Bachelor of Arts: Social Media and Online Reputation - Domino's Report

This report, submitted as part of a Bachelor of Arts with Honours in Digital Marketing at Coventry University, analyzes Domino's social media marketing strategy. It outlines specific objectives, including increasing brand awareness, building brand engagement, and providing effective social customer service. The report details the strategy, focusing on Facebook, Instagram, and YouTube, with allocated budget percentages and tactics such as contests, influencer marketing, and behind-the-scenes content. A Gantt chart provides a timeline for implementation, and the control section outlines metrics for tracking performance. The report also includes a detailed crisis management scenario based on a past incident, along with suggestions for improvement. The conclusion summarizes the key findings, and the report is fully referenced.

COVENTRY UNIVERSITY
BACHELOR OF ARTS WITH HONOURS INDIGITAL MARKETING 2021
FACULTY OF BUSINESS AND LAW
NAME : YAP JOEY
STUDENT ID : 3810JT6F
COURSE : SOCIAL MEDIA & ONLINE REPUTATION (315 MKT)
MODULE LEADER : WONG KIN CHING
DATE OF SUBMISSION : 04 JUNE 2021
COURSEWORK TITLE : INDIVIDUAL REPORT – CW2
TOTAL WORDS COUNT : 2,200

Table of Contents
1. OBJECTIVES.....................................................................................................................3
2. STRATEGY........................................................................................................................4
3. TACTICS............................................................................................................................6
4. ACTION.............................................................................................................................8
5. GANTT CHART.................................................................................................................9
6. CONTROL.......................................................................................................................10
7. CRISIS MANAGEMENT SCENARIO..............................................................................11
8. CONCLUSION.................................................................................................................14
9. REFERENCES LIST........................................................................................................15

OBJECTIVES
1. Primary Objective: Increase Brand Awareness
Dominos ought to obtain additional 7,000 followers on Facebook page whereas extra 4,000 on
Instagram by December 2022 for increasing brand reputation. Short-term goal is increasement
of 200 followers in Domino’s Instagram page by September 2021 that high-possibly becoming
long-term prospects or advocacy (Hill 2018).
2. Secondary Objective: Build Brand Engagement
At least 10 posts per month on each Domino’s social media platforms with over 1,000
reactions for each post must be achieved within 2021 via Audience Insights and Instagram
Analytics for gaining customers’ interactivity. Online audiences’ participation rate of at least
50% in contest or events by measuring number of clicks, shares and hashtags used on their
personal social media profiles using analytics tools and Google Analytics (Lua 2021).
3. Tertiary Objective: Effective Social Customer Service and Social Listening
Customer satisfaction score increasement of 20% measuring via social media customer
service tool with goal of responding to 85% of comments in social medias by 2021 (Lua 2021).
Media channels to be 97% positive within 2022 by having maximum of 30 minutes of response
time towards customers’ feedbacks using sentiment score.

STRATEGY
Social media marketing through official Facebook, Instagram, and YouTube pages with ratio
of 7: 3: 1 usage per platform and the projected budget of 50%, 25% and 25% respectively.
A. Facebook
Allocating highest percentage of 70% for using Facebook which is great e-commerce
integration via Facebook Messenger (Lyfemarketing 2021). Percentage of social media posts
versus advertising posts should be 50% and 60% respectively due to lack of paid
advertisements. Domino’s should invest Facebook advertisements for easily targeting online
users at perfect timing.
Photo and caption contests should be organized in Facebook and Instagram page according
to age and interest of targeted audiences. Regular contests can be run quarterly in a year for
keeping engagement constantly plus minor, demanding gifts (Teo 2018). This can increase
followers as fun and wonder built for online word-of-mouth sharing contests and encourage
posting of user-generated content (UGC) in Facebook and Instagram as the requirements
of winning prizes.
Provide reward points and establish loyalty program through a mobile application specially
for purposes of claiming free gifts and vouchers and engaging latest brand information.
B. Instagram
Domino’s can reach wider targeted audiences of youngsters’ demographics who mostly use
Instagram (Lyfemarketing 2021).
Behind-the-scene photos can be taken and post in the Instagram stories with high vividness
and eye-catching the online audiences (Lyfemarketing 2021). The highlights are needed to be
managed and distinguished into different categories of lifestyles.

C. YouTube
Lack of content in YouTube channel needs creating videos as the second greatest searching
platform using holiday celebration ideas (Lyfemarketing 2021). Comment section of
YouTube page should be opened for collecting feedbacks and interacting with audiences.
D. Influencer Marketing
Domino’s should partner with influencers whose values are congruency with brand identity
and targeted audiences’ lifestyle concept. Teenagers tend to follow trends of their preferred
social media influencers (Ghimire 2018). Integration of influencers marketing in social media
marketing have more reach to wider customer base with genuine marketing message
delivered worldwide (Ghimire 2018).
Monitoring social media feedback is important with particular concern may have negative
feedback to be responded within 24 hours so customers feel valued.

TACTICS
1) Contests
 ‘Domino’s Friend Giving’ is the contest title whereas limited seasonal signature
pizzas and Domino’s-Branded container are hooking prizes.
 Requirements of winning is to post user-generated content with visual content and
textual ideas and use hashtags of #Domino’sLife, #CustomizeDomino’s,
#Domino’sGiving in captions.
 Certain photos requirements and basics judgement for winners are laid out in Facebook
and Instagram accordingly (Teo 2018). The criteria for judging winners of photo contest
are creativity, originality and uniqueness of concept. This leads to action engagement
of users by actively creating creative posts related to Domino’s Pizza contest’s theme.
 Promoting the contest organized via Facebook Domino’s Community Group to
establish brand reputation by becoming involved with communities in the brand page.
They can serve as customer ambassadors, providing electronic word-of-mouth
recommendations through social media platforms to broaden the brand reputation.
2) Instagram Marketing
 Post behind-the-scene posts, including high-solution, short videos of Domino’s
offices, event, packaging and manufacturing process (Coles 2019).
 Use hashtags in Domino’s posts and encourage it in UGC via contests held and
influencer posts for connecting to wider social media users worldwide.
 Instagram marketing focuses on the promotion of user experiences, lifestyle, and
user-generated content in their personal social media profiles. Domino’s can repost
the certain users’ and winners’ post for showing the support towards followers and
keeping freshness of postings (Statler 2021).
 Domino’s should intensely create stories of count-down of contest held, employees
reviews and positive emotional quotes. Then, the stories are distributed into highlights
such as Pizzas, Cinemas, Celebrations and Home being created in Instagram bio for
positive impression of Domino’s official Instagram page.

3) YouTube Marketing
 Hire celebrities to create brief, emotional story-
based videos according to seasonal
celebrations like Mother's Day, Christmas,
Valentine's Day, Easter. For example, Jennifer
Lawrence being the largest pizzas-goer celebrity
can be partnered for making 2-minutes videos.
The focusing message can be the potential to
celebrate upcoming Christmas with loved ones in
various home environment. The turnovers include efficient delivery, families gathering,
pizzas serving happily at the end. The touching part is mother and adult daughter finally
meet and share moments after years of separation due to distance marriage.
 Two types of videos either telling stories or promoting products are advised to be posted
quarterly in a year.
4) Influencer Marketing
 Active, young, friendly Instagram influencers with over 10
thousands of followers should be the target for Domino’s to
cooperate with.
 Little Lauran can be the perfect example of being Domino’s
brand influencer by being lifestyle influencer of enjoying food
worldwide anywhere (Influencermatchmaker 2021)
 Give sponsorship fees such as incentives and great
services to the influencers and celebrities who promote
Domino’s.

ACTION
1) Resources Management
Marketing specialists should be hired so as to follow tightly, implement accordingly and
monitor regularly this social media marketing plan (Ghimire 2018). Customer services team
should be utilized for engaging with online visitors by giving support and answering enquiries
to drive sales and track delivery locations (Swan 2021). Domino’s must recruit right people for
its internal social media marketing team and offer regular training for engaging and avoiding
crisis issue.
Design team in-charge of taking images and videos and editing them. Social marketing team
should coordinate with design team efficiently for creating social media posts in terms of tone
of voice, color matching with brand identity, marketing message conveyed. Domino’s should
manage and coordinate in-house resources from the aspect of people, projects, equipment,
and supplies thoroughly. The frequency of post is one or two times daily for Facebook and
Instagram pages whereas at least 1 video in two weeks for Domino’s YouTube channel.

GANTT CHART

CONTROL
Domino’s needs to track the new posts, contests, hashtags, UGC used in terms of reactions,
amount and quality of comments and posts, result submit rate, number of leads. Thrilled
customers are key to social media marketing, social proof, repeat sales and referral that are
the metrics for measuring repeated purchases, satisfactions and loyalties, advocates (Swan
2021).
Domino’s ought to control the signs of consumer dissatisfaction that frequently occurs during
various online contests and ensure that the prize distribution is fair-and-square performed and
winners are real persons.
Digital analytics tools and Google Analytics should be implemented in the Domino’s social
media marketing platform can analyze database and gained meaningful insights based on
audiences, demographics, acquisition and behaviors (Ghimire 2018). Domino’s can track,
assess and amend the current social media marketing plan according to the interpretations for
creating better strategies suit to the upcoming trends in its industry.
Influencers’ potential reach and amount of unique visitors is measured for tracking the results
to measure Return of Investment (ROI) (Ghimire 2018).
Sentiment analysis is for social media monitoring to analyze social media buzzes and
customers’ perceptions of Domino’s platforms (Brand24 2021). It extracts online users’
opinions related to the brand to examine if there are positive, negative or neutral via the
sentiment scales score marks for brand reputation management (Brand24 2021).
The reassessment of social media marketing plan should be held every 3 months. If these
efforts are not making progress in positive directions, Domino’s should re-create a framework
where strategic management and cooperation among departments are established. Whereas
presuming that this plan achieves the objectives half-way, maintaining the performance then
setting a bigger goal can encourage and motivate the better version of actions implemented.

CRISIS MANAGEMENT SCENARIO
Domino’s significant viral crisis that happened during 2009 is that two stuffs in Conover North
Carolina franchise published prank video of making gross actions that sticked cheeses to his
nostrils then being put on sandwiches on YouTube channel (Agnes 2012). That content
became viral message spread by online users for reaching over millions of viewings on
YouTube, title spread over Twitter and five references on first page of search results for
Domino’s, causing Domino’s did full social media crisis management (Forbes 2009).
Domino’s made the mistake of making correction and taking action on the back closing door,
causing it to neglect giving the dumbfounded communities to take part and know Domino’s
actions. This also proves that the late response time of Domino’s exceeding 48 hours and
making lagging of timeframe to allow online virally conversate faster about the story. Extra
objections and assaults due to this voiceless action that accusing Domino’s ignored that
circumstance and hoped it would vanish (Agnes 2012). Domino’s identify individuals, contact
consumers, and ensure no selling of polluted items once video published in 24 hours via
coordinated communication within internal system.
They instantly registered Twitter account for responding questions and reassuring the
customers regarding the confined crisis was being taken required strategies for correction.
After that, they apologized by posting in their website without waiting for the authorized
declaration came out. The apology was truly and honestly heart-felt as said that customer trust
is the utmost significant aspect for Domino’s (Forbes 2009). Asking the followers from Twitter
to assist them in spreading words via retweet links for calming the assault then prepared for
the official announcement (Agnes 2012).
The last step they had taken is to release an excellent formal statement relevant with that crisis
for gaining the perceived controlled over the situation.
Content of the official video released on YouTube:
 Responding towards the critical situation uploaded on the same YouTube platform from
the time happened.
 Enhance videos for being noticed by that offended video

 Showing genuinely sincere and humanity for the brand and the crisis
 Clarified the actions they were taking to address the terrible circumstance
 Introduced the moves they were making to guarantee that this terrible condition will not
occur again
 Proves how the company significantly dealing with the emergency issue without all talks
but had turned sayings into real practices (Agnes 2012)
 It was from U.S. President, Patrick Doyle to directly share and announce the video
responding towards public (Agnes 2012).
Domino’s had done well in humanizing its brand by allocating a realistic person that is
Company Executive Officer (CEO) as company spokesman and branding over social media
platforms for building customers’ confidences, sharing strategy and directions (Forbes 2009).
WAYS TO IMPROVE CRISIS MANAGEMENT

Domino’s should have acknowledged and informed publics by announcing that they are
aware of the situation and are looking into the matter seriously that releasing a press release
after investigated. Assuring public through investigation is to be done by Domino’s by following
through numerous facets of issues and informing societies. Domino’s should publish and
announce official press release statement within 24 hours to reverse the unneeded and extra
damages due to the miscommunication of announcement towards the public (Agnes 2012).
Social medias are participatory for resolving problems and building bridges for connections
with customers. Thus, brand advocacy can be employed to remain support for the brand by
standing ahead and representing Domino’s of the company’s social media connections, with
external impressions of Domino’s being shaped. Brand advocates carry engaging
responsibilities when exchanging information with customers and fans. Engaging on social
media channels with transparency, honesty, and promptness and arising concern are to be
published immediate (Forbes 2009).
Horn, Taros, Dirkes, et al. (2015) discusses that Domino may consider aligning with
outsiders who are more capable and qualified within social medias industry if lack of company
abilities to efficiently utilize social medias. Social media activities respond team should plan
detailed strategies and implement structurally.
THINGS LEARNT FROM CRISIS
Process of cleaning up the social medias and communicating with audiences, responding
Twitter communities and cooperating with seniors’ leaders quicker should be done so as to
slow, calm and prevent wide, rapid spreading of the negative reviews of the brand (Jacques
2009).

CONCLUSION
This plan concludes that it is helpful towards increasing brand reputation via social media
channels with implementation of actions accordingly. This effect can be achieved by building
trust via social media engagement, live events, and various contests and campaigns. Social
media marketing team helps in updating the plan and monitor the negative comments, for
expanding their skills to keep up with the ever-changing trend of digital marketing world.

REFERENCES LIST
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timelessness-of-a-social-media-crisis-plan/> [03 June 2021]
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