Phoebe's Social Media & Marketing Communication Journey

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Last week we compared Dunkin' Donuts and Starbucks' social media strategies. As one of the world's largest coffee conglomerate, Dunkin' Donuts continues to be one of the most well-known coffee spots in the United States. Despite its popularity, the Dunkin'Donuts brand still lags behind Starbucks on social media. Geographic market According to this map by Flowing Data , we've learned that we have been asking the wrong question when it comes to America's favorite coffee chain. It isn't about which coffee chain is better -- Starbucks or Dunkin' Donuts -- but where it's better. Not too surprisingly, Dunkin' Donuts is New England's coffee chain of choice -- Bostonians' love for Dunkies will never, ever falter. And on the West Coast, Starbucks is top dog. A plan to use innovation, data, and technology to drive sales, take creative approaches to maintaining leading U.S. franchise returns, focus on growth in the international...

Introduction Dunkin' Donuts is an American multinational coffee/donut company and quick-service restaurant. It was founded by William Rosenberg in Quincy, Massachusetts in 1950. The chain was acquired by Baskin-Robbins' holding company Allied Domecq in 1990; its acquisition of the Mister Donut chain and the conversion of that chain to Dunkin' Donuts facilitated the brand's growth in North America that year. Dunkin' Donuts and Baskin-Robbins have been subsidiaries of Dunkin' Brands, headquartered in Canton, Massachusetts, since 2004. The chain began rebranding as a "beverage-led company", and was renamed Dunkin', in January 2019. With nearly 12,000 locations in 36 countries, Dunkin' is one of the largest coffee and baked goods chains in the world. Its products include donuts, bagels, other baked goods, and a variety of hot and iced beverages. Platforms Dunkin' has a simple strategy on social media - to effectively sell their col...

In chapter 11 ( Groundswell: Winning in a World Transformed by Social Technologies ), Charlene Li and Josh Bernoff talked about how to use the power of the groundswell to motivate employees.            Motivation is an employee's intrinsic enthusiasm about and drive to accomplish activities related to work. Motivation is that internal drive that causes an individual to decide to take action. Every person has activities, events, people, and goals in their life that they find motivating. The trick for employers is to figure out what employees really want and create a motivating work environment. The workplace is evolving and shifting. Leaders need to realize that the wants and needs of employees are changing. We saw this when we learned how to create a culture where Millennials and members of Generation Z can thrive. Empowerment and motivation happen when people solve their own problems and create their own aspiratio...

Ask any marketer to name an online retail business they admire and the response will always include: ASOS . ASOS is an online fashion destination for 20-year old millennials. Its online platform works by choosing the best fashion items from a variety of brands and grouping these items with the company's products. This strategy has not only helped ASOS sell their own products, but it has also led them to become the best online fashion destination. In fact, the company has amassed over 80,000 branded and own-brand products. Trends data provider SEMrush crunched online fashion search data to uncover online shopping trends and the most popular e-commerce sites in terms of fashion sales, over the past year. Top 10 Fashion E-commerce Web Sites: Asos.com Hm.com Macys.com Supremenewyork.com Uniqlo.com Rei.com Zara.com Jcpenney.com Nordstrom.co Grailed.com (Source: SEMrush) What makes ASOS the most popular fashion e-commerce website? The data shows tha...

There are many common marketing methods, and the most appealing is word of mouth marketing. Word-of-mouth marketing is a kind of marketing method that is widely spread in people's mouths or in the market. It attracts more customers mainly through recognition and praise of product brands. Some products were not noticed at the beginning of the sale. But as time went by, it became popular and widely spread under the public's evaluation. Let's look at an example of Chipotle. Casual dining chain Chipotle has somewhat distinguished itself being a national chain that sources its ingredients locally. That said, “ingredients sourced locally” isn't necessary something that is going to blow up anyone's Facebook feed. In order to spearhead word of mouth, Chipotle released an online video called ‘The Scarecrow’, depicting a dystopian world in which a scarecrow is forced to work in a fictional factory but eventually rebels to run his own. The video also happ...

The new Internet era is also known as the "Fans Economy" era. Fans are equal to customers. Social media marketing has become a necessary tool for marketing, with over 97% of marketers using it. But there are thousands of social marketing methods. What do you do most to be favored by consumers? When it comes to social media marketing, we have to mention the faithful believer - Starbucks . Look at a few of the eye-popping Starbucks social media statistics: 36.9 million Facebook likes 11.3 million Twitter followers 18.2 million Instagram fans 238K YouTube subscribers These staggering numbers speak for themselves. Starbucks has taken its successful offline branding to its online platform. How do they do it? Facebook + Twitter: Promote New Products In 2011, Starbucks set up a Facebook account to promote the new Blonde Roast coffee beans. Consumers can get new product information, enjoy free Blonde Roast, and repost information to friends via Fa...

Judging by the power of twitter in the Trump election, it's not hard to see that this is the era of social media. As Charlene Li and Josh Bernoff have defined Groundswell in " Groundswell: Winning in a World Transformed by Social Technologies. " : Groundswell is a social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations. (p. 9) People get the information they need from each other. Distance and time can no longer limit them.  (Photo: Rafia Shaikh) Meanwhile, social media is gaining popularity as a search engine for products and services. Social media platforms are taking bold approaches to encourage potential consumers to buy from social brands. In the last year or two, we've seen top platforms like Instagram and Snapchat introduce features that allow brands to tag products in posts and link directly to e-commerce sites. Are there any other benefits? Of course...