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Emily Baker
SOCIAL MEDIABRAND AUDIT
Starbucks and Dunkin’ Donuts are leaders in the Coffee and Snack Shop industry. This industry is current growing. This is a result a few external environment characteristics; There has been an increase in consumer spending -‐ individuals love affordable luxuries and these companies give it to them! Menus have been forced to adapt to satisfy an increase in health consciousness. Companies are actively adding to their product list as a way to meet this customer requirement. Competition is high, especially between key players like Starbucks and Dunkin Donuts. Grabbing a cup of joe from smaller, artisan shops is a current trend of consumers who feel they are coffee connoisseurs, which is taking away customers from the big box retailers. Social media is being used to build relationships and interact with customers, a tactic hoping to increase loyalty and catch the eye of potential customers. (IBISWorld)
(In no particular order)
Who is Starbucks? Starbucks, created in 1971, is a coffee and snack shop that has branded itself as a lifestyle, trying to go beyond the image of a grab and go coffeehouse. Stores are easily accessible to consumers with 12, 937 location in the United States alone. Products include hot and cold coffee and tea beverages, whole bean coffee and tea leaves, sandwiches, baked goods, drinkware, and brewing equipment. A few products, like the pumpkin spice latte and red colored to go paper cups, are seasonal. Starbucks boasts of its sustainability efforts in many areas of their supply chain. They responsibly source their coffee beans, using fair trade agreements with international farmers. They stress environmentally friendly practices in their stores with recycling, water and energy conservation in all locations, as well as an increase in new LEED® certified stores. Who is Starbucks Targeting? Starbucks strategically targets younger consumers in hopes of assuring life long loyalty. They charge premium prices for their products, showing that they also target consumers with a higher disposable income.
GOFLORAL
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LEAST LIKED PHOTO MOST LIKED PHOTOHIGHEST COMMENT COUNT
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JAN. 28 FEB. 4 FEB. 11 FEB. 18 FEB. 25(7.513M) (7.589M) (7,682M) (7.767M) (7.841M)
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MOST LIKED & MOSTRETWEETED PHOTO
STARBUCKS INTERACTING WITHFOLLOWERS
JAN. 28 FEB. 4 FEB. 11 FEB. 18 FEB. 25(11.38M) (11.46M) (11.54M) (11.61M) (11.64M)
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CAPTION: Exciting newchanges to Starbucks rewardsare coming - inspired by out #1
customer requests
CAPTION: Me + you + Chocolate+ Chocolate + Chocolate +
Chocolate = Molten ChocolateLatte. Now through Feb. 14
#StarbucksDate
people
FEB. 4
JAN. 28
FEB.11
FEB. 18
FEB.25
36.17 M likes
36.17 M likes
36.14 likes
36.12 M likes
36.13 M likes
Who is Dunkin’ Donuts? Dunkin’ Donuts, created in 1950, has branded itself as the “average Joe” donut and coffeehouse. Founded by William Rosenberg, Dunkin’ Donuts began as one shop in Quincy, Massachusetts and has since grown to approximately 11,300 stores in 30 countries. Products sold here include donuts, bagels, other baked goods, and a variety of hot and cold beverages.. Dunkin’ Donuts is a top player in their industry, and competes with both coffee and donut companies. Their main competitors include Starbucks, Krispy Kreme Doughnuts, and Honey Dew Donuts. Dunkin’ Donuts has the highest concentration of stores in Massachusetts and New York. Who is Dunkin’ Donuts Targeting? “America Runs on Dunkin”. From Dunkin’ Donuts slogan, you can see that they have a broad target market, mainly attracting the everyday working class individual.
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**MANY POSITIVEREACTIONS
REVOLVE AROUNDNEW PRODUCTS**
**MANY NEGATIVEREACTIONS REVOLVE
AROUND THECHANGING OF
REWARD PROGRAM**
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CAPTION:Love is a heartshaped donut. Double tap to
complete the picture!
CAPTION: You're all starts to us.Enroll in DD Perks and get a FREEbeverage! www.DDPerks.com
CAPTION: Finally, heart shapeddonuts are back!!! Who's ready for
brownies and cookie doughdeliciousness?!
Official Dunkin' Donuts Instagramaccount. Keeping you running onDunkin' from the DD Mothership &
beyond!
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DUNKIN' DONUTSINTERACTING WITH
CONSUMERS
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CAPTION: RounDD upyour team for the biggame tonight. Lets goMagic! #PureMagic
Welcome to theDunkin' DonutsFacebook Page!American runs onDunkin' and DD
Facebook runs on You
There are both similarities and differences in the brand tactics used by Starbucks and Dunkin’ Donuts relating to their social media strategy. Similarities: 1. Use of visual appeal to capture the eyes of consumers: They apply this by using little to no wording on the photo component of the post. They also extend this by making captions short, fun, and easy to read. EFFECTIVENESS: Highly effective In general, consumers have a high level of information and marketing coming at them daily. If content is hard to digest, it will not stick in consumer’s minds or they may choose to not read the post because it is too much work for them. The easier for the consumer to process, the better!
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**MANY POSITIVEREACTIONS AREFROM LOYALCUSTOMERS**
**MANY NEGATIVEREACTIONS
REVOLVE AROUNDTHE PRODUCTSAND REWARDSYSTEM**
2. Response to customer complaints and praises: Both companies used an individual response feel for consumers. Facebook was utilized most by consumers to express their negative opinions and experiences of the brand. EFFECTIVENESS: Semi-‐Effective Companies need to respond quickly and effectively to consumers with a goal of changing a negative experience into a positive one. Both companies attempt to use this strategy. It is important to remember that consumers are not afraid to point out when companies are starting to stray from the individual feel and turning more robotic. 3. Use of each different platform effectively, making sure to not overwhelm consumers with posts. On Twitter, both companies may post multiple times a day, which is customary on this platform. On the other hand, the companies post approximately 4 times a week on Instagram and Facebook, which is more traditional for these platforms. EFFECTIVENESS: Highly effective Consumers will be pushed away and driven to unfollow companies that spam platforms with content. Both Starbucks and Dunkin’ Donuts are seeing an increasing number of followers in the platforms, meaning that they are doing a good job of both not pushing away current followers as well as attracting new followers. 4. Created synergy across all platforms. EFFECTIVENESS: Highly effective The synergies allow consumers to relate all of the social media platforms to one company. They know what they should expect from either Dunkin’ Donuts or Starbucks, and a consistent brand images helps to create loyal consumers. 5. Use of hash tags to interact with consumers and feature them on the company’s social media platforms. Starbucks used #StarbucksDate during the Valentines holiday. Dunkin’ Donuts uses #DDPerksLove. EFFECTIVENESS: Semi-‐Effective This is an easy way for consumers to interact with a company, but when consumers use the hash tag and don’t get featured, this can be cause for consumers to get upset. Differences: Dunkin’ Donuts 1. Prioritizes showcasing their reward program, DD Perks, across all platforms in multiple content posts every week. Coupons and free product are offered to consumers who sign up for this program. EFFECTIVENESS: Semi-‐effective • Increased likes on this content • Few consumers comment on these posts with information relevant to the actual post • Many consumer complaints about misfires and malfunctions of the program sign up process, which made consumers extremely upset, leaving consumers with a negative image of this company 2. Utilized sports sponsorship with multiple teams. From this, they hope to capitalize on the loyal fans of teams, wanting the fans to see that their team is associated with Dunkin’ Donuts, and as a result, want to buy Dunkin’ Donut products. EFFECTIVENESS: Ineffective • Comments from consumers on these posts had little to nothing to do with the sports teams
• Likes on these post were among the lowest of content posted. Starbucks 1. Creates their visuals in a way that portrays a brand image of high quality and premium products EFFECTIVENESS: High effectiveness • Artistic photos reign in Starbucks target market • Combination of sophistication and hipster sensations in their posts • Way for Starbucks to really instill that their brand image is more about just the coffee • Created a “cool”” lifestyle that consumers want to have in their lives. 2. How-‐to videos and informational articles about their products and coffee information in general. EFFECTIVENESS: Semi-‐effective • Adds a new and interesting component to their social media • Hard to access from some platforms (On Instagram, you must click on a link in Starbucks’ bio in order to get to the videos, how-‐tos, and products section. This is another step for consumers, which makes it less likely that they will see it) • The content looks professional • Need to make it easier for viewers to see it So, who has done a better job on social media?! Starbucks. • Starbucks is utilizing all platform tools by creating how-‐to videos and informational articles, which has allowed them to make a better connection to their target audience • Their how to videos on social media are a great way to spice up their platforms without shoving their brand down the throats of consumers • Starbucks continues to increase followers on all social media platforms daily, showing that consumers want to see their content • They are speedy and strategic about their responses to customer complaints, addressing complainers individually and apologetically • Their posts include a variety of high quality photos, showcasing their products in an organic layout