How Krispy Kreme Does Social Media

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

• Kelley O’Brien on Twitter: @kelleyob
• Krispy Kreme on Twitter, Facebook, Pinterest, YouTube, and Instagram
• Krispy Kreme Doughnuts Delivers the Tastiest Eclipse in History
• #krispykreme
• #ドーナツの穴には何がある