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Domino’s “Special” Delivery:

Domino’s “Special” Delivery:. GOING VIRAL THROUGH SOCIAL MEDIA (B). AGENDA. Initial Corporate Response. Second Corporate Response. Online Buzz Tracking. Questions & Discussion. The Apology. E-mail from Kristi Hammond sent to Tim McIntyre at 1:38 a.m., Tuesday, April 14, 2009:

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Domino’s “Special” Delivery:

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  1. Domino’s “Special” Delivery: GOING VIRAL THROUGH SOCIAL MEDIA (B)

  2. AGENDA Initial Corporate Response Second Corporate Response Online Buzz Tracking Questions & Discussion

  3. The Apology • E-mail from Kristi Hammond sent to Tim McIntyre at 1:38 a.m., Tuesday, April 14, 2009: “I am sorry about all of this! It was all a prank and me nor Michael expected to have this much attention from the videos that were uploaded!  No food was ever sent out to any customer. We would never put something like that on you tube if it were real!! It was fake and I wish that everyone knew that!!!! Michael never would do that to any customer, EVER!! I AM SOO SORRY! You see all the time of the pranks that people upload and the pranks need to seem real in order to get a laugh out of people but this prank was very very immature and I am sorry for the embarrasment that I have caused your company!”

  4. The First 24 Hours: Domino’s Initial Response

  5. Round Two: Follow-Up Response

  6. Domino’s YouTube Response

  7. YouTube View Escalation Source: WebProNews blog, posted April 16, 2009 by Neville Hobson http://www.webpronews.com/blogtalk/2009/04/16/dominos-pizza-deals-with-youtube-nightmare

  8. Online Buzz and Chatter Source: Radian6 Tracking, 3/21/09-4/19/09. Mentions include all Blogs, Microblogs (Twitter), News, Forums, and Replies, Comments, Videos and Images. The more recent the data the less stable it is as the spiders continue to search the web.

  9. Effect on Stock Price Source: Yahoo Finance: Domino’s Pizza, YUM! Brands, and S&P 500 Index stock volumes from 3/25/2009 to 5/15/2009.

  10. Discussion Questions • After reviewing Domino’s initial responses and their effects, what should McIntyre’s team do next? • Was McIntyre’s decision not to hold a press conference or make any major media statements a good one? • What types of long-term actions can Domino’s make to prevent this sort of vulnerability and damage in the future?

  11. Thank You to Tim McIntyre of Domino’s Pizza for providing invaluable first-hand accounts that made the compilation and accuracy of this case study possible.

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