Phoebe's Social Media & Marketing Communication Journey

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...

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...

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...