They use the featured tweets function to highlight their customer’s messages. The brand does a great job at showcasing their followers by retweeting them and interacting with them. They have focused their Twitter strategy on sharing the experiences of their followers, and it has only helped them grow their account.
We love your love of coffee! #CoffeeLoveCups #NationalCoffeeDay /gtcWMCt8zC But, they used different content for Twitter, avoiding cross-posting on multiple channels.They also effectively used different types of media, like photo collages with witty headlines, videos and gifs. The proactive tweets by the brand showcased their products, predominantly through fan-submitted images. On average they sent 155 tweets per day with 99% of their tweets being replies, which gives an indication of what they value the platform for. They tweeted 57,000 times and added 134,000 new followers. Starbucks mainly uses Twitter to engage with their audience. Twitter has become an extremely convenient platform for customer service. Not just the fact that they have nearly 12 million followers, they ‘get’ social media. Starbucks definitely understands the importance of engaging on Twitter. They appear to participate more when fan conversations on their wall have more positive vibes than usual.įIND SIMILAR INSIGHTS FOR ANY BRAND Twitter Starbucks participated in 9% of these conversations.
Fans initiated 23,600 conversations on their Facebook wall. The brand responded to 95% of the conversations generated by the 158 Posts they published, receiving 100% positive sentiment from their audience. The coffee brand devotes its efforts to communicate with their customers and has undoubtedly become a fan favorite. Starbucks’ core social strategy can be encapsulated in their CEO Kevin Johnson’s words, “Loyalty remains the cornerstone of our digital flywheel”. Words that appear darker indicate higher average Engagement From the word cloud below, which has been created from Starbucks’ social media content, it is evident that these posts receive high levels of engagement. Starbucks also uses its Facebook page to promote limited-time deals and offers. The 11 videos teasers that were released received high engagement, with the video below receiving over 53,000 shares.
Coffee buzz advertising series#
The original series featured stories of ordinary people from America who made a difference to their communities. The coffee brand also promoted the second season of their video campaign ‘ Upstanders’. The product videos that received high engagement included relaunches of their beverages and videos that featured Starbucks employees making their famous brews. Starbucks uploaded 60 videos and promoted 51 of them. It can be seen that the brand always promoted posts involving limited-time deals and offers which in turn resulted in very high engagement for these posts. 80% of the total posts, accounting for more than 6.1 million likes and 822K shares. The 84 photo posts generated more than 4.2 million likes and 547K shares. These posts are bright, colorful and quirky, an image that the brand maintains throughout its Facebook page. Some of Starbucks’ popular drinks are seasonal and the beverage’s periodic recurrence generates major buzz on their social media. The photo content mostly involved updates about their latest products. The brand posted more photos than any other type of content and they had the highest engagement as well. Even though the brand does not post that often, whenever they do, there is a frenzy around it. From Zombie Frappuccinos to Pumpkin Spice Latte, Starbucks has managed to create a cult following for their various offerings. The answer being – they know what their customers want. So, how do they manage to engage their audience with their ‘less is more’ strategy? Quite interestingly, Starbucks posted only 158 times on Facebook during the time period, i.e. Starbucks added 710,000 new Facebook followers in comparison to 53,500 fans that the average Restaurant & Cafe Page from North America gained. It listens to over 100,000 brands to help our clients create more engaging content, get more certainty around their social strategy and automate their reporting. This Starbucks report was put together using Unmetric Analyze.
How do they do it? Let’s find out by evaluating their social media performance for 2017.
Coffee buzz advertising Offline#
Starbucks has taken its successful offline branding to its online platform. These staggering numbers speak for themselves. Look at a few of the eye-popping Starbucks social media statistics: The iconic coffee chain is one of the most engaging brands online. It would be an understatement to say that Starbucks is killing it on social media.
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