A comedic tale for the fast-food friendly amongst you –
It was Bank Holiday Monday here in the UK a little while a go and, for me personally, post-big birthday celebrations for someone dear. For breakfast/lunch/hangover-medicine, Dominoâ€™s Pizza was chosen (donâ€™t judge) and, as I went through the ordering process, the social creative agency part of my brain refused to switch off;
â€œNow, wouldnâ€™t it be awesome if I could share this order… I was out with a whole bunch of mates last night and the sheer comedy value of participating in hangover junk food is just too good not to share.â€
And so it was, as I was greeted by the post-payment â€˜your order is being preparedâ€™ screen I was invited to share my order! â€œYes!â€ I thought â€œthatâ€™s EXACTLY what I want to do!â€ – but alas, the only option available to me was Twitter.
OK, letâ€™s be clear: I am entering into this from a fairly unique use-case position. I am (probably) not Dominosâ€™ average customer. In fact, I would even go so far as to suggest that the average Dominoâ€™s customer may not even have a Twitter account yet (although given the recent News International debacle, that’s definitely changing) â€“ in the UK at least. Conversely, Facebook usage is definitely country-wide and yet the â€˜share this order to my wallâ€™ button is strangely absent.
Parking that for a second, the whole thing got me thinking about audiences. Often, when discussing word of mouth strategies with new clients, we first address the planning and optimisation; where are these users/customers/consumers [delete where preferable] in social media, what communities do they belong to?
An obvious example would be discovering that a footwear company has zero exposure on Twitter but a huge Flickr following of photographers (who love shooting their feet, as it were), and prescribing a strategy model to fit against that, ie: DONâ€™T start a Twitter channel â€“ at least not yet anyway â€“ engage with your fans and advocates on their platform of choice (not yours).
Bringing this back to Domino’s, I donâ€™t want to share my post-hangover pizza with my 7000+ followers, however my Facebook friends, many of whom who were out with me on that particular weekend and (perhaps rather tellingly) also not on Twitter â€“ Iâ€™d definitely tell them. Hell, some of them might even be local enough to come â€˜round and steal a slice.
My point is: you follow people on Twitter, you friend them on Facebook.
Do you want to share personal experiences with your followers or your friends? Or perhaps even both? Domino’s – it would seem â€“ would prefer it if I chose the former. However, little olâ€™ me, Iâ€™d only really be interested in sharing with the latter.
Purchase sharing is still only in its fledgling stages (and will only get bigger), naturally some brands are more friend-friendly than others. When you’re ordering pizza this weekend, have a think about that –
When the time comes, who would you rather share with?
NB: This blog post only came to me after I had finished the original pizza. So the two pepperoni passions I ordered the other night were purely for research and screen capture purposes. Honest.
3 thoughts on “1000heads: Domino’s Pizza & Audiences”
Nice find James. Feel free to find more stuff like this so I can steal ideas 😉
James Whatley Reply:
July 18th, 2011 at 13:54
Steal ideas eh? Cheeky…
Incidentally, Dominos got in touch (over Twitter, funnily enough) to offer me a voucher to say thank you for the great idea. Not exactly the kind of business I was looking for, but I’ll take what I can get 😉
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