Why Denny’s Is #Winning Twitter

Today’s post is from Ypulse staffer Phil Savarese.

Last week, we spoke a little about how Denny’s mockingly jumped on the brandjacking bandwagon with a subtle yet funny tweet in response to the #mtvhack. That tweet was the tip of the Twitter iceberg: Denny’s has consistently been creating some great social media content and setting an example of how businesses should be interacting with their followers. In the spirit of the Serious Faux Pas series, we’ll take a look at how Denny’s is hitting their social media stride by not taking it all so seriously.

Denny’s has put its social media in the hands of ad agency Gotham Inc. Fast Company wrote: “Instead of its ‘social media best-practices strategy’—posting a formulaic mix of queued-up questions and product shots at scheduled times—it decided to play on Denny's atmosphere [and host conversations].” At the time of their brandjack tweet, twentysomething Gotham employee Arielle Calderon was in charge of tweeting on behalf of Denny’s. Millennials are digital natives fluent in the language of online communication. Given that the franchise is open 24 hours, Denny’s has been aggressively promoting late night dining for Millennials; and they know the best person to talk to twenty thousand twentysomethings on Twitter is a fellow twentysomething. Their followers certainly noticed the difference. For Denny’s, Twitter isn’t the place to get serious, it’s a place to have some fun. Here are some of the ways that Denny’s is #winning Twitter.

1. By staying playful on a personal level. Taking a look at Denny’s Twitter feed, many of their tweets are towards specific fans, responding to their posts about the restaurant. Others pose questions, and then later respond to the answers they get. Brands that are beginning to take advantage of the one-on-one…

 
 
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Millennial News Feed

Quote of the Day: “When I hear the phrase ‘The American Dream' I think…A loaded term that is meaningless these days. At this point, I'd be happy if I can manage to live a mostly comfortable, independent life. Is that The American Dream? I don't know.” –Male, 25, PA

When it comes to kids using tablets and smartphones, most of the attention is given to the dangers of it all: what will it do to their attention spans, their minds, or their health? But there are potential positives to their mobile use as well. One (Millennial) mom’s reasons for continuing to give her kids handheld devices include the importance of encouraging their technology and problem solving skills, expectations that they will know how to use them in school, and a hope that her girls will be involved in tech in their futures. (Hip Mombrarian)

This might be the year that vending machines became a full blown marketing trend, and Nike has put their own athletic spin on the tactic. Their recent “secret” vending machine in NYC, the Nike+ FuelBox, dispensed products like hats, shirts, and socks that visitors could only pay for with daily points from their Nike+ FuelBands, encouraging exercise in exchange for goods. (Engadget)

We’ve seen FoMo, the rise and fall of YOLO, and now social media has given us MoMo, the “Mystery of Missing Out.” Unlike FoMo, Fear of Missing Out when you see your friends posting a ton of fun pictures on social media, MoMo is the anxiety that results when friends stop posting. In the words of one Millennial, “’what can be so good that they aren't posting?’” It might seem silly to some, but for a generation used to being connected with friends nearly all the time, the feeling of exclusion that results from being left out and unaware of what’s happening is real. (Jezebel)

The value of higher education is already being questioned by Millennials, and evidence is continuing to mount that college systems and hierarchies need to be rethought. One former Yale professor is making headlines by telling parents not to send their kids to Ivy League schools, and that those who attend are not the “winners in the race we have made of childhood” but that instead elite education produces “anxious, timid, and lost” young people. (New Republic)

Oh, Barbie. She's had a rough year, and Mattel recently released an Entrepreneur Barbie in an attempt to tap into girl power marketing, and revive flagging sales. But is the reality that Barbie is just too perfect for today’s kids? The brand’s offbeat, weirdo Monster High dolls do far better than pristine, “clean cut” blond icon. Tapping into new trends in toy tech and giving Barbie a renewed sense of “imaginative play” might help, but at the same time post-Millennials, like the generation before them, could be turned off by anything that doesn’t show some flaws. (The StarPhoenix)

Quote of the Day: “When I hear the phrase ‘The American Dream’ I think of 1950s cliches, the economic downturn of 2008, and how college debt has pretty much made it impossible.” –Female, 17, RI

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