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Is Starbucks More Social Than Dunkin' Donuts?

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Joy Beatie
Joy Beatie

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

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is starbucks more social than dunkin’is starbucks more social than dunkin’ donuts?donuts? Joy Beatie
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
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)
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
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
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/
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
Social Media Presence Starbucks 37.2M likes 6.46M Followers Dunkin’?Donuts 11.9M likes 682K Followers
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
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
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
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
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.

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Is Starbucks More Social 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
  • 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.