Negative social media comments can be beneficial to any business or brand by helping you see your weaknesses, and allows you to face them head on and turn these issues around.
This may be a little bit of old news now, but is still extremely relevant for any business, going back to 2009 when Domino’s Pizza received thousands of complaints every day about their produce. Most people would hide away from these comments, but Domino’s took these comments and faced them head on.
Domino’s created a full campaign based on their negative tweets called the Turnaround Campaign, this allowed them to promote their band, and get customer involvement in fresh ideas for the company with new products to offer. Take a look at their video below:
The greatest advantage Social Media offers any business is the ability for instant feedback of their products, and like Domino’s, all businesses should be using this to listen and react to their customers to solve the issues.
Domino’s had been using the same recipes for over 50 years, and while it came first in their delivery and cost, the brand also came last in their consumers taste preference. With this in mind, and the negative tweets coming through, Domino’s new a change had to be made.
The Strategy
Domino’s launched their Turnaround Campaign, which featured a new website dedicated to turning around their produce, and featured video documentaries from their employees telling the story of how they were listening to their customers and changing their recipes for the better. The site also shows a live Twitter stream with their customers feedback using the #newpizza hashtag.
What Dominos Have Done Right
There is a lot of respect for Dominos taking onboard every complaint they received from every social media platform (Twitter, Facebook, YouTube), and used the negativity to make their brand and products better. It is great that they have actually acknowledged their customers, as it seems some businesses take negativity badly and nothing changes.
Dominos have been extremely transparent in their approach, by asking their customers and critics to publish their review, whether positive or negative.
Overall, it seems to have worked for Dominos as we have to say the new flavours are great and are now one of our favourite pizza places, maybe Pappa Johns can take on board this and do something with their pizza’s?