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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1,056

LEAST  LIKED  PHOTO MOST  LIKED  PHOTOHIGHEST  COMMENT  COUNT

PHOTO

JAN.  28 FEB.  4 FEB.  11 FEB.  18 FEB.  25(7.513M) (7.589M) (7,682M) (7.767M) (7.841M)

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LEAST  LIKED  &  LEASTRETWEETED    PHOTO

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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.        

   

L

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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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LEAST  LIKED  PHOTO MOST  LIKED  &  MOSTRETWEETED  PHOTO

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DUNKIN'  DONUTSINTERACTING  WITH

CONSUMERS

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people

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