DUKKY

Like David Letterman on The Late Show, some companies and brands still aren’t quite sure what to do with their newfangled “Twitter machines.” Even the most socially savvy marketers have a hard time determining ROI, though they realize that creating a presence and engaging customers on Twitter is important.

Compared to other brands, Dunkin’ Donuts realized the potential of Twitter fairly early-the company began tweeting in October of 2008.  The Twitter account is primarily handled by “Dunkin’ Dave,” with other employees  like “Java Josh” and “Bagel Ben” filling in when Dave is unavailable.

Dunkin’ Donut’s Twitter account has a good mix of conversational tweets and tweets related to various Dunkin’ Donuts promotions. They also do a lot of small contests. For example, to celebrate the return of the Waffle Breakfast Sandwich,  they are giving away a free $60 gift card on Twitter. To enter the contest, they are asking customers to tweet about “what they are waffling about” using the hashtag #WaffleWeDDs.

This mix of deals and personal interaction has gained  a lot of traction on Twitter.  @DunkinDonuts has 47,938 followers, many of whom are extremely loyal and engaged with the brand.

As Dunkin’ Donuts fanatic Jess Greco explains on her blog, PRBreakfastClub.com:

They know how to keep consumers engaged and interested on a daily basis and they have a way of making you feel like you’re special, even as just one of their millions of consumers.

But what about ROI? According to Portfolio.com, the company has actually worked out a way to measure the impact of all of those tweets, by measuring the number of people who click on their “Win Free Coffee for a Year Offer” on Twitter and who enroll in the “DD Perks” program.

Dunkin’ Donuts isn’t sharing any numbers-not the click-through rate and not the quantitative value it assigns to the new DD Perks members added to the company’s database. Still, it’s great to see that they’ve established a method for measuring the ROI of their Twitter efforts that works for them.

At Dukky, we’re all about helping you harness the power of social media to promote your business and measure the results. Our platform lets you meld your direct marketing efforts (both email and direct mail) with social media, allowing you to create campaigns with unparalleled reach.

You not only see which of the customers on your original list have responded to your offer, you can also watch your promotion go viral as those customers share it with their friends on Twitter and Facebook.

With Dukky, it’s easy to see how social media is affecting and enhancing the ROI of your direct marketing campaigns.

Interested? Why not request a demo?