By adaptive - April 11th, 2012

[D]omino's Pizza is recognised as the world's leading pizza delivery company. Our expertise and passion for delivering hot and fresh pizzas has earned us numerous awards and the loyalty of millions...

Domino's Pizza is recognised as the world's leading pizza delivery company. Our expertise and passion for delivering hot and fresh pizzas has earned us numerous awards and the loyalty of millions of pizza lovers around the world.

Over 20,000 team members work in our UK and Irish stores and in a range of support functions ranging from marketing, IT and training to fresh dough production at our three commissaries in Milton Keynes, Penrith and Naas, Ireland. The majority of our stores are owned by franchisees who are responsible for delivering our brand's high standards to customers.

Nick Dutch, Multimedia Manager, Domino’s PizzaUseful Social Media spoke with Nick Dutch, Multimedia Manager, Domino’s Pizza about how the company uses social media to engage with its customers.

As a corporate user of social networks, how does your company value the networks it has a presence on?

Domino's use a variety of different platforms and each has its own value - for example, our Facebook page is great for engagement. In addition to sharing new product news and offering exclusive deals to our fans, we also run games and competitions on the page to keep people entertained and provide further reasons to keep coming back.

As another example, our Twitter page is effective for sharing deals and voucher codes. For some campaigns, we’ve achieved a higher percentage of redemptions from Twitter followers than Facebook fans.

Are the social networks now offering corporations tangible commercial opportunities to sell their goods or services?

We have been using Facebook to pre-launch a number of our new pizzas. This gives our Facebook fans the opportunity to buy new pizzas before they go on general sale, simply by clicking from our Facebook page straight through to our ordering website. It’s great for promoting new products while also rewarding our loyal fans.

In addition, we’ve just recently launched reverse auctions on Twitter. These give our followers the chance to reduce the price of a pizza by tweeting with hashtags during a set time frame. Once the auction has ended, followers can then buy the pizza for a limited period at the special auction price.

The first auction we did generated a 12-fold increase in the number of tweets we received in a day.

Can you outline how you are using gamification in the shape of your Showdown BBQ game on Facebook to engage with your brand advocates?

Yes, we have run a number of games on our Facebook page for previous campaigns. To celebrate the launch of our new Saucy BBQ Stuffed Crust, we wanted to inject a taste of Texas into our Facebook page with the Showdown game. We know that Domino’s fans love to get involved on Facebook and the Showdown gives them a great reason to get stuck in and have fun with our new crust, while also inviting their friends to take part.

Dominos Pizza Showdown Facebook GameYour company is increasingly moving to real-time customer engagement. How are the social networks helping your business achieve that goal?

Sales through our online and mobile channels are continually growing so we’re keen to ensure we are capitalising on these opportunities with our website and ordering apps. These are essential to enabling customers to order a pizza whenever and wherever they are.

We are always looking for innovative new ways to reach our customers in the most appropriate and relevant way. Social networks provide another effective means of doing this.

What do you think the future of social networks looks like in the context of corporate users?

Social networks provide a great way for brands to engage with their customers. With changes to existing networks and the addition of new platforms, social is going to continue to provide another channel for generating revenue and marketing activity, as well as gathering customer feedback and insights.


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