Social Media Audit

By: Zachary Smith

Domino’s Pizza

History• Founded 1960 by Tom Monaghan in Ypsilanti, Michigan• Expanded internationally in 1985 to Britain and Ireland 6 years

later• By 1999 almost 200 branches had been opened• By 1995 Domino’s had expanded to over 1000 locations, and

opened its 1500th store by 1997, opening seven in one day. From 2007 to 2012 has established a large presence in India with over 1000 locations currently in India

Domino’s Today• Second largest pizza chain in the world, next to Pizza-Pizza• Currently has over 10,000 stores, in 70 countries• In 1983 after 38 years of ownership, Tom Monaghan sold the

company to Bain Capital, for approximately $1 billion dollars• The current CEO of the Company is J. Patrick Doyle, who was

appointed CEO and President of Domino’s Pizza March 8th 2010• In 2004, Domino’s Pizza went public and began trading on the

New York Stock Exchange under the ticker symbol “DPZ”

FOOD!• Domino’s Currently sells many other items then pizza

including: Many versions of bread items, soft drinks, chicken wings and bites, Desert cakes, pasta bowls, sandwiches and many other hot food items.

Social Media Disaster• Early 2009 two Domino’s pizza employees made an

incriminating video of themselves performing unsanitary actions to customer’s orders

• Within 24 hours the video had gone viral with over 100,00 views

• Sales and stock prices dropped drastically • It took Domino’s 3 days to respond to the online PR crisis,

which is much to slow in the online world. • They managed to have the video removed from YouTube• Domino’s created a Twitter account and released a video by

the CEO in response, to apologize and interact with the customer base. News article released after incriminating video was published.http://www.youtube.com/watch?v=OhBmWxQpedI

Social media disaster analysis.http://www.youtube.com/watch?v=pP8AHDcQUlk

Domino’s & Twitter• Over 503,000 followers and Follows 23,700 accounts • Interactions between customersand Domino’s on a daily basisthrough the social media site• Over 55,400 tweets all of whicheither interact or upsell their product

• Bright, approachable design

• Pictures of products and current deals

• Makes the product and company relatable and accessible

Domino’s & Facebook• Over 9 million likes• Over 32,000 people talking about

the Facebook site• Over 40,000 people have visited

the Domino’s pizza Facebook page since its initial launch

• Recognized by Facebook as a company

• Working for the company allows for interactions through Facebook among other employees both within current store and other franchises

• Many search fields to find certain employees

Domino’s & LinkedIn• Professional business site providing

interactions between customers, employees, and “higher-ups” within the company

• Information on interactions between company and media

• Detailed analysis of any company changes to be expected within upcoming year

• Job postings, are updated on a consistent basis for potential employees & current employees looking to advance in the company

• Mission statement provided on the main interaction site of the company on LinkedIn

• High level employees post blogs to the site boasting on the companies success and endless oppurtunities

Domino’s & Online Ordering• Online order system allows users to search

for closest store to their current location• Provides full access to every product that is

offered through the local Domino’s store• A Domino’s Pizza App has been created for

handheld access to the full store locator and order creator

• Pizza tracker system was created for customers to monitor their order through the entire process: Order placed, Prep, Bake, Box, Delivery!

Methodology• Used most of the large name social media sites and searched for

key words, such as: Domino’s, Domino’s Pizza, Pizza, Domino’s Incorporated, CEO of Domino’s, History of Domino’s Pizza

• Actively participates in every large social media site that I had found, with great reviews of product, customer service, and employees on each site

• The social media disaster discovered and the actions implemented by Domino’s Pizza, added value to the research in their mission to recover from the stain placed on their name and company

• Through hard work by the company and the employees Domino’s was able to recover fully and now actively participates on every large form of social media.

• Looks great for the company, and does a good job of representing Domino’s devotion to listening to its employees and customers.

• Jobs postings available on LinkedIn are actively accessible for employees and potential employees

Results & Recommendations• Easily found, and searched, on all large social media sites• Connections between employees through various social media sites is

a great tool for the company to keep in contact with their employees, and for the employees to form a family of sorts

• Great customer & employee interactions on all sources of social media• Online ordering system is interactive and easily accessible no matter

how technologically literate or illiterate

Continue Doing What You’re Doing

• While searching for Domino’s through the various sources of social media it was easy to find the companies social media sites

• With the large amounts of followers, and the large amount of people that the company follows on each of the sites it is easy to see that the company actively participates daily on all forms of social media. With updates on: deals, news and job listings

• I believe that they learned their lesson from the social media disaster in 2009 and are extremely active on social media because of this incident, through this social media disaster Domino’s is one of the most active social media pizza stores that I discovered

ReferencesDmuscatmeng. (2012, April 16). Domino's youtube crisis 2009. Retrieved from http://www.slideshare.net/dmuscatmeng/dominos-youtube-crisis-2009

Domino's IP Holder LLC. (2014). Domino's pizza canada app is here. Retrieved from http://express.dominos.ca/pages/android-iphone-landing.jsp

Domino's IP Holder LLC. (2014). Retrieved from http://express.dominos.ca/order/olo.jsp

Domino's pizza. (n.d.). Retrieved from https://www.facebook.com/Dominos?ref=br_rs

Domino's pizza. (n.d.). Retrieved from https://twitter.com/dominos

Domino's pizza inc.. (n.d.). Retrieved from http://www.linkedin.com/company/domino's-pizza/careers?trk=careers_promo_module

Domino's pizza employees. (n.d.). Retrieved from https://www.facebook.com/search/6657899956/employees

Dortmans, S. (2011, September 2). Domino's pizza: A social media success story. Retrieved from http://www.youtube.com/watch?v=pP8AHDcQUlk

Ramox3. (2009, April 15). Dirty dirty domino's pizza. Retrieved from https://www.youtube.com/watch?v=OhBmWxQpedI