How would you feel if every comment about your company, positive or negative, were displayed in a giant billboard for all to see?
At Domino’s, this kind of transparency is embraced wholeheartedly. In fact, according to Fast Company, Domino’s is now paying top dollar to have real live reviews of their service stream above Times Square.
Purchasing this type of advertising real estate is not a new tactic for large brands. Broadcasting 700 customer ratings per day, however, is a different story. According to the article, “Barring profanity and irrelevant rants, no comments will be excluded, no matter how negative.”
Transparency is central to creating an engaging social media campaign. Why? Because it creates trust for your brand. A simple and apt definition of a brand is a reputation based on a collection of memories. By being totally transparent in customer interactions, brands build a reputation of being trustworthy. Even if some less-than-flattering information comes to light due to transparency (imagine the following floating over Times Square: “my pizza was delivered 20 minutes late and cold!!!”), the brand is still building customer trust by openly addressing any shortcomings.
In addition, transparency makes a brand seem more authentic. One of our favorite examples of this principle is Kiva. Much of Kiva’s success has been due to its authenticity. Kiva’s philosophy and culture were built on trust and what its founders call “radical transparency.” The model is based on disseminating real information about the entrepreneurs–not marketing them.
While Dominos’ new venture may sound scary, it’s a smart move. After a video of Domino’s employees doing some pretty awful things in the kitchen went viral a few years ago, the company realized that, in the age of social media, covering up any flaws was simply not an option. Rather than retreating into their cave, Domino’s has turned around and become a pioneer of transparency through social channels.
Now it’s your turn: how have you embraced transparency in your social media efforts?
Andy,
Thanks for sharing this case. See also the First Direct Lab, and particularly the First Direct Live for a similar practice:
http://ariegoldshlager.posterous.com/the-first-direct-lab-customer-co-creation-lab
Thanks,
Arie.
I would agree that such transparency
creates trust. Most people aren’t going to believe that EVERYone is 100 percent
satisfied all of the time—there’s always someone who has had a negative experience.
Seeing how that negative experience plays out between the brand and the
customer is what can establish trust and a loyal following when the negative is
turned into a positive.
Excellent point – and so true. Many relationships get better when they have the chance to be tested. You might be interested in some of Jennifer’s research on when good brands do bad: http://www.fastcompany.com/blog/fast-company-staff/fast-company-blog/when-good-brands-do-bad