Social media Monitoring Project 1: Starbucks and its social media presence!

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Do you like coffee? What comes in your mind when I say PSL? I mean Pumpkin spice latte! For me, it represents fall. and if you are able to visualize something like this. 

Starbucks Pumpkin Spice Latte

Then Starbucks has succeeded in its marketing. 

Starbucks Store

If we look at their various social media, we can feel that they are well aware of our preferences and very well know how to listen, talk, and energize us. Their Social media is the proof; see it yourself!


Starbucks Instagram Page

Having more than 36 million likes on Facebook, 18 million followers on Instagram, 11 million followers on Twitter, and almost 300k subscribers on YouTube says a lot about the company. They know how to run social media, and they know the power of groundswell.


They know how to make us feel warm and cozy in fall and winter, whereas refreshed and chill in summer. 

Recent Facebook Post by Starbucks

Recently, Starbuck's social media is all about Pumpkin Spice Latte, Salted Caramel Mocha, and not to forget Pumpkin Cream Cold Brew. Yes, it screams "Fall" and makes it more engaging they add nice humor, pictures, and illustrations. 

Fall Pumpkin Drinks Post by Starbucks

On YouTube, they adapt differently! they make the best use of their YouTube channel by providing tutorials for making coffee; let me rewrite that "how to make Starbucks coffee at home."



In Coronavirus Pandemic, they focused more on the channel to encourage people who love drinking Starbucks coffee and encourage them to make it by themself using their products as staying home safe is the priority. They don't just stop till their coffee business; they also share different videos related to the Starbucks College Achievement Plan. It's a step by Starbucks that helps students do their college online and covers their tuition fees.

Starbucks YouTube page

The photos posted by Starbucks contain their latest products. Starbucks introduces many seasonal popular drinks in a periodic occurrence, which creates a lot of buzz on social media.

Starbucks Instagram Post for Fall drink (PSL)

The key features of Starbucks ' social media success are that they make it relatable. They encourage users to post their stories centered around their Starbucks cup and establish their part in their everyday lives.

Starbucks Instagram Post

Have a great narrative; their social media post related to the product is more than a promotion; they try to create a story for the product by sharing the customers' personal experience and connecting easily.

Instagram post by Starbucks

Various Instagram posts by Starbucks

People like Starbucks and want to talk about it, we can take a look at Starbuck's google trend report then we can observe that Starbucks reached its highest interest on December 22 - 28, 2019, but it started decreasing gradually until March 2020 and then started increasing again, the trends are quite fluctuated, stating from mid-September 2020, the interest of people in Starbucks is rising again until now. 

Google Trend Starbucks

When we compare Starbucks ' social media interest with its competitor Dunkin, we observe That Starbucks beat Dunkin in the competition. It has the graph higher than Dunkin throughout the timeline.


Google trends region: Starbucks & Dunkin

In social mention if we compare Starbucks and Dunkin, it seems like the table has turned as Dunkin leads in the strength game in social media by 49% and Starbucks is only 22%; further, the passion for Dunkin is leading by 67%, and Starbucks is nowhere near it, it's only 7%. They both the same ratio of sentiments, i.e., 4:1 and Starbucks lead in the social media reach by 34%, and Dunkin is 16%.

Starbucks
  

Dunkin

It's a tough competition, but if we see the average time people mention the brand, Starbucks wins by 10 minutes average per mention, and Dunkin stays at 32 minutes average per mention. 

It's a tough competition, and both brands have different strengths that they need to focus on. 



Overall, Starbucks has a great influence on social media, and they are doing great but to stay in the lead in the competition, they require to work up their game and start focusing on their weaknesses. They know how to use the power of groundswell pretty well; it's just that their competitors know it too, so they require a better game plan to take their lead again.



Well, we have discussed a lot about coffee! Now and I want to get one now. 

So, what do you think about Starbucks's social media strategy? Do they reach your heart or more like your cup?





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