1. Born: Seattle Born: Quincy, MA
Size: 17,000 Size: 9,700
stores in 55 stores in 31
countries (11,000 countries (6,700
in the US) in the US)
Starbucks sells Dunkin' sells an
an estimated 4 estimated 1.5
billion cups of billion cups of
coffee per year. Source: http://www.celebritysentry.com/ coffee per year.
Starbucks vs. Dunkin' Donuts:
A Social Media Free-For-All
Mike Schneider
2. What do Consumers Think? General Sentiment (pos.)
● Gift cards popular; strong promotion
● Coffee itself makes up 25%, with other
drinks making up an additional 10%,
meaning that variety is something
Contents
●
customers value
● Fix/treat (as in coffee fix makes up 11%
and positive adjectives make up an
additional 10%
● Free and drink (mostly referring to
seasonal drinks) make up 17%,
meaning that customers value special
promotions
● Sample size much smaller
(3,398, as opposed to
63,258)
● 50% Coffee refers primarily to
like of the taste (combined
with delicious and best coffee
makes up 54%
● Customers value variety
(offerings besides coffee
make up 27%)
● Promotions create positive
response (5% each for gift
cards and coupons)
3. What do Consumers Think?
source: slate.com
source: imnotsaying.blogspot.com
● Customers from both brands value drink variety, promotions
taste preference is subjective, even if it is both the largest praise
and complaint for both companies.
● Dunkin' Donuts has more complaints about quality while
Starbucks has more complaints about price. Both have
complaints about convenience.
4. What do Consumers Think? General Sentiment (neg.)
● Convenience complaints (line, slow,
mess up order, baristas, issues with
gift card): 28%
● Principle issues with
coffee/taste/drink: brand preference
and quality (26%)
● Price (expensive/overrated/money):
20%. Largely belief that the brand is
over-priced
● Whereas many felt that Starbucks
was overpriced, most complaints just
say that Dunkin' is “pricey”. Fewer
complain of DD price vs Starbucks
● Convenience issues (too late, not
have donut, mess up order, line):
21%
● Quality/preference issues (taste,
doughnut, coffee, tea): 70%
5. What do the Brands do?
Dunkin' Utilizes multiple Facebook apps and contests
Fan of the Week:“Post your photo to our Wall and each week, we'll
●
choose one fan's photo to be our profile pic.”
The online DD Perks program helps support patronage and loyalty
●
Get Hired Like a Boss interactive video: takes facebook pictures and
●
advertises angus steak and egg
Free CBS Live access for the month of march
●
enter email―they get to keep it
Presence in the Social Sims game
●
Turbo shot game―to win a free DD turbo shot of espresso if a player
●
can get on the leaderboard
DD Madame Tussauds sweepstakes―discounts and chance to go to
●
NYC
Starbucks just has apps for the Starbucks card, “Starbucks around the
●
world” a Starbucks job search app
6. What do the Brands do?
Facebook: Not only a large difference in the number of fan base but in
the overall approaches
● Starbuck's has separate pages for local
stores and for beverages, meaning lower
level of centralization; conversations
occurring in many places.
● Local store pages are not maintained as
fully as that of the corporate page.
● Has no interactive tools to play and interact
with the brand.
● Tone is friendly, but somewhat corporate
and most posts have a clear purpose (e.g.
holidays and promotions)
Fig. Sbux has millions of fans but the
overall quality in engaging customers is
in question.
● Dunkin Donut's has only one, central
brand page; conversations occurring in
only one place; easy for both brand and
customers to mingle and engage
● Dunkin Donut's statuses are humorous
"Dunkin' Donuts Coffee is good. So are
bananas, but this isn't their homepage"
7. What do the Brands do?
Facebook: Is Sbux not good at talking?
● Starbuck's page seems more
like of a well-refined corporate
page rather than a "fan page."
— wall posts usually reflect
holidays and corporate events.
● Despite millions of fan base,
Sbux merely "pushing"
messages rather than actively
engaging the fans with the
brand.
● Dunkin Donut's tirelessly
comments back to customer
activities and feedbacks,
engaging more customers
who're not actively involved.
● Not only "pushing" but
"pulling messages" from the
customers
8. What do the Brands do?
Twitter: DD outnumbers Sbux in total number of tweets
● Both respond quickly and actively to
customers’ tweets
● However, contrary to presumption,
Dunkin Donut's tweets more frequently
than Sbux in spite of substantially low
number of followers.
● Contrary to Dunkin Donut's, Starbuck's
total number of tweets out of its total
followers is very low.
● Both brands create far more content
than they share, with Sbux sharing just
slightly more.
● Interestingly, Klout says that both
brands are somewhat broad in topic of
influence. Dunkin' is slightly more
“Consistent” in their posts.
● Starbucks has been on Twitter since
November of 2006; Dunkin' since
September of 2008
9. What do the Brands do?
Twitter: Both brands act differ in tone and response to complaints
● Dunkin Donut's is more colloquial in
tone, which shows through esp on
twitter—"eat breakfast like a boss", ● Starbuck's more monotone; repeating
"Tweeting to you from the Dunkin generic response to different
Donut's Mothership." customers' tweets
● Asks angry customers for their contact ● Usually asks angry customers to call to
number so that Dunkin Donut's can customer service
act quickly ● As on Facebook, Starbuck's generates
● As on Facebook, Dunkin Donut's is more refined and corporate-like content
more casual and candid in dealing and response.
with customers and their complaints
10. What do the Brands do?
Regardless of Dunkin's Effort, Starbucks Gains more Fans and Followers
● On Facebook, Starbucks has a
greater absolute increase over
Dunkin', but Dunkin' only has a
slightly higher relative increase,
interesting due to Dunkin's great
efforts on Facebook.
● Dunkin's efforts may be better at
engaging existing fans in an effort
to make them brand ambassadors,
as opposed to simply accumulating
likes.
● On Twitter, Starbucks has a
greater absolute and a greater
relative increase over Dunkin'.
● Remember that Starbucks also
dutifully reaches out to twitter
followers, albeit not as actively or
charismatically as Dunkin'.
11. What do the Brands do?
YouTube: Different tones reflected
● Starbucks: utilizes animations and lounge music (occasionally hip indie
music); a few videos are about specific products, the majority are about the
brand--history, quality, friendliness, class; almost all clearly scripted/acted
● Dunkin Donuts: Many silly videos with "regular people", such as "What are
you drinkin'? Penguin Suit Guy wants to know"; Rock music; lots of
giveaways that showcase the reactions of regular people
12. What do the Brands do? Owned Media
● While not directly tied to social media, insights show top-of-mind awareness
● Main impacts on search for both stores were announcements to open new stores (or the closing of
stores) --for example, Starbuck's recent spike is in response to an announcement to open stores in
India
● Searches for Dunkin Donut's occur almost exclusively in the United States with scattered searches in
various countries across the globe--surprising when remembering that one of the positive terms on
Netbase for Dunkin Donut's was "immensely popular around the world"
● Starbuck's beats Dunkin Donut's in search volume for every country and has strong
awareness/search volume in many countries, especially the Americas, Western Europe, Australia
and South-East Asia
13. What do the Brands do?
Dunkindonuts.com
Quantitative Analysis:
● Overall, traffic to the site has
decreased over the past
month and over the past year
by 15%.
● Dunkin' Donuts traffic spiked
in June during its National
Donut Day promotion (free
donuts)
Qualitative Analysis:
social media integration prominent on DD homepage, which even has a
●
live twitter feed and links to twitter and facebook competitions.
Blog kept by social media manager and reflects events of mass appeal―usually
●
holidays and sporting events; summarizing responses to prompts on social media
● Also, “create your own donut” game—previously contest that ended in 2010 for
60th anniversary
DD live cam in Times Square via earthcam.com
●
14. What do the Brands do?
Starbucks.com
Quantitative Analysis:
● Traffic is down for the month
but up over the year by 15%
● Traffic jumped in November
and December, likely due to
popular seasonal drinks.
Qualitative Analysis:
● Blog topics include environmental initiatives; highlighting of products; special events, often related to music and
musical icons (e.g. Sir Paul McCartney, Leonard Cohen); posts about music and culture often make no direct
reference to Starbucks; posts authored by a variety of managers
● Very limited comments--at most one or two per post
● The rest of the site is pretty much static and meant to bring information rather than engagement
● Social media integration on starbucks page burried under “everylove story” campaign
● http://www.starbucks.com/everylove, which leverages fb, twitter, instagram and their own mobile apps to share
stories about "relationships worth celebrating"
● Intense social media integration is more burried than on DD page,
● Mobile apps; Dunkin' has one, but they don't push it as much
15. What do the Brands do? My Starbucks Idea
How My Starbucks Idea Works:
● Customers create their own ideas for products,
experience, and involvement at their local stores
● Great ideas voted and chosen by fellow customers
○ In order to give incentives, Starbuck's adds
features of gamification: leaderboard where high
scorers can
● Has its own twitter account with 31,000 followers who
tweet and share ideas
Ideas that Came from My Starbucks Idea:
● Buy coffee beans and get a free cup of coffee
● Starbuck's VIP Card
Why This Matters:
● This begets another efficient groundswell for the brand
where focused and loyal customers can build a strong
relationship with the brand, not the corporation
● Customer-defined personalization: customers choose
what they want and the brand satisfies them
Higher level of brand experience: not only do customers
●
buy but they also create the brand identity
16. What do We Think?
● Difference in scale, although Dunkin' may be doing a better job of interacting
with a loyal base of customers
● Dunkin' may be trying harder, but Starbucks is still winning in numbers
● 2 very different brand messages and tones reflected through both owned and
social media: Dunkin' fun, Starbucks classy.
● Much of it boils down to a matter of taste preference.
● image ingrained into all social media and promotions--Starbucks would never
have a "Like a Boss" campaign and it would seem out of character for
Dunkin' to brag about its fine coffee roasts.
● Both respond to praise/complaints/ideas differently: Dunkin' primarily through
Facebook and Twitter, Starbucks through Twitter but also largely through
MyStarbucksIdea
● Both brands are effective in creating buzz around promotions
● Starbucks focuses more on general engagement--most media and
applications reflect the theme of "What does Starbucks mean to you?,
whereas Dunkin' Donuts more effectively uses gamification with its
interactive apps and contests.