Dunkin' Donuts Social Strategy

DUNKIN’ DONUTS SOCIAL MEDIA STRATEGYBy: Paris Olkes

Table of Contents1. Executive Summary2. Social Media Audit

a. Social Media Assessmentb. Website Traffic Sources Assessmentc. Audience Demographics Assessmentd. Competitor Assessment

3. Social Media Objectives4. Online Brand Persona and Voice5. Strategies and Tools6. Timing and Key Dates7. Social Media Roles and Responsibilities8. Social Media Policy9. Critical Response Plan10. Measurement and Reporting Results

Executive Summary The major goal for 2017 will be to grow

our social media followers as well as implement better two-way communication with our audience.

Two major social strategies to support this objective: A plan to increase the number

shares/retweets/likes on our posts. Encourage conversation through social

media platforms.

Social Media Audit

Social Network

URL Follower Count

Avg. Weekly Activity

Avg. Engagement Rate

Twitter Twitter.com/DunkinDonuts

1.1 million followers

20 posts/week

56.7%

Facebook Facebook.com/DunkinDonutsUS/

13,907,761 likes

7 posts/week

33.8%

Instagram Instagram.com/dunkindonuts/

947k followers

7 posts/week

42.5%*Currently, Dunkin Donuts is most prevalent on Twitter with replies to many customers. Updates on other social medias is recommended

SOCIAL MEDIA ASSESSMENT

Social Media Audit cont…

Source Volume Percentage of Overall Traffic

Conversation Rate

Twitter 550,000 35% 8%

Facebook 300,000 12% 5%

Instagram 600,000 24% 3%

Website Traffic Sources Assessment

*Currently, Twitter drives the most traffic out of all social networks. This is the medium in which most conversation happens.


Age Distribution

Gender Distrution

Primary Social Network

Secondary Social Network

Primary Need

Secondary Need

18-3053%

53% Female

47% Male

53% Female

47% Male

40 % Instagram

Quick and easy breakfast.

Ice cream is now availble at some

31-4037% 50%

Twitter

20% Facebook

Variety of yummy hot and cold

locations.

41-607%

30% Faceboook

20% Twitter

coffee/drinks

61-853%

25% Instagram

Audience Demographic Assessment

*Majority of our consumers are 18-30 years old, followed by 31-40 year olds. Most of our customer engagement is throught Twitter. We are trying to have more interaction on Facebook.


Competitor Name

Social Media Strengths Weaknesses

Starbucks Facebook: https://www.facebook.com/Starbucks/ Instagram: Starbucks

Posts several times in a day including photos, trends, hashtags.

Less videos and gifs.

Burger King Facebook: https://www.facebook.com/burgerking/Instagram: BurgerKing

Addition of frappes and other new breakfast drinks. Very well-known and reliable. Fast service

Not as well known for their breakfast or coffee.

Competitor Assessment

*Starbucks is our main competitor. We have very similar products and a similar way of posting to social media. Burger King and McDonald’s are tailored to a different audience so they are not so much a threat.

McDonald’s Facebook:https://www.facebook.com/McDonaldsUS/Instagram: mcdonalds

Different variety of coffee drinks. Serves breakfast all day. Fast service. Well-known and reliable.

Not as well known for their quality breakfasts. Social media isn’t as personalized.

Social Media Objectives

In 2017, the primary focus of our social media strategy will be to create a positive drive in sales by communicating with our audiences more. In order to do so, our social media priorities will be frequently replying to our audiences, which in turn will build our relationship with them.

Some specific objectives include: Increase the number of mentions we reply to

Questions/ concerns/ comments Increase volume of posts on Instagram and

Facebook channels by 30% in 4 months.

Social Media Objectives to Support Business Goals

Social Media Objectives cont… KPIs

Number of unique visitors from Facebook, Instagram and Twitter

Number of Twitter followers Number of weekly photo and video posts to

Facebook and Instagram Sentiment analysis

Key Messages “America Runs on Dunkin” DDPerks

Online Brand Persona and Voice Adjectives that describe our brand:

Examples of Brand Voice in Social Media Interactions: “@ABigThingBadly Awesome! Glad you’re lovin your

#DDPerks! #DDPerksLove” “@sarahweg15 Sorry to see this! Please message us so

we can get more information! Thanks” “@keca01 If your coffee isn’t made just right please let

our crew members know so they can remake it for you!”

Creative Zealous Outgoing Encouraging Helpful Passionate

Strategies and Tools Paid:

Every Saturday boost most popular Facebook posts for the weekend. The post must have a minimum organic reach of 165, as well as a minimum of 80 likes or 50 comments.

Owned: Introduce our unique hashtag #AmericaRunsOnDunkin.

Encourage followers to use the hashtag after they upload media of their Dunkin Donuts purchase.

Earned: Monitor Twitter, Instagram and Facebook for hashtags and

key words such as “Dunkin” “#AmericaRunsOnDunkin” “#DDPerks.” Offer promotions and deals to those with the Dunkin Donuts Perks cards to entice others to get the card.

Strategies and Tools cont… Tools:

Approved: Hootsuite TweetdDeck

Rejected: N/A

Existing Subscriptions/Licenses: Vimeo Photoshop Adobe

Key Dates and Timing Key Dates

Halloween Thanksgiving Valentines Day 4th of July Christmas/ Chanukah

Internal Events September 29: National Coffee Day

Reporting Dates Reporting will occur once a quarter in

February, May and August. Precise dates TBA.

Social Media Roles and Responsibilities

Social Media Director: Nick Dunham Responsible for leading an outreach team

and keeping them on track towards a specific goal. In charge of monitoring progress and determines what is or is not working for the strategy.

Social Media Manager: Melanie Cohn Responsible for content strategy for major

channels including Facebook, Instagram, Snapchat, Tumblr, Twitter, Pinterest and Wishbone.

Social Media Policy Social Media is deeply ingrained in our

everyday life. We use it to spread the mission of Dunkin Donuts and interact with our customers and show them they matter. Be mindful Be respectful to all Use common sense Be polite, not rude or insensitive Don’t bad mouth the competition

Critical Response Plan- Scenario One

Action Plan When Tweet is detected:

Take screenshot Delete Tweet Alert social media manager or marketing director.

Discuss impact and reach, and evaluate further action

Develop appropriate follow up Tweet Sync with employee responsible for Tweet and

decide if disciplinary action is necessary. Pre-approved message:

Message will be dependent on nature of the Tweet.

Inappropriate Tweet Sent from @DunkinDonuts

Critical Response Plan- Scenario Two

Action Plan When Tweet is detected:

Take screenshot Discuss impact and reach, and evaluate further

action Develop appropriate follow up Tweet

Respond appropriately and apologize for the poor experience

Pre-approved message: Message will be vary depending on nature of the

Tweet. “We’re very sorry to hear that! _______”

Unhappy customer Tweets about a bad experience in a store

Measuring and Reporting Results Quantitative KPIs

Reporting period: 3 months Data as of September 1, 2016

Social Network DataSocial Network

URL Follower Count

Avg. Weekly Activity

Avg. Engagement Rate

Twitter Twitter.com/DunkinDonuts

6500 + 13% growth

30 posts/ week+10% increase

75%

Facebook Facebook.com/DunkinDonutsUS

6300+ 23% growth


56%

Instagram Instagram.com/DunkinDonuts/

7100 + 15% growth


12%*All social media following has grown and is on track to reach its goal in 3 months. It is important to keep up interactions and post frequently. We surpassed our Facebook goal for weekly activity with a 55% increase.

Measuring and Reporting Results cont…

Source Volume % Overall Traffic

Conversion Rate

Twitter 1300 unique visits + 13% growth

15% 1.9%

Facebook 2300 unique visits+15% growth

35% 2.8%

Instagram 265 unique visits+5% growth

3% 2%

Website Traffic Data

*Our team has done a terrific job of driving more traffic to the sites. Our Facebook page has taken the lead in percent increase for this report. Twitter was not far behind with 13% growth in volume.

Measuring and Reporting Results cont… Qualitative KPIs

Sentiment Analysis: An analysis of the interactions on 100 Facebook posts, 100 Instagram posts and 100 Tweets revealed the following: We have a great number of positive sentiment. This includes

hashtags, shout-outs, photos and comments made about their experience.

Any bad interactions were mostly due to an order being wrong or lack of availability of a product.

Proposed Action Continue to monitor social media engagement Continue to use the hashtag #AmericaRunsOnDunkin Continue to use the hashtag #DDPerks Consider creating a new hashtag or trending hashtags

for specific event and dates

Dunkin' Donuts Social Strategy

Marketing

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