una marca con un efecto emocional

1. @KevinTVine | @DunkinDonuts
Encouraging User-GenerateDD
Content to Foster Engagement

2. @KevinTVine | @DunkinDonutsConfidential information: Copying, dissemination2
Kevin Vine
Interactive Marketing
Manager Dunkin’ Donuts
(shorter guy on right)

3. @KevinTVine | @DunkinDonuts
WE’RE A BRANDD BUILT FOR SOCIAL…

4. @KevinTVine | @DunkinDonuts
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DUNKIN’ DONUTS SOCIAL
MEDIA PRESENCE »
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5. @KevinTVine | @DunkinDonuts
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○ 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

6. @KevinTVine | @DunkinDonuts
We don’t own our
social media channels
- our fans do
Dunkin’ Donuts Social Mantra

7. @KevinTVine | @DunkinDonuts
A FAN-CENTRIC APPROACH
7
Listen Learn Engage Celebrate

8. @KevinTVine | @DunkinDonuts
A FAN-CENTRIC APPROACH
8
Listen Think of your fans as
storytellers−not just receivers
Listen
Learn
Engage
Celebrate

9. @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

10. @KevinTVine | @DunkinDonuts
A FAN-CENTRIC APPROACH
10
Promote a two-way dialogue
using an authentic voice.
Listen
Learn
Engage
Celebrate

11. @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

12. @KevinTVine | @DunkinDonuts
Key Challenges - #1
Proliferation of emerging platforms
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13. @KevinTVine | @DunkinDonuts
Constantly having to come up with fresh content
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Key Challenges - #2

14. @KevinTVine | @DunkinDonuts
Engaging with and responding to our
fans in a way that’s:
• Timely
• Attentive
• Authentic
(not forced)
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Key Challenges - #3

15. @KevinTVine | @DunkinDonuts
IT’S ALL ABOUT THE CONSUMER
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16. @KevinTVine | @DunkinDonuts
MAKE YOUR FANS AND FOLLOWERS
“STARS”
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17. @KevinTVine | @DunkinDonuts
FACEBOOK FAN OF THE WEEK
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18. @KevinTVine | @DunkinDonuts
FOTW CELEBRATES ENGAGEDD
FANS
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19. @KevinTVine | @DunkinDonuts
CHANCE FOR STARDDOM
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20. @KevinTVine | @DunkinDonuts
CHANCE FOR STARDDOM
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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

21. @KevinTVine | @DunkinDonuts
ULTIMATE DD COFFEE FAN
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22. @KevinTVine | @DunkinDonuts
ULTIMATE DD COFFEE FAN
CONTEST
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23. @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
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24. @KevinTVine | @DunkinDonuts
READDY FOR OUR CLOSE-UP

25. @KevinTVine | @DunkinDonuts
DD SUPERFANS: PUMP UP THE DUNKIN
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26. @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.”
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27. @KevinTVine | @DunkinDonuts
LET THEM BE YOUR EYES & EARS
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28. @KevinTVine | @DunkinDonuts
THANK YOU
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KEVIN VINE
@KevinTVine
@DunkinDonuts

29. @KevinTVine | @DunkinDonuts
APPENDIX
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30. @KevinTVine | @DunkinDonutsConfidential information: Copying, dissemination30

31. @KevinTVine | @DunkinDonuts
DUNKIN’ DONUTS SOCIAL MEDIA CHANNELS
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32. @KevinTVine | @DunkinDonuts 33
DUNKIN’ DONUTS SOCIAL MEDIA CHANNELS