A Monsters, Inc. Move at Domino's

It made the company react, and customers wary. This would not happen as much if companies continuously put their customers first, if they were known entities intimate with the people they serve.

Sure, there are always going to be detractors and pranksters, it's part of human nature. But defensive, distrustful, and suspicious are also drawn out when there is a void in knowledge and understanding of how things (and people) work.

[image - snapshot from Domino's video response]

Just like it was narrated superbly in Monsters, Inc. [hat tip to lloyd] once employees and customers know each other, relationships are built and trust is formed.

It was the talk on many social networks last week - a video two Domino's employees posted on YouTube went viral and wrought havoc at the franchise corporate offices. A post from The Consumerist and attention by the New York Times heightened the attention.

I caught up with some good discussions hosted by Brian Solis at PR 2.0 in a post aptly titled The Domino Effect, and on FriendFeed led respectively by Thomas Hawk and then Robert Scoble.

If you're still on the fence about this social media thing, you might want to reconsider your thinking in view of how quickly stories become socialized these days. But also because social media brought to the fore the idea that businesses need to do a better job at rebuilding or joining their communities - employees and customers alike.

The snapshots below are from the two FriendFeed discussions I linked to above. They are good examples that people are people - online or offline. There's no witch hunt going on, and opinions are all over the spectrum. Social networks and media are not evil and you should make time to understand why your customers may spend so much time there.

Hint: it's because there's balance of opinions and voices and no canned corporate speak. Let me repeat that - after reading the comments to a dozen posts on Domino's I noticed that the biggest emotion came out when people talked about canned corporate phrases.

In Monsters Inc., CDA Agent says: "We can neither confirm nor deny the presence of a human child here tonight." Do we stipulate that there are canned customers who like to receive canned messages? In this age of personalization and "Me, Inc."?

 

The one point of criticism to Mr. Doyle's video in the discussion - he was apparently reading from a script or prompter and not looking straight at the camera. Those blue names are all the people who "liked" the link and statement presented by Scoble - 159 of them.

Have you noticed how mainstream media has taken cues from online conversations in their stories? In 5 steps for Domino's digital defense, Time.com seems to be borrowing a page from the top social media blogs on AdAge Power150. I found the story courtesy of Domino's Twitter account, which was started on April 15.

Except for, in usual mainstream media fashion, just like the NYT article, it does not link to any blogger. Why is that? If you run a Google search for "Dominos Pizza", you will find a video from Gary Vaynerchuk at the top of page 2. It was shot prior to the Time.com article. Contrast that with the Consumerist, which revealed and credited its sources.

This viral video thing is not an isolated conversation on Domino's, however. At Consumerist alone there are several entries about issues at Domino franchises over the last couple of years. Which brings us to the point of this post - participation in social media should not be a reaction to get positive Google juice when something about your company draws negative attention.

It should be a proactive opportunity to highlight and communicate directly with your customers about what you are -already - doing to improve your products and services and to serve them better. 

Flint: And leaving the door open is the worst mistake that any employee could make, because...
Bile: Uh... it could let in a draft?
Henry J. Waternoose: [Storming in] It could let in a child.

Maybe it's a good idea to let the "child" (substitute "customer") in a little. Today at Fast Company Expert blog we discuss 3 tips any business can use to let customers in the conversation.

You guessed it, training employees, developing relationships, and building community are part of the advice.

Comments

[Adam Singer]

Valeria,

This is a great response and you made so many good points here. I hope everyone reading this that works for a consumer brand takes the time to forward this post up the ladder. You put this situation into context extremely well.

It is amazing because I have witnessed c-level executives "discount" social media time and time again (and blogged about it). Let me grab a quote from a previous statement because I think it adds to this situation. This is from an executive at another consumer brand on social media:

“I think it’s just so new. It’s hard to tell where the value is and how to leverage it. I think most chains are taking a wait-and-see approach,” said Bob Spaulding, director of media and research at Einstein’s. “Most brands have social groups, but it’s very difficult to engage them. There is resistance among these groups to being advertised to. They don’t want to be seen as part of the marketing department.”

Your post really responds to the danger of the "wait and see" approach well. There is greater danger to waiting and then getting trounced by one negative thing that is strong enough to break through the clutter. It is FAR safer to dive in and build relationships in a positive way - then if something does happen your network will be there to defend you.

[Karen Hegmann]

Valeria

You're right in that people are people, regardless of social media. The fact that the Domino's employees put the clip on YouTube is pure stupidity.

I think that (with the exception of the fact that the President didn't seem to look into the camera all the time), Doyle did a good job with his speech. I also don't think that the actions of two ignorant people will ruin a brand, although one can't help but think about the incident every time one enters a Domino's franchise.

It's important to separate fact from the tools used to voice opinion, yet the power of social media continues to prove that it's a force to be reckoned with - and businesses and brands need to take notice.

[Valeria Maltoni]

@Adam - my observation is that many look at social media is a way to push marketing messages, a new channel. Some are the same who do not get content marketing in the first place. Which is exactly the point you made in your quote. In some organizations the hierarchy is alive and well, everyone is used to either doing things in the fringe/field, or giving up on the assumption that it won't be viewed positively. Those are the cultures where you cannot be yourself as an employee. There's a fear that you'll turn the secrets over... I do wonder if that happens when you treat people like children. Lots to think about, isn't there? Good extension of the conversation. Thank you.

@Karen - sensationalism and gossip make people feel "in" the know, the loop, the cool gang (do we still say cool?). That's why nobody buys the Enquirer, but everyone just happens to glance at it by the supermarket check out counter. We also cannot help but watch a train wreck happen. I agree about the brand not being impacted long term, however I also believe the prank showed an opportunity to do better at inviting customers into your kitchen, so to speak. People also love to watch when something is being prepared or made. Now can we learn to step away from the staged and scripted "how to" shows, and into real life?

[gianandrea facchini]

Sometimes I feel that social media are seen as a huge playground where you can do wise things or stupid acts without even ask for the consequences.
And maybe there are a big bunch of people looking for fast and sudden fame at no cost, at least for them.

Brands have to work hard to minimize the impact of this impromptu, creating the right halo effect about them through engagement before the event, not later.

[Karen Hegmann]

Valeria

Heading back into the conversation:)...I think it's important to distinguish between the business and social media issues raised by your post. I agree with Gianandrea in that sometimes social media does seem to be a sort of playground where stupid acts and the people who perform them are hailed in some type of heroic way.

The incident that happened at Domino's is not in any way unique to this brand. Ask anyone who's ever worked in the food industry, and horror stories such as these are unfortunately quite common.

How could Domino's have addressed the issue before it got onto YouTube? Possibly by promoting more effective hiring practices and ensuring closer supervision of employees.

The type of immature behaviour exhibited by these two former employees occurs in all industries - across all levels of an organization. No brand is immune. In this case it was Domino's that was left scrambling for an apology.