ANN ARBOR, MI: Domino's Pizza is reaping the rewards of an increased focus on in-house efforts to reinvent the brand through social media.
Since January this year, Domino's has relied solely on a combined in-house team of 10 people across its PR and digital departments to handle its social media activity. The revised strategy recently helped Domino's exceed 3 million Facebook fans and 40,000 Twitter followers.
The pizza company formerly worked with word-of-mouth marketing agency New Media Strategies to connect on platforms such as Twitter and YouTube.
Chris Brandon, Domino's PR spokesperson, said: “It was really important to be as honest and transparent as possible in using social media. It's a place people go to sound off and have interaction with anything from a friend to a brand — and they do it in a very open way.”
Social media features include the ability to post pictures of pizzas on Facebook and live twitter feeds for consumers to add comments, good or bad, about Domino's products, including the new pizzas introduced in 2010 and chicken range in 2011. The company chose not to censor tweets because it wanted to be as “open” with customers as possible and form a trustworthy relationship with them.
Another part of the campaign is Domino's pledge to no longer use fake food or doctored photos in its commercials and ads, and Brandon stated that the company is currently using only real images of its food products.
“There's no text book on how to do it and we're just doing what we think is best, and so far we've been pleased with how the program has been going,” said Brandon.
Although traditional outreach methods have also played a role in Domino's PR efforts, the company relies more than ever on new digital platforms, especially in getting feedback from customers.
“We have all kinds of ways to let people know what we're doing,” Brandon explained, “but social media is the ideal way to generate two-way communication.”