How technology and social media is changing marketing (and how you order a pizza).

1. How technology & social media is
changing marketing
(and how you order pizza)
Ashleigh Fitzgerald~Angela Garrison~Andrea Gill ~Courtney
Mellinger~Chengwei Zhang

2. Domino’s Pizza Case Study

3. Domino’s Pizza Case Study

5. • Mobile Marketing
• User Generated Content
• Social Media
• Coupon Craze
• Location Based Apps
Domino’s Pizza Case Study

6. • “The use of the mobile medium as a means of marketing
communication”
• “Distribution of any kind of promotional or advertising messages to
customer through wireless networks”
• “Using interactive wireless media to provide customers with time and
location sensitive, personalized information that promotes goods,
services and ideas, thereby generating value for all stakeholders
• “Mobile marketing is a set of practices that enables organizations
to communicate and engage with their audience in an interactive
and relevant manner through any mobile device or network”
Mobile Marketing: Definitions

7. • There are 6.8 billion people on the planet. 5.1 billion of them own a
cell phone, but only 4.2 billion own a toothbrush.
• There are more mobile phones on the planet than there are TVs
• It takes 26 hours for the average person to report a lost wallet. It
takes 68 minutes for them to report a lost phone.
• It takes 90 minutes for the average person to respond to an email. It
takes 90 seconds for the average person to respond to a text message.
• 91% of all U.S. citizens have their mobile device within reach 24/7.
• Mobile coupons get 10 times the redemption rate of traditional
coupons.
Mobile Marketing: Stats

8. • SMS
• MMS
• In-Game
• Mobile Web
• Bluetooth
• Location Based
• QR Codes
Mobile Marketing: Types

9. • Quick Response (QR) Code
• Fast readability and large data storage
• Created by Denso Wave (Toyota) in 1994
• Used to track vehicles during the manufacturing process
Mobile Marketing: QR Codes

10. • Download QR Code reader
• iPhone: NeoReader
• Android: Barcode Scanner
• Blackberry: ScanLife
• Windows Phone: NeoReader
QR Codes: How they work

11. QR Codes: How they work

12. • JUNE 2011
• 14 million Americans scanned
• Male
• 25-35 years old
• Household income of >$100,000
• Source of scanned code
• 49% Printed magazine/newspaper
• 35% Product packaging
• 27% Website
• 23% Poster/flyer/kiosk
• 13% Business card or brochure
• 13% Storefront
• 10% TV
QR Codes: Who is Using

13. QR Codes: Uses

14. QR Codes

15. QR Codes: Domino’s

16. QR Codes: Domino’s

17. User Generated Content

18. • The first video on YouTube is of the co-founders Jawed
Karim talking about elephant’s trunks titled “Me at the
Zoo” shot at San Diego Zoo.
• The video has received over 6 million views
First YouTube video

19. • It has 490 million users worldwide
• It generates an estimated 92 billion page views each
month
• The average user spends 5 hours and 50 minutes per
month
• Together, we spend 2.9 billion hours on YouTube in a
month (That’s 326,294 years)
• YouTube mobile gets over 100 million views a day
Statistics about YouTube

20. Domino’s during the crisis

21. • Domino’s “Show us your pizza” campaign.
• Commercial
• “Make it right”
Domino’s Pizza campaign

22. • Relevance has long been central tenet of marketing...but
not the case anymore
• Guests on a company's social networking site don't want
to talk about your product, they just want to talk
• Suggestion that 2/3 of company's posts be conversational,
not informational
• “A Facebook fan has no value. Getting a Facebook fan to
do something does."
Facebook

23. • Domino’s Facebook Page
• Domino's stays with the 2/3 idea
• Posts a lot about things related to the purchasing of their pizzas
• Conversation launch off points:
• Hit "Like" if you eat other people's left over crust
• More important Thanksgiving ingredient: the turkey or the
football
Domino’s on Facebook

24. • Invited customers to show their pictures/videos of their pizza
experiences
• Have all their user-generated content with their
commercials and promos on video page
• Highlighted lunch offer to drive more lunch pizza
consumption
• 25th anniversary brought back retired mascot “The Noid”
• Facebook game to generate brand awareness/familiarity
• One free pizza was given out each minute to those who
played the game and like their page
Weakness: Can't find your own dominos from their
Facebook page and there is not a simple way to navigate
directly from page to ordering site
Facebook Promotions

25. • Started in April 2009 after YouTube video crisis
• When they launched their new recipe, used #newpizza to solicit
feedback from their customers
• Used twitter to
• Acknowledge
• Thank customers
• To give coupons
• Reward followers with gift cards
• Inform confused customers about ordering practices
• Initially, they censored negative feedback they got on twitter, but after
being called out by various food bloggers for it ,they stopped the
practiced and allowed wide ranging feedback
• While they have over 116,000 followers, they follow over 5,000 of their
customers
Domino’s on Twitter

26. • Vital in competing in the market
• Coupons or deals used by all competitors
• Many deals similar
• Preferences are determined
• Domino’s first in the market to include mobile and online
coupons
• Medium specific
• Mailer
• Mobile
• Online
Coupons

27. • “The original coupon”
• Based on region, Nationwide event or Nationwide
competition
• Not individualized
• Found in the newspaper every two-weeks or atop the pizza
box
Mailer Coupons

28. • “The original coupon, personalized”
• Sent based on region or frequency of visits
• An in store opt-in
• Based on frequency of purchase
• Specials sent on your Birthday
• Specials sent around Holidays (such as the Super Bowl)
• Specials sent if you haven’t purchased recently
• Specials sent for new products
Mailer Coupons

29. • Increasingly relevant for
consumers
• Increasingly effective tool
for brand during the current
recession
• Reliability on receiving the
most current and cost saving
deal through opting-in
• Banner ads drive traffic to
Domino’s mobile commerce
and coupon site
Mobile Coupons

30. • Coupons viewed via mobile
app or sent through SMS
through an opt-in relationship
• By opting-in, you’ll receive the
strongest deals Domino’s has to
offer
• Domino’s was the first brand
to partner with and advertise
with Pandora radio
• Specific coupons are designated
to those that visit and order
through this coupon
Mobile Coupons

31. • Like Mobile, general data is
stored on your location and
previous ordering history
• Online coupons are tailored to
consumers’ ordering history
• Coupons designed on habits:
• Excessive use
• Specific pies
• Coupons designed on location:
• Customer habits
• Regional differences
Online Coupons

32. • Foursquare, Gowalla, etc.
• GPS on mobile device uses current location and lets users
“check-in” places
• Foursquare has grown exponentially
Location-based social media

36. • Customer information
• Time of check-in
• Age and gender of customer
• New vs. returning check-ins
• Social reach of each check-in (posts to Facebook or Twitter)
Effects on marketing

37. • Build excitement for company
• Badges as incentive
Effects on marketing

38. • Most popular Foursquare
specials
• Something for free
• Discount
• Friend special
• Reward best customers
Effects on marketing

39. • Will focus on where users are going, not what they are doing
• More notification oriented
• Crowley envisions a Foursquare that “…will tell you that you’re
close to a sandwich place you read about in the New York Times
three weeks ago. And that’s what you want to try.”
• Automatic check-ins?
Comments from Foursquare Co-Founder Dennis Crowley in TechCrunch article: “From Check-Ins To
Recommendations: A Glimpse Into The Future of Foursquare”
The future of Foursquare

40. Back to our pizza…

41. Dominos Tracking

42. • Creamer, M. 2010. 2010. “When it comes to Facebook, relevance may be redefined.”
Advertising Age. 81(42).
• Butcher,D. 2009. “Mobile commerce growing at astounding rate.” Mobile Marketer.
• Khan, M. 2009. “Mobile coupons address mood of the moment: frugality.” Mobile
Marketer.
• Milano, Justin. (January 2010). I don’t have any hang-ups about using Dominos pizza
coupons like some people I know. Retrieved from
http://www.dominospizzacoupons.org/2010/01/i-dont-have-any-hangups-about-
using.html
• COMTEX. (June 2011). Domino’s Pizza kicks up convenience with new ordering app for iPhone
and iPod Touch. Retrieved from http://phx.corporate-ir.net/phoenix.zhtml?c=135383&p=irol-
newsArticle&ID=1573851&highlight=
• Dominos.com. Did you know?. Retrieved from http://www.dominosbiz.com/Biz-Public-
EN/Site+Content/Secondary/About+Dominos/Fun+Facts/
• Crowley, D. YEAR. “From Check-Ins To Recommendations: A Glimpse Into The
Future of Foursquare” Tech Crunch.
References

43. Questions?