Did you know Starbucks gets more tags on social media sites like Instagram than McDonalds, Apple and Coke COMBINED?
No kidding. 19 million tags on Instagram - that's a lot of people sharing the Starbucks experience without the need for advertising.
In this new presentation I look at how Starbucks generates massive "earned media" with its legendary Brand Experience.
6. GRAHAMDBROWN.COM
Starbucks Dominates Instagram Shares
Number of photos tagged on Instagram by brand name
SOURCE: TOTALYOUTHRESEARCH BASED ON EMARKETER DATA
STARBUCKS IS ONE OF THE MOST POPULAR BRANDS ON INSTAGRAM
Nearest big brand Apple not even half of Starbucks Earned Media
Pepsi Coke Apple Starbucks
19.1
9.1
5.2
3.4
That’s a lot of people sharing
Starbucks experiences
22. GRAHAMDBROWN.COM
PEOPLE
METRICS
85
of brand happens in daily interacHon (tweets, status
updates, content shares, conversations between
customers, between customers and employees)
PEOPLE
CULTUREMETRICS
Brand
Experience
CULTURE
%
The Starbucks Brand Experience
This my Brand
Experience model
32. GRAHAMDBROWN.COM
Families are spending less time together
% of families who make time for…
family gets together every day
family shops together every week
family has annual vacation together
1991 2001 2011
It’s not just families but
society-‐wide we have less
social contact than 20 yrs ago
57. GRAHAMDBROWN.COM
"From the very beginning we
started out not as a franchise
system, but as a company-
owned system. The
culturalvalues and
guiding principles, mainly our
people, are going to be
the equity of the brand”
- Howard Schultz, CEO
Starbucks
58. GRAHAMDBROWN.COM
PEOPLE
METRICS
85
of brand happens in daily interacHon (tweets, status
updates, content shares, conversations between
customers, between customers and employees)
PEOPLE
CULTUREMETRICS
Brand
Experience
CULTURE
%
The Starbucks Brand Experience