Why Whole Foods And Use Dunkin’ Donuts Twitter and Facebook?`
- Create personal connection to
brand
- Retain “happy” customers
- Advertising and promotion
- Create
communities in which customers are able to connect and interact with other
customers
Whole Foods Uses The Social Media Platforms Of Twitter and
Facebook As Follows:
Twitter: Uses it
primarily as a customer service channel for customer dialog and support.
- Responds to customer questions,
praise and concerns.
- Communicate
company’s brand identity of non-association with the use of GMOs
(genetically modified organisms) in its products.
According to the Smartblog on Social Media, “85% of the company’s
Twitter traffic is responses to customers (dialog and support). Only 10%
of tweets are content based, and 5% are promotional”.
Facebook:
Uses it mostly for sharing recipe advice to its
customers. It also announces product arrivals, sales, coupons, as well
as, photo accompaniment for almost every post. A good way to view this
social Media tool use here is that it shares “rich media” … embedding videos or
longer posts and responses than Twitter allows which typically holds true.
Dunkin’ Donuts Uses The Social Media Platforms Of Twitter and
Facebook As Follows:
Twitter: Uses it primarily to share fun sweepstakes
and promotions that engage fans on an ongoing basis.
Facebook:
Uses it for sharing sweepstakes, contests,
pictures of their products and photos of fans/customers enjoying their
products.
Whole Foods Audience On Twitter and Facebook
The audience is “anyone”. My answer is based on their corporate motto —“Whole
Foods, Whole People, Whole Planet”. Their vision obviously
goes beyond their niche of selling high quality natural and organic food
products.
Dunkin Donuts Audience On Twitter and Facebook
The audience is “anyone”. My answer on their corporate
slogan - “America Runs On Dunkin”.
Whole Foods Management Of Relationships Via Twitter and Facebook
Hashtags, likes, replies and retweets develop conversation(s) with
customers.
Dunkin Donuts Management Of Relationships via Twitter and Facebook
Twitter:
- Attaches photos to tweets.
According to research from Buffer,” using images on Twitter increases
re-tweets by 150% and click-throughs by 18%”. Widen reach of customer/fan
base.
- Questions and fill-in-the-blank(s)
tweets start a conversation with customers/fans
- Hashtags,
first name basis replies and retweets develop conversation(s) with
customers/fans.
Facebook:
- Guilty of using “like-baiting”. If not careful, could be penalized by Facebook for using directly manipulative posts.
- Uses visuals or videos with every post to
increase chances of engagement.
Whole Foods Strategic Use Of Twitter and Facebook
- By delegating
social media responsibility out to each of its stores, whole Foods
achieves a great balance of centrally managed customer support and locally
relevant content. This is notable since, #WFMdish was the most
used supermarket hashtag of last year.
- Discovered that it is best practice to build a page
under the global Twitter account and list specific niche accounts to
capture differing customer interest levels, i.e. wine account or local
store account.
Dunkin’ Donuts Strategic Use of Twitter and
Facebook
Both social media platforms focus on being
“fan/customer centric” rather than “sales centric. The rationale behind
this is that interacting and engaging with customers/fans makes them better
customers/fans. Company is very much against aggressively pushing
product(s) for sake of profit.
- Facebook - Post photo of “fan/customer of the week”
enjoying a company product.
- Twitter - DD Perks Loyalty Program
launched in late January of 2014 - offering guests nationwide points
toward free Dunkin’ Donuts beverages for every visit they make at
participating Dunkin’ Donuts locations.
In conclusion, Whole Foods and Dunkin’ Donuts
use social media tools to increase their bottom line and customer base by
becoming less corporate and more human. Twitter is more responsible than
Facebook for this type of transformation of both companies, because it uses a
real-time conversational style for engagement.
Sources:
http://www.businessbee.com/resources/news/operations-buzz/buzzbattle-trader-joes-vs-whole-foods-which-health-foods-grocer-do-you-prefer/
http://www.socialmediaexaminer.com/reaching-millions-with-twitter-the-whole-foods-story/#more-1676
http://www.socialmediaexaminer.com/reaching-millions-with-twitter-the-whole-foods-story/#more-1676
http://www.supermarketguru.com/the-lempert-report/whole-foods-explifies-the-use-of-social-media.html
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