Despite Starbucks having eight times the number of central London outlets, the chain secures less Facebook check-ins on average than rival coffee group Costa, according to new research.
Socialbakers has released Facebook data which compares the social campaigns Starbucks and Costa have run over the past few weeks, measuring Facebook Check-Ins, likes and comments. This reveals how two competitor brands drive brand engagement through social media.
When it came to capitalising on Olympics footfall Starbucks saw the greatest surge in its check-in rates with a 36% increase over the course of the games, from 1,800 on an average month to 2,451, which let the coffee shop catch up to Costa’s check-in rate during the Games period.
Starbucks also fared better when it came to engaging fans on its Facebook page over the Olympics, using a patriotic snapshot of a coffee drinker reclining in the sun alongside its #TreatReceipt offer to generate over six thousand likes.
A similar style photo captioned “savouring the moment” generated over 5,800 tweets. Costa, on the other hand, struggled to engage fans on its page, when its “Olympics in full swing” post generated just 121 likes and 48 comments.
Socialbakers CEO, Jan Rezab, commented on the surge in Starbucks check-ins: “Starbucks is a truly global brand, so with spectators flocking into London from around the world, it’s no surprise that they opted for an international brand to get their caffeine fix. What is clear, however, is that without an international lift when it comes to geographic targeting and social community engagement, Starbucks has work to do to compete with Costa. On the other hand, it’s clear that Costa needs to fine tune its posts to get better engagement rates on its Facebook page.”
Source: www.socialbakers.com
