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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
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)
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.
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%
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
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"
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
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
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
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'.
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
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
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
 ●
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
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
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.

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Coffee presentation

  • 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.