One brand that stands out with their playful tone of voice and engaging Tweets is DoorDash, a technology company that powers door-to-door food delivery. We chatted with Ryan Ochsner, Social Media Manager at @DoorDash, to learn more about their Twitter strategy.
Tell us a bit about yourself.
I’m Ryan Ochsner (@ryanochsner), and I oversee social media for DoorDash. I grew up in Colorado, then moved to Nashville for college where I actually began my career as a guitar player for country music stars. After years of touring and life on the road, I settled down to focus on a second passion: food. I went to work for Whole Foods Market, sharing their mission-driven initiatives through social media.
While doing that, I became really interested in the intersection of food and technology — and how the marriage of the two was changing the world. This brought me to San Francisco, and in 2017 I joined DoorDash — a company positioned at that same crossroads of food and tech, with a dynamic platform connecting people with endless possibilities.
Tell us a bit about DoorDash.
DoorDash was launched in 2013, but back then it was called “Palo Alto Delivery,” and there were only eight menus to choose from. Today, we connect customers with their favorite local and national restaurants in more than 600 cities across the United States and Canada — but that’s just part of the story behind what we do. The company was initially started to help local businesses. One of our co-founders (and CEO), Tony Xu (@t_xu), grew up watching his mom work in her own restaurant in order to save enough money to start a medical clinic and return to her roots as a doctor.
There are countless stories from similar local business owners. So DoorDash really exists to transform local communities and to enable new ways of working, earning, and living. We believe in delivering good by connecting people and possibility. Our latest initiative, Project DASH, takes the idea of delivering good to the next level — we’ve partnered with Feeding America to help fight hunger and address the problem of food waste.
What does a typical workday look like for you?
There aren’t many moments throughout the day that I’m not online and connected. I start and end each day by checking brand mentions and trending topics/hashtags across our social channels. I actually block my calendar every morning to engage with our followers. It’s important that we join in the conversation with people — not just talk at them.
I also spend a lot of time building out our social media calendar and ensuring all major campaigns and initiatives come to life through each of our channels. I work closely with our art director and copywriter to curate assets, draft copy, and schedule posts. I’m lucky to work with such a talented creative team who help make it all come together.
I also work closely with our customer service team to ensure our customer experience and brand voice are cohesive across social.
Lastly, I’m a huge analytics nerd. I love seeing how posts perform, who interacted with them, and what made them successful. There’s always something new to learn and apply to the next campaign — and at a data-driven company, people love seeing the numbers.
How does Twitter fit into your marketing mix?
Twitter is one of our primary marketing channels. I tell everyone that our Twitter profile is a virtual brick-and-mortar of DoorDash, and it’s a place where people can interact with and experience the personality of our brand. Inspired by a Twitter Business blog post, we try to organize our content strategy around pillars. For us, those pillars include our brand mission, merchant partnerships, Dasher stories, consumer moments, and then there’s always room for ad-hoc content on trending topics.
What are a few Tweet examples that you think really capture the brand?
These Tweets really showcase our brand identity and mission of #DeliveringGood: