The Engaged Consumer

Within Powered, we’ve been mulling over the question “Is Social Marketing for my Company/Brand?” more than usual lately, mostly because we’re working on a white paper addressing that question.

Evaluating your situation as a marketer relative to the social marketing program opportunity is something we’ve addressed a lot in this blog, particularly with Aaron’s popular “Would you Join a Toothpaste Community?” post, along with follow-up posts where Aaron tackled a few challenging products from a community-building perspective. I also sounded off on how the brand is your bridge to community strategy.

But should you build a community? It really comes down to two phases of evaluation. First, is what you’re selling community-worthy? I call this “genetic fit,” because if you’re selling toothpaste, that isn’t going to change overnight, along with other things like your marketplace positioning and branding. Some types of products and services just generate more natural community activity than others.

Second, is your marketing organization and larger company culture in a place where you could pull it off? I call this “cultural fit.” This actually can, and does, change over time – more easily than the genetics do.

But let’s talk about genetic fit, since it’s the one that you really can’t change. And donuts.

I love donuts, but I eat them pretty infrequently – they are something I treat myself to every now and then. Despite my love for the occasional Boston Kreme, I certainly wouldn’t name donuts as one of my passions in life.

So would I (or anyone) join a donut community? Well, maybe for a little while. It would be diverting to go and rate my favorite donuts, debate the virtues of filled donuts over glazed with others, and discover the origin of the bear claw. But would I return again and again over time? Probably not.

Ok, now let’s talk about Dunkin’ Donuts. This changes the discussion a little bit, as I’m now seeing donuts through the prism of a brand. I can visualize Fred the baker from the old commercials getting up and saying “time to make the donuts.” I’m thinking about how good their coffee has always been, along with pretty tasty donuts. Finally, I’m recalling some of the funnier ad spots I’ve seen lately featuring their latest brand campaign “America runs on Dunkin.” Would I join a Dunkin Donuts community? Hmm, a little more interesting than just plain donuts, but again probably not a place where I would return after the initial visit.

But let’s think a bit more about the Dunkin Donuts’ brand. How does Dunkin Donuts get you interested and get you in their store? How do they connect with your needs? A good place is always to start with the tagline – “America runs on Dunkin.” Are they really selling donuts and coffee here, or something more important? Something more basic?

It sounds to me like Dunkin’ Donuts is selling energy. Something that powers you. In a literal sense, the sugar and caffeine is a boost, but energy is something people struggle with – managing your energy level throughout the day is tough. The popularity of energy drinks is escalating rapidly because people are looking for pep. The concept of energy could extend beyond nutrition and the daily grind, too. What about Motivation? Long-term Achievement? Entrepreneurship? These are all principles of energy . . . and things that also fuel the American perspective, a nice tie-in with the tagline. Ok, so what about a community focused on your energy, powered by Dunkin?

Suddenly a fairly compelling community idea is coming into focus that is relevant to the Dunkin’ Donuts brand, and is about something that people care about on a day-to-day basis. I would join this community, and I would come back. Perhaps I would learn and chat about everything from how to avoid the post-lunch doldrums, to the physiological effects of energy drinks, to how to write a business plan for that idea I’ve been trying to get off of the ground. Immediately and over time I would see Dunkin’ Donuts as a bit more than just a brand that makes great donuts, but as the brand that “powers me.” In the end this is what the 30-second spot is trying to do, but this does it in a much more powerful and lasting way.

My involvement in this type of community would significantly affect my Dunkin brand loyalty, and now because the brand isn’t just about donuts to me anymore perhaps they could sell me other things. More products from their expanding home coffee line (perhaps this is the entire initial thrust). An organic energy drink. Baking mixes and cookbooks.

This all started with a donut. And all great brands and businesses start with something that simple. The evolution of your genetics might happen faster and in different directions than you think, dictated by relevant opportunity. Part of understanding what your online community might look like is thinking about what your company might look like, someday.