This document discusses best practices for social media management based on Dunkin' Donuts' experience. It outlines that PR professionals are uniquely qualified to lead social media efforts due to similar skill sets. It then provides lessons learned from Dunkin' Donuts' social media program, including celebrating fans, providing engaging content, empowering local brand ambassadors, running contests and promotions, and being responsive to customers. The key takeaways are to celebrate fans, provide entertaining yet authentic content, and focus on customer service to build brand loyalty.

1. Social Media: Brave New World? Or
Nothing New?
Karen Raskopf, Chief Communications Officer
Jessica Gioglio, PR/Social Media Manager @savvybostonian

2. So Many Platforms, So Little Time.

3. Social Media Brave New World? Or Nothing New?
3

4. SEC and Social Media
“An increasing number of public companies are
using social media to communicate with their
shareholders and the investing public,” the SEC
report said. “We appreciate the value and
prevalence of social media channels in
contemporary market communications, and the
commission supports companies seeking new
ways to communicate. Security and Exchange
Commission.
4

5. Here to Stay
Social Media is no longer the a la carte offering – the creative
little dish on the side – Social Media is part of the main course
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6. Be Part of the Conversation
“The conversation is going on all
around you. Your brand is being
evangelized, dismissed, measured
and documented in real time online.
If you haven’t already done so, then
it’s time to join the conversation and
show your company or client cares.”
Brain Solis and Deirdre Breakenridge,
co-authors of “Putting the Public Back
in Public Relations”
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7. Good Conversation Skills = Good Social Media
• Listen
• Engage
• Don’t monopolize
• Be authentic
• Encourage other voices
• Have something to say
• Funny & entertaining but never
inappropriate
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8. Who Leads the Social Media Conversation in Organization?
PR professionals uniquely qualified to lead
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9. Public Relations and Social Media: Same Skill Set
We are the arbiters…the people who relate between our
brands… our companies…our organizations and the many
publics we serve. We put the public in public relations. We put
the social in social media
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10. Nothing New Under the Sun
“Doing social media right is more than finding the next Twitter or
Foursquare. It’s about bringing structure, focus and strategy to
the idea of social media.”
Sarah Evans, president of Sevans Strategy, founder of
#journchat
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11. 11
How Does Dunkin’ Keep Its Social Media Program Running?

12. We’re A BranDD Built For Social…

13. …And We’ve Got Quite a Following
• 8.7MM+
•Facebook Fans
• 2,700+ YouTube
subscribers
• 1.2MM video views
Behind The Beans:
The DD Blog
• ~230,000 Twitter
Followers

14. …And We’re Always Evaluating New Platforms
• ~9,000+ Google+
followers
• ~4,000 Pinterest
followers
• 42,000+ Instagram
followers

15. Fun Stuff. But, How DDo You Create The Business Case?
• Cultivate a highly engaged online
community of DD fans
• Promote two-way dialogue to help
guests feel more connected to Dunkin’
• Support “go-local” needs of business
in U.S. and abroad
• Support brand growth & awareness in
new markets

16. Public Relations
& Customer Service
A Cross-Functional Approach to Social
Promotions, Email,
Loyalty, Mobile
Advertising and
Strategic Parnetships
Content & Community
Management
Interactive Marketing Media
Legal
Overall Program
Counsel

17. Lesson #1 Celebrate Your Fans:
DD’s Facebook Fan Of The Week (FotW)

18. Lesson #2: EDDutain Fans With Engaging Content
“Grab the sphere of life and
aim it, and you’ll be guided
by Edutainment.”- KRS-One
• 10,000+ “Likes”
•200+ Comments
• Be fan centric, not sales centric
• Listen first before engaging
• Keep it short, sweet &
highly visual
• It’s not AP Style, it’s DD Style!

19. EDDutain Fans: Examples of Successful Content
• Products, cravings, fun, holiDDays
• 63,000+ “Likes”
• 5,600+ Shares
• 5,000+ Comments
• 18,000+
“Likes”
• 800+ Shares
• 500+
Comments

20. Lesson #3: Empower Local BranDD Ambassadors to
Engage with Key Audiences
Inside the DD Mothership
• Passion, social media savvy, enthusiasm
and knowledge of brand touch points
• Willingness to take on the time
commitment required.
In the Field
• 50+ Regional & International Twitter
accounts and growing.
• Support “go local” goal with geo-targeted
Facebook posts by
DMA, city, state, country, language.
• Leverage knowledgeable agency partners
on the ground.

21. Examples of U.S. Local Engagement
30+ U.S. Local Twitter Accounts
Local Facebook Messaging & Programs

22. Lesson #4: Surprise & DDelight Fans with
Fun Contests, Promotions, Integrations
• #upgraDDe Your Sandwich Twitter Sweeps
• Tweet us your sad homemade sandwiches, weary wraps &
lonely lunchmeat for a chance to win an #upgraDDe from Dunkin’!
• Generated millions of earned media impressions, with press
coverage on Fox Business, About.com, Boston.com, and more.

23. #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

24. The Sims Social & SimCity
• Partner at launch – game accumulated
over 30 million monthly active users
within one month
• Dunkin’ earned 3.7 billion+
impressions in less than 6 months
• Acquired 1 million new Facebook fans
directly attributable to the game
• Gifted more than 50 million virtual
coffees, donuts, breakfast products
and more.

25. Lesson #5: Be There for Your Guests
When They NeeDD You

26. Key Takeaways
1. Celebrate your fans
2. Edutain your fans –
keep it real, fresh &
fun
3. Take care of your
fans & they will take
care of you

27. Thank You & Questions