2. • TCC: Needs to achieve ubiquity & cult
following
3. • STARBUCKS: Singapore #3 for regional interest, search volume of 64. USA
100, Canada 69.
• Total: 38. Interest steady at 30 for search volume; spiked to almost 100
during Christmas.
• Searches: “Singapore Starbucks,” “Starbucks coffee,” “Starbucks card,”
• Searches for locations and promotions
4. STARBUCKS SENTIMENTS
• Free! Giftcard! Friday! Juice. In SG: Media, social, marketing, code
• 22% passion
• Sentiment: 6:1, one mention every 24 mins.
• Check-ins. Main source: Twitter (synced w/ location networks)
• On FB & Twitter, it’s not just about “having too much coffee,” it’s about
“having too much Starbucks.” Starbucks synonymous with coffee the same
way Kleenex is with tissues.
• Sources: Photobucket, Picasaweb, Flickr
5. • COFFEE BEAN: Singapore #1 for regional interest, followed by Malaysia at
28. POPULARITY SURPASSES THAT IN NATIVE COUNTRY.
• Totals: 67 -- the good news is, it’s growing! Biggest worldwide search term:
“Coffee bean NYC,” because one opened in 2012, suggesting a cult
following.
• Also peaked in May and December
• Search: “Coffee bean sg,” “Coffee bean locations”
• Starbucks showed up as #2 search; but not the other way around
6. COFFEE BEAN SENTIMENTS
• Search terms: Leaf! Beans! More about location.
• Tweets: “Even better than Starbucks”.
• Another search term: SereniGy -- healthier coffee. Big search term for
Starbucks: juice. Health is a trend.
• 16% passion (compared with 22% for Starbucks).
• Main source: Twitter (synced w/ location networks). Picasa and Flickr in the
4th and 5th places for main sources. Check-ins and photos: focus on this.
7. RECOMMENDATIONS
• It’s ALL about cool-ness. Location, location, location. Think photos. Be a cool
place to check in. Be a cool place to hang out (People tweet about “wasting
time” in Starbucks).
• Advertise deals on Facebook.
• Make it possible to sync online account w/ Twitter. OR Partner with a credit
card company (think AMEX + McDonald’s) to sync card to Twitter/
Foursquare. Tweet/check in for store credit. This will make your brand seem
more web-savvy and forward-thinking.
• Use Instagram or other photo-sharing sites for deals and rewards; reward
your users for making your shop a cool place to be.
