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Dunkin	
  Donuts
TABLES	
  OF	
  CONTENTS
1. Executive	
  Summary,	
  February	
  2016
2. Social	
  Media	
  Audit
a. Social	
  Media	
  Assessment
b. Traffic	
  Sources	
  Assessment
c. Customer	
  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
EXECUTIVE	
  SUMMARY
Dunkin	
  Donuts	
  social	
  media	
  priorities	
  for	
  2016	
  is	
  to	
  focus	
  on	
  gaining	
  a	
  wider	
  audience	
  
on	
  our	
  social	
  media	
  profiles.
The	
  primary	
  focus	
  will	
  be	
  to	
  support	
  revenue	
  goals	
  by	
  encouraging	
  our	
  followers	
  and	
  
loyal	
  customers	
  to	
  engage	
  with	
  our	
  website	
  and	
  social	
  media	
  by	
  sharing	
  relevant,	
  
valuable	
  content	
  in	
  order	
  to	
  strengthen	
  and	
  build	
  relationships	
  with	
  our	
  customers	
  as	
  
well	
  as	
  create	
  new	
  ones.
Two	
  major	
  social	
  strategies	
  will	
  support	
  this	
  objective:
1. A	
  plan	
  to	
  publish	
  more	
  valuable	
  content	
  in	
  effort	
  to	
  keep	
  our	
  customers	
  and	
  
obtain	
  new	
  ones.
2. Engage	
  customers	
  by	
  sparking	
  conversations	
  about	
  and	
  asking	
  for	
  feedback	
  on	
  
what	
  we	
  could	
  improve	
  on.	
  We	
  want	
  to	
  show	
  our	
  customers	
  they	
  matter.
SOCIAL	
  MEDIA	
  AUDIT
The	
  following	
  is	
  an	
  audit	
  of	
  Dunkin	
  Donuts	
  social	
  media	
  presence	
  to	
  date.	
  It	
  includes	
  
an	
  assessment	
  of	
  all	
  social	
  networks,	
  web	
  traffic,	
  audience	
  demographics,	
  and	
  a	
  
competitor	
  analysis.
Social	
  Media	
  Assessment
Data	
  as	
  of	
  February	
  21,	
  2016
Social	
  
Network
URL Follower	
  
Count
Average	
  Weekly	
  
Activity
Average	
  
Engagement
Rate
#interactions/rea
ch
Twitter twitter.com/DunkinD
onuts
1,050,000 20 posts/week 53.1%
Facebook facebook.com/Dunki
nDonutsUS/
13,337,654 7	
  posts/week 24.6%
Instagram instagram.com/dunki
ndonuts/
735,000 9	
  posts/week 39.7%
Currently,	
  Dunkin	
  Donuts	
  is	
  most	
  active	
  on	
  Instagram	
  while	
  having	
  more	
  followers	
  on	
  other
Social	
  profiles.	
  Increasing	
  engagement	
  on	
  the	
  other	
  sites	
  is	
  recommended.
Website	
  Traffic	
  Sources	
  Assessment
Timeframe:	
  Monthly	
  Average
Source Volume Percentage	
  of	
  
Overall	
  Traffic
Conversion	
  Rate
Twitter 524,000 11% 6.1%
Facebook 301,000 6% 4.2%
Instagram 774,000 28% 7.6%
Traffic	
  Summary:
Currently,	
  Instagram	
  drives	
  the	
  most	
  traffic	
  out	
  of	
  all	
  social	
  networks.
Audience	
  Demographics	
  Assessment
Age	
  
Distribution
Gender
Distribution
Primary	
  
Social	
  
Network
Secondary	
  
Social	
  
Network
Primary	
  
Need
Secondary	
  
Need
46%	
  18-­‐30 53%Female 53%	
  Female 40%	
  
Instagram
Quick	
  and	
  
Savory	
  
breakfast
meals
Tea has	
  
become	
  
very	
  popular
44%	
  31-­‐40 47%	
  Male 47%	
  Male 20%	
  
Facebook
Delicious	
  
hot	
  or	
  cold	
  
coffee
Ice-­‐cream	
  
for	
  our	
  
locations	
  
that	
  have	
  
Baskin	
  
Robbins
5%	
  41-­‐55 30%	
  
Facebook
20%	
  Twitter
5%	
  56-­‐80 50%	
  
Instagram
35%	
  Twitter
Audience	
  Demographics	
  Summary:	
  Majority	
  of	
  our	
  respondents	
  are	
  between	
  the	
  age
Of	
  18-­‐30,	
  while	
  the	
  age	
  group	
  31-­‐40	
  comes	
  in	
  at	
  a	
  close	
  second.	
  Most	
  of	
  our	
  customers
engage	
  with	
  us	
  through	
  Twitter	
  and	
  Instagram.	
  Although	
  we	
  have	
  the	
  most	
  likes	
  on	
  
Facebook,	
  we	
  should	
  encourage	
  more	
  interaction	
  through	
  that	
  social	
  profile.
Competitor	
  Assessment
Competitor	
  Name Social	
  Media	
  Profile Company	
  Strengths Company	
  
Weaknesses
Starbucks Instagram:
Starbucks
Frequent postings,	
  
frequent	
  use	
  of	
  
hashtags,	
  unique	
  
pictures,	
  include	
  
links
Mainly posts	
  
pictures	
  which	
  
aren’t	
  always	
  as	
  
entertaining	
  as	
  
videos
McDonald’s McDonald’s Very	
  reliable	
  and	
  
stable	
  customers,
variety	
  of	
  food	
  being	
  
advertised
Not	
  known	
  primarily	
  
for	
  coffee
advertising
Competitor	
  Assessment	
  Summary:	
  Starbucks	
  is	
  more	
  of	
  a	
  threat	
  than	
  Mcdonald’s.	
  
although	
  both	
  utilize	
  different	
  hashtags	
  to	
  maximize	
  users	
  and	
  brand	
  mentions	
  they
both	
  lack	
  unique	
  personalized	
  images	
  on	
  social	
  media	
  profiles.	
  McDonald’s	
  is	
  not	
  
tailored	
  to	
  the	
  same	
  audience	
  and	
  promote	
  a	
  variety	
  of	
  items,	
  not	
  coffee.	
  Starbucks	
  
needs	
  improvement	
  on	
  personalized,	
  creative	
  media.
SOCIAL	
  MEDIA	
  OBJECTIVES
In	
  2016,	
  the	
  primary	
  focus	
  will	
  be	
  to	
  support	
  revenue	
  goals	
  by	
  encouraging	
  our	
  
followers	
  and	
  loyal	
  customers	
  to	
  engage	
  with	
  our	
  website	
  and	
  social	
  media	
  by	
  
sharing	
  relevant,	
  valuable	
  content	
  in	
  order	
  to	
  strengthen	
  and	
  build	
  relationships	
  
with	
  our	
  customers	
  as	
  well	
  as	
  create	
  new	
  ones.
Some	
  specific	
  objectives	
  include:
1. Increase	
  unique	
  visitors	
  from	
  social	
  properties	
  to	
  social	
  media	
  profiles	
  by	
  
25%	
  in	
  6	
  months	
  via:
a. Increased	
  brand	
  awareness	
  through	
  increased	
  mentions	
  on	
  all	
  social	
  
platforms
b. Increased	
  use	
  of	
  brand	
  hashtags	
  across	
  all	
  social	
  platforms
2. Increase	
  Facebook	
  Activity	
  by	
  2-­‐3	
  more	
  posts	
  per	
  week
3. Increase	
  Instagram	
  followers	
  by	
  2,500	
  in	
  6	
  months.
KPIs
1.	
  Number	
  of	
  unique	
  visitors	
  from	
  
Facebook,	
  Twitter,	
  and	
  Instagram
2.	
  Number	
  of	
  Instagram	
  followers
3.	
  Number	
  of	
  weekly	
  photo	
  and	
  
Video	
  posts	
  to	
  Facebook	
  and	
  
Instagram
4.	
  Sentiment	
  analysis
Key	
  Messages
• America	
  Runs	
  On	
  Dunkin
ONLINE	
  BRAND	
  PERSONA	
  AND	
  VOICE
Adjectives	
  that	
  describe	
  
our	
  brand:
• Creative
• Bold
• Lively
• Passionate
When	
  interacting	
  with	
  customers	
  
we	
  are:
• Encouraging
• Energetic
• Helpful
STRATEGIES	
  AND	
  TOOLS
Paid:
Every	
  Friday	
  boost	
  most	
  popular	
  Facebook	
  posts	
  for	
  the	
  weekend.	
  The	
  post	
  
must	
  have	
  a	
  minimum	
  organic	
  reach	
  of	
  80,	
  as	
  well	
  as	
  a	
  minimum	
  of	
  6	
  likes	
  or	
  4	
  
comments
Owned:
Introduce	
  our	
  unique	
  hashtag	
  #AmericanRunsOnDunkin.	
  Encourage	
  our	
  
followers	
  to	
  use	
  this	
  hashtag	
  whenever	
  they	
  take	
  a	
  picture	
  or	
  share	
  dunkin
donuts.
Earned: Monitor	
  hashtags	
  and	
  keywords	
  such	
  as:	
  Dunkin,	
  
#AmericaRunsOnDunkin,	
  Dunkin	
  Donuts	
  on	
  Facebook,	
  Instagram,	
  and	
  Twitter
Offer	
  exclusive	
  promotions	
  to	
  those	
  with	
  a	
  Dunkin	
  Donuts	
  perks	
  cards	
  to	
  
encourage	
  more	
  customers	
  to	
  get	
  a	
  card
Tools
Approved	
  Tools
• Hootsuite
• TweetDeck
Rejected	
  Tools
• N/A
Existing	
  Subscriptions/License
• Vimeo
• Photoshop
• Adobe
TIMING	
  AND	
  KEY	
  DATES
Holiday	
  Dates Internal	
  Events
• Valentines	
  Day August	
  24	
  – Dunkin	
  Donuts	
  Event
• Christmas
• Halloween
• Thanksgiving Reporting	
  Dates
• 4th of	
  July Reporting	
  will	
  occur	
  once	
  a	
  quarter	
  
in	
  November
SOCIAL	
  MEDIA	
  POLICY
Marketing	
  Director	
  Jim	
  Scott Supporting	
  Social	
  Media	
  Team	
  Member
Social	
  Media	
  Manager Karen	
  Roe Devin	
  Lance
Social	
  Media	
  Coordinator Dez Cooper
SOCIAL	
  MEDIA	
  ROLES	
  AND	
  RESPONSIBILITIES
Social	
  Media	
  is	
  deeply	
  ingrained	
  in	
  our	
  everday life.	
  We	
  use	
  it	
  to	
  spread	
  the	
  
mission	
  of	
  Dunkin	
  Donuts	
  and	
  interact	
  first	
  hand	
  customers	
  and	
  show	
  them	
  that	
  
they	
  matter
• Be	
  mindful
• Be	
  Respectful
• Be	
  helpful
• Don’t	
  defame	
  the	
  company
• Ask	
  before	
  you	
  tweet
CRITICAL	
  RESPONSE	
  PLAN
Scenario	
  1	
  – Inappropriate	
  Tweet	
  sent	
  from	
  @DunkinDonuts
1. Take	
  a	
  screenshot	
  
2. Delete	
  Tweet
3. Alert	
  the	
  social	
  media	
  manager.	
  If	
  unavailable	
  alert	
  marketing	
  director
4. Discuss	
  impact	
  and	
  reach
5. Develop	
  appropriate	
  Action
6. Sync	
  with	
  employee	
  responsible	
  for	
  publishing	
  tweet	
  and	
  decide	
  if	
  
disciplinaru action	
  is	
  required
Pre-­‐Approved	
  Messaging:
NO	
  PRE-­‐APPROVED	
  MESSAGING
Messaging	
  will	
  be	
  dependanton	
  the	
  nature	
  of	
  tweet
Source Volume Precentageof	
  
Overall	
  Traffic
Conversion	
  Rate
Twitter 1200	
  unique	
  visits	
  +	
  
12%	
  growth
13% 1.8%
Facebook 2200	
  unique	
  visits	
  
+10	
  growths
33% 2.7%
Instagram 240	
  unique	
  visits	
  +5	
  
growth
2.4% 1.04%
Social	
  Network URL Follower	
  Count Average	
  
Weekly	
  
Activity
Engagement	
  
Rate
Twitter Twitter.com/du
nkindonuts
6000	
  +11%
growth
20	
  posts	
  per	
  
week	
  +13%	
  
increase
4%
Facebook Facebook.com/
DunkinDonuts
US
6700	
  +21%
growth
9	
  posts	
  per	
  
week	
  +150%	
  
increase
6%
Instagram Instagram.com
/dunkindonuts
5600	
  +13%	
  
growth
7	
  posts	
  per	
  
week	
  +300%	
  
increase
Avg.	
  
interaction	
  per	
  
post	
  =	
  575
Proposed	
  Action
• Conintue #AmericaRunsOnDunkin
• Consider	
  another	
  hashtag	
  as	
  well
• Between	
  Novembr 2015	
  and	
  February	
  2016	
  the	
  hashtag	
  ws mentioned	
  
4000	
  times	
  on	
  Twitter	
  and	
  4,500	
  times	
  on	
  Instagram
Qualitative	
  KPIs
Sentiment	
  Analysis
An	
  analysis	
  of	
  the	
  interactions	
  on	
  120	
  Facebook	
  posts,	
  120	
  Instagram	
  posts	
  and	
  
120	
  tweets	
  revealed	
  the	
  following:
• An	
  overwhelming	
  amount	
  of	
  satisfied	
  customers.	
  This	
  includes	
  geo-­‐tags,	
  
shout-­‐outs,	
  and	
  recommendations	
  to	
  their	
  own	
  followers
Tools

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Social Media Strategy Dunkin

  • 1. Dunkin  Donuts TABLES  OF  CONTENTS 1. Executive  Summary,  February  2016 2. Social  Media  Audit a. Social  Media  Assessment b. Traffic  Sources  Assessment c. Customer  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
  • 2. EXECUTIVE  SUMMARY Dunkin  Donuts  social  media  priorities  for  2016  is  to  focus  on  gaining  a  wider  audience   on  our  social  media  profiles. The  primary  focus  will  be  to  support  revenue  goals  by  encouraging  our  followers  and   loyal  customers  to  engage  with  our  website  and  social  media  by  sharing  relevant,   valuable  content  in  order  to  strengthen  and  build  relationships  with  our  customers  as   well  as  create  new  ones. Two  major  social  strategies  will  support  this  objective: 1. A  plan  to  publish  more  valuable  content  in  effort  to  keep  our  customers  and   obtain  new  ones. 2. Engage  customers  by  sparking  conversations  about  and  asking  for  feedback  on   what  we  could  improve  on.  We  want  to  show  our  customers  they  matter. SOCIAL  MEDIA  AUDIT The  following  is  an  audit  of  Dunkin  Donuts  social  media  presence  to  date.  It  includes   an  assessment  of  all  social  networks,  web  traffic,  audience  demographics,  and  a   competitor  analysis. Social  Media  Assessment Data  as  of  February  21,  2016 Social   Network URL Follower   Count Average  Weekly   Activity Average   Engagement Rate #interactions/rea ch Twitter twitter.com/DunkinD onuts 1,050,000 20 posts/week 53.1% Facebook facebook.com/Dunki nDonutsUS/ 13,337,654 7  posts/week 24.6% Instagram instagram.com/dunki ndonuts/ 735,000 9  posts/week 39.7% Currently,  Dunkin  Donuts  is  most  active  on  Instagram  while  having  more  followers  on  other Social  profiles.  Increasing  engagement  on  the  other  sites  is  recommended.
  • 3. Website  Traffic  Sources  Assessment Timeframe:  Monthly  Average Source Volume Percentage  of   Overall  Traffic Conversion  Rate Twitter 524,000 11% 6.1% Facebook 301,000 6% 4.2% Instagram 774,000 28% 7.6% Traffic  Summary: Currently,  Instagram  drives  the  most  traffic  out  of  all  social  networks. Audience  Demographics  Assessment Age   Distribution Gender Distribution Primary   Social   Network Secondary   Social   Network Primary   Need Secondary   Need 46%  18-­‐30 53%Female 53%  Female 40%   Instagram Quick  and   Savory   breakfast meals Tea has   become   very  popular 44%  31-­‐40 47%  Male 47%  Male 20%   Facebook Delicious   hot  or  cold   coffee Ice-­‐cream   for  our   locations   that  have   Baskin   Robbins 5%  41-­‐55 30%   Facebook 20%  Twitter 5%  56-­‐80 50%   Instagram 35%  Twitter Audience  Demographics  Summary:  Majority  of  our  respondents  are  between  the  age Of  18-­‐30,  while  the  age  group  31-­‐40  comes  in  at  a  close  second.  Most  of  our  customers engage  with  us  through  Twitter  and  Instagram.  Although  we  have  the  most  likes  on   Facebook,  we  should  encourage  more  interaction  through  that  social  profile.
  • 4. Competitor  Assessment Competitor  Name Social  Media  Profile Company  Strengths Company   Weaknesses Starbucks Instagram: Starbucks Frequent postings,   frequent  use  of   hashtags,  unique   pictures,  include   links Mainly posts   pictures  which   aren’t  always  as   entertaining  as   videos McDonald’s McDonald’s Very  reliable  and   stable  customers, variety  of  food  being   advertised Not  known  primarily   for  coffee advertising Competitor  Assessment  Summary:  Starbucks  is  more  of  a  threat  than  Mcdonald’s.   although  both  utilize  different  hashtags  to  maximize  users  and  brand  mentions  they both  lack  unique  personalized  images  on  social  media  profiles.  McDonald’s  is  not   tailored  to  the  same  audience  and  promote  a  variety  of  items,  not  coffee.  Starbucks   needs  improvement  on  personalized,  creative  media. SOCIAL  MEDIA  OBJECTIVES In  2016,  the  primary  focus  will  be  to  support  revenue  goals  by  encouraging  our   followers  and  loyal  customers  to  engage  with  our  website  and  social  media  by   sharing  relevant,  valuable  content  in  order  to  strengthen  and  build  relationships   with  our  customers  as  well  as  create  new  ones. Some  specific  objectives  include: 1. Increase  unique  visitors  from  social  properties  to  social  media  profiles  by   25%  in  6  months  via: a. Increased  brand  awareness  through  increased  mentions  on  all  social   platforms b. Increased  use  of  brand  hashtags  across  all  social  platforms 2. Increase  Facebook  Activity  by  2-­‐3  more  posts  per  week 3. Increase  Instagram  followers  by  2,500  in  6  months.
  • 5. KPIs 1.  Number  of  unique  visitors  from   Facebook,  Twitter,  and  Instagram 2.  Number  of  Instagram  followers 3.  Number  of  weekly  photo  and   Video  posts  to  Facebook  and   Instagram 4.  Sentiment  analysis Key  Messages • America  Runs  On  Dunkin ONLINE  BRAND  PERSONA  AND  VOICE Adjectives  that  describe   our  brand: • Creative • Bold • Lively • Passionate When  interacting  with  customers   we  are: • Encouraging • Energetic • Helpful
  • 6. STRATEGIES  AND  TOOLS Paid: Every  Friday  boost  most  popular  Facebook  posts  for  the  weekend.  The  post   must  have  a  minimum  organic  reach  of  80,  as  well  as  a  minimum  of  6  likes  or  4   comments Owned: Introduce  our  unique  hashtag  #AmericanRunsOnDunkin.  Encourage  our   followers  to  use  this  hashtag  whenever  they  take  a  picture  or  share  dunkin donuts. Earned: Monitor  hashtags  and  keywords  such  as:  Dunkin,   #AmericaRunsOnDunkin,  Dunkin  Donuts  on  Facebook,  Instagram,  and  Twitter Offer  exclusive  promotions  to  those  with  a  Dunkin  Donuts  perks  cards  to   encourage  more  customers  to  get  a  card
  • 7. Tools Approved  Tools • Hootsuite • TweetDeck Rejected  Tools • N/A Existing  Subscriptions/License • Vimeo • Photoshop • Adobe TIMING  AND  KEY  DATES Holiday  Dates Internal  Events • Valentines  Day August  24  – Dunkin  Donuts  Event • Christmas • Halloween • Thanksgiving Reporting  Dates • 4th of  July Reporting  will  occur  once  a  quarter   in  November SOCIAL  MEDIA  POLICY Marketing  Director  Jim  Scott Supporting  Social  Media  Team  Member Social  Media  Manager Karen  Roe Devin  Lance Social  Media  Coordinator Dez Cooper SOCIAL  MEDIA  ROLES  AND  RESPONSIBILITIES Social  Media  is  deeply  ingrained  in  our  everday life.  We  use  it  to  spread  the   mission  of  Dunkin  Donuts  and  interact  first  hand  customers  and  show  them  that   they  matter • Be  mindful • Be  Respectful • Be  helpful • Don’t  defame  the  company • Ask  before  you  tweet
  • 8. CRITICAL  RESPONSE  PLAN Scenario  1  – Inappropriate  Tweet  sent  from  @DunkinDonuts 1. Take  a  screenshot   2. Delete  Tweet 3. Alert  the  social  media  manager.  If  unavailable  alert  marketing  director 4. Discuss  impact  and  reach 5. Develop  appropriate  Action 6. Sync  with  employee  responsible  for  publishing  tweet  and  decide  if   disciplinaru action  is  required Pre-­‐Approved  Messaging: NO  PRE-­‐APPROVED  MESSAGING Messaging  will  be  dependanton  the  nature  of  tweet Source Volume Precentageof   Overall  Traffic Conversion  Rate Twitter 1200  unique  visits  +   12%  growth 13% 1.8% Facebook 2200  unique  visits   +10  growths 33% 2.7% Instagram 240  unique  visits  +5   growth 2.4% 1.04% Social  Network URL Follower  Count Average   Weekly   Activity Engagement   Rate Twitter Twitter.com/du nkindonuts 6000  +11% growth 20  posts  per   week  +13%   increase 4% Facebook Facebook.com/ DunkinDonuts US 6700  +21% growth 9  posts  per   week  +150%   increase 6% Instagram Instagram.com /dunkindonuts 5600  +13%   growth 7  posts  per   week  +300%   increase Avg.   interaction  per   post  =  575
  • 9. Proposed  Action • Conintue #AmericaRunsOnDunkin • Consider  another  hashtag  as  well • Between  Novembr 2015  and  February  2016  the  hashtag  ws mentioned   4000  times  on  Twitter  and  4,500  times  on  Instagram Qualitative  KPIs Sentiment  Analysis An  analysis  of  the  interactions  on  120  Facebook  posts,  120  Instagram  posts  and   120  tweets  revealed  the  following: • An  overwhelming  amount  of  satisfied  customers.  This  includes  geo-­‐tags,   shout-­‐outs,  and  recommendations  to  their  own  followers Tools