Okay, I was blown away by the presentation by Domino's pizza guy, Ramon Deleon. This was my favorite presentation yet and really showed creative, responsible ways to use twitter and facebook to run ultra-successful campaigns. Everyone I've heard talk about Twitter always says the same thing:
1. Use it to monitor your brands conversation online
2. Use it to respond to customer complaints and show you care
Ramon however is taking it to the next level and finding ways to engage his audience and make them feel like close personal friends of his brand. The marketing ideas he employs, although highly creative, aren't unusual. What is unusual is how he uses social media to its fullest extent by monitoring the brand conversation as well as DIRECTING the brand conversation. He uses twitter, facebook, video and photo-sharing in all the ways we've been told it will work. And it's working. The one real key to his success, in my opinion, wasn't talked about in the presentation - but it was there. He has a strategy for everything he does. He throws things against a wall - but with a conscious marketing strategy.
He uses a twitter monitoring application that allows you to monitor conversations by location - perfect for so many retail businesses. This way he isn't wasting time courting a customer in Oregon or worrying about deals he announces getting confused in other areas of the country at other Domino franchises. He also promotes other people's twitter accounts on the inside of the pizza boxes, takes pictures of the promotion and send it to the twitter account holders. Wouldn't you be loyal to someone who did that for you? Ramon is making Domino's more than a friend - he's making it a best friend and/or business partner.
I was hoping someone would ask him how much time he spends on social media since the level in which he plays in the field seemed enormously time consuming. Low and behold someone DID ask. The answer was disappointing but not surpising: an average of 8 hours a day. The guy works closer to 12 hours a day but 8 are spent on social media. It just goes to show that if you are going to do it right, you can't cheat it. You need a person who is excited to do it, given the time necessary time (all of it), and someone you trust holding your brand. ALSO the person needs to take acceptable risks, and be given the freedom to do so. These requirements are so different from the way corporations have hired in the past. It's a whole new world out there. Make sure you watch this video - it's well worth it.
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