no comments or other

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types of posts made by those outside of DD, therefore, there is not a way to guage how many
people actually view the various blog postings as the number listed by each share button is not a
clear indication of total viewers.
2.1.5 DD Mobile Application
The Dunkin’ Donuts mobile application is connected to the DD Perks program. Consumers use
the application to present coupons for discounted beverages along with earning points to earn free
beverages. There are currently 1 million downloads (users) of the DD applications and 38,391
ratings have been made for the application. The current star rating is 3.9 stars out of 5. Currently,
consumers are making comments and giving ratings of 1 star as the application has undergone a
few updates that have caused it to not run correctly. (Comments have been made on the Google
Play store and not the actual application as this is not a feature of the app.) Most of the complaints
and concerns surround having to pay full price for a beverage because of application failure instead
of being able to utilize a discount price through the application. The application also allows
consumers to keep a virtual wallet along with being able to send DD gift certificates via text
messaging, email or Facebook.
2.2 Opportunity Pitch
The focus for this plan will be based on the Dunkin’ Donuts establishments and social media
marketing for the United States. After carefully viewing and analyzing the social media platforms
and applications that DD uses, there is room for improvement in gaining more social interactions
and creating promotions that assist with driving sales. Dunkin’ Donuts is very popular as a go-to
for early to late morning breakfast runs of beverages, baked goods and other available breakfast
fare. Creating social media that is not only interactive but allows for more visibility of the Dunkin’

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Donuts brand is key to driving sales and increasing foot traffic. The current social media platform
of YouTube proved to be very boring and non-essential in providing extra information on
promotional events and specials. Whereas, the platforms of Facebook and Twitter proved there are
benefits of utilizing them. The blog page is fine for adding the extra touch of sharing recipe ideas
and again promoting special events such as community volunteering. It would be of benefit to DD
to all viewers of the blog access to making comments and sharing their own recipes using DD
products or seasonal recipes as DD employees have posted.
In addition to allowing interactions on the DD Blog webpage, the application and actual Dunkin’
Donuts web site is due for a mass overhaul. This is because competitors for breakfast products like
Panera Bread have pre-ordering functions built-in for their various forms of social interaction with
their customers. Along with the need for extra features, better promotions and/or discounts that
apply to more than just beverages would assist in additional foot traffic from regular and new
customers. The belief is that if one had the option to pre-order donuts and other items at DD and
pick up on a shelf with their name like what occurs at Panera Bread, more visits would be made to
DD. We are in the age of always being on the go, where time is of the essence. We do not like to
spend a lot of time standing in line and when receiving poor customer service, will promptly post
it on various social media platforms to indicate our distaste towards the experience.

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3.1 Demographic Segmentation
The demographic segmentation for Dunkin’’ Donuts are working class individuals who fall
between the ages of 25-34. In addition to this age bracket, there are also the individuals who fall
between the ages of 35-49. They are white-collar workers who make a quick stop for breakfast on
their daily commute and will oftentimes bring food and beverages to the office to share with co-
workers and/or for scheduled meetings. They access the internet on a daily basis. They use
Facebook more than any other social media platfrom and are prone to access the internet for at
least 15 minutes each morning first before preparing for their day.

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1. Increase number of customers served at DD establishments from 3 million a day to 4
million a day in 3 months.
2. Increase Twitter followers by 10% in 3 months.
3. Increase YouTube traffic/viewership by 2% in a 3 month period.

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5.1 Facebook
Facebook is the one platform used by most adult users despite ethnicity and/or race. White-collar
workers between the ages of 25-49 access the internet on a daily basis and are prone to access the
internet for at least 15 minutes each morning first before preparing for their day. Because of the
high percentage of adult Facebook users, this platform fits in with being able to relay early morning
deals that will catch the attention of the target market. Many people will share deals with their
friends via social media measures. Therefore, in order to increase the number of Dunkin’ Donuts
customers in a day, deals that matter to the white-collar worker will increase not only online traffic,
but physical foot traffic.
5.1.1 Pros & Cons ofFacebook
PROS
1. With a link to your website within Facebook, web traffic can increase to the main Dunkin’
Donuts site.
2. There is the opportunity to read lengthier comments whether positive or negative by
consumers as they will be clearer to comprehend over shorter Twitter posts.
3. You are allowed to insert other social applications on your Facebook page that serves as
another way of reaching more consumers and showing your visibility on all platforms.
4. You can offer deals and introduce new products or services directly on your Facebook page.
CONS
1. Consumers and/or followers may complain that not enough posts are being made by
Dunkin’ Donuts.
2. Lack of commitment on Facebook. This means that you re not making enough posts to
keep consumers engaged and/or are not interacting with consumers on the page. This ties
in with why consumers would make negative comments as stated in con #1.
3. Possiblity for lack of interest shown by consumers via lack of shared posts and/or likes for
the posting created by the business.

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5.2 Twitter
Twitter is effective in garnering reactions to tweets made by a business. Especially if that tweet is
offering a flash deal that is only good for a specific period-of-time. For example, an offer is made
for a ½ dozen donuts free upon purchase of 1 dozen donuts with limit of 1 per customer. This
would occur for 4 hours between the hours of 6AM to 10AM only. The reaction would be to either
stop at Dunkin’ Donuts for the deal and/or share the deal with friends who are also on Twitter.
Twitter is an essential means of communicating more often as tweets are shown in real time.
5.2.1 Pros & Cons ofTwitter
PROS
1. You are able to reach customers on a more personal level.
2. “You can also boost attention to a sale or promotion by sending out a quick and simple
tweet that will be seen by your followers.”
3. Twitter is a speedy way of getting information to several people at once who follow you.
In other words, once a post is made, for those who alerts set to know when specific tweets
are made, they will know immediately when a deal pops up and/or other pertinent
information posted that is found to be interesting.
CONS
1. You Twitter followers may have several businesses, friends, entertainers, etc.… that they
follow. In order to ensure that a tweet made by you is not lost, you will need to make
several tweets in a day, to stay ahead of your competition and others that may not be
competition but still is more active than you are.
2. You are restricted to a character limit of 140 characters. Therefore, you have to be very
creative in getting your message and/or promotion across to followers.

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5.3 YouTube
YouTube is an effective marketing platform for Dunkin’ Donuts in that crafty commercials and
other video postings can be displayed and viewed. In order to gain more YouTube viewers, a
snippet (5-10 seconds) of an interesting video/commercial would be shown on other media
platforms of Twitter and/or Facebook. A link would be provided under the video that leads directly
to the YouTube page where the full video/commercial can be viewed. Another aspect is in showing
community works conducted by various Dunkin’ Donuts staff members. In this manner, viewers
can see how Dunkin’ Donuts gives back via various videos recorded and posted by others outside
of Dunkin’ Donuts employ. Dunkin’ Donuts would use this platform to showcase videos by their
customers to garner more attention towards the brand along with gaining more YouTube viewers
who would hopefully subscribe to the Dunkin’ Donuts YouTube channel.
5.3.1 Pros & Cons ofYouTube
PROS
1. YouTube is a good platform for educating and entertaining your target market. You can
post how-to videos on various uses of Dunkin’ Donut products to encourage more
consumerism of the brand.
2. Visuals are everything to a consumer more than just written words. When a new campaign
is explained in a manner that is both pleasing and entertaining, this would result in a win
for Dunkin’ Donuts to gain more viewership and brand recognition.
CONS
1. YouTube is not a widely used platform for social media engagement by adult users. Not
many users will make comments about a video/commercial shown unless encouraged to
do so.
2. There is no guarantee that a posting will be viewed by many people unless it catches their
attention or the attention of a friend who shares the link to the video shown.
3. Your competitors videos that may have the same type of content can be shown on the side
as an alternative to watch. This in turn could distract viewers from clicking your video to
start viewing.

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5.4 Knowing How Krispy Kreme is using Twitter
Krispy Kreme is a known major competitor of Dunkin’ Donuts for baked goods made fresh every
day. They like Dunkin’ Donuts uses Twitter as a platform to post contests, retweet user posts and
interact with consumers in a timely manner. Like DD, Krispy Kreme thanks people for
compliments and postive tweets made. In addition to the positive tweets, when negative tweets are
made, a response is made to contact customer service at the email address given to resolve any
issues their customers have had at one of their establishments. Compared to the 1 million+
followers on DD’s Twitter page, Krispy Kreme only has 218,000 + followers. All it takes is for a
major negative impact like tainted food products or some other disaster to hit Dunkin’ Donuts and
go viral, for the # of Krispy Kreme followers to change. Krispy Kreme would possibly come up
with a way to create more interesting content that would surpass that of Dunkin’ Donuts.

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6.1 Exploration of Online Participation Levels & Platforms Used
The white-collar workers between the ages of 25-49 hold some of the highest numbers percentage
wise in regards to social media engagement. Pew Research center has shown that over the past
decade since 2005, adult usage of social media platforms has risen to 2/3 of the adult population.
Gender difference is irrelevant as both sexes have been shown to have near equal percentages of
social media users among adults. Usage by racial identitiy is also irrelevant as usage by African-
Americans stand at 56% while usage for Hispanics and Caucasions are each at 65%. The following
graph shows the growth percentage of adult users for social media. The five shown are Facebook,
Pinterest, Instagram, LinkedIn and Twitter. Facebook has been shown to utlize the highest amount
of users among the adult population in addition to being the main social media platform. In the
year 2015, 72% of adult users are on Facebook, while the remaining social media platforms post
low percentages.

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The percentages by ethnicity show a slightly different number. Between Latinos, Blacks and
Caucasians, the use of Facebook is still higher than other media platforms. The difference lies in
the preference for Instagram, Twitter and Pinterest. Latinos and Blacks show more preferences
towards the usage of Instagram and Twitter compared to Caucasians. The percentage of adult users
with preference to the two social platforms mentioned among Blacks and Latinos is 38 & 34%
respectively for Instagram and 27 & 25% respectively for Twitter. Only 21% of adult Caucasians
use Instagram and Twitter. This data comes from a survey conducted in September 2014.
A final aspect is how often adults of the target are engaged on social media platforms. As of April
2015, survey results show that 70% of adults use Facebook on a daily basis and 21% on a weekly
basis. Twitter users among adults rate at 38% on a daily basis and only 21% on a weekly basis.
Instagram has a 59% of adult users on a daily basis and only 17% of users on a weekly basis.
6.2 Tools & Other Technologies Used
Adults are using various tools and technological advances in order to communicate on a daily basis.
One of the fastest growing tools used today involves smartphones and wearable technology.
Smartphones outsell personal computers and/or laptops four to one. It is estimated that by 2020,
80% of the adult population will own a smartphone. “Nearly 80% of smartphone-owners check
messages, news or other services within 15 minutes of getting up.”
Smart watches that work in the same manner as a smartphone is the latest techonological concept
that many are embracing slowly but at an upward pace of usage. There are approximately 9%
ownership of smart watches. Other tools used for technology are smart televisions, gaming
consoles, tablets, laptops or personal PC’s and smart wristbands. Mobile applications that can

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instantly connect to various websites and/or social media platforms, give users information right
at their fingertips. Hence, the upward percentage of adults that use certain platforms on a daily
basis, sometimes several times a day.
Working adults also utilize email extensively. Communications via email are essential in their day
to day tasks dependent upon the industry one works. YouTube is another social media platform,
where even though it is not mentioned a great deal, is one of the 2nd highest in adult users for
obtaining information.
One other tool being used by adults is VPNs. VPNs allow users to access the internet by avoiding
firewalls to appear as if they are accessing the internet from somewhere else. For instance, workers
who telecommute either everyday or occasionally are able to log in to their office server via a VPN.
This tool allows them to work as if they are in the office yet are off-site. This same tool works for
users wanting to access a certain social media platform yet are blocked from their current location.

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7.1 Editorial Cadence
In selecting the specific types of media platforms for each weekday period of April 18th through
the 29th 2016, the focus is on a typical workweek for the white-collar worker. This period also
includes Administrative Professionals Day on Wednesday, April 27th. Monday mornings usually
start with a business meeting of sorts to either plan out the week ahead and/or any other pressing
matters that need to be addressed for the week. As Twitter posts are depicted in real-time with
action/reaction occurrences simultaneously, it is more efficient to utilize this social platform for
short-term/flash specials early each morning. Facebook is used for long-term promotions like one-
day pre-order discounts.
7.1.1 Each Platform by Week
Twitter: Wk-1: Starts out with business meeting flash special for dozen or more donuts. Follows
through with mobile application upgrade information for pre-ordering tool addition, another mid-
week flash special, Team-building quick tweet and special and completing the work week with a
single special and/or dozen donut special. Wk-2: Each day will post daily short-term deals per the
description/event given.
Facebook: Wk-1: Starts with post/reminder of upcoming Administrative Professionals Day.
Continues with posts that tie-in with YouTube videos of the same topic along with additional
pictures of products and people in various settings that coincide with the topic of the day. Ends
with Friday fun of promoting donuts with no holes, which could turn into a pictorial/video contest.
Wk-2: One-day specials are posted and ends on Thursday with the start of a future promotion
beyond the period shown.
YouTube: Wk-1: YouTube is not a highly used platform. In order to gain more viewership, links
from Facebook to the corresponding video on YouTube will emphasize a point being made in a
written post by Dunkin’ Donuts. YouTube will give a visual for clarification and is a quick go-to
for short to medium length videos dependent upon specified topic. Example, Thursday Team-
Building can show various ways of creating meaningful team-building events with added Dunkin’
Donuts products. Wk-2: Only 2 posts are made. One for Administrative Professionals Day and the
other to show a recent Dunkin’ Donuts giving back through volunteer works in the community.

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7.2 YouTube Post Sample
The following is a sample of a YouTube video when implemented would show a series of
shows/cartoons with various administrative assistants working and the ending clip would show the
Dunkin’ Donuts logo and products simply stating, Don’t forget the donuts Boss! All as a way of
showing humor but also showing your admin that you do appreciate all of their hard-work.
7.3 Twitter Post Sample
Be a Hero for the Day! Buy 2 dozen donuts from 6-10AM, get a free box of 50 donut holes. Hurry in
and show your Twitter for discount.

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7.3 Facebook Post Sample
Where’s the Holes? Hey! Hey!
Yeah you! Did you see what
happened to the donut holes?
Someone forgot to make holes in all
the donuts! What should we do?
Well, just for your our Facebook
fans, we will offer all-day 2 dozen
donuts for the price of one. Send us
pictures of your staff making holes
in the donuts and get special
recognition for the best and/or most
innovative way of correcting our
mistake. The picture with the most likes by the end of day Saturday, will receive 3 dozen donuts
of choice free along with 2 gallons of fresh brewed coffee. (Proof of winner will be compared by
workers shown in picture versus one of the workers showing up for their prize.) Click the link
below for more information on how to enter at your local Dunkin’ Donuts. (1 winner per store at
participating locations.)
Let Dunkin’ Donuts Start Your Work Day in
a Fun Way! America Runs on Dunkin’!
WHERE’S THE HOLES?

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8.1 Quantitative, Qualitative & ROI Metrics Intertwined
Quantitative metrics can be described as left brain measures. For social media, not only are number
of followers on Twitter and number of likes on Facebook considered to be important in measuring,
but in addition, consumer content, interaction and comments are equally important. Quantitative
metrics deal in numerical data in order to determine actions taken by consumers (target market).
In order to garner a high count during a specific period of time, it is important for Dunkin’ Donuts
to be just as active (engaging) as their consumers.
Qualitative metrics as compared to quantitative metrics can be described as right brain measures.
Qualitative metrics measures consumer content and emotions. This type of measurements helps to
determine how well a campaign is or isn’t working by types of comments made and how often the
same type of comment is made or not.
The first quantitative metric coincides with the objective of increasing Twitter followers by 10%
in 3 months. In order for this to occur, campaign promotions must capture the attention of the
target market of white-collar workers. To achieve the objective, at least one platform (Facebook)
will be used to drive current and would-be consumers to the Twitter page. The overall objective is
to increase the total number of Twitter followers for Dunkin’ Donuts by +98K in 3 months. The
exact quantitative metric is counting the number of likes on Facebook in addition to the number
of retweets and number of likes on Twitter. A brief message is posted on Facebook to alert
consumers of a morning campaign for those with a Twitter account. This in turn leads to being
able to measure ROI of the campaign as it applies to the objective of increasing number of
customers served at Dunkin’ Donut establishments from 3 million a day to 4 million a day within
3 months. The ROI metrics will help to determine if the quantitative and qualitative metrics mesh

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during the 3 month period as shown by total number of customers calculated to make purchases in
a day after campaign implementation. In other words, if the quantative numbers of likes on both
Facebook and Twitter increase by 10% then there should also be a daily increase in customers
served at all Dunkin’ Donuts by 10% as well. ROI data also takes into account the number of times
a promotion is shared and/or retweeted between consumers, consumers friends/followers and other
individuals associated with initial consumer. Action to look for is if individuals associated with
initial consumer also share and/or retweet the same campaign. An expected chain reaction of
campaign shares/retweets will cause an increase in daily sales. Qualitative metrics will show just
how successful the flash sale campaign worked in increasing engagement among consumers and
Dunkin’ Donuts. The key words to look for in the qualitative metrics on both Facebook and Twitter
are “great deal” or “I’m on my way.” Focus is placed on the acceptance of the deal/promotion
posted in addition to some statement made that an individual(s) is taking advantage of such
deal/promotion by stating they (consumer) will make a trip to their local Dunkin’ Donuts.
The second quantative metrics intertwined with ROI and qualitative metrics addresses the
objective of increasing YouTube traffic/viewership by 2% in a 3 month period. To drive traffic to
YouTube, both the platforms of Facebook and Twitter will be used. The quantative metrics will
measure the number of views during campaigns in addition to number of times a video is liked or
disliked. The qualitative metrics will look for comments made about the videos posted. For
example, for Administrative Professional Day, a funny video depicting overworked assistants will
be shown on YouTube along with the message to not forget donuts in honor of their day. Only a
5-10 second snippet of the video will be shown on YouTube and Twitter. In order for consumers
to view the full video, a link is given for YouTube. This type of posting is created to gain additional
viewers to the Dunkin’ Donuts YouTube page. To increase viewership by 2% in three months,

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entertaining and engaging videos will be posted. The 2% increase for a 3 month period equals
411,443 additional viewership which also equates to an additional 4,571 views per day. Qualitative
metrics will be defined from video engagement though comments made below the videos posted.
Comments will be encouraged via a message relayed in the video posted. Such as “tell us what
you think of this presentation/video in the comments below.” Relaying to consumers to voice their
thoughts creates engagement between the consumer and Dunkin’ Donuts. The collection of
qualitative data will help determine if more or less efforts need to be made in YouTube usage as a
social media platform. Learning if a buzz is created from visual usage of videos to assist in further
brand awareness and sales is essential to day to day, week to week and/or month to month
campaign efforts. ROI metrics will help Dunkin’ Donuts learn if consumers download or updated
the mobile application, created accounts on the website or made store visits in inquiry after video
viewing. The thought of an inquiry made would involve a consumer mentioning they saw “xyz”
video on YouTube and are given an exclusive discount or special for the mention. Sales depicting
video viewership are recorded and thus taken into account if they have increased during specific
campaign. If sales increase by 5% in a week period after and during video implementation, Dunkin’
Donuts will note that ROI improved from video output. If less than 3%, new tactics will be taken
from quantative metrics of comments as to why specific video did not garner reaction. In other
words, quantative metrics will measure consumer sentiment towards videos on YouTube.
In order to successfully measure all the metrics described above with corresponding objective, the
tool of Clicky is used. Clicky provides real time web analytics in manner of letting one drill down
to exact specifics of metrics needed for a more thorough analysis. Everything in Clicky is in real
time. Extensive detail is given in reports that can be easily sorted and filtered. With Clicky all
actions taken by each visitor is accessible for immediate roadmap of engagement. For example, a

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visitor views the campaign on Twitter. The click like on the campaign, they also retweet the
campaign so that their folowers can take advantage and/or view on their own Twitter account.
Clicky will record all activities for that individual made on the web. Dunkin’ Donuts has their own
internal system of recording daily sales and times campaign code is entered from Twitter accounts.
The internal daily sales system and Clicky combined will help to assess the campaigns’ success
and/or failure in garnering an increase in daily consumers to the physical Dunkin’ Donuts
establishments.

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9.1 Wrap-up
Facebook, Twitter and YouTube are the three social media platforms that are used the most by the
Dunkin’ Donuts in addition to consumers of the brand. Each current DD use of the platforms have
been examined in addition to the areas that could use improvement. The main objectives made are
to increase number of physical customers to 4 million a day, increase number of Twitter followers
by 10% and increase number of YouTube viewership by 2% all in a 3 month period. A 2-week
editorial calendar surrounding Adminstrative Professionals Day give clear examples of campaign
messaging that would be effective in targeting white-collar workers between the ages of 25-49.
Each campaign will be measured using the tool of Clicky. Clicky provides real time data where
one can view a visitor roadmap of engagement to understand all actions taken by each visitor
online.
9.2 Conclusion
There are various tools from laptops, tablets, televisions and wearable devices that are used to
connect immediately online. Knowing in advance the type of applications that are used via the
various tools will give Dunkin’ Donuts the edge needed to stay one step ahead of the competition.
In addition to technology monitoring which requires updated and innovative applications, there
are various days of the calendar year that those in the work-force acknowledge in a variety of
manners. Addressing these special days like for instance, Boss’ Day, Teacher Day or even
Diversity Week at a corporation will be of benefit to Dunkin’ Donuts by making offers that
surround these various events. Upgrades to the mobile application to include pre-ordering for quick
pick-ups in addition to offering food discounts will increase consumer usership of the current
application. Dunkin’ Donuts will continue to be creative in approaching not only white-collar
workers but blue-collar workers. Campiagns addressing a construction workers early morning

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hunger along with other factors of construction work life will assist with an additional increase of
DD customers physically and virtually. To remain a visible entity in the social media world,
constant engagement will show consumers that DD cares about their customers wants and needs
in order to remain a top brand.

Dunkin Donuts Social Media Plan

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Dunkin Donuts Social Media Plan