Word of mouth is a vital part of marketing any business, and the best part is, it’s free. Who doesn’t like free, right? But what happens when people have negative things to say about your brand? For Domino’s, this was the case. Domino’s, the grandfather of all pizza chains, has been around for 50+ years, so it was an obvious assumption that their pizza tastes great. Wrong! Domino’s finished dead last in consumers taste preference, DROPPING IN REPEAT BUSINESS AND SALES. But wait, it gets better! Domino’s woke up one day and said, hey lets type in Domino’s Pizza in the Twitter search bar – and oh boy, were they get taken aback with the tweetfuls of negative feedback. The “cardboard pizza” and “tart pizza sauce” consumer revolt was on an upswing and Domino’s had to take action fast to maintain any kind of brand loyalty they had left.
Domino’s found that Twitter was not only a platform to gain consumer insight, but an easy, creative, personal = BRILLIANT way to engage with the root of all business “CUSTOMERS”. They revamped their website, featuring a YouTube documentary “Domino’s CEO’s, chefs, and crew tackle the tweets head on.” To make a long story short first they revised the awful recipe. Then they reached out to the ACTUAL TWITTER HANDLES that tweeted the negative feedback. They hand delivered the revised pizza fresh and in return the feedback was GLOWING!
THAT MY FRIENDS is how Domino’s used WORD OF MOUSE to gain back the unhappy customers trust and build out a large/growing LOYAL BRAND ADVOCACY.
This story highlights the impact of Twitter, and how ONLINE PRESENCE IS ESSENTIAL when building and maintaining personal customer relationships.
Customers want to be heard! PEOPLE WANT THEIR OPINIONS TO MATTER! Bottom Line!!
So here’s the MILLION DOLLAR QUESTION –
Do you check your Twitter on a daily basis, to see what people are saying about your brand??? These days a business can’t afford avoiding the VIRAL MARKET. So help your brand before you get a VIRAL BACKLASH, and keep in touch with your fans on Twitter, use the search tab to see your brands relevance and create those priceless brand advocates. THERE IS ABSOLUTELY NO EXCUSE for leaving your brand advocates unanswered (period)!!!
Stay Socially Savvy my friends @SociallySavvySEO