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: “My tablet is my least favorite device, it’s not good to play games on.” –Male, 27, CA

Toy-inspired films have had some big success in the last few years, and now Hollywood has a new, perhaps unexpected, source of inspiration from our childhoods: Play-Doh.Bridesmaids director Paul Feig may direct the live-action film from Fox, which he reports will be “a big movie, big in scope.” Though some might sniff at the idea of a movie based on colorful clay, the memory of The LEGO Movie’s success has many predicting Play-Doh could be a hit as well. (Collider)

Although rumors of Millennials’ supposed hookup culture abound, they actually have fewer sexual partners than previous generations. According to recent study, today’s 18-29-year-olds average eight sexual partners, while Gen Xers averaged 11, and Boomers 10. However, Millennials were the least judgmental about premarital sex, with 62% saying there is nothing wrong with it, compared with 50% of those polled in the ‘90s, and 47% of those polled in the ‘70s. Ypulse’s most recent trend report reveals even more about the sex and dating behavior of young people today. (TimeMedical Daily)

Millennials have a reputation for job-hopping, and last year the median job duration for 20-24-year-olds was less than 16 months. To hook young hires for the long run, some companies are hosting mentorship “mixers,” relaxing dress codes, and asking younger employees to play a role in the hiring process. Some experts recommend openly talking to Millennial workers about the chances they will leave, and using a “tour of duty” structure in which employees and managers agree upon a specific amount of time the job will last. (Wall Street Journal)

Tyler Ward and Dave Days are proof that musicians don’t have to be part of the traditional music industry to have millions of fans, and dollars. They are two of the many YouTube musicians who have millions of 12-18-year-old viewers enamored. Their draw is that they are, as singer Tiffany Alvord says, “just normal, everyday people like them…relatable and reachable,” But while they’re experiencing unprecedented popularity, many young YouTube celebrities are choosing to remain independent of labels in order to stay in control of their own direction. (The Guardian)

Aerie, the lingerie line that has received kudos from young consumers for challenging beauty standards in marketing, is taking a “little sister” under their wing. The brand is partnering with Yellowberry, a tween lingerie company that emphasizes confidence and was launched by an 18-year-old via Kickstarter. The limited edition #AerieForYellowberry collection is meant to provide younger girls with a stepping-stone to the older brand. (brandchannel)

Did you know that Ypulse tracks social media trends in our monthly surveys? We found that Vine, Instagram, and Snapchat have seen steady growth since August 2013, gaining 7%, 11%, and 15% more users 13-32-years-old, respectively. Our Silver and Gold subscribers can find helpful visuals that detail our tracked trends in the Data Room on Ypulse.com. (Ypulse)

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