唐恩都乐甜甜如何使用社交媒体的(中英文对照).doc

唐恩都乐甜甜圈（Dunkin’ Donuts）是如何使用社交媒体的？ SocialTimes recently caught up with? HYPERLINK /116489990520863986166/about Kevin Vine, interactive marketing manager at? HYPERLINK / Dunkin’ Brands, to discuss? HYPERLINK / Dunkin’ Donuts’?social media strategy, which platforms it uses, its most successful social media campaigns and more. Question:?In what year did Dunkin’ Donuts start using social media, and what platform did it start out on? Answer:?Dunkin’ Donuts started using social media with the creation of its? HYPERLINK /DunkinDonuts Facebook brand page?and? HYPERLINK /dunkindonuts Twitter account?in late 2008. Q:?What is Dunkin’ Donuts’ overall social media strategy and more specific objectives? A:?We always like to say that we don’t own our social media channels, our fans do. As a result, our social media strategy is aimed at growing and maintaining a highly engaged global community of Dunkin’ Donuts fans. We work to consistently provide meaningful content and promote a two-way dialogue between the brand and our passionate fans. We’re a fun brand, and our guests who rely on us for coffee and donuts expect a little fun from us by making Dunkin’ Donuts part of their daily lives, either through status updates with pictures or questions or with fun challenges and sweepstakes tied to our marketing calendar initiatives. Locally, building brand awareness and engaging guests in new markets, both domestic and international, has also been a key objective of our social media channels. We enlist regional and international partners to hyper-localize social media efforts and connect with local communities within our larger follower base who run on Dunkin’ and want to know about what is happening at Dunkin’ Donuts in their hometowns. Q:?How many DD and/or agency folks are dedicated to working on social media for DD? A:?The Dunkin’ Donuts social media team consists of nearly a dozen people working out of “The DD Mothership,” the social media team’s nickname for Dunkin’ Donuts’ headquar