Dunkin' Dounuts became part of my life since I came to America. The reason I become one of Dunkin' Donuts' followers is that I love it's cheap but flavorable coffee and easy-to-go fast food but not its colourful donuts......On August 4th 2014, I scanned the QR in a Dunkin' Donuts store, downloaded the App on my Iphone and joined its DD Perks with $150, just because their points rewards really made me, a heavy coffee addict, felt it gonna be a very cost-efficient deal to me. Then the app started to keep offering me DD's coupons mentioning me to go to its store. Gradually, I become one of DD followers not only in real life but also on social media. Their twitter and facebook pages become the only commercial page I have both accounts.
Reading reflection update
Tapping the groundswell with twitter.
Before I came to America, I do not have much knowledge on this small but powerful social media. Nonetheless after several days social media monitoring combined with the detailed explanation from <groundswell> written by Charlene Li and Josh Bernoff, I have a better and deeper understanding of the groundswell on twitter.
Because of the limitation on the character number of each tweet, many people question the power of Twitter. But the fact is that "The richness that Twitter packs into its tiny updates is amazing. It caught on not only for the reasons......free and open, connects people, and gives them power but also because it's so simple. Signing up is trivial. Posting an update is a piece of cake. It interfaces nicely with mobile phones, which allow people to update from anywhere. And as a result, it's rapidly become a key part of the groundswell......" (Quote from <Groundwell>written by Charlene Li and Josh Bernoff)
Twitter form a very powerful groundswell ecosystem: "Follower-Hashtag and searches-Mentions and retweets-Links-List -Apps and tools. "(Quote from <Groundwell>written by Charlene Li and Josh Bernoff) Each part is well and tightly connected which obviously makes information fast passes from creation, to spread till everybody's mobile terminal.
So companies use Twitter accounts to help them do the promotion, share ideas, create activities and attract people to them. They are "listening to Twitter, talking to Twitter, energising the Twitter, supporting with Twitter and embracing with Twitter like previous chapter introduced."(Quote from <Groundwell>written by Charlene Li and Josh Bernoff)
Like Dunkin' Donuts, it started Twitter account almost half year later after Twitter platform online. Dunkin' Donuts uses Twitter as a measure to listen to its customers. It creates activities and hastages to get close to its fans and followers. It posts coupons and its new product discount informations to energise its fans and followers.
In short, Twitter may well be among the simplest, most powerful social tools business can use. It is and will be the essential part of any business needs to work with groundswell.
Twitter Account
Dunkin' Donuts started its twitter account in September 2007, when I was still in my homeland and have no idea what a doughnut is. Compared to the start of Twitter in March 2006, Dunkin' Donuts public twitter account really can be treated as a kind of pioneer on twitter. Until October 10th, DD's twitter has already had 25.1k tweets and 776k followers which means every 1000 accounts on twitter there will be 28 people are DD followers and every 1000 people in America there will be 2.5 people are DD followers which really can be described as "American runs on Dunkin' Donuts". On DD's twitter, people not only can find usually coupons and ads but also can find some interesting videos and beautiful pictures which make followers think DD is not just a brand but also a kind of life style. Taking a seat on the steps of a church and accompanied by best friends with two cups of DD hot chocolate. That's really a wonderful time for anyone.
Content
Generally speaking DD's twitter account is a way for them to have its ads. So they put a lot of stuffs that every company does on their twitter account. But DD's twitter account does another thing, that is the "user menu" of their food. DD's twitter account always post different scenes, some are romantic, some are quiet, some are lonely and some are excited, but the only one thing doesn't change in the pictures is a cup of DD's beverage. People started to have DD's beverages everywhere, at home, at office, on the street, anywhere you can think about. That's the power of DD's twitter account. Not many words with a beautiful picture, DD's twitter account is "telling" people what is a life with DD.
Share the video and have fun
Video 1 Youtube Video Play List for #DDanceForDarkRoast
Video 2
DD use its twitter account not only just for commercial videos but also have some activities. Like #DDanceForDarkRoast hashtag is one of its recent activities. People on twitter made small short video to celebrate the new dark roast coffee. Power of DD's twitter account is beyond a lot of TV commercial videos, people made video themselves just for DD and this special hashtag. And a lot of other people use Vine and Instagram to share their own dance for DD.
DD seems like not just a brand. It becomes a kind of culture.
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