The document outlines Dunkin Donuts' social media strategy for 2017. The objectives are to grow social media followers and encourage more two-way communication. Key strategies include increasing shares/likes/retweets on posts and encouraging conversation through social platforms. Metrics such as follower counts, engagement rates, and traffic sources will be measured quarterly to assess performance.

1. DUNKIN’ DONUTS
SOCIAL MEDIA
STRATEGY
By: Paris Olkes

2. Table of Contents
1. Executive Summary
2. Social Media Audit
a. Social Media Assessment
b. Website Traffic Sources Assessment
c. Audience Demographics Assessment
d. Competitor Assessment
3. Social Media Objectives
4. Online Brand Persona and Voice
5. Strategies and Tools
6. Timing and Key Dates
7. Social Media Roles and Responsibilities
8. Social Media Policy
9. Critical Response Plan
10. Measurement and Reporting Results

3. Executive Summary
 The major goal for 2017 will be to grow our
social media followers as well as implement
better two-way communication with our
audience.
 Two major social strategies to support this
objective:
 A plan to increase the number
shares/retweets/likes on our posts.
 Encourage conversation through social media
platforms.

4. Social Media Audit
Social
Network
URL Follower
Count
Avg. Weekly
Activity
Avg.
Engagement
Rate
Twitter Twitter.com/D
unkinDonuts
1.1 million
followers
20
posts/week
56.7%
Facebook Facebook.co
m/DunkinDon
utsUS/
13,907,761
likes
7 posts/week 33.8%
Instagram Instagram.co
m/dunkindonu
ts/
947k
followers
7 posts/week 42.5%
*Currently, Dunkin Donuts is most prevalent on Twitter with replies to many
customers. Updates on other social medias is recommended
SOCIAL MEDIA ASSESSMENT

5. Social Media Audit cont…
Source Volume Percentage of
Overall Traffic
Conversation
Rate
Twitter 550,000 35% 8%
Facebook 300,000 12% 5%
Instagram 600,000 24% 3%
Website Traffic Sources Assessment
*Currently, Twitter drives the most traffic out of all social networks. This is
the medium in which most conversation happens.

6. Social Media Audit cont…
Age
Distributio
n
Gender
Distrution
Primary
Social
Network
Secondary
Social
Network
Primary
Need
Secondary
Need
18-30
53%
53%
Female
47% Male
53%
Female
47% Male
40 %
Instagram
Quick and
easy
breakfast.
Ice cream
is now
availble at
some
31-40
37% 50%
Twitter
20%
Facebook
Variety of
yummy hot
and cold
locations.
41-60
7%
30%
Faceboook
20%
Twitter
coffee/drin
ks
61-85
3%
25%
Instagram
Audience Demographic Assessment
*Majority of our consumers are 18-30 years old, followed by 31-40 year olds. Most of our
customer engagement is throught Twitter. We are trying to have more interaction on

7. Social Media Audit cont…

8. Social Media Audit cont…
Competitor
Name
Social Media Strengths Weaknesses
Starbucks Facebook:
https://www.facebook.c
om/Starbucks/
Instagram: Starbucks
Posts several times
in a day including
photos, trends,
hashtags.
Less videos and
gifs.
Burger King Facebook:
https://www.facebook.c
om/burgerking/
Instagram: BurgerKing
Addition of frappes
and other new
breakfast drinks.
Very well-known
and reliable. Fast
service
Not as well known
for their breakfast or
coffee.
Competitor Assessment
*Starbucks is our main competitor. We have very similar products and a similar way of
posting to social media. Burger King and McDonald’s are tailored to a different
audience so they are not so much a threat.
McDonald’s Facebook:https://www.f
acebook.com/McDonal
dsUS/
Instagram: mcdonalds
Different variety of
coffee drinks. Serves
breakfast all day. Fast
service. Well-known
and reliable.
Not as well known
for their quality
breakfasts. Social
media isn’t as
personalized.

9. Social Media Objectives
 In 2017, the primary focus of our social media
strategy will be to create a positive drive in
sales by communicating with our audiences
more. In order to do so, our social media
priorities will be frequently replying to our
audiences, which in turn will build our
relationship with them.
 Some specific objectives include:
 Increase the number of mentions we reply to
 Questions/ concerns/ comments
 Increase volume of posts on Instagram and
Social Media Objectives to Support Business
Goals

10. Social Media Objectives cont…
 KPIs
 Number of unique visitors from Facebook,
Instagram and Twitter
 Number of Twitter followers
 Number of weekly photo and video posts to
Facebook and Instagram
 Sentiment analysis
 Key Messages
 “America Runs on Dunkin”
 DDPerks

11. Online Brand Persona and
Voice
 Adjectives that describe our brand:
 Examples of Brand Voice in Social Media
Interactions:
 “@ABigThingBadly Awesome! Glad you’re lovin your
#DDPerks! #DDPerksLove”
 “@sarahweg15 Sorry to see this! Please message us
so we can get more information! Thanks”
 “@keca01 If your coffee isn’t made just right please
let our crew members know so they can remake it for
Creative
Zealous
Outgoing
Encouraging
Helpful
Passionate

12. Strategies and Tools
 Paid:
 Every Saturday boost most popular Facebook posts
for the weekend. The post must have a minimum
organic reach of 165, as well as a minimum of 80 likes
or 50 comments.
 Owned:
 Introduce our unique hashtag
#AmericaRunsOnDunkin. Encourage followers to use
the hashtag after they upload media of their Dunkin
Donuts purchase.
 Earned:
 Monitor Twitter, Instagram and Facebook for hashtags
and key words such as “Dunkin”
“#AmericaRunsOnDunkin” “#DDPerks.” Offer

13. Strategies and Tools cont…
 Tools:
 Approved:
 Hootsuite
 TweetdDeck
 Rejected:
 N/A
 Existing Subscriptions/Licenses:
 Vimeo
 Photoshop
 Adobe

14. Key Dates and Timing
 Key Dates
 Halloween
 Thanksgiving
 Valentines Day
 4th of July
 Christmas/ Chanukah
 Internal Events
 September 29: National Coffee Day
 Reporting Dates
 Reporting will occur once a quarter in February,
May and August. Precise dates TBA.

15. Social Media Roles and
Responsibilities
 Social Media Director: Nick Dunham
 Responsible for leading an outreach team and
keeping them on track towards a specific goal. In
charge of monitoring progress and determines
what is or is not working for the strategy.
 Social Media Manager: Melanie Cohn
 Responsible for content strategy for major
channels including Facebook, Instagram,
Snapchat, Tumblr, Twitter, Pinterest and
Wishbone.

16. Social Media Policy
 Social Media is deeply ingrained in our
everyday life. We use it to spread the mission
of Dunkin Donuts and interact with our
customers and show them they matter.
 Be mindful
 Be respectful to all
 Use common sense
 Be polite, not rude or insensitive
 Don’t bad mouth the competition

17. Critical Response Plan- Scenario
One
 Action Plan
 When Tweet is detected:
 Take screenshot
 Delete Tweet
 Alert social media manager or marketing director.
 Discuss impact and reach, and evaluate further
action
 Develop appropriate follow up Tweet
 Sync with employee responsible for Tweet and
decide if disciplinary action is necessary.
 Pre-approved message:
Inappropriate Tweet Sent from @DunkinDonuts

18. Critical Response Plan- Scenario
Two
 Action Plan
 When Tweet is detected:
 Take screenshot
 Discuss impact and reach, and evaluate further
action
 Develop appropriate follow up Tweet
 Respond appropriately and apologize for the poor
experience
 Pre-approved message:
 Message will be vary depending on nature of the
Tweet.
Unhappy customer Tweets about a bad experience in a store

19. Measuring and Reporting
Results
 Quantitative KPIs
 Reporting period: 3 months
 Data as of September 1, 2016
 Social Network Data
Social
Network
URL Follower
Count
Avg. Weekly
Activity
Avg.
Engagement
Rate
Twitter Twitter.com/D
unkinDonuts
6500
+ 13% growth
30 posts/
week
+10%
increase
75%
Facebook Facebook.co
m/DunkinDon
utsUS
6300
+ 23% growth
10 posts/
week
+55%
increase
56%
Instagram Instagram.co 7100 9 posts/ week 12%
*All social media following has grown and is on track to reach its goal in 3
months. It is important to keep up interactions and post frequently. We
surpassed our Facebook goal for weekly activity with a 55% increase.

20. Measuring and Reporting Results
cont…
Source Volume % Overall Traffic Conversion Rate
Twitter 1300 unique visits
+ 13% growth
15% 1.9%
Facebook 2300 unique visits
+15% growth
35% 2.8%
Instagram 265 unique visits
+5% growth
3% 2%
Website Traffic
Data
*Our team has done a terrific job of driving more traffic to the sites. Our
Facebook page has taken the lead in percent increase for this report. Twitter
was not far behind with 13% growth in volume.

21. Measuring and Reporting Results
cont…
 Qualitative KPIs
 Sentiment Analysis: An analysis of the interactions on
100 Facebook posts, 100 Instagram posts and 100
Tweets revealed the following:
 We have a great number of positive sentiment. This
includes hashtags, shout-outs, photos and comments made
about their experience.
 Any bad interactions were mostly due to an order being
wrong or lack of availability of a product.
 Proposed Action
 Continue to monitor social media engagement
 Continue to use the hashtag #AmericaRunsOnDunkin
 Continue to use the hashtag #DDPerks
 Consider creating a new hashtag or trending hashtags
for specific event and dates