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BlogWell Boston Social Media Case Study: Dunkin' Donuts, presented by Jessica Gioglio

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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.

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SocialMedia.org Video Case Studies SocialMedia.org This video is from Case Studies BlogWell San Francisco June 20, 2011 socialmedia.org/blogwell This presentation is from BlogWell Boston October 22, 2013 socialmedia.org/blogwell Jessica Gioglio How Dunkin’ Donuts Keeps Its Passionate Fans Running on Social Media
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 • 70,000+ Instagram followers • 400,000+ Twitter Followers • 33,000+ Google+ followers • 3,000+ YouTube subscribers • 1.2MM video views • 4,400+ Pinterest followers • 14,600+ Vine followers
A Cross-Functional Approach to Social Interactive Marketing Content, Promotions, Email, Loyalty, Mobile Public Relations & Customer Service Content, Messaging, Community Management Digital Media Digital Media, Advertising & Strategic Partnerships 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
Lesson #1: Social Mantra Dunkin’ DonutsCelebrate Your Fans We don’t own our social media channels - our fans do
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
SocialMedia.org This video is from Case Studies BlogWell San Francisco June 20, 2011 Learn more about past and upcoming BlogWells socialmedia.org/blogwell This presentation is from BlogWell Boston October 22, 2013 socialmedia.org/blogwell socialmedia.org/blogwell

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  • 1. SocialMedia.org Video Case Studies SocialMedia.org This video is from Case Studies BlogWell San Francisco June 20, 2011 socialmedia.org/blogwell This presentation is from BlogWell Boston October 22, 2013 socialmedia.org/blogwell Jessica Gioglio How Dunkin’ Donuts Keeps Its Passionate Fans Running on Social Media
  • 2. How Dunkin' Donuts Keeps Its Passionate Fans Running on Social Media Jessica Gioglio @savvybostonian
  • 3. We’re A BranDD Built For Social…
  • 4. …And We’ve Got Quite a Following • 10 MM+ •Facebook Fans • 70,000+ Instagram followers • 400,000+ Twitter Followers • 33,000+ Google+ followers • 3,000+ YouTube subscribers • 1.2MM video views • 4,400+ Pinterest followers • 14,600+ Vine followers
  • 5. A Cross-Functional Approach to Social Interactive Marketing Content, Promotions, Email, Loyalty, Mobile Public Relations & Customer Service Content, Messaging, Community Management Digital Media Digital Media, Advertising & Strategic Partnerships Legal Overall Program Counsel
  • 6. 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
  • 7. Lesson #1: Social Mantra Dunkin’ DonutsCelebrate Your Fans We don’t own our social media channels - our fans do
  • 8. DD’s Facebook Fan Of The Week (FotW)
  • 10. Lesson #2: Surprise & DDelight Fans
  • 11. Lesson 3: Tell A Visual Story
  • 12. UnexpecteDD & Entertaining: ESPN/Vine Integration
  • 13. Lesson #4: Empower Local BranDD Ambassadors to Engage with Key Audiences
  • 14. 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
  • 15. 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
  • 16. Thank You & Questions
  • 17. SocialMedia.org This video is from Case Studies BlogWell San Francisco June 20, 2011 Learn more about past and upcoming BlogWells socialmedia.org/blogwell This presentation is from BlogWell Boston October 22, 2013 socialmedia.org/blogwell socialmedia.org/blogwell