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DUNKIN’ DONUTS SOCIAL MEDIA STRATEGYBy: Paris Olkes
Table of Contents1. Executive Summary2. Social Media Audit
a. Social Media Assessmentb. Website Traffic Sources Assessmentc. Audience Demographics Assessmentd. Competitor Assessment
3. Social Media Objectives4. Online Brand Persona and Voice5. Strategies and Tools6. Timing and Key Dates7. Social Media Roles and Responsibilities8. Social Media Policy9. Critical Response Plan10. Measurement and Reporting Results
Executive Summary The major goal for 2017 will be to grow
our social media followers as well as implement better two-way communication with our audience.
Two major social strategies to support this objective: A plan to increase the number
shares/retweets/likes on our posts. Encourage conversation through social
media platforms.
Social Media Audit
Social Network
URL Follower Count
Avg. Weekly Activity
Avg. Engagement Rate
Twitter Twitter.com/DunkinDonuts
1.1 million followers
20 posts/week
56.7%
Facebook Facebook.com/DunkinDonutsUS/
13,907,761 likes
7 posts/week
33.8%
Instagram Instagram.com/dunkindonuts/
947k followers
7 posts/week
42.5%*Currently, Dunkin Donuts is most prevalent on Twitter with replies to many customers. Updates on other social medias is recommended
SOCIAL MEDIA ASSESSMENT
Social Media Audit cont…
Source Volume Percentage of Overall Traffic
Conversation Rate
Twitter 550,000 35% 8%
Facebook 300,000 12% 5%
Instagram 600,000 24% 3%
Website Traffic Sources Assessment
*Currently, Twitter drives the most traffic out of all social networks. This is the medium in which most conversation happens.
Social Media Audit cont…
Age Distribution
Gender Distrution
Primary Social Network
Secondary Social Network
Primary Need
Secondary Need
18-3053%
53% Female
47% Male
53% Female
47% Male
40 % Instagram
Quick and easy breakfast.
Ice cream is now availble at some
31-4037% 50%
20% Facebook
Variety of yummy hot and cold
locations.
41-607%
30% Faceboook
20% Twitter
coffee/drinks
61-853%
25% Instagram
Audience Demographic Assessment
*Majority of our consumers are 18-30 years old, followed by 31-40 year olds. Most of our customer engagement is throught Twitter. We are trying to have more interaction on Facebook.
Social Media Audit cont…
Social Media Audit cont…
Competitor Name
Social Media Strengths Weaknesses
Starbucks Facebook: https://www.facebook.com/Starbucks/ Instagram: Starbucks
Posts several times in a day including photos, trends, hashtags.
Less videos and gifs.
Burger King Facebook: https://www.facebook.com/burgerking/Instagram: BurgerKing
Addition of frappes and other new breakfast drinks. Very well-known and reliable. Fast service
Not as well known for their breakfast or coffee.
Competitor Assessment
*Starbucks is our main competitor. We have very similar products and a similar way of posting to social media. Burger King and McDonald’s are tailored to a different audience so they are not so much a threat.
McDonald’s Facebook:https://www.facebook.com/McDonaldsUS/Instagram: mcdonalds
Different variety of coffee drinks. Serves breakfast all day. Fast service. Well-known and reliable.
Not as well known for their quality breakfasts. Social media isn’t as personalized.
Social Media Objectives
In 2017, the primary focus of our social media strategy will be to create a positive drive in sales by communicating with our audiences more. In order to do so, our social media priorities will be frequently replying to our audiences, which in turn will build our relationship with them.
Some specific objectives include: Increase the number of mentions we reply to
Questions/ concerns/ comments Increase volume of posts on Instagram and
Facebook channels by 30% in 4 months.
Social Media Objectives to Support Business Goals
Social Media Objectives cont… KPIs
Number of unique visitors from Facebook, Instagram and Twitter
Number of Twitter followers Number of weekly photo and video posts to
Facebook and Instagram Sentiment analysis
Key Messages “America Runs on Dunkin” DDPerks
Online Brand Persona and Voice Adjectives that describe our brand:
Examples of Brand Voice in Social Media Interactions: “@ABigThingBadly Awesome! Glad you’re lovin your
#DDPerks! #DDPerksLove” “@sarahweg15 Sorry to see this! Please message us so
we can get more information! Thanks” “@keca01 If your coffee isn’t made just right please let
our crew members know so they can remake it for you!”
Creative Zealous Outgoing Encouraging Helpful Passionate
Strategies and Tools Paid:
Every Saturday boost most popular Facebook posts for the weekend. The post must have a minimum organic reach of 165, as well as a minimum of 80 likes or 50 comments.
Owned: Introduce our unique hashtag #AmericaRunsOnDunkin.
Encourage followers to use the hashtag after they upload media of their Dunkin Donuts purchase.
Earned: Monitor Twitter, Instagram and Facebook for hashtags and
key words such as “Dunkin” “#AmericaRunsOnDunkin” “#DDPerks.” Offer promotions and deals to those with the Dunkin Donuts Perks cards to entice others to get the card.
Strategies and Tools cont… Tools:
Approved: Hootsuite TweetdDeck
Rejected: N/A
Existing Subscriptions/Licenses: Vimeo Photoshop Adobe
Key Dates and Timing Key Dates
Halloween Thanksgiving Valentines Day 4th of July Christmas/ Chanukah
Internal Events September 29: National Coffee Day
Reporting Dates Reporting will occur once a quarter in
February, May and August. Precise dates TBA.
Social Media Roles and Responsibilities
Social Media Director: Nick Dunham Responsible for leading an outreach team
and keeping them on track towards a specific goal. In charge of monitoring progress and determines what is or is not working for the strategy.
Social Media Manager: Melanie Cohn Responsible for content strategy for major
channels including Facebook, Instagram, Snapchat, Tumblr, Twitter, Pinterest and Wishbone.
Social Media Policy Social Media is deeply ingrained in our
everyday life. We use it to spread the mission of Dunkin Donuts and interact with our customers and show them they matter. Be mindful Be respectful to all Use common sense Be polite, not rude or insensitive Don’t bad mouth the competition
Critical Response Plan- Scenario One
Action Plan When Tweet is detected:
Take screenshot Delete Tweet Alert social media manager or marketing director.
Discuss impact and reach, and evaluate further action
Develop appropriate follow up Tweet Sync with employee responsible for Tweet and
decide if disciplinary action is necessary. Pre-approved message:
Message will be dependent on nature of the Tweet.
Inappropriate Tweet Sent from @DunkinDonuts
Critical Response Plan- Scenario Two
Action Plan When Tweet is detected:
Take screenshot Discuss impact and reach, and evaluate further
action Develop appropriate follow up Tweet
Respond appropriately and apologize for the poor experience
Pre-approved message: Message will be vary depending on nature of the
Tweet. “We’re very sorry to hear that! _______”
Unhappy customer Tweets about a bad experience in a store
Measuring and Reporting Results Quantitative KPIs
Reporting period: 3 months Data as of September 1, 2016
Social Network DataSocial Network
URL Follower Count
Avg. Weekly Activity
Avg. Engagement Rate
Twitter Twitter.com/DunkinDonuts
6500 + 13% growth
30 posts/ week+10% increase
75%
Facebook Facebook.com/DunkinDonutsUS
6300+ 23% growth
10 posts/ week+55% increase
56%
Instagram Instagram.com/DunkinDonuts/
7100 + 15% growth
9 posts/ week+12% increase
12%*All social media following has grown and is on track to reach its goal in 3 months. It is important to keep up interactions and post frequently. We surpassed our Facebook goal for weekly activity with a 55% increase.
Measuring and Reporting Results cont…
Source Volume % Overall Traffic
Conversion Rate
Twitter 1300 unique visits + 13% growth
15% 1.9%
Facebook 2300 unique visits+15% growth
35% 2.8%
Instagram 265 unique visits+5% growth
3% 2%
Website Traffic Data
*Our team has done a terrific job of driving more traffic to the sites. Our Facebook page has taken the lead in percent increase for this report. Twitter was not far behind with 13% growth in volume.
Measuring and Reporting Results cont… Qualitative KPIs
Sentiment Analysis: An analysis of the interactions on 100 Facebook posts, 100 Instagram posts and 100 Tweets revealed the following: We have a great number of positive sentiment. This includes
hashtags, shout-outs, photos and comments made about their experience.
Any bad interactions were mostly due to an order being wrong or lack of availability of a product.
Proposed Action Continue to monitor social media engagement Continue to use the hashtag #AmericaRunsOnDunkin Continue to use the hashtag #DDPerks Consider creating a new hashtag or trending hashtags
for specific event and dates
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