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DiGiorno has a very strong and well crafted Twitter presence.
DiGiorno typically tweets with high frequency, for example tweeting 13 times on 2/11/14. They can be somewhat inconsistent however, as they only tweeted once on 2/8/14. This slight inconsistency is irrelevant thought, because the quality of their content is so high.
DiGiorno’s Twitter voice is genuine and funny. Their presence on twitter doesn’t sound like a stuffy corporate voice. In order to produce content that is consistently funny and doesn’t fall flat, their social media team must include individuals who are talented creative writers, likely in addition to technical writers. To their credit, the management at DiGiorno has clearly decided to give their social media writers a high degree of freedom.
There is a danger with striking such an informal voice on social media however. For one thing, it commits their presence to being about creating brand image and brand loyalty, and not, for example, customer service. Secondly, such informality can stray into unprofessionalism, which can backfire and become a major Twitter fail, damaging the company’s reputation.
In order to avoid such situations, I imagine that the content the writers generate goes through some sort of review process to make sure it conforms to their corporate standards. As we have seen when we considered social media fails in class, it’s essential to strike the right balance between professionalism and informality on social media.
Aside from DiGiorno’s content being genuinely entertaining, it avoids the pitfalls other companies succumb to. They never stoop to pushing a traditional advertisement. All of their content is focused on entertaining their users. DiGiorno also doesn’t incentivize engagement, because they don’t need to. Like all good social media, engagement occurs because users identify with the content, and want to be a part of the community. They also don’t exploit their followers by using them for advertisement, as when companies offer special content or a chance to win a prize in exchange for retweets. Again, DiGiorno doesn’t need to incentivize retweeting (i.e. the promotion of their brand through their followers). This happens organically as their content is very strong and users naturally want to share it.
DiGiorno has generated a very high rate of natural (un-incentivized) user engagement. Take for example all of these users that produced DiGiorno poetry for Valentine’s Day.
DiGiorno typically tweets with high frequency, for example tweeting 13 times on 2/11/14. They can be somewhat inconsistent however, as they only tweeted once on 2/8/14. This slight inconsistency is irrelevant thought, because the quality of their content is so high.
DiGiorno’s Twitter voice is genuine and funny. Their presence on twitter doesn’t sound like a stuffy corporate voice. In order to produce content that is consistently funny and doesn’t fall flat, their social media team must include individuals who are talented creative writers, likely in addition to technical writers. To their credit, the management at DiGiorno has clearly decided to give their social media writers a high degree of freedom.
There is a danger with striking such an informal voice on social media however. For one thing, it commits their presence to being about creating brand image and brand loyalty, and not, for example, customer service. Secondly, such informality can stray into unprofessionalism, which can backfire and become a major Twitter fail, damaging the company’s reputation.
In order to avoid such situations, I imagine that the content the writers generate goes through some sort of review process to make sure it conforms to their corporate standards. As we have seen when we considered social media fails in class, it’s essential to strike the right balance between professionalism and informality on social media.
Aside from DiGiorno’s content being genuinely entertaining, it avoids the pitfalls other companies succumb to. They never stoop to pushing a traditional advertisement. All of their content is focused on entertaining their users. DiGiorno also doesn’t incentivize engagement, because they don’t need to. Like all good social media, engagement occurs because users identify with the content, and want to be a part of the community. They also don’t exploit their followers by using them for advertisement, as when companies offer special content or a chance to win a prize in exchange for retweets. Again, DiGiorno doesn’t need to incentivize retweeting (i.e. the promotion of their brand through their followers). This happens organically as their content is very strong and users naturally want to share it.
DiGiorno has generated a very high rate of natural (un-incentivized) user engagement. Take for example all of these users that produced DiGiorno poetry for Valentine’s Day.
DiGiorno also engages with their users in a meaningful way; validating users as a part of their community by frequently retweeting, as in this example (where it should be noted, a user tweeted a photograph of their product to all 117 of his followers unsolicited).
DiGiorno smartly promotes themselves by piggybacking on the popularity of trending events, such as with these Olympic tweets.
They piggyback again when they comment @dumbstarbucks, which is the twitter account for a video which was featured on Youtube’s home page in the “Popular on Youtube – Worldwide” feed.
In this example, DiGiorno executes a miniature “social media good will publicity stunt” by sending a follower a hand written letter and gift cards for free DiGiorno pizza. The recipient tweeted the kind gesture to his 447 followers, which DiGiorno then retweeted to it’s 64,200 follower. Result: now more than 64.5K people know DiGiorno is the type of company that sends hand written letters and free pizza to it’s consumers, and all for the cost of postage and three frozen pizzas. This is an exquisite example of how social media can be used to humanize a company.
Here are a few of the more amusing tweets and retweets I found from DiGiorno. All of the examples I’ve used were from only a 9 day period.
DiGiorno is a great model of how to use Twitter in order to build your brand. The only question is to what extant all of this brand image and community building translates into profit. What do you think?
DiGiorno on Twitter
@DiGiornoPizza
https://twitter.com/DiGiornoPizza
Also… I decided to analyze DiGiorno’s Twitter presence based on this article:
http://www.adweek.com/news/technology/5-awesome-branded-twitter-plays-2013-154584
DiGiorno on Twitter
@DiGiornoPizza
https://twitter.com/DiGiornoPizza
Also… I decided to analyze DiGiorno’s Twitter presence based on this article:
http://www.adweek.com/news/technology/5-awesome-branded-twitter-plays-2013-154584