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