IHOP 2013 Annual Report Download - page 12

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8 DineEquity 2013 Annual Report
Over 122,000 guests have signed up for
My IHOP; Pancake Revolution® reached over
3 million members; and IHOP.com received
over 10,800,000 visits by year-end 2013.
At DineEquity,® 2013 was the year that we fine-tuned our
social media and digital marketing platforms to understand
and engage with our guests on a much more personal level.
Staying in touch on social media
We’ve been building on this momentum by launching social
media contests, single-day promotions and compelling
games—and our efforts are paying off in measurable ways.
At Applebee’s® and IHOP,® we’ve significantly evolved our
social media strategy in order to achieve a deeper level
of two-way interaction in the social media space. We
started by leveraging one-to-one channels to get to know
our guests’ behaviors, preferences and motivations. We
are now drawing upon this knowledge to craft memorable,
personalized interactions that will help build long-term
Connecting
with guests