Social Media Monitoring Sample

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Dunkin Donuts Social Media Monitoring A real case analysis Jialin Duan ABSTRACT This social media monitoring report covers most of major social media performance of Dunkin Donuts. Based on real and fresh data, this report gives a lot of useful information and suggestion for the future development of Dunkin Donuts on social media. 2 [DUNKIN DONUTS SOCIAL MEDIA MONITORING] Table of Contents Executive Summary .......................................................................................................................................... 3 Introduction ......................................................................................................................................................... 3 Overview of Social Media Dunkin Donuts Uses ................................................................................... 4 Official Website ................................................................................................................................................... 4 Facebook ................................................................................................................................................................ 4 Twitter .................................................................................................................................................................... 5 YouTube .................................................................................................................................................................. 6 Data and Analysis ............................................................................................................................................... 7 Google Trends ...................................................................................................................................................... 7 Addict-o-matic ..................................................................................................................................................... 9 Social Mention ..................................................................................................................................................... 9 Ice Rocket ............................................................................................................................................................ 10 Special Campaign Digging-#mydunkin .................................................................................................. 11 Data Analysis (Data from http://keyhole.co) ..................................................................................... 12 Feedback and Suggestion ............................................................................................................................. 14 Feedback from groundswell ....................................................................................................................... 14 Suggestion on social platforms ................................................................................................................. 15 Conclusion ........................................................................................................................................................... 17 [DUNKIN DONUTS SOCIAL MEDIA MONITORING] 3 Executive Summary Social media has changed and evolved a lot these years. Social media is born as the social interaction among people in which they create, share or exchange information and ideas in virtual communities and networks. But nowadays, social media is not that simple. Because of the join of business and companies, social media has been added more meanings. Through social media, companies and business not only can have a better understanding on their image and status in the market but also can use special strategies and means to change or enhance their relationship with customers. In reverse, customers can also use social media to express their attitudes and thoughts about companies and business. Established in 1950, Dunkin' Donuts is America's favorite all-day, everyday stop for coffee and baked goods. Dunkin' Donuts is a market leader in the hot regular/decaf/flavored coffee, iced coffee, donut, bagel and muffin categories. Dunkin' Donuts has earned the No. 1 ranking for customer loyalty in the coffee category by Brand Keys for seven years running. The company has more than 10,500 restaurants in 31 countries worldwide. Based in Canton, Mass., Dunkin' Donuts is part of the Dunkin' Brands Group, Inc. The reason this company is so popular is because of the high quality and delicious food and beverage it offers. But the reason this company expands so quickly and popular with a good and healthy image among public is more about its social media campaigns on major social media platforms. In other words, it is all because of its good relationship with the groundswell. Introduction The following social monitoring report on Dunkin Donuts will be arranged based on the process of my monitoring. First, this report will begin with an overview of the social platforms Dunkin Donuts uses and have a general analysis of each platform. Second, based on the data collected these weeks and with the help of some social monitoring tools and platforms online, this report will have a detailed analysis of Dunkin Donuts from trends, social mention and popularity till peoples attitudes, fans reactions and detail digging. Third, this report will have a full analysis based on a famous social campaign to express Dunkin Donuts relationship with groundswell. Last but not the least, this report will enumerate some merits and demerits of Dunkin Donuts social campaign and platforms using based on these weeks monitoring. Also there will be a final conclusion to accomplish this entire report. 4 [DUNKIN DONUTS SOCIAL MEDIA MONITORING] Overview of Social Media Dunkin Donuts Uses Official Website Official website is really important for a company. Official Website of food company like Dunkin Donuts mostly face to its customers which means the website of Dunkin Donuts needs to be a user friendly and easy to use page. From the perspective above, Dunkin' Donuts' Official Website is very user friendly and easy to use. The theme of the website uses the special combination of Dunkin Donuts signature brown, pink and orange. The websites functions listed compact but orderly. The websites homepage naturally composed of three major parts. The most innovative part is the social media part. Like a social hub, this part integrates Apps, blog and three major social campaign platforms-Facebook, Twitter and YouTube. From the arrangement of the homepage, people can easily find Dunkin Donuts is a company pays high attention to social media and the power of groundswell. In short, Dunkin Donuts official website has a very clear market positioning on social media. Facebook Facebook for a social media friendly company is a very important and essential platform. Because this website integrates the whole social media ecosphere within one multifunction page. It is a very open and uncontrolled social media system with a variety of communication formation tunnels. [DUNKIN DONUTS SOCIAL MEDIA MONITORING] 5 The Facebook page of Dunkin Donuts obviously does not used as popular as its competitors used. By the day of Nov.1, the Dunkin Donuts Facebook page received 12,625,918 likes and 759,806 visits. Compare to its competitors such as Starbucks 37,702,696 likes and 20,152,013 visits, the problem is obvious enough-the huge gap between likes and visits really indicates a problem on Dunkin Donuts Facebook page-less interaction. Besides, several visits to the very few visits number are people like me contribute. From the data collected from SocialBaker, Dunkin Donuts Facebooks Likes keeps going up in recent three months. Compare with to the data of last month, it increased a lot. Based on my monitoring, this increase is probably related to the recent football game sponsored by Dunkin Donuts. From the Distribution of Fans chart, we can easily find that. Dunkin Donuts major market is still limited within the United States which means the internationalization of Dunkin Donuts still need a long way to go. Twitter Twitter is an edge tool for companies to promote their brand and product because of its short but powerful character limitation and its flexibility and possibility of extension. By the end of November 1, 2014, Dunkin Donuts has already had 792,000 followers and 25,400 Tweets. 6 [DUNKIN DONUTS SOCIAL MEDIA MONITORING] Dunkin' Donuts started its twitter account in September 2007, compared to the start of Twitter in March 2006. Dunkin' Donuts Twitter account really can be treated as a kind of pioneer on twitter. Until October 10th, DD's twitter has already had 25.1k tweets and 776k followers which means every 1000 accounts on twitter there will be 28 people are Dunkin' Donuts followers and every 1000 people in America there will be 2.5 people are Dunkin' Donuts followers which really can be described as "American runs on Dunkin' Donuts". According to data provided by SocialBaker, the follower of Dunkin Donuts keeps raising these three months and the Twitter Following increased and stable at a pretty high level. These data indicate that Dunkin Donuts Twitter account has a pretty good performance. YouTube YouTube channel is a very important part in social campaign. Dunkin Donuts YouTube channel says: Official YouTube page for Dunkin' Donuts. America Runs on Dunkin', but this YouTube page runs on you. Sit back, take a sip of Dunkin' coffee and enjoy our videos with news, recipes, local events, and more! From the about page of Dunkin Donuts YouTube channel it is not hard to find that it is geared to the needs of DD fans and DD followers. Also it is used as backup promotion tools for Facebook and Twitter. [DUNKIN DONUTS SOCIAL MEDIA MONITORING] 7 Right now (November 1 2014), Dunkin Donuts YouTube channel has only 7,544 subscribers, compared to a normal private channel on YouTube, which means this YouTube Channel does not popular among people at all. According to data from SocialBaker, the subscriber number keeps stability in a low level and the video upload number is not good at all. In one word, Dunkin Donuts YouTube channel does not perform as its mission statement at all. Data and Analysis In this section, the report will use online social media monitoring tools to have detailed analysis of different aspects of Dunkin Donuts online performance. Google Trends Google Trends is a public web facility of Google Inc., based on Google Search, that shows how often a particular search-term is entered relative to the total search-volume across various regions of the world, and in various languages. Analysis 8 [DUNKIN DONUTS SOCIAL MEDIA MONITORING] To have a better understanding on search trends on Google for Dunkin Donuts, this report uses a comparison to illustrate its perspective. From the chart offered by Google Trends, it is easy to find that Dunkin Donuts has a pretty good heat rate just behind Starbucks and above a lot of other competitors. But with the trends we can easily find that the impact of most Dunkin Donuts online campaign has little effect on customers compared to Starbucks. With the regional interest chart above, it is easy to find out that, though both companies are international coffee companies, Dunkin Donuts has limitations on regional. Most Dunkin Donuts research is still restricted to the United States, which means Dunkin Donuts need to take its worldwide business into account rather than just focusing on the United States. The regional gap between the United States and the Philippines is also a very good indication of Dunkin Donuts world business imbalance. [DUNKIN DONUTS SOCIAL MEDIA MONITORING] 9 Addict-o-matic Addict-o-matic is a free site that exists in order to provide users with a dashboard made up of a variety of sources with related links on a specific topic of their choice. It is a means to gather information from different sources and aggregate them all onto one homepage while being separated by sources. Analysis From Addict-o-matic, people can find Dunkin Donuts online information easily than ever before. This screenshot was made at the date of October 19 2014. The reason to show this website as a data resource is because most people are trying to use platforms like Addict-o-matic to get information they like which means Dunkin Donuts should pay more attention to its online image. Once theres some breaking news happen, Dunkin Donuts should take action immediately before its too late. Platforms like Addict-o-matic will offer an early warning on social media. Social Mention Social Mention is free, real-time social media search and analysis. Users can explore or opt to receive social media alerts (similar to Google Alerts but for social media only.) Users can choose to receive free daily email alerts of special brand, company, CEO, marketing campaign, or on a developing news story, a competitor, or the latest gossip on a celebrity. Analysis The picture on the left is four times monitoring using Social Mention every two weeks. First two on the top are from monitoring report in October, at the bottom two are from November. From data collected from Social Mention, this report finds features below: 1. Dunkin' Donuts has a pretty high mentioned ratio among social media platforms, especially on weekdays, but during weekends, it's mentioned ratio goes down. Probably because, during weekends, Dunkin' Donuts' social public pages has fewer activities or most people go to Dunkin' Donuts most on work days. 10 [DUNKIN DONUTS SOCIAL MEDIA MONITORING] 2. Dunkin' Donuts has a very high positive review among social media platforms. The reason Oct. 19th sentiment goes down is because Dunkin' Donuts was accused of allowing cars to park on a protected grassy section of the property next to a brook, failing to maintain the area as a meadow and not submitting required twice-a-year stormwater compliance reports. 3. Dunkin' Donuts has a high reach index, which means Dunkin' Donuts' social mention is not just made by a little group of people, in stead, it is mentioned in a variety of different authors. 4. Basically every 20 seconds Dunkin' Donuts will be mentioned online which means Dunkin' Donuts roots deep inside groundswell. Ice Rocket IceRocket is generally for blog searches but has expanded into searching the popular social networking websites Twitter and Facebook as well as allowing searching of news and the world-wide-web. IceRocket's Big Buzz feature allows users to search Blogs, Tweets, news, images etc. all from one page. Analysis [DUNKIN DONUTS SOCIAL MEDIA MONITORING] 11 These two charts are Daily Blogs Citation from Meltwater Icerocket. On September 29 because of national coffee day and on October 15 because of the new product launch, Dunkin' Donuts blog mention reaches its peak. From other days data, I find Dunkin' Donuts barely have blog mention online. This poor performance, also most zero mention, is mainly because of Dunkin' Donuts not put its concentration on blogs. But, actually, Dunkin' Donuts needs blog promotion. Because most Dunkin' Donuts products are food and beverage, they need to have a full review on their tastes and flavor so that customers can be attracted. Special Campaign Digging-#mydunkin #mydunkin is an integrated social campaign featuring real Dunkin fans and their social media content that shows their love for Dunkin Donuts coffee. After sorting through tens of thousands of posts on Facebook and Twitter, Dunkin Donuts selected the first fans to appear in new television commercials based directly on their original social content sharing their unique Dunkin stories. Dunkin Donuts launched this social campaign in October 2013 and after more than 10 months it still going on. The hashtag is about fans like @MEG_ANCH & their Dunkin stories. People use 12 [DUNKIN DONUTS SOCIAL MEDIA MONITORING] this hashtag to tell their everyday life to other Dunkin Donuts fans and their thoughts on Dunkin Donuts. At the same time, Dunkin Donuts launched TV commercial through Vine.co which makes Dunkin Donuts a hot topic everywhere since then. After more than a years operation, this hashtag #mydunkin right now is no longer like a social media campaign creature, its more like an everyday activity for people. Start from morning till midnight, if there is a Dunkin Donuts store open on the street, Dunkin Donuts stories with people will never end. Dunkin Donuts is trying to use social media campaign to create its own culture. Data Analysis (Data from http://keyhole.co) Because of limited budget, this report chooses recent 8 days as an analysis period. During these 8 days, there are 296 posts in total, which means everyday there still has at least 37 posts. From the users numbers, basically every post comes from 1.184 people. Reach is the number of unique followers that a user has, while impressions also takes into account the number of times a user posts. Based on the illustration, these 8 days, this hashtag still had a very powerful influence and it had been more than one year since the launch of this activity. From the top source chart on the left, most people post this hashtag on cell [DUNKIN DONUTS SOCIAL MEDIA MONITORING] 13 phones. According to the data, more than 60% of this hashtag posts have instantaneity, which means these people have already formed a habit on this hashtag to share daily life. From the demographic on the right side, we can find that female use this hashtag most, which takes 65% of the total number. This outcome will give Dunkin Donuts a sign that hashtag promotion can pay more attention to female fans. That will have a more efficient result. From Top Sites Chart on the left, we can find this hashtag is not highly influential on Twitter but also still very influential on other social media platforms. If Dunkin Donuts can take advantage on this #mydunkin hashtag to have a commemorative activity, there must be a new round of crazy promotion online. From the Share of Posts chart we can find most of the posts are original, which means though there are still a lot of people use this hashtag tweet stories with Dunkin Donuts, people are getting less interesting on this hashtag. If Dunkin Donuts wants to reuse this hashtag to do promotion, Dunkin Donuts need to inject new elements to this hashtag. I will call this hashtag recycle From Location Chart, we can find this hashtag has been spread worldwide. If Dunkin Donuts really can do a hashtag recycle on this hashtag, this hashtag will have bigger influence since many people who have already form the habit to use this hashtag all around the world. Dunkin Donuts obviously has already cultivated this culture to the world. 14 [DUNKIN DONUTS SOCIAL MEDIA MONITORING] Feedback and Suggestion After several weeks hardworking on Dunkin Donuts social monitoring, as the author of this report, I got not only pure social data and deeper understanding of Dunkin Donuts social media status but also learnt a lot and thought a lot according to the analysis I had. The best way to improve the relationship between the company and its groundswell is to find out the problems and figure out a way to resolve it. Feedback from groundswell Though Dunkin Donuts has a pretty good and healthy imagine among public and its customers, this report still needs to dig into the groundswell and find out the truth of Dunkin Donuts among the groundswell. Positive: Dunkin Donuts as a daily life essential brand really has a lot of positive feedback. Those feedbacks are easy to find on Facebook, Twitter and other social platforms. Negative: It is really shocking to find that a top brand pisses off its customers and reunites them to build a website: http://dunkin-donuts.pissedconsumer.com. From the website and the contents on that, it is really a big problem for Dunkin Donuts to think about that. After checking some of the reviews, I personally classified those complaints as below: 1. Customer service. 2. Food and drink problem. Those complaints come with location and problem category which really can help Dunkin Donuts find out what exactly happening in its stores. Look at the top of the homepage you will find that zero resolved issues which mean none of the issues here have been resolved or even was found by Dunkin Donuts. If Dunkin Donuts cannot deal with a problem like this, it is really possible causing a bigger problem in the future. Another typically negative feedback comes from a website called Consumer Affairs: http://www.consumeraffairs.com/food/dunkin_donuts.html. This is a website created specially for company complaints. After checking most of the complaints, I found they are very well written by the kickers and [DUNKIN DONUTS SOCIAL MEDIA MONITORING] 15 almost all over 100 words, which obviously are all high quality complaints. Dunkin Donuts can really learn something from those complaints if it cares. Suggestion on social platforms 1. Listening to the groundswell. Listening to the groundswell is a really important step for every company which wants to join the groundswell. But based on the observation of Dunkin Donuts social media platforms performance, I think Dunkin Donuts still needs to enhance this part. First, unidirection communicate community defection. Based on Charlene Li and Josh Bernoffs theory: Your brand is what your customer says it is. If Dunkin Donuts wants to do better and has bigger improvement on its field, it is really necessary for Dunkin Donuts to start listening to groundswell carefully. In my perspective, if Dunkin Donuts open its one-way communicate community to the groundswell and let the groundswell declares itself in the community rather than keeps it a company controlled community, Dunkin Donuts will find its problems as soon as they are posted and benefit from community members brilliant ideas in many perspectives. Second, Dunkin Donuts should pay more attention to brand monitoring. Regularly monitoring its online customers on major social media platforms and making a monitoring report are really imperative. It helps Dunkin Donuts knows better about itself and makes the senior level managers of Dunkin Donuts have better view of their brand, products and social status. Another advantage of social monitoring is that it will help companies examine the effect of its social media campaign-when the social media campaign gets to the peak, which aspect the social media campaign has better performance and so on. Because different stages of social media campaign should use different strategies so that social media campaign can have better returns. 2. Talking to the groundswell. Talking to the groundswell makes the marketing you do have a better result. During the social media monitoring, I found Dunkin Donuts did a lot of social marketing campaigns, from basic hashtags posted on Twitter to Dance for DD video upload on Facebook. But if you observe these campaigns based on data carefully, these campaigns do not last long enough and usually end very quickly. In this situation, to get a better ROI, Dunkin Donuts can try to talk to the groundswell in a different way. First, based on my monitoring, Dunkin Donuts barely replies its followers or fans on social platforms. (I mean useful replies) If Dunkin Donuts Twitter can reply some of the related Tweets or replies more and join in some discussions it launches, that will help the groundswell shapes a continuous discussion and will increase Dunkin Donuts frequency of occurrence on different online social media. 16 [DUNKIN DONUTS SOCIAL MEDIA MONITORING] Second, through talking, Dunkin Donuts can keep changing its strategy on its social campaign. Immediate feedback from the groundswell will help Dunkin Donuts have the initiative in hands. Whether to keep promoting this social campaign or not, becomes easier to Dunkin Donuts. Sometimes an active talk to the groundswell will help Dunkin Donuts social campaign go as it wants. Third, as a official account, Dunkin Donuts Twitter account should not just reply same content on complaints all the time. If you check most of Dunkin Donuts Twitter replies to customers complaints you will find replies all like this: These replies are just like routine, dry and boring. As a customer who has problem on some products, what do you think if you are treated like this? In my perspective, Dunkin Donuts should discriminatory on complaints. People want to solve the problem directly and immediately, let them just saying rather than let them wait or dial the phone number Dunkin Donuts list above. If customers have a lot to say, then let them dial the number. I highly recommend Dunkin Donuts learns from Dell. Dell has a very advanced problem solving system. Talking to the groundswell does not mean just put a few words on a reply. It means a lot more than that. 3. Energizing the groundswell. On energizing the groundswell, Dunkin Donuts does better than other aspects, but there are still some details does not good enough. First, DD perks promotion. Because DD perks promotion is a combination of App and coupons, that limits target customers into people who have already bought the perks card and downloaded the App. Meanwhile Dunkin Donuts did not have a constant powerful promotion on DD perks on its major social media platforms which makes this campaign not [DUNKIN DONUTS SOCIAL MEDIA MONITORING] 17 popular enough, in my perspective. If Dunkin Donuts finds a solution to offer a better and more convenient way for its fans to use the money they pay online for DD perks immediately, for instance, let DD fans get the card with money immediately from the Dunkin Donuts store next time they visit, it will help. Second, coupons should be available in a variety of tunnels. Inspired by the DD perks App, Dunkin Donuts should let its customers use special e-coupons more rather than limit time special offer on mobile phone. This energizing strategy will force the groundswell keeps focusing on Dunkin Donuts social media accounts and creates a win-win result. Conclusion Groundswell is really a double-edged sword. It can help a business succeed and can also destroy a business. Companies, which respect and care about the groundswell, will benefit from it and create more value to their products and brands beyond their imagination. Dunkin Donuts, pioneer of social media marketing, its succeed is a perfect example. Because of the advantage of early realizing and entering social media marketing field, Dunkin Donuts has already created a very popular and good image among most major social media platforms. Its succeed proves to the market the power and the benefits from listening, talking and embracing the groundswell.