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    Coffee Presentation Coffee Presentation Presentation Transcript

    • Born: Seattle Born: Quincy, MASize: 17,000 Size: 9,700stores in 55 stores in 31countries (11,000 countries (6,700in the US) in the US)Starbucks sells Dunkin sells anan estimated 4 estimated 1.5billion cups of billion cups ofcoffee 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 somethingContents● 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, well ● choose one fans 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 inthe overall approaches● Starbucks 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 Donuts has only one, central brand page; conversations occurring in only one place; easy for both brand and customers to mingle and engage ● Dunkin Donuts statuses are humorous "Dunkin Donuts Coffee is good. So are bananas, but this isnt their homepage"
    • What do the Brands do?Facebook: Is Sbux not good at talking? ● Starbucks 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 Donuts tirelessly comments back to customer activities and feedbacks, engaging more customers whore 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 Donuts tweets more frequently than Sbux in spite of substantially low number of followers.● Contrary to Dunkin Donuts, Starbucks 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 Donuts is more colloquial in tone, which shows through esp on twitter—"eat breakfast like a boss", ● Starbucks more monotone; repeating "Tweeting to you from the Dunkin generic response to different Donuts Mothership." customers tweets ● Asks angry customers for their contact ● Usually asks angry customers to call to number so that Dunkin Donuts can customer service act quickly ● As on Facebook, Starbucks generates ● As on Facebook, Dunkin Donuts 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 Dunkins 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 Dunkins great efforts on Facebook. ● Dunkins 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, Starbucks recent spike is in response to an announcement to open stores in India● Searches for Dunkin Donuts 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 Donuts was "immensely popular around the world"● Starbucks beats Dunkin Donuts 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 dont push it as much
    • What do the Brands do? My Starbucks IdeaHow 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, Starbucks adds features of gamification: leaderboard where high scorers can ● Has its own twitter account with 31,000 followers who tweet and share ideasIdeas that Came from My Starbucks Idea: ● Buy coffee beans and get a free cup of coffee ● Starbucks VIP CardWhy 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.