BlogWell Boston Social Media Case Study: Dunkin' Donuts, presented by Jessica Gioglio
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SocialMedia.org Video Case Studies Jessica Gioglio How Dunkin’ Donuts Keeps Its Passionate Fans Running on Social Media This video is from BlogWell San Francisco June 20, 2011 socialmedia.org/blogwell SocialMedia.org Case Studies This presentation is from BlogWell Boston October 22, 2013 socialmedia.org/blogwell
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In her BlogWell Boston presentation, Dunkin' Donuts' Public Relations and Social Media Manager, Jessica Gioglio, talks about how they keep their passionate fan base running on social media. Jessica shares key takeaways from their social strategy that include putting fans in the spotlight, using surprise and delight, embracing visuals, tailoring content to target audiences, and more.
Transcript of 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
