from Social Media Examiner by Casey Hibbard
When it comes to social media, it takes a lot to impress Amy Korin.
Her resume includes digital strategy for global companies like Procter & Gamble, General Motors, Sun Microsystems and Zappos.
But her local Domino’s Pizza joint left her “completely shocked.”
On a rainy Sunday night, her Domino’s Pizza order took an hour to arrive and then was the wrong pizza. She turned to Twitter to vent: “hardly any room for human error, but still a mistake.”
What followed went way beyond the
mea culpa tweet increasingly more common in business today.
Ramon DeLeon, managing partner of seven Chicago-area Domino’s stores, saw the tweet and contacted her immediately.
The correct pizza was already on its way. But “he insisted that he would make it up to me, and WOW me. He certainly did just that!” Korin says.
Organization:
Domino’s Pizza (7 Chicago-area franchise stores)
Social Media Tools Used:
• Twitter—2,500 followers, @ Ramon_DeLeon
• Twitter search
• Tweetlater alerts (now SocialOomph.com)
• TweetPhoto
• TweetDeck
• Viddler
• Flickr
• Monitter
Results:
• 7 successful Domino’s franchises
• Doors opened to provide pizza for large groups
• Hundreds of thousands of impressions of one video alone
• Dozens of blog mentions
“The only way to put out a social media fire is with social media water,” says DeLeon.
The next morning, Korin found a new tweet from @Ramon_DeLeon: “@interactiveAmy we will make it up to you” with a link to a
video apology from DeLeon and his store manager.
Korin in turn shared it with friends, family and contacts across her social networks. “Pandora’s pizza box had been opened,” she said.
To further wow her,
DeLeon provided pizza for 350 people at the Chicago Social Media Club, an organization DeLeon was initially unaware that Korin was involved in.
“Ramon successfully kept my business, and his professionalism, timeliness and attention to every customer is what keeps me coming back for more,” says Korin, founder of
interactiveAmy.com Social Media Consultancy.
To date,
the video apology has been embedded more than 87,000 times (the number of times the video’s HTML code has been pasted in online). A Google blog search brings it up on countless blogs in dozens of languages.