This post as with most of the content on (DarleenLove4Learning) is for the purposes of fulfilling a college assignment.
The ABC Company, based in Central Florida is a health-oriented business that is very much engaged with social media, along with a Facebook page, ABC has a Twitter account, Pinterest page and YouTube Channel. ABC sends out a bi-weekly e-newsletter and utilizes an email marketing service for its distribution. Like any company ABC wants to increase business and reach more customers. As a social media consultant I have been hired to help them analyze their social media efforts. My scope of work will include a review of ABC’s Facebook Analytics along with the results of an email e-newsletter distribution. Based on that data I will make recommendations on how ABC should move forward with a total IMC plan for more engagement.
The two data sources include ABC’s Facebook Analytics and ABC’s Bronto results from an email newsletter sent out on May 21, 2013.
How to Use the Data
Facebook Insights allows businesses and marketers a snap shot into the how well their content is working, who is looking at it, where they are located, even how old they are. Using this data a social media manager can identify areas of improvement and pinpoint what content is driving engagement.
Engagement data can be harvested from many other sources one being, email marketing sites such as Bronto. Bronto provides statistics on how your customers engaged with your latest email blast or email campaign. Most email marketing sites provide reporting as part of the total service package. There are many email marketing firms available and for those interested in going that route as part of an overall marketing mix, I have included reviews of the top ten email marketing firms.
Great Facebook Possibilities—For ABC
Between the period of May 7th and June 2nd ABC had 880 likes, up 0.69%, there also was a total possible reach, based on these likes of 340,325 friends of fans, giving ABC the ability to reach a much larger audience.
During this period ABC was posting at least once a day and on some days they posted more than once. The post with the highest engagement was regarding a Group Fit event that reached 509, engaged 13 and had 4 people talking about it. This post went viral at a rate of 1.96%!
ABC’s June 2nd post enjoyed an even higher virality rate of 4.29%, this post recognized National Cancer Survivors Day occurs on that date. This is an excellent example of the type of content their community is looking for and content that is relevant to friends and fans of more than just immediate followers.
Overall people talking about ABC is down by a little over 50% drawing me to the conclusion that content should target a larger community interested in health and wellness. Content that would entice the community to share with family, friends and fans in an effort to reach that larger population of 340,325.
Demographics Worth Noting
The ABC community is 60.3% female between the ages of 25 to 34. However we don’t want to overlook the male population which is represented by a little over 38%. The majority of ABC’s followers are from Orlando Florida or the state of Florida who speak English. Spanish is the next language present amongst the community therefore it may be worth considering posting content in both languages to test its engagement.
Organic reach from the community appears flat no matter how you look at it. But page views are all over the place, lots of dips and spikes. The only way to describe it is inconsistent. So I recommend ABC takes a closer look at the content that caused the peaks and recreate and retool similar content with more consistency. Perhaps using Hootsuite for scheduling although it’s not clear if they are using a dashboard tool to post content or not.
My recommendation for ABC’s Social Media efforts include the following:
Include Social Sharing buttons wherever possible.
Create a content calendar at least thirty days out.
Include relative health related special days or memorials to engage organic community and reach fans and friends.
Repurpose Facebook content across Twitter and Pinterest.
Repurpose YouTube videos on Facebook to include links or bitly links on Twitter.
Use more images, by the content of the posts listed it does not appear that ABC is using images. Therefore I would recommend including images in most posts. Any image that is used on Facebook or Twitter should also be posted on Pinterest to build up ABC’s gallery.
I also recommend using Infographics that pertain to health and wellness.
Include lists and polls to engage and grow the community.
Bronto Email Campaign
According to silverpop.com the average open rate of an email marketing campaign is 18%. ABC’s Bronto stats reflect and average open rate of 25.4 %, so in the case of email marketing ABC is doing well. However we need work on click rates and conversions.
My recommendation for Email marketing includes the following:
Continue to promote the e-newsletter via Bronto.
Include a link to the e-newsletter across all social media platforms.
Include a call to action with a reward, or coupon to get people to click-through or to conversion.
Ensure the email marketing template is mobile friendly.
Include a QR code that leads readers back to your social media platform.
Retool the e-newsletter content and start a website.
Ensure email campaign runs parallel to all social media platform, same message, same logo, and same theme.
Conclusion: ABC has a great foundation for improvement. By using a content calendar, repeating high engagement content and introducing new content over time, we should see better results. ABC should designate a social media specialist to monitor and listen to all social media channels via either a dashboard type site or manually. ABC need to cross promote all their social media channels on every piece of content they send out. It is assumed that ABC currently does not incorporate social sharing buttons therefore that will be first on my list of recommendations. The good news ABC has a great potential to grow their community as demonstrated by the sheer reach of the organic followers.
The American Red Cross Blog
The American Red Cross blog is a professional blog with an objective to inspire people (Red Cross Volunteers) to talk about issues they care about. The Red Cross blog does not disappoint, as most readers will find the content compelling, interesting and something to talk about. The Red Cross Blog (RCB) aims to offer solutions and a roadmap to immediate actions one can take online or offline to help people prevent, prepare for, and respond to emergencies. The RCB even attempts to have a little fun with its readers by staying relevant and finding areas of collaboration with those reading the blog.
My visit to the RCB transported me to a location I did not expect, a very pleasant surprise indeed. The first post on the blog was dated June 13th, authored by Sarah Layton entitled “What Goes through a Red Crosser’s Mind While Watching Game of Thrones.” The post, oh so cleverly seizes on the popularity of the HBO series the Game-of-Thrones as a platform to discuss several types of emergency situations. If you are familiar with the series the show is filled with sword fights, fire-breathing dragons, wild animals, intrigue, lies, deception and death. A medieval tale set against the harsh weather elements while all the characters quest for the “Iron Throne.”
The June 13th post connects the popular theme of the HBO series to subject matter that would interest many readers of the RCB. For example a sword yielding villain is associated with how to apply pressure to a wound, fire-breathing dragons set the stage for fire safety tips, and a ferocious wolf introduces pet first-aide. In my opinion, a very ingenious way to tie pop culture into an organization not usually associated with being current or hip.
The content in this first post includes a bonus; a way for RCB blog readers to become even more involved by inviting viewers of the “Game of Thrones Season Finale” to live Tweet their personal commentary from a “Red Cross perspective.” Using the hashtag #RedCrossGoT viewers might see their comments printed on the Red Cross’s blog the following week.
The RCB posts fresh content every few days, sometime every day. All the content is current, interesting and engaging. The titles of the posts are relevant, thought-provoking and appealing, such as “Is-there-a-shark-in-your-pool?” and Grampa’s-house posted on Memorial Day. What makes the Red Cross blog unique is the surprisingly relevant and interesting subject matter that would not be normally associated with an organization such as the American Red Cross.
Making it Easy to Share
Social sharing buttons such as Twitter, Facebook, Flickr, YouTube coupled with other Red Cross chapter blogs drives traffic to the blog. The Red Cross blog also features easy ways for readers to subscribe by email, donate and get involved. All important elements of any Integrated Marketing Campaign, and a testimony that The American Red Cross is pursuing a well-rounded IMC campaign.
Teamlab is the only advertiser on the RCB; to clarify it is more of an endorsement from the Red Cross rather than advertisement. A Google search for the American Red Cross “Blog” the blog site shows up first in SEO, as opposed to just searching The American Red Cross which results in American Red Cross website.
Suggestions for Improvement are only this: Include a multi-lingual language option. I was pleasantly surprised by the American Red Cross Blog site and I would recommend it to anyone interested in wanting to be prepared for any emergency or to be educated and entertained.
The RCB is not just about disasters! It’s worth a nice long look.
Catfoodbreath: Furry, Feline, Fabulous………everything is better with cats.
Catfoodbreath, (CFB) is a recreational blog with sporadic posts that targets a niche audience who are seeking Kitty Kat fun! It’s all about the love of cats, cat fanciers and the opportunity to view or read about whimsical interactions between cat parents and their furry children. Cat lovers can read directly from the blogs ruler, I mean, the royal highness, the king, Mr. Catfoodbreath himself.
The main character or star of Catfoodbreath is of course, a cat. Writing the blog, one assumes is a seven pound domestic feline (big bones, dense fur) with one heck of a sushi habit. He is adorable….what more does anyone need to know? He is a Siamese, which means he is talkative, intelligent, extroverted, brave, funny, clever, and good at math. The cat is also polydactyl, giving him exceptional keyboard skills. If you are a cat lover or owner this is very funny! If it is not funny to you, consider getting a cat.
From time to time cat fanciers write in and ask the Catfoodbreath, (CFB)’s advice columnist, aka the cat, concerning issues related to cat behavior problems or concerns. The reader gets a response back written in the voice of the cat.
Problems with the Blog?
The CFB blog is not updated nearly enough as subscribers would desire. I noted many older posts on the CFB blog, but since this is a recreational blog, it’s not something that would drive away the audience. As a cat lover myself, I can confidently say that most cat lovers would easily overlook the fact that the content was older. As long as it’s enjoyable, it can be timeless. That being said, additional up to date content would truly add value for subscribers and visitors alike.
What is current on the CFB blog is content covering its “2014 Petties Awards” page explaining where pet lovers can vote for their favorite “Best Cat blog,” “Best Cat video and a variety of similar categories to choose and vote for.
The CFB blog also includes social sharing buttons that a can easily and obviously be utilized to share kitty cat content on Facebook, Twitter and Google+, repost to WordPress or simply “Like” the page. The CFB blog provides plenty of opportunities to comment, at the same time the interactions in this section prove to be some of the most enjoyable.
The Catfoodbreath blog is the 3rd result in a SEO search on Google. Currently there are no advertisers on the site however there are plenty of opportunities for cat products, toys, leases, beds, cat food and snacks. Considering Americans spent a record 55.7 billion dollars on pets in 2013, there is plenty of interest and reasons to advertise on a pet related blog.
Suggestions for Catfoodbreath blog?
One issue noted is that the CFB home page appears a little stark. I would love to see more images and poses from the CFB lead cat. As an interested party, I want to know even more about the cat. For instance what are his hobbies? What does the kitty do all day? etc. Give readers more opportunities to interact with the kitty. We can’t get enough.
Spilled Milk is a group blog. The blog itself has a very simple black and white clean design. The main focal point and purpose of the blog is to entice visitors to become subscribers and then Flickr group members in order to participate by posting their own images.
Spilled Milk is a collaborative photography blog featuring a collection of photographs from fourteen talented mothers from around world. Readers are invited to post photographic images that embody a “weekly” theme that reflects some aspect of parenthood and the complexity and beauty that comes with raising children.
Some of the themes include:
Holiday, Routine, Myself, Cuddle, Lesson, Feeling, Tabletop, Good Night and Imagine
The parameters to participate in the blog are straightforward; first, one must join Flickr and become part of the Spilled Milk blog Flickr group. On Mondays of each week, members can submit photos that coordinate with the weekly theme. Photo must be horizontal 900 x 600 pixels wide, with a resolution of at least 240.
The Spilled Milk blog invites participants to check back with the blog on Wednesdays to see if their photo was published. If a subscriber’s image gets posted to Spilled Milk they are encouraged to share the image on their own blog or other social media platforms.
Social Media Sharing
All social media buttons are easily accessible making it simple for bloggers to repost and share their published images. There is a “Like” button and a super easy format to post comments in. At the time I viewed the Spilled Milk blog there were six very positive comments posted that reflected the love of the blog.
Oddly, in a Google search for “mom-blogs” and “mom-photography blogs” the Spilled Milk blog did not show at all in SEO. I am presuming that is because it’s not a professional blog and has a very unique audience.
Opportunities for advertising on the site are endless, yet there is no advertising on the site. Baby products and photography equipment are the obvious two.
Suggestions for the Spilled Milk blog?
Both from a laptop computer and a Blackberry device I was taken to older content first. I suggest that the newer content be on the first page so when the blog is opened on any platform, desktop, laptop or mobile device viewers see the most recent content.
Other than that, Spilled Milk may want to include multilingual functionality to make it easier for their subscribers from around the word to participate in this interactive, interesting and heartwarming blog site.
The Dunkin’ Donuts website is a flawless example of a “pull” marketing strategy that could serve as an Industry standard for any Company. The includes vivid images of their drinks and food items that look delicious enough to eat! The website features new products, draws customers in with contests and includes links to everything “DD” Their site incorporates additional pull elements right on the home page by including two moving carousels that catch the eye and further encourage to take action and click.
The Dunkin’ website can be viewed in both English and Spanish, one can enter sweepstakes to win a free trip to Liverpool, click onto their social media sites, read their blog, find the store closest to your current locations, all in the Dunkin’ Donuts familiar brand color scheme.
The moving carousel images caught my eye and was the first section that had me clicking.
This is the area of the Dunkin’ website that highlights their commercials. At the bottom left one can view all the latest Dunkin’ commercials incorporating both the push and pull method together. The featured commercial advertises their newest frozen drink the “Arnold Palmer” frozen Coolatta and the commercial has already received 5,422 views on the Dunkin’ Donuts YouTube page.
After I viewed the commercial, I was drawn back to the top banner area to take a closer look at the Arnold Palmer Frozen Coolatta, one of two featured images of new product offerings. In this area of the website I discovered what the concoction’s ingredients are and the promotion price. I was also compelled to linger a while and learn about the new grilled flat bread chicken sandwich. Yummy!
Social Media sharing button are easily found and clickable, with Twitter, Facebook and YouTube prominently displayed on the right, middle of the home page. One can easily view the most recent Tweets without actually leaving the website.
On the Dunkin’ Donuts Facebook page one can take a chance to become “fan of the week” by sharing a personal story about your love of Dunkin’ and your photo using the hashtag #myDunkin. If you are chosen as the fan of the week, your photo will be featured in Times Square on the jumbo-tron and on the DD Facebook page. We know that customers visiting the Dunkin’ Donuts website are already fans, however, I will argue that even a non-fan will be dazzled and entertained by the content. The Dunkin’ Donuts webpage contains a plethora of information, images and experiences related to all things DD.
As far as fresh content?
The Dunkin’ website features a link to their blog, Behind the Beans right in the middle of the home page (See light blue arrow). Content is posted every couple of days. Blog stories about the brand, promotions, discounts and recipes abound. The social sharing buttons are easily accessible and by the looks of it Dunkin’ Donut lovers are indeed consuming and sharing content. The most recent post, was a whimsical recap of seven donuts from around the world entitled “SPOTTED: 7 Dunkin’ Donut WonDDers of the WorlDD.” Prior to that readers were treated to “Thanks a Million! DD Perks Reaches 1,000,000 Members!” which touts the DD Perks®, program designed to reward guests with points toward free Dunkin’ Donuts beverages for every qualifying purchase made at participating locations. That post announced the program had surpassed one million members in just a few months!
In 2012, Dunkin’ Donuts launched its first-ever mobile application for payment and gifting for iPhone, iPod touch and Android smartphones. In May 2013, Dunkin’ Donuts Mobile® App launched a new language setting that enables users to view content in English or Spanish. The APP available at The Apple App store and Google Play offers a host of easy and convenient ways to interact with the brand. You can view your points, find a store and if you are a member of the DD club, you will receive coupons and offers exclusive to DD club members. Dunkin’ app users you can even pay for their purchase right from their Smartphone using the App. For fans, visiting the Dunkin’ Donuts webpage is like a visit to Dunkin’ Donut heaven! Even the ribbon at the top of the website is interactive! With a click of your mouse one can find information about the menu items, find Dunkin’ stores, shop for Dunkin’ merchandise like t-shirts, mugs, coffee and tea gift sets.
The ribbon also includes a DD tab where one can buy and register DD gift cards, as well as download the mobile app. By clicking on the last tab one can register for the DD perks reward program. At the bottom of the website there are several more buckets of information. The “For Our Fans” section includes links to DD Perks, Manage Card, Get our Newsletter and Download the DD Mobile app. Also at the bottom there is a “Quick Links” section that includes a contact us section, store locator, nutrition catalog, DDSmart where one can learn about menu items that are less than 400 calories and view the real-time live Times Square Webcam.
More website features at the bottom mirror content on the web page, to include social sharing buttons and click to shop. The final two tabs provides information about the company, job and franchise opportunities and an overview of the Dunkin’ Donuts brand. There is a press room and information on the Dunkin’ global presence, contest and promo’s, corporate responsibility and the Dunkin’ foundation.
I really could not think of anything the Dunkin’ Donuts web could improve upon. Except for perhaps upgrading the Blog for multilingual functionality. Yet, I am sure the Dunkin’ webmasters are already working on it. This website has all the elements of pull marketing, some push marketing and is a perfect example of a company owning their website and using it to make their brand shine.
My favorite brand is Dunkin Donuts, simply because their products are great! Although I cannot say for sure if Dunkin Donuts advertising is what got me into their stores, I cant rule it out either. In my opinion the Dunkin Donuts brand always created excellent advertising campaigns. Who does not remember Fred Vale as the baker who let us know it was “time to make the donuts” to their present day campaign that “America runs on Dunkin.” Dunkin Donuts advertising has always been memorable and effective. As a loyal consumer of their products I can personally certify that the coffees, teas, lattes and of course, donuts will live up to any customer’s expectation. One can find a Dunkin Donuts (DD) retail store on just about on every corner, they offer friendly service, fast food making it hard not to be a fan. One needs not even say the word “donuts” after the Dunkin name, as name recognition for Dunkin has been winning awards for years.
A short history
In 1998, Dunkin’ Donuts was a regional bakery shop represented by “Fred the Baker” and his call to action of “it’s time to make the donuts.” Time marched on and it was the Hill Holliday agency, that decided it was time to transform the brand into a national powerhouse that could successfully challenge breakfast heavyweights like Starbucks and McDonald’s — no small task.
“America Runs on Dunkin’” became much bigger than an ad campaign. It’s a rallying cry for the brand, at headquarters, with franchisees, and in-store. And the results have been astonishing: Dunkin’ Donuts eclipsed Starbucks as #1 in customer loyalty in the coffee category for five years running. And Dunkin’ is now the #1 retailer of hot and iced regular coffee-by-the-cup in the United States. Dunkin’ was voted the 2007 “Marketer of the Year” by Restaurant News, and received the 2009 “Marketer of the Year” award by Brandweek. Not bad for a tagline!
As a novice on-line researcher for the brand I found a Dunkin Donuts (DD) presence just about everywhere. There is merchandise, cups, mugs, t-shirts, coffee and teas, and a book by it’s founder, William Rosenberg, entitled what else, but “ “It’s time to make the Donuts”.
DD has an extensive website, a Blog, and of course DD has their own Twitter and Facebook pages. Consumer and fans can find DD on YouTube, Instagram, Vine and Foursquare. One can even play an on-line game in the world of Sims with DD products that can be won and used as gifts to continue play.The immense on-line digital presence coupled with television, bill board and in-store point of purchase elements, exemplify the DD way is to consumer engagement–which can certainly be considered media-neutral.
DD is successfully reaching all touch-points from one on one, to experiential, word of mouth, point of purchase and point of consumption. In fact their Facebook page highlights a DD “fan of the week”, which demonstrates their understanding of both relationship building and advocacy.
• Dunkin’ Donuts is owned by Dunkin’ Brands Group, Inc. (Nasal: DNKN), one of the world’s leading franchisors of quick service restaurants. Dunkin’ Brands is the parent company of both Dunkin’ Donuts and Baskin-Robbins.
• Dunkin’ Brands Group, Inc. is headquartered in Canton, Massachusetts.
• At the end of 2013, Dunkin’ Brands Group, Inc. had franchisee-reported sales of approximately $9.3 billion.
• Dunkin’ Brands, the parent company of Dunkin’ Donuts and Baskin-Robbins is one of the largest QSR (quick service restaurant) companies in the world with more than 18,000 points of distribution in nearly 60 countries worldwide.
• Dunkin’ Brands Group, Inc. has a nearly 100 percent franchised model.
• There are nearly 11,000 Dunkin’ Donuts restaurants in 33 countries.
• Dunkin’ Donuts sells more than 1.8 billion cups of hot &iced coffee globally every year.
• #1 in iced regular/decaf/flavored coffee
• #1 in hot regular/decaf/flavored coffee
• #1 in donut category
• #1 in bagel and muffin category
• #2 in breakfast sandwich servings
• #1 in customer loyalty in the coffee category since 2007, according to Brand Key.
Let’s take a quick closer look at some of Dunkin Donuts social media strategies to give us some insight into how and why they have achieved such success:
There is a lot going on at Dunkin Donuts.com from celebrity endorsements, to a consumer contest, to product highlights, to featured products, to links to most of their social media sites. At the website customers can sign up for DD bonus points, find the store closest to them and upload the Dunkin Donut app. One can watch current commercials featuring the #mydunkin promotion, click to the blog, click on social sharing buttons and read about the companies corporate social responsibility policies. In my opinion this is a terrific website, informative, interactive and fits the needs of those who have purchased, want to build a relationship and be an advocate for the brand. Folks visiting the Dunkin Donuts website most likely have already tried the brand and are an active advocate of DD.
The DD Facebook page has 11 million likes as of June 1st and on it any fan of the Dunkin brand can proudly claim their love/like of the brand. On the Facebook page they feature the “fan of the week” where folks who love the product can tell the world by sharing their love instantly on FB with easy to use share buttons. The main FB features include 1) Fan of the week, 2)Providence which is a calendar of events and 3) A link to their Instagram account.
The DD facebook page post for today, let’s all the fans know that June is “Iced Tea month!” This is fabulous news for me, and I “liked” the post. Now my personal Facebook page shows that I am a fan too! Searching around I also found that I could view videos and view images via sharing buttons to DD Instagram, Vine and YouTube accounts.
Behind the Beans
The Dunkin Blog—“Behind the Beans” must also be mentioned in this recap. The title is so cute and the blog is informative, provides recipes, history, recaps advertisments and keeps the message clear that this company wants to know what is your favorite Dunkin Donuts drink is? Here, as with all their social media channels we are asked to answer the question; on social media in such an organic and unprecedented way.
Twitter, must be mentioned in this recap of as DD is tweeting to us from the mother ship, posting at least twice an day and has 599 milion followers. A quick visit and one can see that there are thousands re-tweeting and favorite”ing”every post.
The #mydunkin campaign continues the evolution of America Runs on Dunkin’, with people sharing their unique, personal stories around how and why they are drinking Dunkin’ Donuts coffee across all social media platforms, successfully and superbly.
In concluding this long post…Dunkin Donuts has got a winning consumer engagement strategy through traditional media channels such as TV and Billboards, an and also through social media and mobile. They seem to be right on time with everything they are doing and for myself? I will continue to be a loyal, loyal fan of Dunkin’ Donuts!
#mydunkin: Unsweet Ice Tea with lemon!