How and Why Dunkin' Donuts Puts the Fan First in Social, Jessica Gioglio - Social Fresh EAST 2014

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Social Fresh Conference

Social Fresh Conference http://socialfreshconference.com

Marketing

Jessica Gioglio @savvybostonian
We Don’t Own Our Channels, Our Fans Do!
Dunkin' Donuts’ Tips For Putting Fans
First on Social Media

…And We’ve Got Quite a Following
• 11.8 MM+
•Facebook Fans
•2.5MM video views
• 655,000+ Twitter
Followers
• 5,500+ Pinterest
followers
• 93,500+ Google+
followers
• 136,000+
Instagram followers
• 26,900+ Vine
followers

We don’t own our
social media channels
- our fans do
Dunkin’ Donuts’ Social Mantra

Lessons LearneDD:
Tips That Keep Us Running

Lesson #2: Embrace Your Fans As Storytellers

Fan-InspireDD Storytelling:
What Are Your Snackable Moments?

Lesson #3: Seek Inspiration From Fans For
Contests & Promotions

#DDressed Halloween Twitter & Instagram Contest

Lesson #4: GooDD Conversation Skills = GooDD
Social Media
Funny & entertaining - but
never inappropriate
Have something to say
Encourage other voices
Be authentic
Don’t monopolize
Engage
Listen

Lesson #5: Add Value With PersonalizeDD Content &
Programming

Key Takeaways
• Celebrate your fans
• Put fans in the spotlight
• Surprise & delight them
• Embrace fans as storytellers
• Respond more than you blast content
• Tailor content & messaging to relevant audiences
• Use community insights to keep you running

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How and Why Dunkin' Donuts Puts the Fan First in Social, Jessica Gioglio - Social Fresh EAST 2014

1. Jessica Gioglio @savvybostonian We Don’t Own Our Channels, Our Fans Do! Dunkin' Donuts’ Tips For Putting Fans First on Social Media

2. We’re A BranDD Built For Social…

3. …And We’ve Got Quite a Following • 11.8 MM+ •Facebook Fans •2.5MM video views • 655,000+ Twitter Followers • 5,500+ Pinterest followers • 93,500+ Google+ followers • 136,000+ Instagram followers • 26,900+ Vine followers

4. We don’t own our social media channels - our fans do Dunkin’ Donuts’ Social Mantra

5. Lessons LearneDD: Tips That Keep Us Running

6. Lesson #1: Celebrate Your Fans

7. #mydunkin

8. Surprise & DDelight

9. Lesson #2: Embrace Your Fans As Storytellers

10. Fan-InspireDD Storytelling: What Are Your Snackable Moments?

11. Lesson #3: Seek Inspiration From Fans For Contests & Promotions

12. #DDressed Halloween Twitter & Instagram Contest

13. Lesson #4: GooDD Conversation Skills = GooDD Social Media Funny & entertaining - but never inappropriate Have something to say Encourage other voices Be authentic Don’t monopolize Engage Listen

14. Add Personality & Visuals To Responses

15. Go Above & BeyonDD

16. Lesson #5: Add Value With PersonalizeDD Content & Programming

17. ESPN/Vine

18. Key Takeaways • Celebrate your fans • Put fans in the spotlight • Surprise & delight them • Embrace fans as storytellers • Respond more than you blast content • Tailor content & messaging to relevant audiences • Use community insights to keep you running

19. Questions? @savvybostonian

How and Why Dunkin' Donuts Puts the Fan First in Social, Jessica Gioglio - Social Fresh EAST 2014

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