Social Media & Marketing

 It's been a few weeks since I last posted about Dunkin's marketing campaigns and success with social media — (has anyone had a chance to try the "Charli"?)  This week, I'm back to analyze any changes in the success of the brand, as well as discuss how they can improve in the future. The collaboration between Dunkin' and the famous TikToker is technically still going on, but the brand has moved onto bigger and better donut-related things including adorable spider donuts , crazy spicy donuts , and even a decorate-your-own donut kit! In case you need a refresher, Dunkin' (formerly Dunkin' Donuts) is a coffee and fast-food company based in Massachusetts. They have a great presence on social media and a very loyal fan base. This blog post will analyze some recent donut campaigns that have gone well, in addition to some things that the brand could work on. But first, let's talk analytics:  According to Google Trends, Dunkin' has had a few ups and d...

Chapter 13 Li and Bernoff's book Groundswell discuss the ways that a company matures through its use of social applications. By incorporating a Facebook page, a Twitter feed, or a YouTube channel, brands are able to connect with customers and promote their products & services much more successfully. However, these same socials can cause trouble if not handled properly. By utilizing social media, you open your company up to negative exposure, organizational chaos, and a lack of ability to regulate what happens once you post something new.  Li and Bernoff measure a brand's progress and ability to handle the previously mentioned challenges by analyzing the following six dimensions: experience, resources & organization, process, measurement, commitment, and culture (2011, p. 257). They have also created a 5-part model that demonstrates a brand's social maturity based on their use of social applications. Stages of Social Maturity To discuss the stages of social maturit...

Any chance that you're reading this blog post on a MacBook computer? Or maybe you have an iPhone in your pocket right now? I'm willing to bet that the answer to at least one of these questions is a yes. Apple products have become staples in our daily lives over the last twenty years, and Apple Inc. has become one of the most successful technology brands in history due to their cutting-edge designs and sleek marketing scheme. Their devices and software make us feel fancy and advanced, but are still manageable enough for even a young child or grandma to figure out. This blog post is especially relevant because  today  at 1:00 PM Eastern Time, Apple unveiled its four newest models of the iPhone 12 (among other gadgets and technology updates). These new devices, along with Apple's newest operating system — iOS 14 — combine to create some of the most powerful technology available for personal use.  Notable elements   of the iPhone 12 include connection to 5G cellular...

Here in New England, you can't drive more than a few miles without passing a Dunkin'. They're everywhere.  The beloved coffee company (originally known as Dunkin' Donuts) is widely known for its delicious coffee-and-donut duo, but in 2019 they cut the name short—making marketing easier while keeping the iconic nickname that everyone knew and loved. DUNKIN' FUN FACTS: Founded in Quincy, MA in 1950 Now over 8,000 locations in the US 3,200 locations internationally—in 36 different countries! Dunkin' has a fantastic social media presence on Facebook , Instagram , Twitter , and even  Pinterest  with at least a million followers or monthly viewers on each. Its messages and themes are simple, catchy, and color-coordinated so the feeds have a nice cohesive look. Since its logo consists solely of the trademarked Dunkin' font, any piece of packaging with words on it also matches the overall logo and brand scheme.          The Dunkin' brand accounts co...

 Chapters 9 and 10 of Li and Bernoff's book discuss how the strategies of listening to, talking with, energizing, and supporting the groundswell are all great ways for a brand to to establish communication with customers. This process of developing a relationship between consumers and a brand is known as embracing the groundswell, and it can be extremely useful. Consumers have opinions and feedback for every product or service they utilize, and Li and Bernoff note that "they have ideas your development people and management haven't thought of yet" — Why not take advantage of them? (p. 183).  Some people have very strong opinions about certain brands and their products. One example of a product that has received a large amount of feedback is Keurig's K-Cup. The Keurig machine is a convenient way to brew a single serving of coffee, but in 2015, a video titled "Kill the K-Cup" went viral on YouTube to demonstrate just how harmful the so-called "conven...