This is another post for my social media class! Feel free to check it out!
This has been one of the hungriest weeks I’ve ever had to endure. You may be asking yourself, why has it been the hungriest? Is that even a proper way to describe a week? Hungriest?
Well, to answer the first question: I’ve been keeping tabs on the Domino’s Pizza Facebook page for the past week. I’ve been making notes on each and every post they’ve put out since Saturday October 25th to Saturday, November 1st, and man have I been hungry. The purpose of this weeklong investigation was to take a closer look at the messaging strategy that the organization uses for its Facebook platform.
After observing for a week, it became clear that Domino’s has a set strategy they use for almost everyday. Each day, they at least posted once and for about half of the week they posted twice a day. All of the messages had some sort of visual content associated with them. This visual content was usually a picture of pizza or a picture of something related to what was going on that day. For example, this post was a picture of a pizza box at the home plate of a baseball field with the caption saying “Come home there’s pizza! Hurry!”. This was posted right around the time of the World Series, reflecting that Domino’s acknowledges the current events going on and has tied in their brand with them. It was also a smart move because they probably recognized that if a bunch of people are gathered around watching the World Series, then this would be an opportune time for people to order pizza.
There was another post similar in nature to the baseball post. This post featured the hashtag #GAMEDAY and #ShowUsYourPicks. Again, this was just another example of Domino’s recognizing a perfect opportunity for an instance when people may be subject to ordering pizza.
Aside from Domino’s simply just creating posts reflecting on the current events going on, they also created content that would help to engage with consumers outside of the social media platform. It’s one thing to create posts that people may see, but it’s far more effective if people engage with content.
On Monday, October 27th they put out the first in a series of posts that featured their hashtag #ShadowFromBeyondTheBox. This hashtag, paired with the actual content from the posts, was a clever way for Domino’s to encourage its followers to engage with the brand in a new way other than just commenting on, sharing or liking the post. The idea for the series of posts using this hashtag was to get consumers to take their pizza boxes they had leftover after ordering and shape them into Halloween-themed cutouts. In the post following this one, they even provided a link to a stencil template that consumers could download and print out for use. On top of all that, they also encouraged the posting of this con tent by consumers onto their other social media channels.
In general, the overall reach of the messages seemed to be ok. For having over 10 million page likes, the average amount of likes that a typical picture post had was somewhere between 1,000 and 1,500. It was surprising to see that the more creative, #ShadowsFromBeyondTheBox had a far fewer amount of likes, coming in around about 100 – 300 likes. I found this to be exceptionally surprising because these posts stood out to me as offering more forms of engagement than just a picture of pizza. However, it’s also important to keep in mind that most people probably don’t spend their time reading all of Domino’s posts. For those who do, you really have to be invested in the brand to comment on and share any content that Domino’s may produce.
While taking a closer look at the reach of the messaging, I began to take a closer look at the comments being made. For the most part, there were very few comments that actually had to do with the post or any content related to it. Most of the comments being made on the posts were complaints. Tons of people would write their complaints (often with poor grammar) and a decent amount would attach a picture to go along with it. On almost every single complaint I saw, Domino’s was right there with a response. Usually the response was nothing more than something along the lines of “Thanks for reaching out! Please reach out to our friends at XXX so we can help!” Even though the responses were usually always the same, it’s still important that Domino’s took the time to respond when there was a problem (whether they were legitimate or not).
Each post they put out had a distinct target audience in mind. To start, any of the sports related posts were definitely aimed at trying to reach the groups of people who might be gathered around for the game. Getting the pizza into the minds of a group gathering that’s watching the games is a perfect way to increase the likelihood of an order being placed. When taking a look at the more arts and crafty posts, such as the pizza box cut-outs, it’s safe to assume these posts were probably aimed more at mothers who might be feeding their kids pizza. These DIY posts are perfectly aimed at the crafty mom who might want something fun to do with their kids for the Halloween season.
Taking all of this into account, I have come to the conclusion that the goal of the Facebook page for Domino’s is to take on the role of a creator, as pictured in Li and Berdoff’s Ladder of Engagement. They create posts that attempt to engage with their consumers and the create content that is meant to allow for their followers to respond. Many of their posts are aimed at trying to bring their followers up from being spectators, to actually being critics and creators themselves.
Overall, following Domino’s for a week was pretty interesting. It was cool to take a deeper look at what the posts may mean in terms of having a goal and target audience, but I am happy that I can now unfollow the brand. I’m no diehard Domino’s fan and frankly, seeing random posts of pizza all over my newsfeed really is more annoying than interesting. There’s nothing worse than seeing a picture of a hot pizza in my newsfeed, when I’m eating a peanut butter and jelly sandwich that I artfully crafted with my exceptional culinary skills for dinner.