The following is a social media strategy plan that was developed for Dunkin' Donuts as part of PUR3622 at the University of Florida.

1. DUNKIN’ DONUTS SOCIAL MEDIA
STRATEGY
By Madison Hindo
6/5/2018

2. TABLE OF CONTENTS
• Executive Summary
•Social Media Audit
•Social Media Objectives
•Online Brand Persona and Voice
•Strategies and Tools
•Timing and Key Dates
•Social Media Roles and Responsibilities
•Social Media Policy
•Critical Response Plan
•Measurement and Reporting Results

3. EXECUTIVE SUMMARY
Our biggest social media priority for 2018 is to increase our following online in order
to drive new customers and returning customers to Dunkin’ Donuts stores, which will
increase revenue.
The main focus will be to increase followers online across all platforms and increase
consumer engagement with the brand.
Main strategies to support this objective include:
 Partnering with influencers to create engaging content
 Running targeted ads
 Encouraging consumers to get involved and create their own Dunkin’ Donuts related content

4. SOCIAL MEDIA AUDIT - ASSESSMENT
Social Network URL Follower Count –
6/1/2018
Average Weekly
Activity
Average
Engagement Rate
Twitter https://twitter.com
/dunkindonuts
1.21 million 10 5%
Facebook https://www.faceb
ook.com/DunkinDo
nuts/
15,448,770 likes 12 8%
Instagram https://www.instag
ram.com/dunkindo
nuts/?hl=en
1.4 million 8 Average
interactions per
post:
25,300
Pinterest https://www.pinter
est.com/DunkinDon
uts/boards/
15,587 Infrequent 1%
Google+ https://plus.google
.com/+Dunkin-
271,427 Unused since 2015 0%

5. SOCIAL MEDIA AUDIT – ASSESSMENT SUMMARY
 Dunkin’ Donuts seems to have the most engagement on Facebook in terms of
comments, however posts receive the most likes on Instagram.
 The Facebook page has the most likes and Instagram has the second most
followers.
 Dunkin’ Donuts use Pinterest and Google+ infrequently when compared to
their other social media accounts.

6. SOCIAL MEDIA AUDIT – WEBSITE TRAFFIC
ASSESSMENT
Source Volume Percentage of Overall
Traffic
Conversion Rate
Facebook 5,000 unique visits 35% 1.8%
Twitter 3,800 unique visits 15% 1.5%
Instagram NO DATA NO DATA NO DATA
Pinterest 800 unique visits 0.5% 0.2%
Google+ 50 unique visits 0.3% 0%
• Summary
• Facebook is the biggest driver of traffic to Dunkin’ Donuts’ website, followed by Twitter.
• Facebook also has the highest conversion rate.
• No data was available for Instagram, but a lot of social interaction occurs on the app.

7. SOCIAL MEDIA AUDIT – AUDIENCE
DEMOGRAPHICS ASSESSMENT
Age
Distribution
Gender
Distribution
Primary Social
Network
Secondary
Social Network
Primary Need Secondary
Need
40% 18 - 30
25% 31 - 40
20% 41 - 55
15% 56 – 80
55% male
45% female
55% male
44% female
40% Facebook
35% Instagram
25% Twitter
50% Instagram
20% Facebook
20% Twitter
Quick service
and quality
food
Cheap drinks
and breakfast
options
• Summary:
• Dunkin’ Donuts customers are primarily under the age of 40 and have a fairly even gender
distribution. They primarily use Facebook, but Instagram is also popular with their customers.
Customers are drawn to the chain because of its quick service and cheap products.

8. SOCIAL MEDIA AUDIT – COMPETITOR
ASSESSMENT
Competitor Name Social Media Profile Strengths Weaknesses
Starbucks Twitter: @Starbucks
Instagram: @Starbucks
FB:facebook.com/Starbu
cks/
Aesthetically pleasing
posts, excellent use of
GIFs
Don’t post very
frequently, limited
customer interaction
McDonalds Twitter: @mcdonalds
Instagram: @mcdonalds
FB:facebook.com/McDo
nalds
Humorous posts, fun
graphics
Not innovating to use
new features like
Instagram stories
frequently enough
Krispy Kreme Twitter: @krispykreme
Instagram:
@krispykreme
FB:facebook.com/Krispy
Kreme
Good visuals, clear
personality
Relies too heavily on
retweets instead of
original content,
infrequent posting

9. SOCIAL MEDIA AUDIT – COMPETITOR
ASSESSMENT SUMMARY
• Dunkin’ Donuts’ competitors all rely on strong visuals when creating social media
content.
•Starbucks is the most innovative and utilizes Instagram stories excellently, while
McDonalds and Krispy Kreme still have room for improvement here.
• Starbucks and Krispy Kreme would benefit from increasing post frequently and
interacting more with consumers.

10. SOCIAL MEDIA OBJECTIVES
• Overall business goals: Our goal is to increase
the number of customers that visit Dunkin’ Donuts,
which includes bringing in new customers and
encouraging old customers to return.
•Specific objectives
• Increase Twitter followers to 1.3 million and
increase the number of average retweets to 80
in six months
• Increase interaction with consumers by 15%
across all platforms in six months
• Increase the number of comments on
Instagram posts by 20%
• Increase brand awareness through increased
mentions on Twitter

11. SOCIAL MEDIA OBJECTIVES -
CONTINUED
•Key performance indicators
• Number of followers on Instagram, Twitter, and Instagram
• Number of engagements with customers on Instagram, Twitter,
and Facebook
• Number of comments on Instagram
• Number of mentions on Twitter
• Sentiment analysis
• Key Messages
• Quality coffee at cheap prices
• Good deals
• Fun and exciting flavors

12. ONLINE BRAND PERSONA AND VOICE
•Adjectives that describe our brand:
• Fun
• Playful
• Humorous
• Friendly
• Open
• Nice
•When interacting with customers we are:
• Helpful
• Solution-oriented
• Silly

13. STRATEGIES AND TOOLS - STRATEGIES
•Paid
• Run at least one sponsored tweet a week to reach a wider audience
• Carefully target consumers via Facebook ads once a week, choosing the target demographic based on
the content of the post
•Earned
• Partner with prominent influencers to create content promoting Dunkin’ Donuts for their accounts
•Owned
• Encourage consumers to share photos of their drinks and food and tag DD in the posts
• Introduce use of the hashtag #DunkinDelights for consumers to share their experiences with the brand

14. STRATEGIES AND TOOLS – TOOLS
• Approved Tools
• Hootsuite
• Photoshop
• Adobe Illustrator
• Adobe InDesign
• Adobe Lightroom
• Adobe Premiere Pro
•Rejected Tools
• Canva

15. TIMING AND KEY DATES
•Reporting dates
• Report back on results on the first day of every month to re-evaluate strategy and tactics
•Upcoming Holidays
• July 4 – Independence Day
• September 3 – Labor Day
• November 12 – Veterans Day
• November 22 – Thanksgiving
• December 24/25 – Christmas Eve/Christmas
•Timing
• Facebook – minimum one post per day
• Instagram – one post every other day preferably, every other day occasionally
• Twitter – five tweets per day, replies to customers can be included in this
• Be flexible enough to respond to breaking news if a response is deemed necessary

16. SOCIAL MEDIA ROLES AND RESPONSIBILITIES
•Social media director – Melanie Cohn
• Develops and oversees social media strategy across all platforms
• Plans long-term campaigns
•Social media manager – John Smith
• In charge of creating content and developing brand awareness
• Day to day execution and management of campaigns
•Social media coordinator – Jane Doe
• Creates and disseminates content across multiple platforms
• Researches trends to stay ahead of the game and monitors engagement
•Enlist additional help when kicking off big campaigns and during important events,
such as National Donut Day

17. SOCIAL MEDIA POLICY
•Be polite and helpful to customers
•Don’t talk about Dunkin’ Donuts competitors
•Don’t say anything offensive
•If you’re not sure about something, ask before posting it. It’s better to be safe than
sorry.
•Joking is allowed (and encouraged) as long as it isn’t inappropriate
•Stay on brand

18. CRITICAL RESPONSE PLAN – SCENARIO ONE
•What to do in the case of an inappropriate post on any platform
• Screenshot the post and then delete it
• Inform the social media director immediately to assess the situation
• Draft an apology post and tailor it to the specific situation. Post it on the platform where the
offensive post was located.
• See if further action needs to be taken to correct the situation
• Get in touch with the media if necessary and expand on the apology.
• Review policies to see if disciplinary action needs to be taken with the employee who posted
the offensive post
• Continue to monitor the response online, in the media, etc.
•Pre-approved messaging – None, situation dependent.

19. CRITICAL RESPONSE PLAN – SCENARIO TWO
•What to do in case of a salmonella outbreak as a result of Dunkin’ products
• Pull the contaminated items from the menu until the problem is fixed.
• Assess the damage and figure out how many people are at risk because of this.
• Social media director should put out a statement explaining the situation to customers
• Social media coordinator should monitor social media channels to respond to customer
concerns
• Continue to update the public as more information becomes available and work to regain
their trust.
•Pre-approved messaging
• Facebook: “We are pulling all items with turkey off the menu until further notice due to
concerns over an E. coli outbreak. We apologize for the inconvenience, and we are
currently assessing the situation. As soon as we have any updates, we will let you know.”

20. MEASUREMENT AND REPORTING RESULTS
•Quantitative KPIs
• Reporting period: 1 month
• Data as of June 3, 2018
•Website Traffic Sources Assessment
• Timeframe: June 1 – July 1, 2018
Source Volume Percentage of
Overall Traffic
Conversion Rate
Facebook 5,250 unique visits
+ 5% growth
40% 2%
Twitter 4,180 unique visits
+ 10% growth
20% 1.8%
Instagram NO DATA NO DATA NO DATA
Pinterest 800 unique visits 0.5% 0.2%
Google+ 50 unique visits 0.3% 0%

21. MEASUREMENT AND REPORTING RESULTS
•Social Network Data
• Timeframe: as of July 1, 2018
Social Network URL Follower Count Average Weekly Activity Engagement Rate
Twitter https://twitter.com/dunkin
donuts
1.24 million 12 6%
Facebook https://www.facebook.co
m/DunkinDonuts/
15,500,000 likes 12 10%
Instagram https://www.instagram.co
m/dunkindonuts/?hl=en
1.42 million 8 Average interactions per
post: 27,000
Pinterest https://www.pinterest.co
m/DunkinDonuts/boards/
15,600 Infrequent 1%
Google+ https://plus.google.com/
+Dunkin-Donuts
271,460 Unused since 2015 0%

22. MEASURING AND REPORTING RESULTS -
SUMMARY
• Summary
• Extremely slow growth and no activity on Pinterest and Google+
• Modest growth in followers across Facebook, Instagram and Twitter
• Still need to do more to increase the engagement rate on Instagram
•Qualitative KPIs - Sentiment Analysis
• An analysis of interactions on 100 tweets revealed:
• Brand awareness does seem to be increasing and customers are generally happy with their experiences at Dunkin’ Donuts
• Most of the negative sentiment stems from National Donut Day and some customers are upset because they didn’t receive the free
donut that they were entitled to
•Suggestions
• Continue pushing the use of the hashtag #DunkinDelights across all platforms to increase engagement
• Find more influencers to work with, especially for content specifically tailored to Instagram
• Consider deleting Pinterest and Google+ accounts, unless we can devote the energy required to revive
them