Battle of the coffee brands in social media

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A comparative analysis of the social media graph of Starbucks and Dunkin Donuts

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JH

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Battle of the coffee brands in social media

  1. 1. Comparative Analysis of the Social Graph VS Justin Hergianto Social Media for Brand Managers Assignment #1 1/29/11
  2. 2. NAME Brand Overviews Analysis Quantitative Qualitative
  3. 3. OVER VIEW Year Founded (location): 1950 (Quincy, MA) # of Domestic Locations: 6,400+ # of International Locations: 2,400+ ’ 10 Ad Spend: $133.2M Online Ad Spend: $16.1MM Tagline: “America Runs on Dunkin” Product Portfolio: Limited coffee range, donuts, alternative meal offerings Target Consumer : A25-65, more blue collar than not, standard HHI Always on the run…active Sources: Company site, Kantar Media (formerly TNS)
  4. 4. OVER VIEW Year Founded (location): 1971 (Seattle, WA) # of Domestic Locations: 11,000+ # of International Locations: 16,858+ ’ 10 Ad Spend: $33.0MM Online Ad Spend: $1.3MM Tagline: N/A (relying on the lifestyle the brand represents) Product Portfolio: Extensive coffee range, baked snacks, lounge w/ wifi Target Consumer : A35-54, affluent, creative types Not in a rush…laid back Sources: Company site, Kantar Media (formerly TNS)
  5. 5. Branded Website Overview <ul><li>Colorful site that visually shows product offerings </li></ul><ul><li>Links to location map, current promotional offers and press releases </li></ul><ul><li>Unique section (bottom right) dedicated to social media that has LIVE feed for Twitter, Facebook and YouTube </li></ul><ul><li>Very clean site with earth color palette </li></ul><ul><li>Many links to various sections including location map, current promotional offers, press releases and gift ideas </li></ul><ul><li>Unique section (middle left) dedicated to social media that has links to various sites </li></ul>
  6. 6. OVERVIEW <ul><li>67K followers; 7k+ tweets </li></ul><ul><li>Much smaller following, but just as active </li></ul><ul><li>Utilizes for promotion of current offers and products, campaigns on other platforms, and to interact with current customers through thoughtful commentary and responses </li></ul><ul><li>Special daily giveaways </li></ul><ul><li>1.2MM followers; 6k+ tweets </li></ul><ul><li>Huge following, but could represent more speaking than listening </li></ul><ul><li>Utilizes for promotion of current offers and products, campaigns on other platforms, and to interact with current customers through thoughtful commentary and responses </li></ul><ul><li>Special daily giveaways </li></ul>
  7. 7. OVERVIEW OVERVIEW <ul><li>Similar to brand site, very colorful brand page </li></ul><ul><li>1.2MM video views; 2,225 subscribers </li></ul><ul><li>Ranked #29 For Week among Sponsors </li></ul><ul><li>Video content includes current broadcast campaign, extended campaign videos, DDSMART healthy cooking chef videos and older broadcast campaigns </li></ul><ul><li>Note – no channel comments </li></ul><ul><li>Similar looking to the brand site, very clean brand page with earth color palette </li></ul><ul><li>6.0MM video views, 8,909 subscribers </li></ul><ul><li>Ranked #80 for Most Views All Time among Sponsors; #65 Most Subscribed All Time </li></ul><ul><li>Video content includes current broadcast campaign, extended campaign videos, older broadcast campaigns and music channels </li></ul><ul><li>812 comments just on the channel alone </li></ul>
  8. 8. OVERVIEW <ul><li>3.0MM Likes </li></ul><ul><li>Links to DDSMART, Maurice (an interactive app), Dunkin’ Perks, News & Promos </li></ul><ul><li>Wall serves as a sounding board for consumers, with DD responding…no unique voice or posts that represent the DD brand </li></ul><ul><li>Customer Service-feel to page </li></ul><ul><li>Directs users to Twitter to “be part of conversation” </li></ul><ul><li>19.4MM Likes </li></ul><ul><li>Links to Starbucks Card info, Jobs, Events and Around the World </li></ul><ul><li>Starbucks is active on their wall, posting news on products and stores </li></ul><ul><li>Feels like a real person, less a company </li></ul><ul><li>Reinforces brand </li></ul>
  9. 9. BACK YARD <ul><li>INTERNAL </li></ul><ul><li>DD’s brand is represented as fast-paced and constantly moving – represented in their marketing campaign to their products, which is translated across the entire network within the internal backyard </li></ul><ul><li>There is a positive feel and energetic presence felt – there no challenge that cannot be defeated with the help of Dunkin’ Donuts! </li></ul><ul><li>Products promoted by the brand include coffee (hot and cold), donuts and sandwiches </li></ul><ul><li>EXTERNAL </li></ul><ul><li>DD’s brand is represented as a necessity, often times a tool, for the common man looking for help along their busy day…”I NEED MY DUNKIN’ THIS MORNING!” </li></ul><ul><li>There is sometime a negative tone when consumers choose to express themselves for DD, voicing their opinion of the product (coffee & food) and disdain for the employees that work at their local chain locations </li></ul><ul><li>Brand is either positioned as functional or an annoyance for a customer experience </li></ul>
  10. 10. BACK YARD <ul><li>INTERNAL </li></ul><ul><li>The Starbucks brand is represented as a lifestyle – one of tranquility, serenity and harmony – utilizing exotic places (origins of coffee beans) and music </li></ul><ul><li>All aspects of the internal backyard induce a feeling of comfort, warmth and are welcoming…”hang out and stay awhile” </li></ul><ul><li>Product is important, but not as much as the feeling associated with the experience </li></ul><ul><li>EXTERNAL </li></ul><ul><li>PASSION – consumers express it time and time again; this is a brand that consumers are passionate about, despite the cost of access to the product </li></ul><ul><li>The brand matches their lifestyle, therefore they can easily associate themselves with the brand and are free to express themselves as passionate consumers </li></ul><ul><li>Potential for customers to leverage Starbucks as a status symbol i.e. I don’t take myself too seriously, but I’m intelligent, creative and possibly affluent </li></ul>
  11. 11. Trend Report <ul><li>Starbucks’ buzz far outweighs that of DD, staying consistent with previous social media analysis </li></ul><ul><li>The two spikes for Starbucks (1/6, 1/19) are most likely due to the release of their new logo and the introduction of a new 31 oz “Trenta” size, respectively </li></ul>
  12. 12. ANALYSIS <ul><li>When we look at the total number of sound bites for both Starbucks and Dunkin’ Donuts, we see that much more is being said about Starbucks than DD, by more than 13-to-1 </li></ul><ul><li>These findings are similar to our social media analysis </li></ul>
  13. 13. ANALYSIS <ul><li>When we look at where consumers choose to voice their opinion, for Dunkin’ Donuts the majority of it is being said on Twitter, with ~12% from Pricenetwork.ca (a Canadian blog) and Facebook </li></ul><ul><li>For Starbucks, over 95% is coming from Twitter and Facebook, making these two sites the most influential and important to the brand </li></ul>
  14. 14. ANALYSIS <ul><li>While both brands have much more positive sentiment than not, Starbucks still far outweighs that of Dunkin’ Donuts’ </li></ul><ul><li>Looking deeper into top preference, Starbucks again wins, representing a deeper passion for the brand </li></ul>
  15. 15. ANALYSIS <ul><li>Similar trends for both brands, but again Starbucks has many more people saying it about their brand than DD does – showcasing the power of the community </li></ul><ul><li>Notably, Dunkin’ Donuts is not represented in either the “free Wi-FI” or “bad” categories </li></ul>
  16. 16. ANALYSIS <ul><li>Consumers definitely share their desire for coffee products, saying they “want” it or will “get” it as soon as possible </li></ul><ul><li>The notable difference between the two brands is that for Starbucks, consumers will/need to “get” it whereas Dunkin’ Donuts consumers “want” it – lifestyle vs. need </li></ul>
  17. 17. ANALYSIS <ul><li>Finally, it’s apparent that consumers lover their coffee, just Starbucks much more than Dunkin’ Donuts </li></ul><ul><li>These passionate emotions that the brands evoke are powerful and represent the same power that each holds in consumer eyes </li></ul>
  18. 18. FINAL ANALYSIS <ul><li>Dunkin’ Donuts far outspends Starbucks in ad $, both in total and online, and yet Starbuck’s social media presence far outweighs that of Dunkin’ Donuts’ – there seems to be a disconnect between DD’s “Push” and “Pull” </li></ul><ul><li>The brand has been positioned as more functional than anything i.e. America Runs on Dunkin’, therefore consumers might be less inclined to introduce such a functional product into a highly emotional environment, such as social media </li></ul><ul><li>Recommendation for DD to take more risks with promotional campaign (a put more a face to the brand, giving it more of a persona) on platforms that lend themselves to short, but impactful spots such as YouTube </li></ul>
  19. 19. FINAL ANALYSIS <ul><li>The Starbucks brand is ideal for the social media landscape, as it is a brand that represents a lifestyle conducive to sharing emotions, while providing an environment (lounge) and the tools to share it with (free Wi-Fi) </li></ul><ul><li>Their presence on various social media platforms is abundant and mostly positive; and while their online spending would not be considered robust, the value of their brand exposure would rival that of any top advertiser </li></ul><ul><li>Starbucks represents a brand that has fully embraced social media; one recommendation would be to build in safe guards for any future negative events (such as international expansion), with eye towards growth of the brand outside of coffee </li></ul>
  20. 20. Thank You

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