Pedro Espino Vargas y el social media en DUNKIN`DONUTS - Social Media DUNKIN`DONUTS

•

0 likes•1,064 views

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 of how they celebrate fans include naming a weekly "Fan of the Week" and holding contests like one themed around dressing up like Dunkin' Donuts for Halloween photos on social media. Their key challenges include keeping up with new platforms and responding to fans in a timely, attentive, and authentic way.

Business Technology

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

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

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

@KevinTVine | @DunkinDonuts
4
DUNKIN’ DONUTS SOCIAL
MEDIA PRESENCE »
4

@KevinTVine | @DunkinDonuts
5
5
○ Facebook 8.6+ million fans
○ Twitter 200,000+ followers
○ Instagram 39,000+ followers
○ Google+ 4,700+ followers
○ Pinterest 3,800 + followers
Dunkin’ Donuts Social Media Channels

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

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

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

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

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

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

@KevinTVine | @DunkinDonuts
Key Challenges - #1
Proliferation of emerging platforms
12

@KevinTVine | @DunkinDonuts
Constantly having to come up with fresh content
13
Key Challenges - #2

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

@KevinTVine | @DunkinDonuts
IT’S ALL ABOUT THE CONSUMER
15

@KevinTVine | @DunkinDonuts
MAKE YOUR FANS AND FOLLOWERS
“STARS”
16

@KevinTVine | @DunkinDonuts
FACEBOOK FAN OF THE WEEK
17

@KevinTVine | @DunkinDonuts
FOTW CELEBRATES ENGAGEDD
FANS
18

@KevinTVine | @DunkinDonuts
CHANCE FOR STARDDOM
19

@KevinTVine | @DunkinDonuts
CHANCE FOR STARDDOM
20
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

@KevinTVine | @DunkinDonuts
ULTIMATE DD COFFEE FAN
21

@KevinTVine | @DunkinDonuts
ULTIMATE DD COFFEE FAN
CONTEST
22

@KevinTVine | @DunkinDonuts
READDY FOR OUR CLOSE-UP

@KevinTVine | @DunkinDonuts
DD SUPERFANS: PUMP UP THE DUNKIN
25

@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.”
26

@KevinTVine | @DunkinDonuts
LET THEM BE YOUR EYES & EARS
27

@KevinTVine | @DunkinDonuts
THANK YOU
28
KEVIN VINE
@KevinTVine
@DunkinDonuts

@KevinTVine | @DunkinDonutsConfidential information: Copying, dissemination30

@KevinTVine | @DunkinDonuts
DUNKIN’ DONUTS SOCIAL MEDIA CHANNELS
32

@KevinTVine | @DunkinDonuts 33
DUNKIN’ DONUTS SOCIAL MEDIA CHANNELS

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.

SMByyc51

Social Media Breakfast Calgary

This document summarizes Social Media Breakfast event #51 held in Calgary. It introduces the organizing committee and thanks the sponsors for the venue and breakfast. It announces the speaker, Spencer Estabrooks, and promotes upcoming related events at MRU and the Calgary Beerfest and Expo. It concludes by thanking the hosts, speaker, and sponsors and announcing the next Social Media Breakfast event.

#SUWLR 2014, Fundraising: Edwin Goutier

Student United Way

This document provides guidance on effective fundraising strategies. It discusses the importance of asking donors for support, thanking them for their contributions, and informing them on how their donations made an impact. Some key strategies highlighted include making compelling, relevant, and personal asks; using visual content and technology like photos, videos, and mobile apps to engage donors; and leading by example by donating to the cause oneself. United Way Young Leaders Societies aim to welcome over 50,000 new members nationwide.

A&E Network: Critics' Choice Awards social media case study, presented by Mor...

SocialMedia.org

Morgan Greco of A&E Network presented a case study on their social media campaign for the Critics' Choice Awards. Their goals were early awareness, social engagement, and reach. For early awareness, they used custom graphics, nominations announcements, and a Reddit AMA. For social engagement, they covered the red carpet live on social media and provided iPads with a Twitter mirror app for celebrities. They also ran a paid social campaign. The campaign achieved over 5 million impressions and a high engagement rate. It drove the highest cable ratings ever for the show. For next year, they plan to create more social content and improve their war room organization.

Social Circle - New innovations in Social Media, November 18

Social Circle

Chad Wiebesick: A look inside the most digitally savvy U.S State Tourism Org...

SoMeT: A New Model for Destination Marketing

Pure Michigan, a leading tourism marketing organization in North America presented their destination to the Australian audience. About SoMeT = A new model for destination marketing. SoMeT is a program that gathers the top destination marketers from around the globe. SoMeT conferences take place three times a year in Europe, Australia, and United States. Follow SoMeT on Twitter: https://twitter.com/SoMeTourism Like SoMeT on Facebook: https://www.facebook.com/SoMeTourism Learn about where the next SoMeT global conference is taking place http://www.sometourism.com/

1. #bya live how to use social media to stand out at a live event

FOMO Creator

Icatchy powerpoint final (submission copy)

Justin White

This promotional plan proposes using Facebook, Instagram, and sponsoring events to promote the Lyft ridesharing service. Facebook and Instagram pages will be created and maintained to engage customers. Lyft will also sponsor the upcoming Winter Brew Fest by having branded booths, posters, and drivers wearing Lyft gear to distribute discount codes at the event and raise awareness of the service. The goal is to connect with customers and increase visibility and sales through social media outreach and event sponsorships.

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.

SMByyc51

Social Media Breakfast Calgary

#SUWLR 2014, Fundraising: Edwin Goutier

Student United Way

A&E Network: Critics' Choice Awards social media case study, presented by Mor...

SocialMedia.org

Social Circle - New innovations in Social Media, November 18

Social Circle

Chad Wiebesick: A look inside the most digitally savvy U.S State Tourism Org...

SoMeT: A New Model for Destination Marketing

1. #bya live how to use social media to stand out at a live event

FOMO Creator

Icatchy powerpoint final (submission copy)

Justin White

Coldwell Banker Real Estate: Winning with WINtegration, presented by Lindsay ...

SocialMedia.org

Lindsay Listanski presented on Coldwell Banker's integrated social media campaign to promote adopting dogs. The campaign for their "Homes for 20,000 Dogs" initiative around the Academy Awards included a commercial, behind-the-scenes videos, photos and adoption promotions on social media. The soft launch reached 3 million views, far exceeding the goal of 150k. Their integrated social strategy helped increase video views, adoptions and community engagement across platforms. Listanski emphasized that winning requires an integrated, team approach across all departments to social media, similar to how all players must work together to win a championship.

575 pizzeria case study(1)

McKenzie Jackson

- Fire Slice is a family-owned pizza restaurant with 2 locations that aims to build community through pizza. - They have active presences on Facebook, Twitter, and Instagram where they post 1-3 times per week but could improve by being more interactive and following others in their industry. - Their website provides information on menus, events, and the community work they do but could be improved by including social media links. - The marketing director focuses on using visuals and boosting posts but has not explored other platforms like Snapchat or Vine.

Driving Foodservice Footfall from Social Media Activity

Karen Fewell

The Power of Celebrity and Partnerships, Your Brand and Your Online Audience ...

Business Development Institute

Presentation: The Power of Celebrity and Partnerships, Your Brand and Your Online Audience Presented by: Jennifer Smith, Director, Communications and Marketing, AriZona Iced Tea Since joining AriZona Beverages last year, we have successfully launched three new beverages to market without ever advertising. How did we do that? By tapping into the power of our celebrity partners, our strategic brand partners and our online fans, who have become Ambassadors for our brand.

Innovation socialization gamification_cl2016

Judy Payne, CMP

Campaign snapshot- Real Strategy PR

Ellie Rushing

Final Campaign Presentation

LaurenAlexisRegister

Real Strategy PR is a marketing agency that will provide public relations services to New Hope for Kids, a nonprofit organization that provides grief support and wish-granting programs to children. New Hope for Kids' mission is to bring hope, healing and happiness to children suffering from grief, loss or illnesses. Real Strategy PR will develop a campaign to raise awareness of New Hope for Kids' services and programs through objectives like fundraising, increasing social media presence, and gaining community involvement. Tactics will include producing promotional videos, gaining more social media followers, and creating targeted online content to spread awareness of New Hope for Kids' impact.

New Hope for Kids Campaign Snapshot

Madeline Estelle Metzger

Real Strategy PR is a marketing agency that will provide public relations services to New Hope for Kids, a nonprofit organization that provides grief counseling and wish-granting programs to children. The document outlines New Hope for Kids' mission and existing programs, provides a SWOT analysis, and proposes a 3-month PR campaign to raise awareness and community involvement through objectives, messages, goals, strategies, and tactics focused on social media engagement, fundraising, and public outreach. Progress will be evaluated using website and social media analytics benchmarks.

Campaign Snapshot

Alexandra (Ally) Rost

What Matters. What's Possible. What's Important.

Steve Jennings

Social Media Case Study : Sula Fest 2014 Campaign Report

Social Samosa

This is social media case study of Vero Moda SulaFest which recently hosted on 1st & 2nd February, 2014, it is a one of a kind wine and music festival. The festival brought together music lovers, wine enthusiasts, partners and foodies. The objective of the Social Media campaign was to create a buzz around this festival on the digital platform. The objective was to attract new audiences and loyalists to attend SulaFest 2014, highlight new partnerships and drive sales through digital.

2015 fa qs

Connecting Up

This document provides frequently asked questions about #GivingTuesday, which is an annual global day of giving held on the Tuesday after Thanksgiving. It explains that #GivingTuesday benefits non-profits by increasing exposure and support during the holiday giving season. Any individual or organization can participate for free by promoting donations or fundraising campaigns using the #GivingTuesday hashtag on social media and other channels. While the #GivingTuesday movement encourages participation, it does not directly accept or distribute donations.

Social Sweets

allen and gerritsen

The Social Sweets project was created to test the "Pay it Forward" principle within digital channels. We created a custom Social Sweet chocolate bar to be handed out on the streets of Philadelphia for free. All that we asked in return is that people thank us via Facebook or Twitter. Each time they did a dollar would be donated to Philabundance, a local food bank. After distributing 1000 bars we had some fascinating results, and a city buzzing about our little experiment.

Social Media Success PART 2: Time Management

SatisFactsEducation

Giving Tuesday $trategies

Kristal M. Johnson

This document provides strategies for nonprofits to participate in #GivingTuesday. It recommends that organizations enter their information on the GivingTuesday.org website, join the UnSelfie movement, schedule social media posts early starting the day after Thanksgiving, post on multiple platforms including Twitter, Facebook, LinkedIn and Instagram, include relevant hashtags without spaces, create and post a short video, send emails before GivingTuesday to thank current donors and make an ask, share client stories and successes from the year, get staff involved, change your website for GivingTuesday, and create a Facebook event using Facebook ads. The key strategies are to engage supporters across social media platforms starting before GivingTuesday and tell your organization's story to

Ditch Disposable Marketing Strategy

Victoria Jimenez

The #DitchDisposable campaign encourages people to take action against plastic pollution by posting photos of their eco-friendly habits like using reusable water bottles. The campaign aims to raise awareness of plastics' harmful effects on oceans. It partners with reusable water bottle companies and uses social media and paid ads to promote reducing disposable plastic use and protecting oceans. The document provides details on the campaign's strategy, branding, partnerships, and lessons learned from its initial outreach efforts.

The Dog Ate My Grant Application! Crowdfunding for #GivingTuesday

Social Media for Nonprofits

Jonathon C. Crowell - Event Portfolio

Jonathon Crowell

Jonathon C. Crowell specializes in event planning for social occasions of all sizes, from weddings and birthdays to intimate dinners. He has an extensive background in food and beverage management, catering, and luxury hospitality. His goal is to bring people together and create memorable experiences through creative event planning and ensuring guests are happy. This portfolio provides examples of his skills and experience to potential employers.

Employees are Social Media Marketers, Too! (they just don’t know it yet), Gia...

Social Fresh Conference

The document outlines steps that companies can take to leverage employees as social media marketers. It discusses how employees often unintentionally commit social media mistakes and provides examples. It then presents a recovery plan for companies to find their social media-savvy employees, create online communities to share best practices, lead and engage employees on social media use, share marketing plans with employees, and reward positive social media behaviors. The goal is to energize and grow the community of employee social media marketers over time.

How and Why Dunkin' Donuts Puts the Fan First in Social, Jessica Gioglio - So...

Social Fresh Conference

This document outlines Dunkin' Donuts' social media strategy and lessons learned for putting fans first. It notes that Dunkin' has over 11.8 million Facebook fans and shares 5 key lessons: celebrate fans, embrace them as storytellers, seek inspiration from them for contests, have good conversation skills like being authentic and engaging, and add value through personalized content and programming. The overall message is that brands should focus on their fans instead of just broadcasting messages, and can gain insights from fans to improve their social media approach.

The New Social Media Manager, Lauren Teague, PGA - Social Fresh EAST 2014

Social Fresh Conference

How To Make Your Content Visually Chic, Jason Miller, LinkedIn - Social Fresh...

Social Fresh Conference

The document discusses the power of visual content marketing through platforms like SlideShare and infographics. It notes that visual content is more persuasive than text and makes a better impression. Examples are given of companies using SlideShare and infographics successfully to generate millions of views and shares. Tips are provided on creating effective visual content, including optimizing for mobile and integrating it across marketing channels.

What's hot

Coldwell Banker Real Estate: Winning with WINtegration, presented by Lindsay ...

SocialMedia.org

575 pizzeria case study(1)

McKenzie Jackson

Driving Foodservice Footfall from Social Media Activity

Karen Fewell

The Power of Celebrity and Partnerships, Your Brand and Your Online Audience ...

Business Development Institute

Innovation socialization gamification_cl2016

Judy Payne, CMP

Campaign snapshot- Real Strategy PR

Ellie Rushing

Final Campaign Presentation

LaurenAlexisRegister

New Hope for Kids Campaign Snapshot

Madeline Estelle Metzger

Campaign Snapshot

Alexandra (Ally) Rost

What Matters. What's Possible. What's Important.

Steve Jennings

Social Media Case Study : Sula Fest 2014 Campaign Report

Social Samosa

2015 fa qs

Connecting Up

Social Sweets

allen and gerritsen

Social Media Success PART 2: Time Management

SatisFactsEducation

Giving Tuesday $trategies

Kristal M. Johnson

Ditch Disposable Marketing Strategy

Victoria Jimenez

The Dog Ate My Grant Application! Crowdfunding for #GivingTuesday

Social Media for Nonprofits

Jonathon C. Crowell - Event Portfolio

Jonathon Crowell

What's hot (18)

Coldwell Banker Real Estate: Winning with WINtegration, presented by Lindsay ...

575 pizzeria case study(1)

Driving Foodservice Footfall from Social Media Activity

The Power of Celebrity and Partnerships, Your Brand and Your Online Audience ...

Innovation socialization gamification_cl2016

Campaign snapshot- Real Strategy PR

Final Campaign Presentation

New Hope for Kids Campaign Snapshot

Campaign Snapshot

What Matters. What's Possible. What's Important.

Social Media Case Study : Sula Fest 2014 Campaign Report

2015 fa qs

Social Sweets

Social Media Success PART 2: Time Management

Giving Tuesday $trategies

Ditch Disposable Marketing Strategy

The Dog Ate My Grant Application! Crowdfunding for #GivingTuesday

Jonathon C. Crowell - Event Portfolio

Viewers also liked

Employees are Social Media Marketers, Too! (they just don’t know it yet), Gia...

Social Fresh Conference

How and Why Dunkin' Donuts Puts the Fan First in Social, Jessica Gioglio - So...

Social Fresh Conference

The New Social Media Manager, Lauren Teague, PGA - Social Fresh EAST 2014

Social Fresh Conference

How To Make Your Content Visually Chic, Jason Miller, LinkedIn - Social Fresh...

Social Fresh Conference

The Secret To JetBlue's Smart Social Engagement, Laurie Meacham - Social Fres...

Social Fresh Conference

How to Make Sure Your Social is Making a Splash, Beverly Jackson, Yahoo! - So...

Social Fresh Conference

The document discusses Yahoo's strategy for owning brand conversations on social media. It outlines Yahoo's mission to make daily habits inspiring and entertaining through mobile, social, native and video experiences. It also discusses how Yahoo drove conversations at events like CES and SXSW through product announcements, on-site activations, thought leadership, meetings and influencer marketing. Specific tactics mentioned include a VIP concierge service at Cannes to control the noise and break through clutter.

The Benefits of Making Your Social Marketing Human-First, Cory Vasquez, Socia...

Social Fresh Conference

The document discusses the importance of being "human-first" in social marketing. It argues that people want real and honest relationships online, not false realities or pointless activities. To build trust and engage customers, brands should focus on creating content that is timely, interactive, honest, relatable, high-quality yet empathetic. Specifically for real estate agents, it says being a real person online can translate to real business by developing conversations in a natural voice.

BlogWell Boston Social Media Case Study: Dunkin' Donuts, presented by Jessica...

SocialMedia.org

Viewers also liked (8)