The DunkinDonuts #SocialMedia Success Story

I do not live in an area where a Dunkin Donuts can be found on every block, in fact, there are only 3 within 40 miles of my house. The experiences I have had with Dunkin have been isolated to my trips over the years to Boston for work, where a Dunkin Donuts can be found right around just about every corner.

In 2013 when I heard they were opening in California, I was hopeful that there would be one close to me.

When I was planning my next trip to Boston, my desire for the Dunkin began to sink in again.

On my latest trip to Boston for the Rev It Up conference, I needed my caffeine fix and went to the convenient Dunkin Donuts next to the hotel. I sat in my room getting ready for the event and took a picture (because that what people like me do) of my cup overlooking the park in Seaport.

I didn’t expect much from it other than a few likes, maybe a comment or two from my friends, hoping that I may get a ❤️  from the official Dunkin Donuts twitter profile.

Then a couple days later I got this 😊

I was in disbelief. Not only was Dunkin listening and engaging but they were actually giving away gifts. That led to some great DMs between me and the Dunkin team on Twitter.

 

Dunkin_donuts_social_media_messages

After posting the initial news on FB and Twitter the collective social media world gave congratulations and the periodic DM from the jealous consumer that wished they had won, all in good fun though.

Of course, this was wrapped in a social media campaign being run for National Coffee Day and that just made it better.

Being in the profession of social media marketing, this type of engagement from a brand is rare (it shouldnt be) and when done right can have a profound effect on the brand. These campaigns have a ton of moving pieces and there are protocols and escalations in place to approve giveaways. Most companies after thinking them through decide its too much work and just go to the default likes and comments on social updates, but not Dunkin, they go the extra mile.

The fact that I have one Dunkin Donuts in my city isn’t going to be an issue. I will gladly drive downtown to get my coffee now.

Amazing work Dunkin Donuts social media team. It’s no surprise that America Runs on Dunkin 😊

 

Koka Sexton

Koka Sexton is a renowned expert in social selling. Some would say Koka Sexton is the reason social selling exists, he would say that social selling existed once the internet was created. A recognized expert in social selling that has produced revenue for B2B companies, Koka continues to make generating new business the focus of social media. Finding creative ways to plan, develop and execute content marketing campaigns that break through the noise and provide value to buyers in excess of what they expect.

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