Week 4: Social Media runs on Dunkin

Week 4: Social Media runs on Dunkin'; Dunkin' Donuts shows best in class integration of social media.

In today’s world of social media one 140 character post can define an entire company’s perspective toward the social media genre and shape the future direction of an organization. One company that uses the power of social media to its full advantage is

Dunkin’Donuts. This staple of Americana, founded in 1955 in Quincy, Massachusetts, has branched out from more traditional communication methods such as television advertisements, we all remember the “Time to make the donuts” ads, to a fully developed and integrated social media leader (Dunkin’ Donuts, 2015). Their ability to mesh messages across multiple platforms, commitment to social media content, and focus on their customers being an active part of the content brings them to the head of the class and worthy of these weeks discussion.

“If melted cheese is important to someone, then it’s important to us.” – Jessica Gioglio

During the course of each day Dunkin Donuts serves more than 3 million customers with an offering of 52 varieties of donuts, more than a dozen coffee beverages, along with bagels, breakfast sandwiches and other baked goods (Dunkin’ Donuts, 2015). This tremendous ability to reach customers has been fostered not only though various brick and mortar locations but by a variety of social media content. Currently, Dunkin’ Donuts actively fields content on Facebook, Twitter, Google+, YouTube, Pinterest and Instagram (Baer, 2013). Each of these platforms have a precise focus of connecting Dunkin’ Donuts products to everyday events while weaving them into various lifestyles becoming part of the cultural fabric and easily relatable though communications with its social media platform users.  

According to Scott (2013) social media should be not considered only tools and technology but how those tool and technologies allow for communication directly where buyers are. Dunkin’ uses its social media platforms to engage its target market of non-occasion coffee shop customers. This non-occasion events are based on the movements of the customer i.e. on the way to work, to kids’ soccer game, or shopping with the girls, etc. This focus on use allows for Dunkin’ to cover many demographics and allows for a concrete approach to their social media efforts.

Dunkin’ Donuts makes it a policy to listen first and then talk by observing how platform users interact allowing the designated team at Dunkin’ to strategically engage the various brand advocates. Jessica Gioglio, Public Relations and Social Media Manager at Dunkin’ Donuts says that “they (users) put together content almost better than we can, so we really strive to take inspiration from them. Our mantra in social media is: We don’t own our social channels; our fans do.” (Baer, 2013). This directive allows platform users to be social and express themselves while taking cues for future social media activities or campaigns. This is where Dunkin’ Donuts shines, gaining tremendous credibility and brand loyalty.

Cream and Sugar

                With such a robust and active social media plan it is difficult to assess an area of weakness for Dunkin’ but we can never say that an organization is without a weakness, that in and of itself is a weakness. As for Dunkin’ their biggest weakness is being a leader. New business come along quite often and with each new challenger it creates an opportunity for them to steal the spotlight from Dunkin’ and with this type of pressure to constantly be relevant, inventive it is easy to slip-up and be passed. Setting high expectation within their user base creates a level of accountability that can be hard to meet.

               

In order to continue this trend as a leader in social media customer engagement Dunkin’ needs to continue to actively promote user generated content allowing for fresh and current ideas and work to promote an internal management culture that fully embraces these efforts. Staying on the forefront of consumer communication and engagement will go a long way to ensuring Dunkin’ Donuts is a leader for years to come. Dunkin’ also needs to ensure that their execution of delivering the product is just as good as their social media engagement. No matter how robust their social media efforts are if in the end the product is not good consumers will not be loyal and continue to purchase. We all know social media is a great tool but it can’t fix bad service, stale donuts and bad coffee.

What are your thoughts on DD?

Baer, J. (February 15, 2013). How to Derive Inspiration from an Active Fan Base. Retrieved on February 11, 2015 from http://www.convinceandconvert.com/podcasts/social-pros-podcast/how-to-derive-inspiration-from-an-active-fan-base/

Dunkin’ Donuts.com. (2015). Company Snapshot. Retrieved on February 10, 2015 from http://www.dunkindonuts.com/content/dunkindonuts/en/company.html

Rodrick, S. New York: Average Joe. Retrieved on February 11, 2015 from http://nymag.com/nymetro/news/bizfinance/biz/features/15139/index2.html

Scott, D. M. (2013). The New Rules of Marketing and PR: How to use social media online video, mobile applications, blogs, news releases and viral marketing to reach buyers directly. 4^th ed. John Wiley & Sons, Inc. Hoboken, NJ

Sohn, T. (July, 13 2012). AdWeek. How Dunkin’ Donuts Uses Social Media. Retrieved on February 11, 2015 from http://www.adweek.com/socialtimes/how-dunkin-donuts-uses-social-media/101757