“Amy Gesenhues: How do you explain your success on Denny’s social channels?
Kevin Purcer: Our success with Denny’s on social media is based on two things – a great brand lighthouse as America’s Diner, and trust.
The entire Denny’s team, both client and agency side, has a tremendous understanding and love for the brand. It is a shared vision that everyone buys into, and perhaps, the single most crucial element in any great brand work.
The way we work on social is there is an agreed upon approach among the agency and client teams. We have guidelines that clearly define the rules of engagement, and we meet regularly to discuss upcoming content as well as performance of the recently created work.
Erwin Penland may define the topic areas for the upcoming months and weeks, but when it comes to the final creative – most of it is not pre-planned. We tend to mimic the conversations that would happen in one of Denny’s diners, so a ton of it is topical, pop culture sort of stuff.
For larger campaigns and initiatives we create a lot of the work upfront and if there is anything we may need to get Denny’s eyes on before posting, they are always available and quick to respond.
Trust is key in this arrangement, but with a strong brand vision, some clearly defined rules of engagement and a great working relationship it makes it much easier to develop that trust. Our clients deserve a lot of credit for having a commitment to the brand vision, and trust that we will stay true to it.
Amy Gesenhues: What is your advice for brands when it comes to managing their social media channels?
Kevin Purcer: Brands should do what works for them. Every category, and every brand, has a different set of challenges so there is no “one size fits all.”
Making sure you have the basics covered – like a clear purpose and way to measure results – are the obvious must-haves. You have to find your voice as a brand; just because you did a survey that said 90 percent of your social audience wants coupons, doesn’t mean your Twitter and Facebook channels should be deal centric.
Ask yourself how can social and content help create a healthier brand.
One brand that I personally love to follow is TSA. They have one of the most interesting Instagram accounts about stuff they confiscate from travelers. It is the last brand you would think could have a cool social presence.
As a consumer, TSA’s Instagram account reminds me that despite my aggravation with them at times, they have a purpose and are helping make traveling safer.” (x)
How the sausage is made.