Final Project – Example #2

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Introduction

What a catchy slogan, the title of this blog pretty much says it all! America certainly does run on Dunks (as I like to call it). I happen to be a huge fan of Dunkin’ Donuts – I especially love their cold brew coffee! You can find a Dunkin’ Donuts location on nearly every single block now a’ days and, it’s no longer just a New England thing. Franchises are popping up all over the country. As an avid fan of their delicious coffee, I decided to feature Dunkin’ Donuts in this blog post.

Dunkin’ Donuts is an American global doughnut company and coffeehouse. It was founded in 1950 by a man named William Rosenberg. The original Dunkin’ Donuts was opened in Quincy, Massachusetts. It was renovated in the year 2000 and still features the original DD sign:First Dunks

Dunkin’ Donuts has become one of the largest coffee chains in the world. There are currently 12,000 locations in 36 countries. My hometown alone (Medford, MA.) has 11 DD locations total, now that’s a lot! My friends often joke that I can spot a Dunks from a mile away – They aren’t kidding either, I really can! Dunks has become a staple in my everyday routine. I stop in for coffee every single morning and again in the afternoon, for a little pick me up (yes, I know-I have a serious caffeine addiction). Now, let’s just get right into the good stuff – Social media presence!

Social Media Overview

Dunkin’ Donuts is active on many social media platforms such as:

Instagram 

Dunkin’ Donuts has a total of 1.4 million Instagram followers. They currently follow 6,634 users and have posted a total of 1,112 times! The page is loaded with photos of their latest food items such as, Donut Fries! In fact, their tagline currently reads Do you want Dunkin’ Donut Fries with that? Insta DunksThe last ten posts are focused on donut fries as well and, their fan base has chimed in with mixed reviews. Some people absolutely love the new donut fries while others say they are gross. Some argue they would be better if served with icing. Insta FeedbackOthers feel that it’s bothersome to be asked if they’d like fries with that, while ordering a morning coffee (I agree). I was only asked if I wanted donut fries with my coffee the day they premiered. Thank goodness for that because I’m not sure I would be able to resist temptation if asked every single day! I’m yet to try them but they certainly look delicious. At any event, people are talking about Dunkin’ Donuts on this page and their donut fries nonetheless! This leads me to believe they are doing a wonderful job promoting their brand and most recent food offerings. They even shared this enticing donut fry video, to really get those cravings going! My mouth is watering just watching this.

YouTube

Dunkin’ Donuts currently has 35,747 You Tube subscribers! Their latest video was posted two weeks ago, on Friday the 13th. They were promoting National Fry Day (how clever)! To get the word out on their brand new donuts fries, they collaborated with Miranda Sings and Rebecca Black to remake the classic Friday song. I personally feel this was a genius PR move, the video is absolutely adorable!

This video received 1,351,271 views and 6,976 comments! The commentary on the video is all positive for the most part, people are really adoring this sponsorship. The video posted prior to this one was uploaded 5 months ago, it featured a Dunkin’ Donuts love story. This man proposed to his girlfriend with a donuts (yes, he proposed with a freaking donut)! In return, she showered him with donuts on Valentine’s Day. They actually won a sweepstakes for the cute video they shared with DD and they were awarded a cash prize. This is also an delightful watch:

This video received a total of 3,742 views but only 3 comments. All other videos were posted 7 months to a year ago. The channel is not as active as it could be but the content itself certainly attracts viewers. Over the past 4 years, all videos have been viewed at least 1k times or more. The most popular video features Dunkin’ Iced Beverages (2.2m views) followed by their 2nd most popular video which featured Croissant Donuts (947k views). The 3rd most popular video, Tell Us How YOU Keep America Running received a total of 527k views, not too shabby!

Facebook 

The Dunkin’ Donuts US FB page was created in 2007. It has 15 million followers as well as 15 million likes. Their brand logo is used as the main profile image and the cover photo features their latest slogan for donuts fries, Do you want Dunkin’ Donut Fries with that?dd-fb.png The page highlights a community of DD fans with a section dedicated to fan photos. Many fans take advantage of this feature, uploading and sharing photos frequently. Dunks also uses their FB page to promote new products and sponsored events. They even embedded a calendar so that people can keep up with these events. For example, June 21st was kick off the summer with a frozen lemonade day. On this day, participating locations gave out free samples of frozen lemonade. National Donut Day was on June 1st and to celebrate, every single DD location gave out one free donut to paying customers. I love free donut day, I personally received two that day! One in the morning and another one at lunch (I thoroughly enjoyed both)! DD also posts video to their FB page and they engage fans through numerous give aways such as snap us your first day of summer selfie for the chance to win 10k. I really wish I knew about this one! Dunkin’ Donuts recently launched a love story contest as well. The winners were featured on their You Tube channel, previously shared above.

LinkedIn

Dunkin’ Donuts is followed by 23,841 LinkedIn users. I have to say, I wasn’t too impressed with their profile image or their header. The header is completely plain and the profile image is actually blank. linked-photo.pngThey do include a link to view 15,717 employee profiles along with another link to their website and finally, a link to all of their current job postings. Other than that, there really isn’t a whole lot of action on this page however it does have a rather large following. With a brand as big as DD, this doesn’t surprise me!

Twitter

There are 1.18 million Twitter followers and 7,231 likes. Dunkin’ Donuts has tweeted a total of 78.2k times and follows 56.6k users. They average at least one tweet per week however some days/weeks are loaded with tweets! More frequent tweeting tends to occur right around the time they are promoting something new. For example, they tweeted a total of 3 times on July 13th to indorse #NationalFryDay. Below is an example of one of those tweets (this one is my fave)!

twitter-dd.png

They also tweeted a whole bunch in the days leading up to National Fry Day, with at least one post per day from July 1st through July 13th. The Twitter header and main profile image are the same images used on their FB page. The color themes used on this page match their brand colors – Lots of orange, pink and white fonts.

Pinterest

Dunkin’ Donuts has 15,888 Pinterest followers and they are currently following 3,127 accounts. On this page they feature over 20 unique photo albums! The category that has received the most pins is labeled Keeps us Running.pin.png In this album, they share photos of exactly what keeps their brand running and pinning. This particular photo really speaks to me (I couldnt agree more)!dd-iced-coffee.pngThe album itself has been pinned 206 times. The page is beautifully crafted (especially for us coffee lovers). This account follows the same color scheme as Twitter with the use of pink, orange and white photography.

Blog (Behind the Beans)

dd-blog.pngThe DD blog is entitled Behind the Beans and the slogan used is Find out what’s Brewin at Dunkin’. The page is extremely easy to navigate and pretty straight forward. There are many blog categories to choose from which include:

Analysis

All DD social media accounts share a common color scheme as well as a similar cover photo and/or tagline. Some accounts are modified according to that particular platform. I especially love how DD uses social media to spotlight their consumers, partnerships and product offerings. I personally feel they do a wonderful job getting the word out by creating content that speaks directly to their audience. They have a rather large social media following which is made up of Dunkin’ lovers from all around the world!

Digital Footprint

The first page I found when running a Google search on Dunkin’ Donuts was that of their official website. The Second hit was a link to their Twitter page. The third and fourth hits were Yelp and Trip Advisor reviews. I was also presented with a map of my local area along with 3 Dunkin’ Donuts locations that were all within close proximity to me. This was great because I learned there are two more locations in my neighborhood that are a bit closer than the one I go to everyday. I’ll have to check those locations out! I was also presented with a Forbes article entitled, 5 Reasons Dunkin’ Donuts is Dominating Starbucks

It’s an honor to be featured in Forbes and, this article certainly paints Dunkin’ Donuts in a positive light! I feel that the Google search results were helpful, especially if you are someone searching for a local DD location. The results are in line with the brands digital image, providing positive information to the consumer such as this recent Yelp review on a local franchise;

Dunkin’ Donuts is the best because I never have to repeat my order

I mean, who wants to repeat an order, certainly not me!? Overall, I am extremely impressed with the Google search results.

Conclusion & Observations

In conclusion, Dunkin’ Donuts is exceptional in keeping a large presence across various social media platforms. Their brand is embedded and showcased across all of their social media accounts and they maintain a wonderful reputation with consumers and brand ambassadors alike. They have an enormous social media following and do a wonderful job showcasing their fan base by interacting with their consumers. I was extremely impressed with all of their social media activity with the exception of LinkedIn. I feel they could do a better job there. They should showcase their brand in the profile picture and banner. As of today, their LinkedIn profile picture is completely blank and the banner is a stock option, plain blue in color. They should, at the very least, be using their brand logo colors. Other than that, I don’t have much more scrutiny to offer around their on-line presence. I especially love their blog! I learned a lot of fun facts about the company that I would not have known otherwise. In addition to the social media pages discussed in this post, they also have a Snapchat account and a DD Perks Mobile App Rewards Program. I strongly suggest signing up for the rewards program, its completely free and you earn points towards more free stuff everytime you make a purchase!

All and all I feel that Dunkin’ Donuts is doing a fantastic job leveraging the power of social media while keeping a consistent and positive digital imprint. America, there is certainly a reason why we run on Dunkin’!America

Sources:

https://www.instagram.com/dunkindonuts/

https://www.youtube.com/channel/UC6p8ND29iGJGr-Etl3-3PJA

https://www.linkedin.com/company/dunkin-donuts

https://twitter.com/dunkindonuts

https://www.pinterest.com/DunkinDonuts/

https://news.dunkindonuts.com/blog

https://news.dunkindonuts.com/news?t=Snapchat

https://www.dunkindonuts.com/en/dd-perks

https://www.forbes.com/sites/andyswan/2018/07/26/dunkin-beats-starbucks/#30bc31f541ef

https://www.dunkindonuts.com/

https://en.wikipedia.org/wiki/Dunkin’_Donuts

 

 

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