When I set out to compare Starbucks and Dunkin’ donuts,
specifically on their use of social media, I was surprised at what I
found. Although if I gave it more
thought ahead of time, I shouldn't have been shocked at what I found. As you read through this post you’ll realize
what I did, both companies use of social media is exactly tailored to each
companies marketing strategies.
Starbucks
I started my journey with Starbucks. Starbucks has a Facebook page, and the staple
sections on Facebook, About & Photos, but what I found interesting is their
international pages. They offer various
Facebook pages for international customers.
I think this is a great way to appeal to people of all nations. It really creates a community type atmosphere
for everyone to participate in and interact with each other. What I like about the use of Facebook, they
are posting the good, bad and ugly meaning not only are “likes” shared with
fellow followers, but bad experiences as well.
That really puts a company out there, gives its customers a forum to
express their concerns. That’s valuable
feedback, it allows Starbucks to see what concerns are out there real-time and
they can take corrective action just as fast.
The Starbucks website is well laid out and simple
considering all the ads and what not you can find on other websites. It offers convenient drop down menus at the
type that offers variety of information from the menu to rewards and buying
Starbucks gear. What I found very
interesting and appealing to the social networking world that exists now, they
offer “tweet a coffee.” “You send can
send coffee through twitter.” I like the
website, just like its product, it’s a classy simpleton.
Turning our attention to Dunkin’ Donuts, their website
offers a similar styled website with menu options on the top. They also include links to their social media
accounts, however they actually embed the widgets into the website, so you can
see a snapshot of what’s going on right on the home page. They also include a nice feature giving you
the nearest location. Dunkin’ Donuts not
only promotes twitter and Facebook, but they also have a blog right on the home
page and a section for YouTube videos.
I like the use of twitter, especially the widget on the company’s
home page of their website. Just as
Starbucks use of Facebook, this allows the customers to give interactive
feedback as their experience Dunkin’ Donuts.
The one thing I liked better about Dunkin’ Donuts, they responded to
tweets, this was more than I saws with Starbucks.
Both the blog and YouTube videos offered first hand accounts
of customer’s experiences and stories about Dunkin’ Donuts. The blog dishes up a blend of fun stories
about food and customer’s experience. The
YouTube videos seemed a bit contrived to me.
Overall though, they did offer a lot more content for those that chose
to consume it than Starbucks did.
When it comes down to it, I believe both companies are
accomplishing what they set out to do.
On the one hand, Starbucks keeps their website very simple, light and to
the point. This is how they market
themselves as a company. They don’t need
to add the rift raft in order to get your business; they know they are a staple
in the coffee game. On the other hand,
Dunkin’ Donuts is all about shoveling themselves into your face, getting as
much content as they can out there to keep you interested. While the difference between the two
companies is quite obvious, I believe both of them are effective at using
social media. They both have a marketing
approach, while different, that is effective and their use of social media and
how they use it only supports what they are trying to accomplish.
Jeremy Waterman is a second time blogger, so take it easy on him.
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