starbucks vs dunkin
-
Upload
hernan-carranza -
Category
Documents
-
view
234 -
download
0
Transcript of starbucks vs dunkin
-
8/3/2019 starbucks vs dunkin
1/22
Comparative Analysis of theSocial Media Effectiveness
Prepared by Hernan CarranzaSocial Media for Brand Managers - October 2011
-
8/3/2019 starbucks vs dunkin
2/22
Age 40 61
Went public 1992 2011
Employees 137,000 69,000
Stores 17,000 9,700
Stores in US 65% 69%
Company Synopsis
Source: wikipedia, own website
-
8/3/2019 starbucks vs dunkin
3/22
Market Share
DD is more efficient than SB on market points per store
Others
Source: market share reporter
-
8/3/2019 starbucks vs dunkin
4/22
experience - centeredthe third space, a warm environment that
elevates someones day
product centeredconvenient in-and-out wide menu store
Brand Strategy
-
8/3/2019 starbucks vs dunkin
5/22
Brand Backyard
Consumer experience
Engaged with coffee heritage
Expert & connoisseur
Casual lifestyle
Relaxing atmosphere
Cheerful employees
Clean branding
-
8/3/2019 starbucks vs dunkin
6/22
Brand Backyard
Diverse product portfolio
Delicious flavors
High value
Quick service
Playful and lively brand
Functional organization
Not so happy employees
-
8/3/2019 starbucks vs dunkin
7/22
Fans 25,4 MM 4,8 MM
Fans per store 1,494 494
Fan Growth (last month) 2% 17%
Fan Growth (last semester) 23% 45%
FB stat were here * 12,02% 0,17%Posts per day (last month) 184 244
* FBs official metric on users activity, including posting, liking, commenting, and sharing.
SB is the 3rd brand with more FB fans in the world (after Coca Cola and Disney)
SB has 4 times more fans than DD; in fact, SBs Frappuccino FB page has 60%
more fans that DD main FB page
In spite of the huge gap, SB only has 50% more fans per store than DD; and
DD fan volume is growing faster
DD page has 30% more daily posts; however, SBs engagement* is 12%, which
is exaggeratedly better than DDs (70 times higher!)
Source: socialbakers, facebook
Overview
-
8/3/2019 starbucks vs dunkin
8/22
Followers 1,750 M 107 M
Followers per store 103 11
Growth (last semester) 34% 45%
Tweets 8,5 M 10,5 M
Twitter age 4,8 years 4,1 years
Klout 80 70
SB is 2nd
brand with more Twitter followers in the world (after Whole Foods) SB shows a higher level of influence according to Klout index
Despite DD account is 25% more active, and despite both accounts have
roughly the same age, SB has 15 times more followers than DD, and 8 times
more followers per store
Source: socialbakers, twitter, tweet.grader
Overview
-
8/3/2019 starbucks vs dunkin
9/22
Results 17,400 5,550
Total views 7,0 MM 1,5 MM
Subscribers 11,5 M 2,6 MChannel comments 866 -
Joined Nov 2005 Jan 2006
Again, SB triples DD on volume of search results, and its channel has 4 times
more views and 4 times more subscribers.
DD does not allows public comments on its channel. Weird !
Look & Feel of the SB channel is more consistent with their branded website
Source: youtube
Overview
-
8/3/2019 starbucks vs dunkin
10/22
Owned Website
During the last semester, SB.com traffic was 4 times larger than DD.com
On the last trimester, SB traffic increased 6% while DD traffic decreased 2%
Source: alexa
-
8/3/2019 starbucks vs dunkin
11/22
SB search volume, in average, is 4 times larger than DDs (since 2004)
SB search volume showed an important increase during the last year
Owned Website
Source: google insights for search
-
8/3/2019 starbucks vs dunkin
12/22
The recurrent ratio 4 : 1 also applies for brand popularity amongst blogs
DDs peak on June is due to a Philadelphian woman suing the company
On the Blogs
Source: blogpulse
-
8/3/2019 starbucks vs dunkin
13/22
Starbucks shows less typos, and more unique words related to its brand
Top Unbranded Searchs in Google *
* Related to the brand, without using the name of the brand
starbuck starbucks
barista donuts
best coffee donut
frappuccino dunkin
star bucks the dunkin donut
free coffee donut dunkin
costa coffee doughnut dunkin
starbuck coffee dunkin doughnut
starbuck locations dunkindonuts
starbuck location dunkins
Source: Google Adwords
-
8/3/2019 starbucks vs dunkin
14/22
What is being said?
Source: Netbase
-
8/3/2019 starbucks vs dunkin
15/22
What is being said?
Source: Netbase
-
8/3/2019 starbucks vs dunkin
16/22
What is being said?
Source: Netbase
-
8/3/2019 starbucks vs dunkin
17/22
What is being said?
Some reflections on what is being said?:While both brands show a very positive net sentiment on the Internet, SBs
sentiment is way more positive than DDs
The word love is mentioned, in average, 20 more times for SB than for DD.
And also is a more important word among SBs mentions (with 43% vs. 31%)
Top 5 mentioned words mean mostly the same for both brands (semantically)
-
8/3/2019 starbucks vs dunkin
18/22
The GREAT Idea
-
8/3/2019 starbucks vs dunkin
19/22
Why is MSI The GREAT Idea?
MyStarbucksIdea.com is the social initiative that really makes the difference:
Launched in 2008, MSI is a site conceived and specially designed to listen
how their customers think and feel about the brand
Two way feedback, divided into product, experience and involvement ideas
180,000 registered users; 80,000 ideas submitted; 50 ideas implemented
My Starbucks Idea is showing the community that their voice is being heard.
It is much more a marketing tool than a market research initiative, orientated
to its core stakeholder: their customers.
The message is simple: Now SB belongs a bit to you because you were able
to propose something that actually happened.
And the cost of this idea is extremely low !
-
8/3/2019 starbucks vs dunkin
20/22
Effectiveness of Social Media strategy
Ad Spend 2011 $94 MM $145 MM
Online Ad 5 - 10% 10 - 15%
Ad Spend 2010 $33 MM $133 MM
Ad Spend Annual Increase 184% 9%
Source: adage.com, kantar.com
Benefits:Customer Insights
Brand Awareness
Drive People to Buy
Brand Engagement
Investment:
-
8/3/2019 starbucks vs dunkin
21/22
Conclusions & Final Analysis
Despite SB is closer to a lovebrand that DD might be,
the clear winner of this versus analysis is SB.
With less resources, SB has achieved much more in terms of Insights,
Awareness and, most importantly, Engagement
Even considering SB is a larger company, the gap between its
performance and DDs is way larger than the companys size difference
SB Brand Managers have had a more clever, aggressive and anticipated
reaction to changes on Digital Media
Focusing on developing consistent and relevant owned media (such as My
Starbucks Idea or Frappuccino.com), SB is permanently strengthening itsbrand origins
But the most important thing: SB has understood the final goal of its
social / digital / collaborative initiatives: to be closer to the customer, andto reinforce its image as a lovebrand.
-
8/3/2019 starbucks vs dunkin
22/22
Comparative Analysis of theSocial Media Effectiveness
Prepared by Hernan CarranzaSocial Media for Brand Managers October 2011