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From exclusive competitions, to eye-popping images, to personal interaction to some of the most mouth-watering video content around, Dunkin’ Donuts has been doing phenomenal work since it landed on social five years ago.
The brand’s Vines regularly turn up in 'best branded Vines round-ups', its Twitter account is often held up as a great example of interaction and its Instagram is a dangerous place to be if you have even a tiny amount of room left after lunch.
Not all the channels have been winners for Dunkin’ Donuts however, some of them are looking a little under loved and under developed. Perhaps this is a testament to the brand’s desire to give any new channel a go, and realising that ultimately not all channels are for every brand.
Or is there room for every brand on every channel? It takes research and no small amount of trial and error to develop the right tone of voice and tailor content accordingly.
Let’s begin with Facebook and Twitter, Dunkin’ Donuts first forays into the rocky road of social media back in 2008, before checking out the newer channels.
I’m writing this within the UK, and the interesting thing here that I haven’t necessarily seen before on Facebook, is that coming to the page from Google I have been automatically redirected to the UK Dunkin’ Donuts page.
There’s a clickable link within the header image that takes you through to the US page. In a subtle twist, the link disappear once you’ve visited a couple of times.
The page is loaded with eye-popping visuals posted once a day. In fact every post contains an image or a video, the key ways to increase the chances of engagement on Facebook.
Dunkin’ Donuts also isn’t afraid to hijack the World Cup for its own ends.
The following sees Dunkin’ Donuts swerve a possible social media fail.
One particular area that Dunkin’ Donuts needs to be careful of is like-baiting. Facebook has recently begun clamping down on spammy tactics. Directly manipulative posts like this can be penalised.
Although some of Dunkin’ Donuts posts are a little more subtle…
It’s possible the word ‘share’ could be picked up and misconstrued.
When visiting the ‘official’ Dunkin’ Donuts Facebook page proper, things come to a bit of a standstill.
As of writing this at the end of June, Dunkin’ Donuts hasn’t updated the page since the beginning of May, almost two months ago.
Perhaps Dunkin’ Donuts has experienced the large drop-off in reach that most page-owners feared would happen after Facebook tweaked its algorithm back in January. Therefore it sees this as a dead channel.
This is a shame if it’s the case. Many brands are still doing great on Facebook, through paid advertising and by working hard to create content that is genuinely engaging and shareable.
Here’s our head of social Matt Owen’s post on how some Facebook pages still reach 82% of their fans.
Congratulations to Dunkin’ Donuts for having one of the most attractive looking Twitter pages in existence. Although it’s a shame users normally only see it the once.
Luckily its posts are just as visually stimulating.
Once you’ve spent some time looking around Dunkin’ Donuts various channels you soon realise that, although content is distributed semi-exclusively to certain channels (Vines don’t appear on Facebook, Instagram posts don’t always get posted to Google+) Twitter acts as a central hub for all of it. Which is great if you’re a Twitter follower, however it also calls into question why you would bother following its other channels.
Dunkin’ Donuts recognises that although it may not have been set up as such, branded Twitter accounts often attract customer service enquiries. Operating in a public space means that enquiring consumers will see this as an opportunity to communicate with you, especially if other customer service channels are harder to find.
The best brands on Twitter react quickly and helpfully to all enquiries, even if there’s a separate social customer service channels set up elsewhere.
There are many unbroken runs of customer support tweets such as this…
Although there’s little to differentiate between the responses, the tweets have been personalised with the follower’s name.
What happens after they call that number and how successful the complaint is resolved is anybody’s guess.
Dunkin’ Donuts also reacts to positive brand mentions, in order to shore up further brand perception.
@andreaosterloh Happy we could help! Now onto the weekenDD :) ^NS— Dunkin' Donuts (@DunkinDonuts) June 20, 2014
@SarahOHara520 Love it! Congrats on graDDuating! ^NS— Dunkin' Donuts (@DunkinDonuts) June 20, 2014
Vine is where Dunkin’ Donuts is making the biggest and widest reaching gains, especially in terms of other media coverage.
Thanks to event-jacking videos like this series of (American) Football themed Vines…
Personalised Vines made for specific followers, which although seemingly intended for one or two people, the social gains are considerable…
Charming mini-moments of creativity…
And a disarming sense of humour…
I’ve made this point before, but if you’re already following the brand on Twitter or Facebook, there’s little point in following it here. However if you’re part of the upcoming younger generation of smartphone users that exclusively use mobile-first networks like Vine and Instagram, then there’s much to enjoy.
Oh the donuts, the sweet sweet donuts…
Ugly Christmas sweater contests…
Halloween ‘dress up your cup’ contests…
And some more donuts… on top of other donuts…
Dunkin’ Donuts has an attractive and varied Pinterest page, proving that even though a brand may only have one ‘speciality’ many different facets can make up the perception of a brand.
Here we have corporate mascots Cuppy and Sprinkles enjoying some quality time together.
Dunkin’ Donuts provides a fantastic collection of recipes, something that users regularly use Pinterest for.
And of course the donuts. All the donuts in the world in fact.
The surprising thing about this channel is how small a following it has for a globally loved brand. 5,467 followers. Perhaps if Dunkin’ Donuts created a cross channel strategy or promotion to drive traffic from its other channels to its Pinterest page it will see its audience grow.
Dunkin’ Donuts is doing slightly above average work with Google+. Although that basically means it’s remembering to post its content from other channels on a daily basis. Most brands have only gone as far claim their own page.
Much like any business that is wise to the power of Google+ and the advantages of having a regularly maintained presence on the network in terms of search rankings, this is possibly more of a SEO exercise than one done for engagement.
That being said, posts here regularly break through 100 +1s, so it certainly has the right support in place.
I’m a big fan of Tumblr, I wrote this on why your brand should be on Tumblr, so it’s unfortunate to see that Dunkin’ Donuts Tumblr presence amounts to this…
Shame about the defunct links and images. Excellent background though.
Tumblr has a huge youth demographic that’s growing rapidly. This demographic also has a higher than average disposable income and very little competition from other brands.
Tumblr is the fifth most visited site in the USA, but only 31 of the top 100 brands operate a Tumblr page. Come on, Dunkin’ Donuts, get down with the kids!