Domino’s: A Master at Social Media

Domino’s Pizza Customer Care team has been on social media since 2012. Now, with over 20 million followers on Facebook, 1.5 million followers on Instagram and 1.3 million followers on Twitter Domino’s is becoming an expert in using social media and enhanced mobile experiences to build a greatly effective social media strategy!

Target Audience

Domino’s is trying to reach a wide audience base with its presence on all social media platforms. Domino’s pizza has been widely known to cater to sport’s fan, as they are often the pizza of choice when watching sports games, with 35% of their market being sports-fans. However, insight into the demographics of the platforms in which their strategic efforts have been most successful, being Facebook and Twitter, can give a bit more insight into the company’s target audience. 68% of adult social media users are on Facebook with the largest age ranges being 13-17 at 88% and 18-29 at 84%. Similarly, 32% of those ages 13-17 are on Twitter and 40% ages 18-29. While there are more demographics on these social media platforms we would mostly likely guess that a target audience for Domino’s would be millennial’s, possibly with an interest in food and/or sports. Millennial’s have easy access to information through their online experience making quick connection and following online trends a priority for Domino’s.

Objectives and Goals

  • Increase Reach –> social media volume grew 137% from 2013-2014
  • Better Relationship with Customers –> quicker responses and availability 24/7
  • Increase Rate of Response Time to Customers –> tweet back in 30 minutes or less (60%) and responding to 85% within an hour
  • Maintain Positive Brand Image Online –> goal to have 98% of positive comments online
  • Increase Orders/Revenue
  • Increase Personal Connection with Domino’s Brand –> customization

How did Domino’s do This?

Domino’s utilized new campaigns and social media tools to achieve these objectives and goals. Here are some of them:

Astute Solutions SRM Tool

Domino’s decided to work with Astute Solutions in 2012 and this change did wonders for Domino’s customer service online. Astute Solutions’ integrated tools allowing Domino’s team to receive alerts when the brand was mentioned online 24/7. This allowed for quicker response times and greater customer engagement. The system also has 250 trigger words to help filter out which posts require feedback. Alan Carrig, Domino’s team leader for social media, said this about the use of the tool, “For us, it’s about being there all the time. That is why our team works so many hours a day—(we want) to be there to listen as customers eat their pizza.”

DOM The Pizza Bot

Domino’s increased the ease in which online customers could order pizza, by introducing DOM The Pizza Bot in 2016. This Bot on Facebook Messenger allows more customers to communicate directly with the Bot to make usual orders saved through the website’s easy-order section. This chat format make the brand more human-like and is readily available to customers.


One of the many social media campaigns Domino’s used to engage its customers on online platforms included #letsdolunch. This campaign which launched in 2012 allowed cheaper pizza the more people tweeted. “The ‘Tweets For Treats’ campaign runs from 9am to 11am today and followers can the buy the cheaper pizza between midday and 3pm.”Domino’s UK stats show the great effectiveness of a successful campaign. The brand saw a 43% in online sales and 14.6% increase in overall profits.

Pizza Legends

Another great campaign marketed by Domino’s was Pizza Legends. With this campaign customers could make a customized order online. Then a unique animation would be developed for them giving the option to share on social media. This not only made the ordering experience a personal-one for customers but further increased social media presence for the brand.

These are only some of the many ways Domino’s is killing the social media game! Domino’s even overtook Pizza Hut sales in 2017 with 12.2 billion in sales compared to Pizza Hut’s 12.03 billion in sales. Understanding your customers and utilizing the tools available within the platforms show the great benefits when a company (like Domino’s) embraces the digital age!


Social Media Best Practices

Hi All!

Through my BMC 312 journey I found this weeks readings to be very insightful! They allowed me to think about my current practices and identify what I think I do great and what I can improve on. Here are two key learnings I identified for social media best practices!

  1. Frequency of Posts – While there was no direct answer on the exact number of social media posts you should make, there was a consenous that frequency of content is key in social media best practices. You do not want to overwhelm your audience with content (especially promotional) but rather keep them engaged and remembering your business, organization, etc. From experience I think that often times why this aspect gets neglected is lack of preparation. We become busy with our day to day lives and simply post whenever it comes to mind/we can make time. Using a more strategic approach to planning out posts in a schedule would prevent this. From frequency this could be through using automated programs to post content such as Hootsuite or simply planning our your content in an excel spreadsheet or written calendar. I greatly believe in the accuracy of this best practice from personal experience. Previously I was not a “good” poster on Instagram. I would not really post often and be on a more random schedule. Because it seemed like I didn’t really care about my social media I don’t think my audience did either (shown in fewer likes). As I grew I posted more often/diversified content and found a great increase in my own viewership. The same can be be observed from business accounts I manage as well.
  2. Content Mix Ideas – Create, Curate, and Collaborate. These three C’s for content mix helped me think of how I could be more creative in the content I post/business content. First, with creating content there are many programs that can be used to show more creativity and professionalism in posts. These include video campaigns, Canva creations, etc. I love using my iPhone to capture content quickly and clearly. However, the point I found the most eye-opening was curating content. Social media is not just about promoting a specific product but creating an image, ideas, discussion about what matters to you, as well as what image you want to portray. For example, if you carry certain brands use their professional images. Or if there are non-profits you support tag their content. Collaborations are just in important in social media as in person. Networking is a powerful tool wherever you are. I think collaborations are amazing because not only does it divide the workload, but also allows you to reach a wider audience!

Thank you for reading! Cant wait to see what everyone found inspiring 🙂


My First Blog Post

Hi Everyone!

Here is my first blog post – created for the BMC 312 course – Social Media Essentials. I agree with other classmates that navigating this platform is a bit confusing at first, but I am practicing.

My Twitter username is @IsraSafadi . I actually don’t use Twitter and created this account for this course. I am a Facebook and Instagram user.

A bit about me is that I was born in Calgary and studied commerce at Haskyane School of Business (University of Calgary) with a major in Marketing. Currently, I work at the University of Calgary in the Faculty of Social Work as the Marketing and Fundraising Coordinator. This was a natural shift for me because I have a great passion for social justice issues. Some of my interests include listening to music, reading, working out, and fashion.

One thing that I am looking forward to learn in this course is utilizing social media platforms that I haven’t used before. For example, this is my first time using Twitter. I noticed that the language seems to be a lot more conversational and short. This is really interesting and already I see a lot of conversations going back and forth. I don’t know why I never chose to open a Twitter. It could be that we have a preference for certain platforms over the other. I am also looking forward to hopefully learn how to utilize social media in a marketing strategy. I often use social media to inform and promote things, but I would like to see if there is way to optimize this. Also, if there are generational, analytical, etc. insights to this.

Looking forward to meeting all of you throughout the course!