Whether or not Dunkin’ Donuts uses social media for internal communications is yet to be seen. After doing some research, I could not find anything from corporate directed at employees. Since Dunkin’ Donuts is mostly a franchised brand, this leads me to believe that most employee relations is handled on a location-to-location basis. Even the company blog seems to be aimed more towards external relations than internal.
Like I talked about a few posts ago, Dunkin’ Donuts has a company blog up on its main website that discusses corporate moves such as the partnership with Jet Blue Airlines, activities at headquarters like the Stanley Cup Champion Bruins paying a visit and the philanthropic work the company does.
I think Dunkin’ Donuts’ blog is a great example of a blog for external publics. Any company blog should keep the reader informed on company activity in a not so serious manner. You aren’t going to send a press release about merging with Baskin Robbins to the soccer mom in Rhode Island, but she can read about on the blog without being bogged down by corporate mumbo-jumbo language that would run in the Wall Street Journal. A company blog should be written by someone within the PR department, but not a publicist. The person should be within the company’s target market and not seem as biased as a publicist would. That way the when the writer is deciding what to write on he or she can take advice from the publicists, but write it in a way that the consumer would care about and find interesting. If the blog is coming from a customer-ish person then it should cover everything from the more traditional newsworthy things like mergers and financial aspects to the random things like a picture of someone in a Dunkin’ Donuts. I think customer input is big as well. I would recommend having your blogger have an email account just for emails from readers to inspire what to write about. After all, your customers are your No. 1 external relationship.
Dunkin’ Donuts has had a handful of celebrity spokespeople over the last few years. Rachel Ray was signed in 2007 to a three year deal that included television and print ads, promotional appearances and even time in the Dunkin’ Donuts kitchen where Ray was said to have had a hand in some recipes, which I’m not so sure. For some reason, I feel there would have been a noticeable difference in the food she created. In 2010, at the end of Ray’s contract, Dunkin’ Donuts decided to keep it local, signing two Boston athletes: Ray Allen of the Celtics and rookie Tyler Seguin of the Bruins. Both were to be part of the “Caught Cold” campaign. While the campaign mostly focused on the street team rewarding people drinking Dunkin’, Allen and Seguin were to be on the promotional side of it in T.V. commercials. Seguin’s contract only lasted through the 2010-11 NHL season at the end of which the Bruins won the championship, but Allen’s runs through the 2012-13 NBA season (wonder if that still pertains if there is no 2011-12 season). What all three of these spokespeople have in common is that they represent the New England area just like Dunkin’. Ray grew up here and Allen and Seguin play for loyal New England fans. 
While I am not sure that a celebrity spokesperson is the best route for Dunkin’ to take, I do respect their previous choices. I think the fact that they all share that common New England bond is important, however, I think Rachel Ray was their best choice because of the fact she was not in sports. When companies hire a spokesperson it is to reach more people, but hiring an athlete is tricky, especially in the northeast. As a Yankee fan, I was not happy to see a pair of red socks last spring on my iced coffee cup. Was it enough to make me give it up? Of course not, but say Dunkin’ is trying to increase their presence in the Los Angeles area; a Celtic player would be a BAD choice! Laker fans will keep to their Starbucks.
Personally, I would not pick a celebrity to be the spokesperson for Dunkin’ Donuts. I would seek out a loyal, blue-collar, hard-working customer to be the face of the brand. I have said it countless times already that Dunkin’ has that laid back, we-relate-to-you attitude. So why pick someone who is already up on a pedestal above the average American to represent your company?
Very nice post on internal/external relations. I always liked the "time to make the donuts" actor, because the man made this character appear genuine. A spokesperson like this guy or similar to him would be fun.
ReplyDeleteYou have some worthwhile thoughts about the spokesperson issue.
ReplyDeleteOn internal communications, I don't think most local franchisees have the time or sophistication to get into any kind of internal communications effort. They probably just talk with their employees on site.
The issue that arises is how to communicate with the franchisees. Information about how to set up displays, take maximum advantage of seasonal specials, even use the technology to bake their donuts, make coffee, broil sandwiches, etc. probably should be communicated to these "employees" on a regular basis.
There is also the recognition issue for franchises that have extra good quarters, years, etc. That sort of thing is a real motivator for these people. I am surprised there is none of that. I also think a blog for franchisers to exchange solutions, ideas, etc. would be a great idea. If they have such things, it's probably hard to know about. Still, others have found ways to research into their companies, so there must be some way to do it here.
Yes, I do agree that for DD a "Jared" type spokesperson would be best. Someone everyone could identify with.
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