With a Facebook fan base that is roughly the size of Shanghai, Dunkin’ Brands is a leader in using social technologies to connect to customers. The company’s goal is not just to sell product, but to become an integral part of their customers’ daily lives — even after they’ve finished their morning coffee.
Dunkin’s people-first philosophy is evidenced by their Twitter bio, which reads, “America Runs on Dunkin’. @DunkinDonuts Runs on You.” By taking care of their customers, Dunkin’ believes their customers will take care of their brand. This philosophy has fueled phenomenal growth on Facebook — 13 million fans and counting.
John Costello, President, Global Marketing and Innovation, explains, “Being social is not just about winning fans and influencing followers. It’s about sharing content that inspires our customers (and their friends), and giving them the opportunity to engage with us.”
Dunkin’ Brands uses Social Studio from Marketing Cloud to monitor and participate in conversations about their brand — enabling the company to effectively drive word-of-mouth, build brand awareness, and generate the kind of loyalty that results in repeat business and referrals.