I came in as Frances Allen talked about How Dunkin Donuts does Social Media (see marketing notes, below) – and she came up with some pretty compelling data on how their social media application and campaigns on Facebook (design your own Donut) drove sales and plan to make this a regular thing.
And interesting factoid is the current Dunkin Donuts homepage doesn’t have any donuts in it, but then, neither does Starbucks have any coffee … ha.
What I’m seeing here, yesterday and today, is how every case study for Social Media had something online – like an online configuration, or a car design application (for Ford) or a hooded sweet shirt designer (Champion) – it’s hard for me to see how these brands would have anything to talk about, or measure, without some compelling piece of online content that their communities can interact with and talk about.
And that’s what is missing from many, many Social Media campaigns – grass roots “WOM” Spreading the word, might not be enough – unless you really want to spend a lot of time and energy to spread the word and drive traffic online to an offline store – but it’s really hard to do that – I think, without something to discuss and share.
The last keynote this morning is from Nick Brien who speaks about Social Business (advocacy) which is companies smartly using Social Media – it’s about reinvention.
Nick feels we should distinguish Social Media (people are confusing reach/frequency and selling Social Media as R/F, when it’s really not) and traditional advertising as the 300 million current members on Facebook can’t be reached and intruded upon in the same way that typical advertising messaging has worked, though interruption.
Social Marketing – we must leave behind the notion we are in control in this new market – and the Brand is only the sum total of all the customers of that brand, have.
Nick also talks about the recent “United Smashed my Guitar” video and how a big brand, like United, has to start caring if even .05% of their yearly customers are pissed off – that’s a lot of people.
Allowing the community to fully engage – Nike, or using Social Media for recruitment - CitiBank - Nick gives these examples – use social media, but not as a media vehicle.
Barack Obama’s campaign is another example of weaving Social Media, the messaging and intelligence, of his message, into the heart and weave of the campaign – and you can judge the results for yourself.
Marketing be re-invented by Social Media and becoming Social Marketing - Legacy business models are being blown apart.
Who is using Social Marketing and Social Business Strategy? The lesson Nick takes out of this – you need to transform or you will be transformed. Social Media affects every part of the business cycle – it’s not just PR or Marketing or HR.
Looking at the Fashion Industry – it’s changed from what designers selected for you to community participation in how clothes are created and what we wear.
Nick ended with showing a clip of Best Buy’s own campaign to get their own employees and sign up for a 401K plan – 401K penetration at Best Buy is now at 70% – but, yes, it makes Boards of Directors and Lawyers, nervous.
Ongoing campaigns – watching to see how future developments turn out:
Peparami – weird kinky brand in the UK – Zappos.com, Vitamin Water (users are choosing the flavors) – do we make what we sell or sell what we make …… Wiggly Wigglers – never thought this would be thriving business but the co-owner is an active blogger – who says the marketing is about business – there’s so much innovation and ideas out there – but what has to happen for us to do this (I’m writing as I’m hearing this spoken) – the principles are important … YOU HAVE TO KILL THE HIERARCHY - you have to turn it into CROWD SOURCING for Business – and engage it for business and for Good.
How do we master the Art of Response – trial and error – things are moving very fast – and if you don’t learn to master it - you’ll be left behind.
Content Strategy and Embracing Ingenuity – ability to remove the conventional by rewarding Ingenuity.
Frances Allen
9:15 AM | Tuesday, 22 Sep, 2009 | How Dunkin Does Social @ Westside Ballroom- South
Brand Marketing Officer
Dunkin’ Brands, Inc.As Brand Marketing Officer, Frances Allen oversees the development and execution of Dunkin’ Donuts’ marketing strategies and initiatives, advertising campaigns and new product launches to further the brand’s growth in the USA. She spearheaded the introduction of the brand’s DDSmart line of better-for-you products, as well as a partnership with Yahoo! which has become one of their most successful collaborations to date. In 2008, Dunkin Donuts was Marketing Daily’s Restaurant Marketer of the Year and Dunkin’ has earned the No. 1 ranking for customer loyalty in the coffee category by Brand Keys for three years running.
Ms. Allen joined Dunkin’ Brands in June 2007, bringing with her more than 20 years of experience in consumer branding for some of the world’s most recognized brands. Prior to joining Dunkin’ Brands, Ms. Allen served as Vice President of Marketing at Sony Ericsson Mobile Communications, where she developed the company’s marketing strategies and implementation plans for the U.S. and Canada. Prior to Sony Ericsson, Ms. Allen was at PepsiCo Inc., where she served in a number of leadership roles. As Vice President of Innovation for Pepsi- Cola North America, she oversaw the development of new products, new packaging, equipment and merchandising, subsequently directing Pepsi’s strategy and programs for health and wellness. At Frito-Lay, a division of PepsiCo Inc., she served as Director of International Advertising, spearheading the successful launch of the Lays, Doritos and Cheetos brands into new global markets.
An avid cyclist, Ms. Allen currently serves on the Executive Board of Directors of the Ad Council and was recently a judge for the 2009 Magazine Publishers of America Kelly Awards.Nick Brien
President and CEO
MediabrandsIn July 2008, Nick Brien was named President and CEO of Mediabrands, Interpublic’s media holding company. With more than three decades of experience in the industry, Nick is committed to reinventing the media agency model and imagining new approaches for delivering clients the greatest possible business impact through media and marketing excellence.
In his new role, Nick has overall management responsibility for Mediabrands’ independent media agencies, including global media networks UM and Initiative, IPG’s centralized negotiation entity Magna and media barter group ORION Trading, dedicated Johnson & Johnson agency J3 and diversified agencies Geomentum, Reprise Media, Ensemble, as well as marketing accountability expert MAP and The Lab.
