“If someone is going to get a tattoo of your brand, you should figure out a way to celebrate them,” says Jessica Gioglio, social media manager for Dunkin’ Donuts. According to Jessica, their celebratory strategy was inspired by a Facebook fan who sent them a photo of her Dunkin’ tattoo.
In her presentation at SocialMedia.org’s BlogWell conference, Jessica shares how a fan-centric approach has helped Dunkin’ Donuts earn customer loyalty, create fun content, and keep the conversation going.
Some lessons shared in her presentation:
- Surprise and delight your fans: When someone shows their love for Dunkin’ Donuts, they show it back by sending them little gifts and handwritten notes. Jessica says these moments spark even more word of mouth and customer loyalty.
- Tell a visual story: Jessica’s team knows that photos and videos win in social media. They take inspiration from their fans to make stuff like their Vine video TV ads and Instagram photo contests.
- Make contests fun for your fans: While you might get more contest entries by simply asking people to “like” something, it’s not a real communication with your customers. Higher-level contests, while they may have fewer entries, earn more inspiring, reusable content.
Watch Jessica’s full presentation below. The slides are available for download.
If you like this presentation, see more great social media case studies like it live at BlogWell Dallas on Feb. 19.