Social Media Strategy for Dunkin Donuts

1. Dunkin
Donuts
TABLES
OF
CONTENTS
1. Executive
Summary,
February
2016
2. Social
Media
Audit
a. Social
Media
Assessment
b. Traffic
Sources
Assessment
c. Customer
Demographics
Assessment
d. Competitor
Assessment
3. Social
Media
Objectives
4. Online
Brand
Persona
and
Voice
5. Strategies
and
Tools
6. Timing
and
Key
Dates
7. Social
Media
Roles
and
Responsibilities
8. Social
Media
Policy
9. Critical
Response
Plan
10. Measurement
and
Reporting
Results

2. EXECUTIVE
SUMMARY
Dunkin
Donuts
social
media
priorities
for
2016
is
to
focus
on
gaining
a
wider
audience
on
our
social
media
profiles.
The
primary
focus
will
be
to
support
revenue
goals
by
encouraging
our
followers
and
loyal
customers
to
engage
with
our
website
and
social
media
by
sharing
relevant,
valuable
content
in
order
to
strengthen
and
build
relationships
with
our
customers
as
well
as
create
new
ones.
Two
major
social
strategies
will
support
this
objective:
1. A
plan
to
publish
more
valuable
content
in
effort
to
keep
our
customers
and
obtain
new
ones.
2. Engage
customers
by
sparking
conversations
about
and
asking
for
feedback
on
what
we
could
improve
on.
We
want
to
show
our
customers
they
matter.
SOCIAL
MEDIA
AUDIT
The
following
is
an
audit
of
Dunkin
Donuts
social
media
presence
to
date.
It
includes
an
assessment
of
all
social
networks,
web
traffic,
audience
demographics,
and
a
competitor
analysis.
Social
Media
Assessment
Data
as
of
February
21,
2016
Social
Network
URL Follower
Count
Average
Weekly
Activity
Average
Engagement
Rate
#interactions/rea
ch
Twitter twitter.com/DunkinD
onuts
1,050,000 20 posts/week 53.1%
Facebook facebook.com/Dunki
nDonutsUS/
13,337,654 7
posts/week 24.6%
Instagram instagram.com/dunki
ndonuts/
735,000 9
posts/week 39.7%
Currently,
Dunkin
Donuts
is
most
active
on
Instagram
while
having
more
followers
on
other
Social
profiles.
Increasing
engagement
on
the
other
sites
is
recommended.

3. Website
Traffic
Sources
Assessment
Timeframe:
Monthly
Average
Source Volume Percentage
of
Overall
Traffic
Conversion
Rate
Twitter 524,000 11% 6.1%
Facebook 301,000 6% 4.2%
Instagram 774,000 28% 7.6%
Traffic
Summary:
Currently,
Instagram
drives
the
most
traffic
out
of
all
social
networks.
Audience
Demographics
Assessment
Age
Distribution
Gender
Distribution
Primary
Social
Network
Secondary
Social
Network
Primary
Need
Secondary
Need
46%
18-­‐30 53%Female 53%
Female 40%
Instagram
Quick
and
Savory
breakfast
meals
Tea has
become
very
popular
44%
31-­‐40 47%
Male 47%
Male 20%
Facebook
Delicious
hot
or
cold
coffee
Ice-­‐cream
for
our
locations
that
have
Baskin
Robbins
5%
41-­‐55 30%
Facebook
20%
Twitter
5%
56-­‐80 50%
Instagram
35%
Twitter
Audience
Demographics
Summary:
Majority
of
our
respondents
are
between
the
age
Of
18-­‐30,
while
the
age
group
31-­‐40
comes
in
at
a
close
second.
Most
of
our
customers
engage
with
us
through
Twitter
and
Instagram.
Although
we
have
the
most
likes
on
Facebook,
we
should
encourage
more
interaction
through
that
social
profile.

4. Competitor
Assessment
Competitor
Name Social
Media
Profile Company
Strengths Company
Weaknesses
Starbucks Instagram:
Starbucks
Frequent postings,
frequent
use
of
hashtags,
unique
pictures,
include
links
Mainly posts
pictures
which
aren’t
always
as
entertaining
as
videos
McDonald’s McDonald’s Very
reliable
and
stable
customers,
variety
of
food
being
advertised
Not
known
primarily
for
coffee
advertising
Competitor
Assessment
Summary:
Starbucks
is
more
of
a
threat
than
Mcdonald’s.
although
both
utilize
different
hashtags
to
maximize
users
and
brand
mentions
they
both
lack
unique
personalized
images
on
social
media
profiles.
McDonald’s
is
not
tailored
to
the
same
audience
and
promote
a
variety
of
items,
not
coffee.
Starbucks
needs
improvement
on
personalized,
creative
media.
SOCIAL
MEDIA
OBJECTIVES
In
2016,
the
primary
focus
will
be
to
support
revenue
goals
by
encouraging
our
followers
and
loyal
customers
to
engage
with
our
website
and
social
media
by
sharing
relevant,
valuable
content
in
order
to
strengthen
and
build
relationships
with
our
customers
as
well
as
create
new
ones.
Some
specific
objectives
include:
1. Increase
unique
visitors
from
social
properties
to
social
media
profiles
by
25%
in
6
months
via:
a. Increased
brand
awareness
through
increased
mentions
on
all
social
platforms
b. Increased
use
of
brand
hashtags
across
all
social
platforms
2. Increase
Facebook
Activity
by
2-­‐3
more
posts
per
week
3. Increase
Instagram
followers
by
2,500
in
6
months.

5. KPIs
1.
Number
of
unique
visitors
from
Facebook,
Twitter,
and
Instagram
2.
Number
of
Instagram
followers
3.
Number
of
weekly
photo
and
Video
posts
to
Facebook
and
Instagram
4.
Sentiment
analysis
Key
Messages
• America
Runs
On
Dunkin
ONLINE
BRAND
PERSONA
AND
VOICE
Adjectives
that
describe
our
brand:
• Creative
• Bold
• Lively
• Passionate
When
interacting
with
customers
we
are:
• Encouraging
• Energetic
• Helpful
STRATEGIES
AND
TOOLS
Paid:
Every
Friday
boost
most
popular
Facebook
posts
for
the
weekend.
The
post
must
have
a
minimum
organic
reach
of
80,
as
well
as
a
minimum
of
6
likes
or
4
comments
Owned:
Introduce
our
unique
hashtag
#AmericanRunsOnDunkin.
Encourage
our
followers
to
use
this
hashtag
whenever
they
take
a
picture
or
share
dunkin
donuts.
Earned: Monitor
hashtags
and
keywords
such
as:
Dunkin,
#AmericaRunsOnDunkin,
Dunkin
Donuts
on
Facebook,
Instagram,
and
Twitter
Offer
exclusive
promotions
to
those
with
a
Dunkin
Donuts
perks
cards
to
encourage
more
customers
to
get
a
card

6. Tools
Approved
Tools
• Hootsuite
• TweetDeck
Rejected
Tools
• N/A
Existing
Subscriptions/License
• Vimeo
• Photoshop
• Adobe
TIMING
AND
KEY
DATES
Holiday
Dates Internal
Events
• Valentines
Day August
24
– Dunkin
Donuts
Event
• Christmas
• Halloween
• Thanksgiving Reporting
Dates
• 4th of
July Reporting
will
occur
once
a
quarter
in
November
SOCIAL
MEDIA
POLICY
Marketing
Director
Jim
Scott Supporting
Social
Media
Team
Member
Social
Media
Manager Karen
Roe Devin
Lance
Social
Media
Coordinator Dez Cooper
SOCIAL
MEDIA
ROLES
AND
RESPONSIBILITIES
Social
Media
is
deeply
ingrained
in
our
everday life.
We
use
it
to
spread
the
mission
of
Dunkin
Donuts
and
interact
first
hand
customers
and
show
them
that
they
matter
• Be
mindful
• Be
Respectful
• Be
helpful
• Don’t
defame
the
company
• Ask
before
you
tweet

7. CRITICAL
RESPONSE
PLAN
Scenario
1
– Inappropriate
Tweet
sent
from
@DunkinDonuts
1. Take
a
screenshot
2. Delete
Tweet
3. Alert
the
social
media
manager.
If
unavailable
alert
marketing
director
4. Discuss
impact
and
reach
5. Develop
appropriate
Action
6. Sync
with
employee
responsible
for
publishing
tweet
and
decide
if
disciplinaru action
is
required
Pre-­‐Approved
Messaging:
NO
PRE-­‐APPROVED
MESSAGING
Messaging
will
be
dependanton
the
nature
of
tweet
Source Volume Precentageof
Overall
Traffic
Conversion
Rate
Twitter 1200
unique
visits
+
12%
growth
13% 1.8%
Facebook 2200
unique
visits
+10
growths
33% 2.7%
Instagram 240
unique
visits
+5
growth
2.4% 1.04%
Social
Network URL Follower
Count Average
Weekly
Activity
Engagement
Rate
Twitter Twitter.com/du
nkindonuts
6000
+11%
growth
20
posts
per
week
+13%
increase
4%
Facebook Facebook.com/
DunkinDonuts
US
6700
+21%
growth
9
posts
per
week
+150%
increase
6%
Instagram Instagram.com
/dunkindonuts
5600
+13%
growth
7
posts
per
week
+300%
increase
Avg.
interaction
per
post
=
575

8. Proposed
Action
• Conintue #AmericaRunsOnDunkin
• Consider
another
hashtag
as
well
• Between
Novembr 2015
and
February
2016
the
hashtag
ws mentioned
4000
times
on
Twitter
and
4,500
times
on
Instagram
Qualitative
KPIs
Sentiment
Analysis
An
analysis
of
the
interactions
on
120
Facebook
posts,
120
Instagram
posts
and
120
tweets
revealed
the
following:
• An
overwhelming
amount
of
satisfied
customers.
This
includes
geo-­‐tags,
shout-­‐outs,
and
recommendations
to
their
own
followers
Tools