Dominos Special Delivery Going Viral Through Social Media
- Slides: 15
Domino's "Special Delivery“: Going Viral Through Social Media Franko, Stephanie, Jane, Katie
Timeline April 13, 2009 - 4: 30 PM: Mc. Intyre is alerted of situation 11: 00 PM: Employees in video are identified April 14, 2009 - 1: 38 AM: Hammond emails Mc. Intyre 7: 30 pm: Chatter on twitter began April 15, 2009 -Main Video reaches a million views -5 or top 12 Google search items are about this -Reputation went from positive to negative -Patrick Doyle, President of Dominos posts you tube video apologize online
Apology http: //www. youtube. com/watch? v=dem 6 e. A 7 -A 2 I
• • 2 nd largest pizza chain in US Employs 125, 000 in 60 countries Been around for 49 years Head quartered in Ann Arbor, MI • 2008: 400 million pizzas delivered worldwide – Will significantly drop – Mc. Intyre needs to act now
Defining the Problem • VP of Corporate Communications was alerted to a problem by a third party • 2 employees posted videos online of inappropriate behavior
• Mc. Intyre was most worried about: – Damage to the reputation of the brand – Loss of consumer trust and loyalty – Possible legal repercussions. • Lack of awareness online [self- presence] • Lack of watchful management at the store level. [where was the manager? ]
Analyzing the Situation • Within 24 hours, videos gone completely viral – Good. As. You. org advocacy blog site alerted Tim Mc. Intyre – Post links on their site, other blogs do the same • Best of PR abilities to correct situation
• No doubt these amateur videos were Domino’s location • Wearing full uniforms – Domino’s Pizza boxes/logo shown frequently • Supervisor not watching – “Reading newspaper in the back as usual – Actor and director become lazy and bored employees Questions to ask • Supervisor locked away for the length of five videos? – Employees have this much free time? • Other employees watching this happen?
• Shifting blame to employees – Employees behavior – Domino’s free of blame • Evading responsibility – Represent citizenship – Higher quality product than other companies • Digging deeper – Where is the management? – Management let off easy
Internally • Notify the Management • Find the offenders – Identifying the store and employees • Working with the store owner – Asking for written statements explaining employees’ actions • Analyzing PR first management actions – Notified the top management – Corrective Action: Restoration of the problem: • Firing the employees • Closing and sanitizing the store • Make sure that the customers did not get contaminated food
• Sharing updates and messages about the crisis with The Consumerist and Good As You • Apologizing to the people – On You. Tube – On their corporate website – Creating a Twitter account • Analyzing the actions – Did not acknowledge the wrong doing – Shifted the blame on the Franchisees’ hiring strategies – Did not acknowledge all the stakeholders, such as stores in Europe Externally
Alternative Solutions • (larger)Overall Goal: Repair Domino's Brand Image • Denial (Do Nothing) - Authenticity - Viral Web Presence
Alternative Solutions • Evading Responsibility - Minimization - Bolstering • Corporate Social Responsibility - Health & Wellness - Sponsorship
Implementation • The Social Web - Age of Information - Two Way Communication • Organizational Structure - Tactical Approach - Top-Down Management • Brand Repair - An opportunity for growth - Lessons learned
Online Buzz about the Dominos Brand Blog posts about Dominos- Blue Amazon-Yellow Susan Boyle- Green
