With close to 9 million likes on Facebook and over 450,000 followers on Twitter (as of Jan. 9, 2014), you could say that social media is a strength for global pizza delivery chain, Domino’s Pizza. But the road hasn’t always been easy for the fast-food company.
Back in 2009, a pair of Domino’s employees posted a video on YouTube that quickly went viral, showing them put disgusting things on sandwiches before serving them to customers. The outrage then poured out onto the company’s Facebook page, Twitter, and the blogosphere.
Since then, Domino’s has fought to get their new public image out there by engaging in intense marketing and social media campaigns.
First, the pizza chain spent millions of dollars on an ad campaign that highlighted real customer feedback—both good and (in many cases) bad. They also ran a “Show us your pizza” campaign where customers were asked to take a picture of their Domino’s products and post the photos online.
The company even launched what it called the “Pizza Turnaround” web page, a social micro-site that seeks to get customer feedback on how to improve their pizza recipe, while documenting the company’s ongoing efforts to address criticisms.
Predictably, Dominos’ open-door policy for customer feedback through social media has caused quite a bit of backlash. Social media necessitates that companies publicly hand over their brand’s image to customers, and customer opinion isn’t always pretty. But even with the negative feedback Domino’s receives, customers appreciate that their opinions are being heard.
Domino’s CEO Patrick Doyle admits that the move was risky, but that “the transparency and customer engagement factors were key in transforming the company’s reputation.” He went on to say, “Our social media part of the business just took off as people were connecting with the brand…the customers’ view of your brand is what carries the day.”
And boy has it worked. Since 2009, Domino’s has gone from flat same-store sales and store closures to significant growth in 2011 and 2012. Last year, the company opened its 10,000th store.
Through the example of Domino’s and others, it’s quickly becoming clear that optimizing your business’s social media reputation through blogging, bookmarking sites, and popular social platforms is a must these days. Trends continually show that innovative companies who utilize social media tools wisely are experiencing a major boost in their bottom line compared to organizations that aren’t.
To learn more about how you can use social media to market your business, check out this helpful video from Fox Business’s “The Willis Report”:
With close to 9 million likes on Facebook and over 450,000 followers on Twitter (as of Jan. 9, 2014), you could say that social media is a strength for global pizza delivery chain, Domino’s Pizza. But the road hasn’t always been easy for the fast-food company.
Back in 2009, a pair of Domino’s employees posted a video on YouTube that quickly went viral, showing them put disgusting things on sandwiches before serving them to customers. The outrage then poured out onto the company’s Facebook page, Twitter, and the blogosphere.
Since then, Domino’s has fought to get their new public image out there by engaging in intense marketing and social media campaigns.
First, the pizza chain spent millions of dollars on an ad campaign that highlighted real customer feedback—both good and (in many cases) bad. They also ran a “Show us your pizza” campaign where customers were asked to take a picture of their Domino’s products and post the photos online.
The company even launched what it called the “Pizza Turnaround” web page, a social micro-site that seeks to get customer feedback on how to improve their pizza recipe, while documenting the company’s ongoing efforts to address criticisms.
Predictably, Dominos’ open-door policy for customer feedback through social media has caused quite a bit of backlash. Social media necessitates that companies publicly hand over their brand’s image to customers, and customer opinion isn’t always pretty. But even with the negative feedback Domino’s receives, customers appreciate that their opinions are being heard.
Domino’s CEO Patrick Doyle admits that the move was risky, but that “the transparency and customer engagement factors were key in transforming the company’s reputation.” He went on to say, “Our social media part of the business just took off as people were connecting with the brand…the customers’ view of your brand is what carries the day.”
And boy has it worked. Since 2009, Domino’s has gone from flat same-store sales and store closures to significant growth in 2011 and 2012. Last year, the company opened its 10,000th store.
Through the example of Domino’s and others, it’s quickly becoming clear that optimizing your business’s social media reputation through blogging, bookmarking sites, and popular social platforms is a must these days. Trends continually show that innovative companies who utilize social media tools wisely are experiencing a major boost in their bottom line compared to organizations that aren’t.
To learn more about how you can use social media to market your business, check out this helpful video from Fox Business’s “The Willis Report”:
With close to 9 million likes on Facebook and over 450,000 followers on Twitter (as of Jan. 9, 2014), you could say that social media is a strength for global pizza delivery chain, Domino’s Pizza. But the road hasn’t always been easy for the fast-food company.
Back in 2009, a pair of Domino’s employees posted a video on YouTube that quickly went viral, showing them put disgusting things on sandwiches before serving them to customers. The outrage then poured out onto the company’s Facebook page, Twitter, and the blogosphere.
Since then, Domino’s has fought to get their new public image out there by engaging in intense marketing and social media campaigns.
First, the pizza chain spent millions of dollars on an ad campaign that highlighted real customer feedback—both good and (in many cases) bad. They also ran a “Show us your pizza” campaign where customers were asked to take a picture of their Domino’s products and post the photos online.
The company even launched what it called the “Pizza Turnaround” web page, a social micro-site that seeks to get customer feedback on how to improve their pizza recipe, while documenting the company’s ongoing efforts to address criticisms.
Predictably, Dominos’ open-door policy for customer feedback through social media has caused quite a bit of backlash. Social media necessitates that companies publicly hand over their brand’s image to customers, and customer opinion isn’t always pretty. But even with the negative feedback Domino’s receives, customers appreciate that their opinions are being heard.
Domino’s CEO Patrick Doyle admits that the move was risky, but that “the transparency and customer engagement factors were key in transforming the company’s reputation.” He went on to say, “Our social media part of the business just took off as people were connecting with the brand…the customers’ view of your brand is what carries the day.”
And boy has it worked. Since 2009, Domino’s has gone from flat same-store sales and store closures to significant growth in 2011 and 2012. Last year, the company opened its 10,000th store.
Through the example of Domino’s and others, it’s quickly becoming clear that optimizing your business’s social media reputation through blogging, bookmarking sites, and popular social platforms is a must these days. Trends continually show that innovative companies who utilize social media tools wisely are experiencing a major boost in their bottom line compared to organizations that aren’t.
To learn more about how you can use social media to market your business, check out this helpful video from Fox Business’s “The Willis Report”:
