“If someone is going to get a tattoo of your brand, you should figure out a way to celebrate them,” says Jessica Gioglio, social media manager for Dunkin’ Donuts.
According to Gioglio, Dunkin’ Donuts’ celebratory strategy was inspired by a Facebook fan who sent in a photo of her Dunkin’ Donuts tattoo.
In her presentation at SocialMedia.org’s BlogWell conference, Gioglio shares how a fan-centric approach has helped Dunkin’ Donuts earn customer loyalty, create fun content and keep the conversation going.
Here are some lessons she shared in her presentation:
Surprise and delight your fans.
When someone shows his love for Dunkin’ Donuts, the brand shows love back through little gifts and handwritten notes. Gioglio says these moments spark even more conversations and customer loyalty.
Tell a visual story.
Gioglio’s team knows photos and videos win on social media. The team takes inspiration from fans to make things like Vine video TV ads and Instagram photo contests.
Make contests fun for your fans.
While you might get more contest entries by asking people to like something, that’s not real communication with your customers. Higher-level contests, while they may have fewer entries, earn more inspiring, reusable content.
Watch Gioglio’s full presentation below. The slides are available for download.
A version of this article originally appeared on SmartBlog on Social Media.