Social fresh5.0

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6 recomendaciones•887 vistas

Kevin Vine

Presented at SocialFresh EAST, Tampa, FL, 4/19/13.

Tecnología Empresariales

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

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

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

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

@KevinTVine | @DunkinDonuts
5
5
○ 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

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

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

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

@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

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

@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

@KevinTVine | @DunkinDonuts
Key Challenges - #1
Proliferation of emerging platforms
12

@KevinTVine | @DunkinDonuts
Constantly having to come up with fresh content
13
Key Challenges - #2

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

@KevinTVine | @DunkinDonuts
IT’S ALL ABOUT THE CONSUMER
15

@KevinTVine | @DunkinDonuts
MAKE YOUR FANS AND FOLLOWERS
“STARS”
16

@KevinTVine | @DunkinDonuts
FACEBOOK FAN OF THE WEEK
17

@KevinTVine | @DunkinDonuts
FOTW CELEBRATES ENGAGEDD
FANS
18

@KevinTVine | @DunkinDonuts
CHANCE FOR STARDDOM
19

@KevinTVine | @DunkinDonuts
CHANCE FOR STARDDOM
20
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

@KevinTVine | @DunkinDonuts
ULTIMATE DD COFFEE FAN
21

@KevinTVine | @DunkinDonuts
ULTIMATE DD COFFEE FAN
CONTEST
22

@KevinTVine | @DunkinDonuts
READDY FOR OUR CLOSE-UP

@KevinTVine | @DunkinDonuts
DD SUPERFANS: PUMP UP THE DUNKIN
25

@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.”
26

@KevinTVine | @DunkinDonuts
LET THEM BE YOUR EYES & EARS
27

@KevinTVine | @DunkinDonuts
THANK YOU
28
KEVIN VINE
@KevinTVine
@DunkinDonuts

@KevinTVine | @DunkinDonutsConfidential information: Copying, dissemination30

@KevinTVine | @DunkinDonuts
DUNKIN’ DONUTS SOCIAL MEDIA CHANNELS
32

@KevinTVine | @DunkinDonuts 33
DUNKIN’ DONUTS SOCIAL MEDIA CHANNELS

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Social fresh5.0

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 4 DUNKIN’ DONUTS SOCIAL MEDIA PRESENCE » 4

5. @KevinTVine | @DunkinDonuts 5 5 ○ 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 12

13. @KevinTVine | @DunkinDonuts Constantly having to come up with fresh content 13 Key Challenges - #2

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

15. @KevinTVine | @DunkinDonuts IT’S ALL ABOUT THE CONSUMER 15

16. @KevinTVine | @DunkinDonuts MAKE YOUR FANS AND FOLLOWERS “STARS” 16

17. @KevinTVine | @DunkinDonuts FACEBOOK FAN OF THE WEEK 17

18. @KevinTVine | @DunkinDonuts FOTW CELEBRATES ENGAGEDD FANS 18

19. @KevinTVine | @DunkinDonuts CHANCE FOR STARDDOM 19

20. @KevinTVine | @DunkinDonuts CHANCE FOR STARDDOM 20 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 21

22. @KevinTVine | @DunkinDonuts ULTIMATE DD COFFEE FAN CONTEST 22

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 23

24. @KevinTVine | @DunkinDonuts READDY FOR OUR CLOSE-UP

25. @KevinTVine | @DunkinDonuts DD SUPERFANS: PUMP UP THE DUNKIN 25

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.” 26

27. @KevinTVine | @DunkinDonuts LET THEM BE YOUR EYES & EARS 27

28. @KevinTVine | @DunkinDonuts THANK YOU 28 KEVIN VINE @KevinTVine @DunkinDonuts

29. @KevinTVine | @DunkinDonuts APPENDIX 29

30. @KevinTVine | @DunkinDonutsConfidential information: Copying, dissemination30

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

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

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