How Cinnabon Built Their Sweet Social Media Program

How Cinnabon Built Their Sweet Social Media Program

Marissa Sharpless, Sr. Manager, PR and Social Media at Cinnabon, discusses the power of storytelling on social media.

In This Episode:

Jay Baer

Convince & Convert

Adam Brown


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Full Episode Details

Storytelling on SocialHow Cinnabon Built Their Sweet Social Media Program

People have been telling stories since the dawn of time. A great story has the power to bring people together and foster meaningful relationships between brands and customers. But with no recipe to follow, how can you use social for storytelling?

The good news is that you don’t need a massive following to start connecting with your audience via storytelling. Even if you only have a handful of followers, knowing how to tell a good story on social can make waves that resonate outside of your community.

As Marissa Sharpless, Sr. Manager, PR and Social Media at Cinnabon rightly says, your storytelling ability is what will help you transform your fans into brand advocates. You don’t need to turn yourself into the next George R.R. Martin to be able to tell a story people will connect with. Your story could be something ‘small’ or as big as changing the world one Cinnabon at a time.

In This Episode:

  • 04:23 – How Marissa went from being a reality TV star to the Sr. Manager of PR and Social Media at Cinnabon
  • 09:39 – How Marissa’s background in broadcast journalism has helped her fuel Cinnabon’s success on social
  • 11:00 – What it’s like working with multiple franchise owners
  • 16:05 – How Cinnabon views paid social and use it to boost customer advocacy
  • 19:03 – How to incorporate UGC in your brand storytelling
  • 23:33 – How to use Twitter Chats and social listening to bond with your community
  • 34:18 – How Cinnabon utilizes data when it comes to sales attribution

Quotes From This Episode:

We use social listening and analytics platforms to see what our audience cares about…and we craft a weekly one hour Twitter chat that gets our fans talking about the things that they love.” – @MarissajustMay

When we really hit on topics that buzz within our community, we start seeing that little stair step increase within our overall engagement rates and any KPIs we're looking at. Click To Tweet



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