blogwell boston social media case study: dunkin' donuts, presented by jessica gioglio

SocialMedia.orgVideo Case Studies

Jessica Gioglio

How Dunkin’ Donuts Keeps Its Passionate Fans Running

on Social Media

This video is from

BlogWellSan FranciscoJune 20, 2011

socialmedia.org/blogwell

SocialMedia.orgCase Studies

This presentation is from

BlogWellBoston

October 22, 2013socialmedia.org/blogwell

How Dunkin' Donuts Keeps Its

Passionate Fans Running on Social

Media

Jessica Gioglio @savvybostonian

We’re A BranDD Built For Social…

…And We’ve Got Quite a Following

• 10 MM+

•Facebook Fans

• 3,000+ YouTube

subscribers

• 1.2MM video views

• 400,000+ Twitter

Followers

• 4,400+ Pinterest

followers

• 33,000+ Google+

followers

• 70,000+ Instagram

followers

• 14,600+ Vine

followers

Public Relations

& Customer Service

A Cross-Functional Approach to Social

Content, Promotions,

Email, Loyalty, Mobile

Digital Media,

Advertising & Strategic

Partnerships

Content, Messaging,

Community Management

Interactive Marketing Digital Media

Legal

Overall Program

Counsel

How DDo You Create The Business Case?

• Cultivate a highly engaged, loyal

online community of DD fans

• Celebrate Dunkin’ as an all-day, everyday destination

• Support “go-local” needs of business

in U.S. and abroad

• Support brand growth & awareness in new markets

We don’t own our social media channels

- our fans do

Dunkin’ Donuts Social Mantra Lesson #1: Celebrate Your Fans

DD’s Facebook Fan Of The Week (FotW)

IntroDDucing: #mydunkin

Lesson #2: Surprise & DDelight Fans

Lesson 3: Tell A Visual Story

UnexpecteDD & Entertaining: ESPN/Vine Integration

Lesson #4: Empower Local BranDD Ambassadors to

Engage with Key Audiences

Lesson #5: Make Promos & Contests Fan Centric

#DresseDD Halloween Twitter & Instagram Contest

• Inspired by fan behavior

• Highly creative, share-worthy user-generated content

• Fun and irreverent, yet puts the branDD front and center

• Supports brand shift into highly visual social media

content

Key Takeaways

• Put your fans in the spotlight

• Small surprise & delight gestures spark loyalty & WOM

• Embrace visuals to tell your story

• Tailor content & messaging to targeted audiences

• Use community insights to structure contests &

promotions

Thank You & Questions

Learn more about past and upcoming BlogWells

socialmedia.org/blogwell

This video is from

BlogWellSan FranciscoJune 20, 2011

socialmedia.org/blogwell

SocialMedia.orgCase Studies

This presentation is from

BlogWellBoston

October 22, 2013socialmedia.org/blogwell