Utilizing web stories, articles and analytical tools to determine if Starbucks has a better social media presence than Dunkin' Donuts.

1. is starbucks more social than dunkin’is starbucks more social than dunkin’
donuts?donuts?
Joy Beatie

2. Coffee
Coffee is a brewed beverage prepared from the
roasted or baked seeds of several species of an
evergreen shrub of the genus Coffea. (wikipedia definition)
Can be served hot, cold, caffeinated,
decaffeinated, blended, on the rocks and more

3. Coffee cont.
Interesting Facts
Coffee is the world's second most valuable traded commodity, behind petroleum.
Around the globe, the annual consumption of coffee has expanded to 12 billion pounds.
Coffee is the United States' largest food import and second most valuable commodity after oil.
(http://www.globalexchange.org/fairtrade/coffee/faq)
Coffee shops make up the FASTEST GROWING part of the restaurant business, checking in with
a 7% annual growth rate!
World coffee production is estimated at 110 - 120 million bags per year!
Americans consume 400 million cups of coffee per day, or equivalent to 146,000,000,000 (146
Billion) cups of coffee per year; making the United States the LEADING CONSUMER of coffee in
the world.
Coffee represents 75% of all the caffeine consumed in the United States. (
http://www.coffee-statistics.com/coffee_statistics_ebook.html)

4. Leading CoffeeHouses
Starbucks ­ the premier roaster and retailer of specialty coffee in the world
Established in 1971 with a single store in Seattle, Washington
Over 21,000 stores in 65 countries
July 2013, over 10% of in-store purchases were made on customer’s
mobile devices via Starbucks app
Launched “Tweet-a-Coffee promotion in October 2013 generating
$180,000 and participation by 27,000 people on Twitter
Starbucks. (2014, July 27). In Wikipedia, The Free Encyclopedia. Retrieved 05:17, July 30, 2014, from http://en.wikipedia.org/w/index.php?title=Starbucks&oldid=618706604

5. Leading CoffeeHouses
Dunkin’ Donuts ­ world's leading baked goods and coffee chain
Established in 1950 with a single store in Quincy, Massachusetts
Over 10,000 stores in 33 countries
Serves more than 3 million customers per day
In 2010, advertised “Free Iced Coffee Day” on their Facebook page,
generating a lot of traffic to their social media site

6. Why the comparison?
In a 2012 Forbes.com article, Dunkin’ Donuts was specified as a notable competitor
of Starbucks.
http://www.forbes.com/sites/rachelhennessey/2012/08/06/3-reasons-why-starbucks-still-shines-despite-market-shortcomings/

7. eight popular initiatives
for a social media marketing Strategy
for a social media marketing Strategy
Soliciting opinions
Voting on most favorite things
Co-creation of products/services
Pictures of customers with products
New application introduction/usage
Use of videos
Promotions
Content

8. Social Media Presence
Starbucks
37.2M
likes
6.46M
Followers
Dunkin’ Donuts
11.9M
likes
682K
Followers

9. Starbucks: facebook
Last 5 posts promoted current & new product visually through photos, showed
customer engagement, responded to customer requests and promoted the
expansion of new business.
Stats provided by simplymeasured.com

10. Starbucks: Twitter
Joined November 2006
Tweets: 24.2K
Photos/Videos: 702
Following: 97.9K
Followers: 6.46M
Predicted to reach over 7M
followers by Christmas 2014
stats provided
by twittercounter.com

11. Dunkin’Donuts: facebook
Last 5 posts advertise product, encourage customers, solicit participation in a
promotion, solicit customer engagement by discussing current events and enticing
customers with delicious and comedic photos.
Stats provided by simplymeasured.com

12. Dunkin’ Donuts: Twitter
Joined September 2007
Tweets: 24K
Photos/Videos: 1604
Following: 56.9K
Followers: 682K
Predicted to reach about 800K
followers by Thanksgiving
stats provided
by twittercounter.com

13. Conclusion
Starbucks and Dunkin’ Donuts have both done a great job with engaging their
audience. However, Starbucks takes the lead in social media presence. It would
appear that Starbucks is more social than Dunkin’ Donuts due to one single
marketing strategy; soliciting opinions. Based on the last five facebook postings,
Dunkin’ Donuts had no evidence of soliciting the opinions of their customers which
can aide in the success of their social media presence.