Social Media: Brave New World? Or Nothing New?

Karen Raskopf, Chief Communications OfficerJessica Gioglio, PR/Social Media Manager @savvybostonian

So Many Platforms, So Little Time.

Social Media Brave New World? Or Nothing New?

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SEC and Social Media

“An increasing number of public companies are using social media to communicate with their shareholders and the investing public,” the SEC report said. “We appreciate the value and prevalence of social media channels in contemporary market communications, and the commission supports companies seeking new ways to communicate. Security and Exchange Commission.

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Here to Stay

Social Media is no longer the a la carte offering – the creative little dish on the side – Social Media is part of the main course

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Be Part of the Conversation

“The conversation is going on all around you. Your brand is being evangelized, dismissed, measured and documented in real time online. If you haven’t already done so, then it’s time to join the conversation and show your company or client cares.”

Brain Solis and Deirdre Breakenridge,

co-authors of “Putting the Public Back in Public Relations”

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Good Conversation Skills = Good Social Media

• Listen

• Engage

• Don’t monopolize

• Be authentic

• Encourage other voices

• Have something to say

• Funny & entertaining but never inappropriate

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Who Leads the Social Media Conversation in Organization?

PR professionals uniquely qualified to lead

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Public Relations and Social Media: Same Skill Set

We are the arbiters…the people who relate between our brands… our companies…our organizations and the many

publics we serve. We put the public in public relations. We put the social in social media

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Nothing New Under the Sun

“Doing social media right is more than finding the next Twitter or Foursquare. It’s about bringing structure, focus and strategy to the idea of social media.”

Sarah Evans, president of Sevans Strategy, founder of #journchat

 

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How Does Dunkin’ Keep Its Social Media Program Running?

We’re A BranDD Built For Social…

…And We’ve Got Quite a Following

• 8.7MM+ • Facebook

Fans

• 2,700+ YouTube subscribers

• 1.2MM video views

Behind The Beans: The DD Blog

• ~230,000 Twitter Followers

…And We’re Always Evaluating New Platforms

• ~9,000+ Google+ followers

• ~4,000 Pinterest followers

• 42,000+ Instagram followers

Fun Stuff. But, How DDo You Create The Business Case?

• Cultivate a highly engaged online community of DD fans

• Promote two-way dialogue to help guests feel more connected to Dunkin’

• Support “go-local” needs of business in U.S. and abroad

• Support brand growth & awareness in new markets

Public Relations

& Customer Service

A Cross-Functional Approach to Social

Promotions, Email, Loyalty, Mobile

Advertising and Strategic Parnetships

Content & Community Management

Interactive Marketing Media

LegalOverall Program

Counsel

Lesson #1 Celebrate Your Fans: DD’s Facebook Fan Of The Week (FotW)

Lesson #2: EDDutain Fans With Engaging Content

“Grab the sphere of life and aim it, and you’ll be guided by Edutainment.”- KRS-One

• 10,000+ “Likes”

• 200+ Comments

• Be fan centric, not sales centric• Listen first before engaging• Keep it short, sweet & highly visual• It’s not AP Style, it’s DD Style!

EDDutain Fans: Examples of Successful Content

• Products, cravings, fun, holiDDays• 63,000+ “Likes”• 5,600+ Shares• 5,000+ Comments

• 18,000+ “Likes”

• 800+ Shares• 500+

Comments

Lesson #3: Empower Local BranDD Ambassadors to Engage with Key Audiences

Inside the DD Mothership • Passion, social media savvy, enthusiasm

and knowledge of brand touch points• Willingness to take on the time

commitment required.

In the Field• 50+ Regional & International Twitter

accounts and growing.• Support “go local” goal with geo-targeted

Facebook posts by DMA, city, state, country, language.

• Leverage knowledgeable agency partners on the ground.

Examples of U.S. Local Engagement

30+ U.S. Local Twitter Accounts

Local Facebook Messaging & Programs

Lesson #4: Surprise & DDelight Fans with Fun Contests, Promotions, Integrations

• #upgraDDe Your Sandwich Twitter Sweeps• Tweet us your sad homemade sandwiches, weary wraps &

lonely lunchmeat for a chance to win an #upgraDDe from Dunkin’!

• Generated millions of earned media impressions, with press coverage on Fox Business, About.com, Boston.com, and more.

#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

The Sims Social & SimCity

• Partner at launch – game accumulated over 30 million monthly active users within one month

• Dunkin’ earned 3.7 billion+ impressions in less than 6 months

• Acquired 1 million new Facebook fans directly attributable to the game

• Gifted more than 50 million virtual coffees, donuts, breakfast products and more.

Lesson #5: Be There for Your Guests When They NeeDD You

Key Takeaways

1. Celebrate your fans

2. Edutain your fans – keep it real, fresh & fun

3. Take care of your fans & they will take care of you

Thank You & Questions