A Penny for a Thought...

Recap  🍩 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, selling approximately 1.9 billion cups of coffee a year. Despite its popularity, Dunkin' Donuts does not effectively communicate with the groundswell, and receives a lot of negative feedback for this and a very poor review.  On September 25, 2018, Dunkin' Donuts caused a stir with an announcement that they would officially be changing their name to Dunkin', forever changing the iconic name and logo. As seen in the first part of this Social Media Monitoring project,while most customers saw the change as either positive or neutral, there were many that had nothing but bad things to say about the change--which resulted in negative comments and posts on the Dunkin' social media platforms, including Twitter, Facebook and Instagram. The second part of this analysis will review recent analytics and provide suggesti...

Listening to, Talking to, Energizing & Sustaining the Groundswell Many companies listen and react to their customers in the form of “market research.” They look to learn and map the most popular trends so that they can adjust their marketing strategies accordingly. Many companies use tools such as surveys to learn more about their customers, although they have their boundaries. While you may think of the most innovative questions, surveys can’t tell you what you never thought to ask. Unlike a personal interaction, surveys can’t give you much qualitative data that might be exactly what you're looking for, no matter how much you listen.  There are two strategies that Li and  Bernoff cite as being the best professional tools for listening to the groundswell—private communities and brand monitoring. The first, private communities, can often be very expensive but the ROI can be great, if a company acts on what they learn from the community. Li & Bernoff state “...