Date post: | 06-May-2015 |
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Donut Day 2012 Case Study
- How social media has emerged as a boon to the brand in terms ofcommunication with the brand patrons. . .
- Social media monitoring to address the various comments & tweets. . .
- How Mad Over Donuts handled online queries & kept their fans/followersengaging. . .
Read about…
Engagement Brand Connect
Facebook Banner Creative
- Banner was made live on 08 June, 2012.- Created a buzz before Donut Day.- Fans had started asking about the celebrations.
Excitement among fans.
Tagged peers to make them aware about ‘Mad Over Donuts’ Donut Day.
Facebook Promotion – Before Donut Day
Tags Engagement Likes
‘Wow’‘Treat’
‘Coming’‘15th June’‘Awesome‘
‘Donut for Rs. 25’‘Best thing heard’…
Comments before Donut Day (Promotional Post)
Word cloud – Comments
Donut day promotional post went viral among Facebook fans with 500+likes & 177 shares.
Donut Day – Promotional Post
Many of them were already on the way
Friends were tagged
Fans <3 it
They felt that it was a great offer!
Posts by others
MOD Donut Day gave a theme to Jinal & her office mates.
Mumbaikars went Mad Over Donuts
Fans shared their experiences, images & how they enjoyed ‘Mad Over Donuts’ Donut Day.
- Live updates from Mad Over Donuts stores were shared among Facebook fans.- 11 posts on donut day (content posting strategy).- Fans had started tagging these images.
Tags Engagement
Live updates (posts)
Likes
• Quick responses to the negative
comments due to long queues
and Fan's appreciation on the
same to Mad Over Donuts team.
Emotional connect was made
among fans by pacifying &
responding to them.
As a result, these fans felt
delighted with brand’s prompt
response & appreciated the
same on Facebook page.
Evening Status Update
Emotional Connect
Brand Connect
Multiple content posting strategy including live store images, post updates, etc.
Also, fan base count has been on the rise before and after Donut Day.
Prompt and satisfactory replies to customers who had trouble getting Donuts on
Donut Day has just taken Mad Over Donuts as a brand to higher levels with lots of
satisfied customers and fans on Facebook.
Facebook users reach was nearly 70% of the current fan base on Donut Day.
4 Top cities who had reached the most were Mumbai, Bangalore, Pune & New Delhi.
4x times the daily page views on Facebook.
Viral reach was 3x times in comparison to the daily reach.
Post donut day experiences were shared on Facebook as well as on Twitter.
Facebook Summary
Tweeps tweeted about the crowd at MadOver Donuts stores.
Shared donut images.
#modDonutDay was promoted whileinteractions.
Users had tweeted MOD Donut Day as asuccess.
Twitter Promotions
Tweets with hashtag #modDonutDay
Top five words: RT, donuts, donut, day, #moddonutday.
TweetCloud for MadOverDonuts
Twitter Statistics for Donut Day (15th June, 2012)
Donut Day
Tota
l no
. of
twee
ts
June
Twitter activities were on hype onDonut Day.
Overall 158 tweets on MOD DonutDay.
78 retweets were received talkingabout MOD Donut Day.
Tweets were replied & retweeted.
Donut Day
Donut Day
The total tweet count for Donut Day was 158. This includes replies and re-tweets.
Nearly 41% of these tweets were replies to our followers regarding the event.
49% of these tweets were re-tweeted.
#modDonutDay was used as the primary hashtag for all tweets from the Mad Over
Donuts handle as well as by our followers.
Also, our follower count has been on the rise before and after Donut Day.
@Su_Power, @Paramparatweets were among the top Twitter influencers.
Prompt and satisfactory replies to customers who had trouble getting Donuts on
Donut Day has just taken Mad Over Donuts as a brand to higher levels with lots of
satisfied customers and followers on Twitter.
Twitter Summary
Mad Over Donuts is now an established well known brand.
Brand awareness has increased as compared to last year’s Donut Day.
The event went viral on Facebook & Twitter.
Fans/followers are now aware of ‘Mad Over Donuts’ Donut Daycelebrations.
Social media has emerged as a boon to the brand in terms of replying &communication with the brand patrons.
Queries were addressed with prompt responses.
Positive feedback from the brand followers.
Conclusion