posted by Robin Tooms @ 10:56 PM
Super Bowl Sunday is supposed to be one of the biggest pizza-consuming days of the year. Unless all of these advertisements have been lying to me, you’re supposed to eat pizza today. A lot of it. And for some reason, $10 is the sweet spot. Did you order pizza today and contribute to keeping this economy afloat?
So, how is Domino’s Pizza Turnaround campaign going? Well, it depends on who you ask. In the end, it looks like they’ll measure the success with the same store sales numbers. Boring. Personally, I would like to see them correlate the positive and negative mentions on their social media sites as well. It would be great to know if a certain “sentiment” ranking could be tied to the numbers.
This excerpt really sums it up:
Truly engaging in social media necessitates this kind of imperfect back-and-forth. It requires that companies hand over some control over their brands to their customers publicly. There are enormous benefits to doing so. Endorsement of a product by a large group of strangers, or, better yet, people whom you know, is arguably much more valuable than a one-sided advertisement. But with the advantages of social-media engagement come the downsides. For example, when a customer rants about what may be an isolated incident of lousy service on that company’s Facebook wall, everyone can see it. When a bunch of people don’t like a new product or policy, they can rise up against it together.
Part of Social Media 101 is that when you ask for comments, you will get some negative comments, but you can’t ignore these.
Sidenote: I actually did have pizza last week, but we ordered it through an iPhone app. Again, Domino’s where is your app? As one of my co-workers put it “lazy pizza lovers” like me are looking for this type of service.
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1.01.2010
posted by Robin Tooms @ 6:05 PM
We spoke about Domino’s Pizza a few months ago. Domino’s was under crisis – two employees had released some videos on YouTube that became viral. That time, it was a lesson on how a company should use social media as a PR tactic to help spread goodwill for the company and change public sentiment (and spread it fast – negative news travels like wildfire).
This time, Domino’s is addressing a crisis of a different kind. This crisis – one of their overall brand image – has been long in the making. As Domino’s discovered, many people didn’t like the taste of their pizza and had been quite vocal about it. In this era of social media, gauging customer feedback is easier, although it looks like Domino’s has done some market research of their own as well.
What’s different is how Domino’s has chosen to deal with it. Domino’s has chosen to face criticism very publicly and use that as part of a brand turnaround. Look at this site: http://www.pizzaturnaround.com/
It does take some “corporate bravery” to create a site like this. Not everything is scripted. The live Twitter feed they have on the page is not always positive. They are laying the results out there for the world to see. In a way, they are encouraging us to see for ourselves – to not only try the new pizza but to see what our peers think. This is a company that believes in openness, and I hope they are rewarded for it.
I haven’t tried the new Domino’s pizza yet (if you’re listening Domino’s, I would like a real iPhone app), but it has me interested enough to try it.
