Dunkin' Donuts Social Media Monitoring: Part 1

Coffee has been part of my life for about 17 years since 1996 and will continue to be my life-long partner until forever. Through 17 years passed, I still remember the first coffee I had, it's sweet but a little bit bitter, aromatic but a little bit astringent. At that time, I was full of surprise and curiosity about this kind of beverage and felt excited about the energy and vigour it brought to me.

Coffee is so important to me and it has become the starter of my daily life. I hope to be able to find a coffee shop anywhere whenever I need a cup of fresh brewed coffee. Then Dunkin' Donuts appears. It not only offers me tasty coffee and delicious foods but also offers me a "refuge" when I feel tired and boring.

About Dunkin' Donuts

Dunkin' Donuts is an global American doughnut company and coffeehouse chain based in Canton, Massachusetts. It was founded in 1950 by William Rosenberg in Quincy, Massachusetts. Since its founding, the company has grown to become one of the largest coffee and baked goods chains in the world, with 11,000 restaurants in 33 different countries. The chain has grown to include over 1,000 items on their menu, including doughnuts, bagels, other baked goods, and a wide variety of hot and iced beverages.

Dunkin' Donuts' social media can be traced from 1996, in my perspective. It started with the Twitter page only several months after these two social platforms online. And it did start groundswell and communities since 1997, so I give Dunkin' Donuts a name called "Social Queen" in my other blog. For the past several weeks, I have been collecting qualitative and quantitative data on social media habits and online presence of Dunkin' Donuts.  

In addition to reviewing its website, Facebook, Twitter, Youtube, Wikipedia and Instagram,  I used to follow tools to provide analytical data: SocialBakers, Addictomatic, Social Mention, Google Trends, and Ice Rocket.

Dunkin' Donuts' Social Platforms

Dunkin' Donuts' Website

Dunkin' Donuts' Official Website is very user friendly. From the official website, it is easy to find that Dunkin' Donut splits its homepage into three distinct parts. From the homepage, people can easily use normal commercial items to find Dunkin' Donuts' Food, Coffee, Restaurants and DD Perks. Also the official website offers built-in social links and other social functions to redirect a visitor to their major social platform.

Dunkin' Donuts' Facebook, Twitter and Youtube Channel

On the home page of Dunkin' Donuts', on the right side bottom there is a part like a social HUB who's mainly function is to redirect visitors to its three major social homepage. This well designed social media function is definitely a good way to embrace the groundswell.

Facebook 

Dunkin' Donuts' Facebook started on April 1st 2013 and has 12,465,483 likes and 733,579 visits until Oct. 19th. Most of its posts will have around 2-3k likes and several comments. 

Data from SocailBakers

In my perspective, Dunkin' Donuts' Facebook account is mainly used as a communication social page, it includes Dunkin' Donuts in people's daily lives, activities, Dunkin' Donuts' lifestyle and Dunkin' Donuts' beautiful pictures. From the keep increasing fans number in the chart above, I can easily get a conclusion that Dunkin' Donuts really have a good social campaign since this July.

Because of the high popularity, many people, brand and other public pages leave comments to try to find more people like them on Dunkin' Donuts' page. This is definitely a good evidence to prove the position of Dunkin' Donuts among groundswell.

Twitter

Data from SocialBakers

Dunkin' Donuts' twitter account pays more attention on promotion, activities and Dunkin' Donuts' Discussion. Through Twitter, followers of Dunkin' Donuts' will have an up to date news from Dunkin' Donuts. It is very active in Twitter and always creates hashtags for its followers.

Dunkin' Donuts always has interesting hashtags like #DDFieldPass. Many famous twitter accounts joined the discuss too.

But Dunkin' Donuts has a problem on both Twitter and Facebook is that it never reply anybody or any comment. Most of time, just a post without any other communication with fans.

Youtube Channel

Data from SocialBakers

Dunkin' Donuts' Youtube Channel mainly focusing on the commercial videos, fans' upload videos, activities videos and Dunkin' Donuts' news. In short, Dunkin' Donuts' Youtube Channel more like a backup platform for its Facebook and Twitter account.

Analysis Based on Social Media Tools

Addict-o-matic

This tool is a free site that exists in order to provide users with a dashboard made up of a variety of sources with related links on a specific topic of their choice. It is a means to gather information from different sources and aggregate them all onto one homepage while being separated by sources.

Analysis:

With the help of Addict-o-matic, I find Dunkin' Donuts has a pretty good and positive social performance, especially on Delicious Tags and Bing News. Nevertheless on Flickr, the change is rare.  

Social Mention

Oct 6th Monday

Oct 14th Tuesday

Oct 19th Sunday

Social Mention is free, real-time social media search and analysis. You can explore or opt to receive social media alerts (similar to Google Alerts but for social media only.) You can choose to receive free daily email alerts of your brand, company, CEO, marketing campaign, or on a developing news story, a competitor, or the latest gossip on a celebrity.

Analysis

Through the monitoring of Social Mention, it is easy to find that Dunkin' Donuts has features like below:

Dunkin' Donuts very active on Twitter
because there is a football game tonight

Most People love DD, but there
is also negative  judgement

1. Dunkin' Donuts has a pretty high mentioned ratio among social media platforms, especially on week days, but during weekends, it's mentioned ratio goes down. Probably because, during weekends, Dunkin' Donuts' social public pages has fewer activities or most people go to Dunkin' Donuts most on work days.

2. Dunkin' Donuts has a very high positive review among social media platforms. The reason Oct. 19th sentiment goes down is because Dunkin' Donuts was accused of allowing cars to park on a protected grassy section of the property next to a brook, failing to maintain the area as a meadow and not submitting required twice-a-year stormwater compliance reports. 

3.  Dunkin' Donuts has a high reach index, which means Dunkin' Donuts' social mention is not just made by a little group of people, in stead, it is mentioned in a variety of different authors.

4. Basically every 20 seconds Dunkin' Donuts will be mentioned online which means Dunkin' Donuts roots deep inside groundswell.

Google Trends

Google Trends is a public web facility of Google Inc., based on Google Search, that shows how often a particular search-term is entered relative to the total search-volume across various regions of the world, and in various languages.

Analysis

As the chart shows above, recent years especially after 2011, the search for Dunkin' Donuts on Google.com has increased a lot. In my perspective, this tends formed because of the market strategy changes. For instance, Dunkin' Donuts started to have more online activities and offer more free coupon, what's more, DD perks online makes a great contribution on the trends. Because DD perks based on online payment and reward system, people start to search more on Dunkin' Donuts.

Ice Rocket

 

IceRocket is generally for blog searches but has expanded into searching the popular social networking websites Twitter and Facebook as well as allowing searching of news and the world wide web. IceRocket's Big Buzz feature allows users to search Blogs, Tweets, news, images etc. all from one page.

Analysis

From IceRocket, it is easy to have a better view on the mention of Dunkin' Donuts in blogs online. Usually, most social platforms just have a very short or less effective mention of them. Nonetheless blogs are wrote specially for subjects. Thus, blog trends can offer a more persuasive indication on brand. From the chart above, it is easy to find that Dunkin' Donuts appears on blogs a lot. Blogs by topic like mine, specially makes a great contribution on this figure.

Brief Summary

After all these days social monitoring on Dunkin' Donuts, I really have a deeper understanding on this two short words and brand, culture, social strategy behind these two words.

From the analysis, it can be concluded that:

1. Dunkin' Donuts put more strength on Social Media.

2. Social Media contributes a lot on the increasing development of Dunkin' Donuts.

3. Dunkin' Donuts still have a district limitation on social media.

4. Compare to other brands and commercial cultures, Dunkin' Donuts does a better job and profit from the early entering of social media world.