How Krispy Kreme Does Social Media

Kelley O’Brien, Director of Social Media for Krispy Kreme, joins the Social Pros Podcast to share how an internationally delicious brand keeps their social fresh and engaging.

In This Episode:

Kelley O'Brien

Krispy Kreme

Please Support Our Sponsors:

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

Full Episode Details

Deliciously Social

If you sell donuts in 31 countries and are represented on every single continent but Antarctica, there is a lot of communication that needs to happen.

So how do you engage on a global scale while keeping in contact with your domestic fan base of 11 million spread out over 300 locations?

For Kelley, it’s about providing the guidance, the direction, the clear brand path and voice, and visualization to help everybody stay on track. Giving local franchisees the authority to engage with their community directly with support from the global team creates a cohesive yet individualized message that gets people off the internet and through the door.

Additionally, when people are upset, the global branch has their back to help solve problems quickly and make sure upset customers return to the happy advocate state and stay there.

Reaching a point of an average 20,000 fans per location starts with influencers, but not the kind you’re thinking of. Finding active social users that fit your brand messaging can be more impactful than signing on with a million-follower influencer.

Letting your brand messaging lead your social media plan from the ground up results in a campaign of true conversions.

In This Episode

  • Why selecting the perfect influencer for your brand means looking beyond reach or followers
  • How multi-level social customer care management, from local up through global, leads to a rabid fan base of brand advocates and repeat customers
  • Why successful social means targeting both full and part time fans
  • How an established and accepted social personal leads to organic virality

Quotes From This Episode

“Social is the way we communicate localized messages, global messages, and national messages that make sense. That’s how we execute campaigns, and we’ll see that it does drive foot traffic. ” —@kelleyob

“We haven’t married it up 100%, but it’s getting as close as possible to showing direct store traffic from online conversions.” —@kelleyob

It's really organic that is actually taking the lead for 2017. Click To Tweet

“Facebook’s really working hard on a lot of the data points, the things that we can learn about our audiences and use to create unique audiences, which helps us to be even more sophisticated.” —@kelleyob

“Sometimes it’s the interpretation of what we presented on social. If we create something and if it spawns, more people try to recreate it, and it’s amazing to watch that happen.” —@kelleyob

The common thread of marketing is the unique experience that can be put in place. Click To Tweet

Resources


See you next week!

Episode Transcript

Jay: Welcome everybody to Social Pros. The podcast for real people doing real work in social media. I am, as always, Jay Baer from Convince and Convert. My co-host, Adam Brown, from Salesforce Marketing Cloud is off today, so it's just me. Here on episode 285 of the show. Today, ladies and gentlemen, we are going to focus ... on donuts. And I thought, if we're going to do a show about donuts here on episode 285, who better to bring on to the Social Pros podcast than a woman who spends all of her time at the synthesis of donuts and social media? She is Kelley O'Brien, the Director of Interactive Social Media for Krispy Kreme. Kelley, thanks so much for being on Social Pros.
Kelley: It's an honor to be here, thanks so much! I'm very proud to be a part of episode 285. It's amazing! Because the fact that Krispy Kreme just turned 80 years old. Imagine us now in time and throughout the 80 years and here we are today.
Jay: 80 years old, for Krispy Kreme. I had no idea the brand was that long. If I'm doing my math correctly, that's 1937?
Kelley: Correct! It was July 13th, 1937. Founded in Winston-Salem, North Carolina.
Jay: Wow, that is a long time. And of course it's now a very, very large company. Maybe set this up and make sure the Social Pros listeners know just how big the Krispy Kreme brand really is.
Kelley: So we are ... We have over 1000 locations. We are in 31 countries and represented on every single continent but Antarctica. Then in the domestic U.S., we have about 300 locations and a fan base of over 11 million fans. And then to also if we break it down by fans per shop in the U.S., we have 20,000 fans per shop in each location. You might see it on a location page, but if you break up our universe, it's at about that, about 20,000 fans plus, per location.
Jay: Are you working on the international social as well? Or do you and your team primarily focus on the U.S. or North America social media?
Kelley: So we work on the strategies and we also work on how to evolve in the precision. So we have a lot of countries that they have their own people, or staff, or they'll have agencies that actually do the day to day community management. But we help provide the guidance, and the direction, and the clear brand path and voice, and visualization to help them to stay on track. And then we train them and do a lot of programs to help make sure, that again, they are in the same voice and they're extending. And also to stretch their imagination for some evolution in the content and evolution of the platforms. Because in a lot of cases, they don't have the time to stay right on top of it and so we do. And so we monitor it and help them. And we ... As we audit them and engage with them, we help to just improve the practices and make them even stronger.
Jay: Many of your locations, at least in the U.S., are franchises. Is that correct?
Kelley: 200 locations are franchised and about 111 are company shops.
Jay: Interesting. That's a fairly equitable mix. More so than you would typically see. Usually it's more one or more the other. How does that work with franchise locations? Are you doing their day to day social? Are you managing their local Facebook account or their local Twitter account? Or are you, again, giving them the guidance and they have somebody at their shop or an agency doing it in their local or regional market?
Kelley: So it's kind of a unique split. Those that are sourced, or can, or want to manage it, and they have the right resources, like people, etc., to be able to handle it, some of them have asked if they could do their own. And they have and we've trained them. And those, they provide very localized experiences, of course. And we post at the global side for them and manage the community management from a day to day. Imagine their traffic's cut into a smaller percentage, but yet they have a great impact. And so those that do it, they have been doing it right. And they do it pretty strong. But then, if you would imagine it's more or less we manage 70% of the United States, plus the whole global presence. So it's a nice hybrid. But if someone rolls off, like say they lose an agency or lose a person, then we come in and fill in for them and help to do their day to day. So it's kind of a nice marriage of all the different localizations of all the different platforms.
Jay: That's an interesting hybrid. You're absolutely right. That's a little unusual, different than what we would typically see. Are you also doing social media customer service on the main Facebook page and those kind of things? And I noticed your team is really on top of it. There's lots of customer questions, and chatter, and praise, and just interaction on Facebook in particular. And the Krispy Kreme team, who I think is your team, is really quick to respond and doing a great job in that venue.
Kelley: Thank you. We have like a 365, 24/7 approach. And there's times that we go quiet. You might ... We'll be there, we'll be listening. But it may not be as efficient to be up at three in the morning, unless it's an occasion day or some sort of large event day. But yeah, they're right on top of it and definitely staying right there in the moment.
Jay: One of the things, as we record this, that's super exciting is that you were rolling out ... I think maybe, even like tomorrow. For the first time, ever, as I believe this to be true. A chocolate glazed donut.
Kelley: Yes, we're eclipsing our donut. So in celebration of this phenomenal moment in time, we are gonna to be, through the whole weekend at participating locations. We've never turned our glaze to a different flavor here in the U.S., and so we are converting it into a chocolate glaze. And so you may have seen chocolate donuts from us, the yeast, the cake. But then in other instances, you'll see an icing on top. But this is that unique ... Back a hundred ... Back if you go 80 years to 1937 when we originally launched the glaze, now imagine we're turning it, 80 years into the future, into chocolate. So and ... Just for this special occasion because it's a once in a lifetime, maybe twice or three times in a lifetime occasion. So again, how about celebrating it this way?
Jay: We're recording this a couple of weeks before the eclipse because I've gotta go on the road for a little bit. So if, on the eclipse day, that is The Rapture or somehow Armageddon and no one ever gets past that date, this would be an amazing artifact of that time. That we have the chocolate glazed donut to throw back. So if, in fact, it's not The Rapture and we're still around after the eclipse, go on Twitter and do a little search for the Krispy Kreme chocolate glazed donut. And you'll be able to see all the hoopla because people are losing their friggin minds about this donut. I mean they are fired up.
Kelley: I know. It's amazing. And we're using hashtag chocolate glaze. And if you also then, on top of it, see on Facebook, our first post about this, out the gate, reached 8.6 million people. And that's amazing. It's like more, of course, than our fan base at just showing the domestic U.S. And it's amazing! So people are talking about it. It's like chocolate to the next level. And people that necessarily aren't eclipse enthusiasts, they're loving it just for the fact you've got chocolate there and the sensory. So even we have influencers that we've been giving them bibs. And so we're preparing them for the best case scenario of it's messy, and we promise that it's messy. So whenever you walk in, you're going to get a bib. And so we picked a handful of some influencers and we gave them gifts. And they have little bibs and t-shirts inside. So it's for the before, and then you have the after.
Jay: We talked a lot about influencer marketing on this show and also on our sister podcast, Content Pros. What constitutes a Krispy Kreme influencer? What kind of people are you looking for in that role? Would it be somebody who's got disproportionate influence in the food industry? Sort of food bloggers? Or somebody who's really popular in a particular local market? Like, this person is Captain St. Louis, or something like that?
Kelley: Well it's a unique mix. It's people that show tons of brand love or potentially they have the love for food and they would want to convert to being Krispy Kreme fan, they just never have necessarily experienced it. But primarily they're people that have experienced our brand, and they're either passionate about food. Some of them are passionate about fashion. Some are also ... It's a wide range, actually. So it's the ... Are they, what we would call, people that just love life. And they're happy. And they've got a great reach. But it's not to the point of they're a celebrity status, or an Instagram celebrity status, or a Facebook celebrity status. They're just basically they're above performance of some accounts. And they have a great reach and a great impact and great love. And we kind of have a little score card of how that we figure out who makes sense in our world. But it's to at least to be truly connected to some sort of passion that makes sense with us, and it would relate.
Jay: I love it. I like the fact that it's not purely based on reach, or followers, or number of Instagram comments. That there is a passion for the brand component. I think that's very, very smart.
Kelley: Thanks so much.
Jay: What is the role of social for the Krispy Kreme brand? I mean clearly it's a brand that everybody loves. There's not too many people that you'll find who say, "I just don't like Krispy Kremes". Now, there's people who can't eat four at a time. But everybody pretty much likes the product, which has got to make your job somewhat easier. But is social driving foot traffic into stores? Is it amplifying other marketing promotions? All of the above? When you think about "How do we justify the fact that social exists in this company?", where do you hang your hat?
Kelley: It's all of the above, from all the different communications levers that we could pull. So if you imagine that we have a field team that's on boots on the ground. They're helping shops. They're helping do in-store displays and help with in-shop marketing. Then you have a combination of people that they work on the brand side. They help do a lot of great ideas and concepts. And then if you think about from what we execute. We do some paid media, but it's primarily banners. And you'll see on premium channels, etc. But we also do paid radio, you'll see Pandora or Weather Channel, or something like that. But primarily, we go to market for social media. And we also use PR efforts and media relations efforts. But it's a nice mixture between all of us, but day to day socials, like straight on. And it's the way we communicate localized messages, global messages, of course, and then national messages that make sense. And so that's how we go to execute campaigns. And we'll see that it does drive foot traffic. Now I'll say if you get into the science of it and you're actually looking at true conversions, unless you're doing an online campaign, or you're converting people to say, "We have delivery now through Uber Eats and GrubHub." And if you're actually showing those conversions and deeply integrate it, then you can see it's like a true conversion. But at this point, we're tracking more of a it's a ... We'll have the conversions if we drive people to a website, then we'll actually see the result of web traffic people coming to our stores. But ... And we can look at physically people have been checking out locations, etc. So we haven't married it up 100%, but it's getting as close as possible to showing direct store traffic.
Jay: That's exciting because a lot of people can't do that sort of attribution to say, "Look, social equals feet in the door." That's very interesting. Did you say, I want to make sure I got this right, that most of your paid is on the display side, and you're not doing that much paid social?
Kelley: Well it's a combination that's lighter on the paid social. Because there are aspects of whenever you have refined audiences and audience targeting and store ... Though if you think about it, on Facebook, all the myriad of different ways that you can actually target people, and really not just necessarily…it's very sophisticated. But when we do it, we do it right and do it at a very small bubble. But it's not an evergreen, always on. It's more of a campaign to campaign. But again, it just depends upon what the situation is. If it's something brand new and gaining awareness, we'll use paid social for it. But in other cases, if it's something that people know, if we're playing with a moment or a time or a situation, then we're doing it organically. So it's really organic is actually taking the lead for 2017. Just from the great banner engagements.
Jay: That's fantastic. And you don't hear that as much. I mean most of the guests we've had this year have been leaning heavier on paid for obvious algorithmic reasons. So it's nice to have somebody on this show who is still really making it work on the organic side. How do you handle things like Yelp and Facebook reviews and Google reviews at the individual store level? Is that handled by your team, or a separate customer service team? Or does that just get sent to an individual store manager?
Kelley: It's handled by our team. And so we've been ... Well, in some cases, if it needs to be handled by our customer service team, we'll forward it along to them. If it's something out of our control, that we definitely needed to direct in that area, we will. But if it happens to be something that we can handle in the moment, like a miscommunication or confusion at a shop about when we're doing a promotion or something happening, then we can help to mitigate it right there almost in realtime through a lot of Facebook, a lot of reviews that people give, in that moment. And also, it's when people are having a really bad day, you can pick up as an indicator of something that's happening at the shop level. We do look at all the scores. We look at all the ... Again, every time someone's giving a comment and manage that day in, day out. Now there are certain review platforms that we look at. We look at it from a dashboard, but we aren't necessarily ... We'll go in and we'll comment, but it's not as ... Because of that platform and its frequency that people comment on. We're a little lighter in them. And then also, as we talked about, franchisees, in some cases, they review the relevance, they manage it. But it's all one voice. All one brand. And we definitely take it all seriously and manage that in-house.
Jay: What would you say is your most important social outpost? Is it Facebook, where you have the largest audience? Or somewhere else?
Kelley: Facebook has the largest for us. And if you look at how many Facebook fans we have per location, if you were to do the math across the country, it is in our best interest and also because of best reach. And also it's ... Facebook's really working hard on a lot of the data points, the things that we can learn about our audiences and create unique audiences. So it really helps us to be even more sophisticated, and plus of the casting the net more precision. And then also with the opportunity to target people that have talked to us already before, to re-target them. There's better experiences that we're generating out that, and you'll see higher of course engagements, and better reach and overall better results.
Jay: Yeah. One thing I was interested to ask you is, do you feel like your social media audience, the people that you're routinely interacting with in social ... And obviously the demographics are gonna differ from channel to channel. The Snapchat audience is a little different than the Facebook audience, certainly, etc. But in general, do you feel like your social media crew is different demographically from your customer base as a whole? Or does social media represent the entirety of the Krispy Kreme customer base, pretty much, overlaid?
Kelley: You know, it seems like they are a much better representation of what's overlaid, because if you were to go and like actually do a customer research on some of our audiences, do a segment of them, they are correlating and matching who our consumers are. But as we kind of refine our targeting and we talk to more people, you also will attract more people through different events and different occasions, because of their enthusiasm for what that topic is. So sometimes we bring people in and out of conversations. It may not be 100% fans and we may have not converted them to be an ambassador, or to 100% be a fan. But they're part-time fans. And then once we're giving them the right experiences, that they're hoping for and that we've attracted them on, then they stay a part of us and we don't see the drop off. And as we're delivering on our authentic experiences, then we see that they'll stay tuned. They represent who comes in stores. And then we see them all the time in and out of social, and in stores. And so it's creating quite a network between all of them. And true relationships. So that's what the key is as well.
Jay: If you didn't have any budget constraints and you could do whatever you wanted, what would you do? What would be the thing that you're like, "You know what? I'm gonna go make this happen. I haven't been able to do it because we don't have the cash or the people or the time." If you could just sort of take all the wraps off your social media program, what would you do next?
Kelley: Wow, that is a tough one. Because if I think about, there's some of would be content based because of some of the things that we do or the opportunities that we could do. If you could imagine doing a takeover across all of our different channels, altogether increases very unique, personalized experience. And I'm talking everything from showing fans live and interacting with them live and really creating a moment in time unlike any other of syncing everything up at the same time. I think that would be kind of unique for Krispy Kreme because if you've ever seen our shops and ever seen a new store opening, a lot of occasions we'll have people that line up for hours and we'll have popple that stand and wait for a new store opening. Like a hundred people, 300 people that will wait in line for days. And so if you think about that consideration for an audience, it's all about the face time that we have with people. And so imagine bringing them all together in one universe. I think if the sky's the limit, that would be the opportunity. And then how do we bring them to unique experiences? We've tried virtual reality, we used it for the Power Rangers promotion and that was unique enough in itself, but it's not the tactical experience or the tactile, I mean, experience that you see where you're actually touching donuts. You're smelling the 4D kind of experience and being in a shop. So imagine we could connect people that, as I mentioned, have people across the globe who are connected to our pages and connected to our accounts. How could they actually experience Krispy Kreme at their moment, at their level, whether it's through 3D printing and then you have a 4D experience of the aromatic experience of being in our shop.
Jay: Now you're talking. Yeah.
Kelley: And then you have the visualization. Marry it all together and it's such a wonderful experience. So imagine if that were the future. With the right wearables that they could see the donuts are being made and then they're watching in person and touching and the detail. That would be unique.
Jay: Yeah, you see KFC has done some of those things right?
Kelley: Mm-hmm (affirmative)-
Jay: With the fried chicken scented sunscreen and the fried chicken air freshener and stuff like that. So there's a lot that can be done. We're gonna take just a second to acknowledge this week's sponsors on the Social Pros podcast. We'll be back with more from Kelley O'Brien from Krispy Kreme in just a second. The show this week is brought to you by our friends at Sales Force Marketing Cloud. We have a free ebook that I think you should download. It's called "More than Marketing: Exploring the Five Roles of the New Marketer." I think all of our jobs and our responsibilities inside organizations are getting broader. I think Kelly's has, mine has, yours probably has as well. This ebook is interesting. It breaks down the five new essential marketing skills that we probably all need to have. There's interviews in there, there's stories in there, there's actually even interactive features in this download to help you get started along this journey and some immediately actionable steps you can put into place to help master these talents. It's pretty slick. Go to canc.ly/newmarketer. Also this week a reminder about the new ebook that I published with my team at Convince and Convert. It's called "The Three Types of Social Media Metrics and Why They'll Get You Promoted." All about social media metrics, how to merchandise your measurement internally to make sure your boss and your boss's boss and your boss's boss's boss knows all the great work that you're doing. I think you're gonna like it. We put a lot of great work into it. Go to canc.ly/3socialmetrics That's canc.ly/ the number three social metrics. And of course, all the links, all the show notes, all the recordings, all the awesome is at socialpros.com where you can find every single one of our 200 and now 85 episodes. So if you missed what I just told you, go to socialpros.com and you will find it there. Kelley what's the worst part about your job? What's the part where you're like, "Man, I wish I could delegate this to somebody" or "I wish I didn't have to do this part of it?"
Kelley: I can't even say there's a worst other than the fact that I wish there were more time in a day. And I'm not a big sleeper so I love to be constantly watching and engaging and social. Just in general I love social media. But then thinking about ... I can't find anything that is the worst part. But let me back up. Probably the worst part would be accuracy and reporting. And getting, creating our own custom reporting metrics and trying to make sure platforms all make sense. And making a harmonious [inaudible 00:23:00] of that. That's probably the same thing, but I'm working on that and addressing it on a day to day and really getting to what's the right point in feeling. But in general I love every single minute of the day and it's like a dream.
Jay: Are you surrounded by donuts? Are there donuts every day at headquarters? Is it just like, are they handing them out at your office every day?
Kelley: We have donuts in our cases. We have two donut cases and you can walk in, come in and visit us, and we'll give you some coffee and donuts at the same time. And we have one of our barista machines so it's pretty exciting. You can come in and get a whole experience. It looks like a shop whenever you walk into our headquarters. So we do have them every single day, Monday through Friday.
Jay: Wow. That's pretty fantastic. Are you still down with the glaze, the original? Or do you have some sort of fancy pants donut that you've gravitated toward now that you've been there for a while?
Kelley: No, I love the glaze, but there's a lot of other donuts that's, it's kind of so interesting to try. If you've tried our pumpkin spice original glaze before.
Jay: Yes.
Kelley: We tried that last year. And it's amazing. It's amazing flavor. I love yeast donuts just because they're great and I like cake donuts too. So it's unique to try the difference between them. If I had a cake go to and I do have a cake go to, it's blueberry cake. I love glazed blueberry cake. But if I look at some of the other donuts, I love caramel. So anytime I get a chance to eat anything with caramel on it, I just melt. We have caramel from time to time, of course seasonal, but it's not necessarily a mainstay all the time.
Jay: A lot of your social media is, of course, this is no big surprise, is photos of donuts. Right? I mean you've got lots of donuts and it's pretty visually arresting and they're shiny and awesome and they look delicious and those kinds of things. It's essentially donut porn, right? It's a consistent donut porn experience. Who's taking those photos? Do you have a photographer on staff? Are agencies doing that? Do you have a different comms department that's making all the pictures? Are they coming from stores? Where do all the photo assets come from?
Kelley: It's a combination. So we have an agency that takes photos for us and you'll see some of the stylized Instagrams. Other times we do have someone in house that he's doing a great job and so he'll take some really fun photos. And there's so much continuity between it all because of our look and our feel that you can't tell it's from one person to the next. And sometimes they'll have opportunities where in other countries we'll use Influencers to take some of the photos and we have the approval to use it and it's wonderful.
Jay: I was gonna ask you about that. Because it's such a passion brand and you've got people checking in at Krispy Kreme, taking pictures, post them to Instagram, etc. I imagine you get a pretty steady stream of fantastic user generated content even in a non contest environment, just day to day, people doing awesome stuff. Is there anything that you remember that was particularly fantastic that came from a user? Where you were like, "Wow, that's really creative or really terrific?"
Kelley: Well, I would say, I mean there have been a lot of instances. One, obviously the fact of the hashtag Krispy Kreme alone has 1.6 million uses on Instagram. And that's just organic.
Jay: Wow.
Kelley: That's unseeded.
Jay: That's a lot.
Kelley: Unaided.
Jay: That's a lot of pictures of donuts from fans. And not only that, you're talking about 1.6 million people who thought to use the hashtag.
Kelley: That's right, unaided. It just popped into their mind. And then you see the misuses like they spell our name wrong or they add other characters and emojis and that adds an extra half a million people, or half a million tags. And it's pretty amazing to watch that. So I would say sometimes it's the interpretation of what we presented on social sometimes. Kind of like people rise to the challenge. Not that we give them a user generated challenge. But if we create something and if it spawns, like more people are trying to recreate it, it's just amazing to watch that. And so for instances, donut cakes for instance. Donut towers, donut walls. A lot of those originated through people creating them for weddings. And then people having donuts as giveaways for weddings or other events. And so it's just an evolution in itself. I also have seen when some people do a hack or something along those lines, and you might see donut waffling or you'll see someone creating donut sandwiches or things like that. It's just interesting to see and I'll say that I'm constantly impressed by the creativity of people, of how they take our donuts and either they keep them intact and they do something really clever with them to surprise people or they make their own moments out of them. So I think I've never been surprised more than I guess whenever I'll see one situation I'll see the next situation. So it's just constantly evolving. I mean I've seen everything from donut glasses, donut viewfinder, and I've seen even where in Japan they saw the iterations of people taking donuts and using as kind of their little donut viewfinder and then they're zooming in on other locations and you'll look around. So Japan has a contest. It's a user generated contest and I'll give you the details. Anyway it's about ready to end. Looking at guests where they are today with the viewfinder. It's just a fun interpretation from fans that had started using it. We started doing it and it just became a myriad of people that they're always putting their donut up to the sky or to wherever they are and you see at that moment in time and whether it's in the Red Square in Russia or it's in the middle of Savannah, Georgia, you've got people that are tagging where in the world they are. And it's just an amazing phenomenon to watch all the places that donuts travel.
Jay: That is super cool. And of course all the people around them are like "What is that guy doing, why is he holding ..."
Kelley: That's right.
Jay: "Why is he holding this donut up and taking a picture. That is so bizarre." That's great. I want to make sure we'll drop a couple examples of that into the show notes at socialpros.com. Now Kelley, I want to talk a little bit before we wrap about your journey here. Because I think it is not a small irony that the last job you had before you went to Krispy Kreme was at a health care provider. Not to say that Krispy Kremes aren't healthy, but at scale it's probably not something you want to go into every minute of every day. And I just didn't' expect that. I didn't' expect you to go from hardcore healthcare marketing and social media person to Krispy Kreme social media and marketing person. Tell me about that journey.
Kelley: Well, and part of it, I did everything from medical tourism to sometimes people, they have a lot of cosmetic things that they want to address. And also, the evolution of technology and hospitals. And os in that, I was a part of a surgery where I got to sit next to somebody that was actually doing a robotic process. And they wanted a way to reach fans at a new level or followers at a new level. Some people were fans of the hospital but others, first of all they wanted to show how state of the art it was and talk about the precision of the technology. And I'm just sitting there nerding out, loving it more than anything else. And I created this campaign of how do we take this and how do we help fans know what we're doing and understand kind of what it's like to being a moment in time of robotic procedures? And so I was sitting there live doing a twitter chat with fans and helping the family ... The patient actually wanted people to know more about the procedure and was very enthusiastic about it, seeing how people would adapt and do it. And it was quite an epiphany to sit there during a surgery that I had never been a part of, sit next to a surgeon, and remotely tell people. But in the true entirety of like, how close it was to many different industries. I've worked in environmental, I've also worked on some governmental and other things that I've done. Automotive industry. And if I look at it, it's like the common thread of marketing is the unique experience that can be put in place. And in which they want to be connected, as if you look aback at it from a healthcare perspective, people reward themselves after giving blood. You've had a really bad day, so it's not about ... It's about the rewards in life. It's about the moments in life. So I look at going from healthcare to general tech made a lot of sense because I watch people and I watch how they celebrate. We're celebrating moments in our lives and we respond to healthcare so we just want to make our lives better. And we have a choice to not go to a hospital or not go the doctor, but the reason that we're there, we're going is that it's the evolution to the next place that we want to be. We want to be in the best state. That donut's bringing you to the next level in the sense that you're having comfort, you're having wonderful warm moments.
Jay: Yeah.
Kelley: So in my life, it's always been about how do you make things just a little bit better and bring the best experience, so again I felt like it was a natural evolution.
Jay: That's fantastic. I love the way you explain that. It's super interesting. And it's a great way to think about the Krispy Kreme brand, right? As a reward, as something that people look forward to. Which it's certainly that, and obviously the consistent quality and the great work that your team is doing as well. It certainly speaks to why the brand is incredibly popular in social media and beyond. Kelley I want to ask you the two questions that we've asked every single guest on this show since the very beginning almost seven years ago now. First question.
Kelley: Mm-hmm (affirmative)-
Jay: What one tip would you give somebody who's looking to become a social pro?
Kelley: I would say study it as an art, study it as a science, and when you marry the two together, you'll get the result that you need and desire. And love it with a passion and I think once you apply it as an inviting passion, you'll flourish. You'll keep doing better and better and accelerating in your life.
Jay: I love it with a passion is so true. I've said this before on the show that if you don't love social media you suck at social media. You've gotta really, really care about it because it takes a ton of time. And it changes all the time, right? It's certainly rewarding but it's not an easy job as people who listen to the show know.
Kelley: Right. Definitely it's not. And it's a dedication. So if you can be dedicated, that's definitely the principle to take too. If you love what you do and you want to find something that you love. Also do what you love. If you don't love social media, it's the same way that I tell people. You don't want to be on social media if you don't love it. Or you don't want to jump from platforms that you're not gonna adopt, you're not gonna love.
Jay: Yeah. No question.
  Last question for Kelley O'Brien, Director of Interactive Social Media for Krispy Kreme, if you could do a Skype call with any living person, who would it be?
Kelley: Well that one's pretty interesting 'cause I think about every once in a while in my life, I've talked about, "You know, I would love to meet Mark Zuckerburg." And I know it sounds pretty natural because I'm such a nerd, but you know I think actually I would say Mark. Because he's the person that comes to mind. Because you think about how much that he's taken on in his lifetime and you know the short window that social media's been around and then it sounded like how he's taken his principles and his vision, his drive to create a universe or a community of people that's 2 billion people strong. And just the vision that it takes, I've always looked at Guy Kawasaki's, I've looked at Bill Gates, and so many other people that I've watched from time to time, and Marks' been the one that sticks out the most.
Jay: I think that would be absolutely fantastic and super fascinating and of course relevant to everyone's work here at Social Pros. Guy Kawasaki we could do. He's been on the show. We could hook you up on the Guy Kawasaki Skype call. That we could pull off. Zuck, I'm not so sure we could make that happen. But you let us know, we'll make Guy work for you.
Kelley: Sure, I'd love it.
Jay: Kelley congratulations on all the fantastic work at Krispy Kreme. I am so thrilled for what you and your team are able to accomplish in a relatively small team. What you're able to execute every day is nothing short of fantastic and remarkable. I'm fired up for tomorrow's debut of chocolate glaze.
Kelley: Yay!
Jay: Which you'll be able to look at retroactively, ladies and gentlemen, when this podcast is published, assuming, again, that we all survive the coming eclipse. I really hope that all of you get a chance to go to socialpros.com to check out the full transcript of this episode in case you missed anything or all the other previous shows as well. Kelley thanks so much for your time and congratulations on all the great work.
Kelley: Thanks so much for having me. It's an honor and a privilege. Thanks so much.
Jay: It was 100% our honor. We do appreciate your time and your expertise. Ladies and gentlemen that's it for this week's episode of Social Pros, thanks as always to Sales Force Marketing Cloud, Convince and Convert and to all of you. Don't forget if you haven't had a chance to leave us a review on iTunes, Adam and I would be so thankful for that. That would be spectacular. Also, coming up soon, just FYI, giving a little teaser here, we're redesigning the Social Pros website so if you haven't looked at it recently, pretty soon all new totally different website, easier to find stuff, easier to navigate. We're excited about that but it's a giant project. So I'm both excited and scared but I'll let you know as soon as it launches. Until next week I'm Jay Baer from Convince and Convert and this, my friends, has been Social Pros.
Show Full Transcript
Close