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Dunkin' Donuts finds ROI in Twitter strategy
March 18, 2010
Quick-service brands are finally learning how to engage fans on Twitter. Brands such as El Pollo Loco, Church's Chicken and Wendy's keep fans interested with contests. McDonald's responds to fans' tweets, and Taco Bell has started tweeting new product news before it goes to the media.
Dunkin' Donuts is ahead of the pack and has the metrics to prove its Twitter marketing strategy is meeting its return on investment, according to Portfolio.com. Dunkin' Donuts tracks the number of Twitter followers who click through from its contest tweets to enroll in the chain's the "DD Perks" loyalty program.
From the story:
A relatively early adopter of Twitter, David "Dunkin''Dave" Puner has been tweeting for the chain since October 2008. Puner tweets about deals on coffee, munchkins, and breakfast sandwiches, the company's "create your own donut contest," and also replies to dozens of requests and comments daily.Puner notes that Dunkin's irreverent brand personality lends itself to Twitter and looks to its thousands of followers as proof that the company's time spent tweeting is worth something. Although Puner notes Dunkin' is still "figuring out Twitter," he also said: "It's a great place to get that real-time feedback and to find out what consumers want from you as a brand."
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