@KevinTVine | @DunkinDonuts

Encouraging User-GenerateDD

Content to Foster Engagement

@KevinTVine | @DunkinDonuts Confidential information: Copying, dissemination

or distribution of this information is strictly

prohibited.

2

Kevin Vine Interactive Marketing

Manager Dunkin’ Donuts (shorter guy on right)

@KevinTVine | @DunkinDonuts

WE’RE A BRANDD BUILT FOR SOCIAL…

@KevinTVine | @DunkinDonuts 4

DUNKIN’ DONUTS SOCIAL MEDIA PRESENCE »

4

@KevinTVine | @DunkinDonuts 5 5

○ Facebook 8.6+ million fans

○ Twitter 200,000+ followers

○ Instagram 39,000+ followers

○ Google+ 4,700+ followers

○ Pinterest 3,800 + followers

Dunkin’ Donuts Social Media Channels

@KevinTVine | @DunkinDonuts

We don’t own our social media channels

- our fans do

Dunkin’ Donuts Social Mantra

@KevinTVine | @DunkinDonuts

A FAN-CENTRIC APPROACH

7

Listen Learn Engage Celebrate

@KevinTVine | @DunkinDonuts

A FAN-CENTRIC APPROACH

8

Listen Think of your fans as storytellers−not just receivers

Listen

Learn

Engage

Celebrate

@KevinTVine | @DunkinDonuts

A FAN-CENTRIC APPROACH

9

Learn what’s important to your fans. And build relationships with them in meaningful way.

Listen

Learn

Engage

Celebrate

@KevinTVine | @DunkinDonuts

A FAN-CENTRIC APPROACH

10

Promote a two-way dialogue using an authentic voice.

Listen

Learn

Engage

Celebrate

@KevinTVine | @DunkinDonuts

A FAN-CENTRIC APPROACH

11

Foster a strong community by celebrating the many ways your fans run on Dunkin’.

Listen

Learn

Engage

Celebrate

@KevinTVine | @DunkinDonuts

Key Challenges - #1

Proliferation of emerging platforms

12

@KevinTVine | @DunkinDonuts

Constantly having to come up with fresh content

13

Key Challenges - #2

@KevinTVine | @DunkinDonuts

Engaging with and responding to our

fans in a way that’s:

• Timely

• Attentive

• Authentic

(not forced)

14

Key Challenges - #3

@KevinTVine | @DunkinDonuts

IT’S ALL ABOUT THE CONSUMER

15

@KevinTVine | @DunkinDonuts

MAKE YOUR FANS AND FOLLOWERS

“STARS”

16

@KevinTVine | @DunkinDonuts

FACEBOOK FAN OF THE WEEK

17

@KevinTVine | @DunkinDonuts

FOTW CELEBRATES ENGAGEDD

FANS

18

@KevinTVine | @DunkinDonuts

CHANCE FOR STARDDOM

19

@KevinTVine | @DunkinDonuts

CHANCE FOR STARDDOM

20

GRAND PRIZE WINNER

Stay Dunkin’

Todd Cross, Syracuse, NY

My Wishful Cup of D&D Coffee

Mark Carbone, Charlotte, NC

Jimmy U autograph collection

Jimmy Uhrin, Perry Hall, MD

Princess Eileen's Dunkin Kingdom

Eileen Harlin, Frederick, MD

@KevinTVine | @DunkinDonuts

ULTIMATE DD COFFEE FAN

21

@KevinTVine | @DunkinDonuts

ULTIMATE DD COFFEE FAN

CONTEST

22

@KevinTVine | @DunkinDonuts

#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

23

@KevinTVine | @DunkinDonuts

READDY FOR OUR CLOSE-UP

@KevinTVine | @DunkinDonuts

DD SUPERFANS: PUMP UP THE DUNKIN

25

@KevinTVine | @DunkinDonuts

HEAR WHAT THEY HAVE TO SAY

“Jumped up in

the air and

screamed!”

“Love pumpkin

muffins, my favorite

at DD, wish they had

them all yr.”

“I did a back flip, then ordered a pumpkin

ice coffee, pumpkin muffin, and a

pumpkin donut... And wouldn't share with

anybody.”

“Had to have one, so I got in my

car and drove to the nearest DD

(50) miles away in Hixson, TN.

Got me a Hot Latte too :-).”

“CRIED...live on

the west coast...

no dd here.”

26

@KevinTVine | @DunkinDonuts

LET THEM BE YOUR EYES & EARS

27

@KevinTVine | @DunkinDonuts

THANK YOU

28

KEVIN VINE

@KevinTVine

@DunkinDonuts

@KevinTVine | @DunkinDonuts

APPENDIX

29

@KevinTVine | @DunkinDonuts Confidential information: Copying, dissemination

or distribution of this information is strictly

prohibited.

30

@KevinTVine | @DunkinDonuts

DUNKIN’ DONUTS SOCIAL MEDIA CHANNELS

32

@KevinTVine | @DunkinDonuts 33

DUNKIN’ DONUTS SOCIAL MEDIA CHANNELS