Digital Marketing Analysis Tool | Facebook

Digital Marketing
3 / 2 7 / 2 0 2 0

Digital Marketing 1
Contents
Introduction......................................................................................................................................2
Overview of Starbucks....................................................................................................................2
Analysis of Facebook tool...............................................................................................................4
Some of the post by Starbucks on Facebook...............................................................................5
Strengths......................................................................................................................................6
Weaknesses..................................................................................................................................8
Using analytics to Measure..............................................................................................................9
Recommendation...........................................................................................................................11
Conclusion.....................................................................................................................................13
References......................................................................................................................................14

Digital Marketing 2
Introduction
In the present era, for most of the companies, digital marketing has become a critical platform
that allows for reaching out to various markets and also the consumer segments. The influence of
the digital environment on the organisation and the marketers have to provide the response in an
effective manner by making use of the effective digital marketing techniques that add value for
the clients and also provide the support to the needs of the company. The report aims to perform
the role within the market function for Starbuck Company and to determine and recommend the
alternative digital marketing strategies and techniques that could potentially bring the rise in the
revenue, enhance the value of service for customers and engagement within Starbucks. The
digital marketing tool that has been selected for the analysis is Facebook that is used by the
company. The analysis of the company shows how the tool is currently used with the strength
and weaknesses of the company. Also, the review of the use of digital analytics that will
contribute to the success of the company is measured. In the end, the recommendations are
provided to the company for digital marketing.
Overview of Starbucks
Starbucks Corporation is a well-known American coffee company and also the coffeehouse
chain. The first store of the company was in Seattle, Washington in the year 1971 with the
motive to share the great coffee with the friends and provide the help to make the world a little
better. The mission of the company is to inspire and nurture the spirit of humanity which is one
person, one cup and one neighbourhood at a time (Starbucks, 2020).

Digital Marketing 3
Size of organisation: -The company size of the organisation is big enough which is clear with
the fact that the company has increased the expansion of business by around two thousand at the
time of 2017 with the total of 27,339 stores by the end of the fiscal year (Lock, 2018). The
products of the company majorly include handcrafted beverages include freshly brewed coffee,
hot as well as iced espresso beverages, cold brew, nitro and other non-coffee blended beverages.
Target audience: - According to the research report, this has been witnessed that the target
audience for the Starbucks Company is men and women in the middle to the upper classes who
can afford the high priced beverages on the regular basis (Starbucks, 2020).
Competitors: - The major competitors of Starbucks include Dunkin Donuts and McDonald’s for
the top position as the coffee king for different years. Apart from this, Starbucks still has an edge
in the highly competitive US market with the fact that there is the presence of the wide number
of coffee and breakfast market and other chains are expanding as well as picking up the market
share.
Current digital marketing: - Starbucks Company is making use of the different digital
marketing tools and they are the early adopter in regards to the technology and a savvy user of
the data analytics. The company is making use of the digital technologies which include big data,
artificial intelligence that is essential to support direct marketing, sales, as well as the decisions
of the business. In digital technologies, the company make use of the social media tools which
include the use of Facebook, Instagram and many others. There are different digital marketing
techniques that Starbucks uses to provide the value to the clients and also to enhance the
retention rates. For marketing, the company run different campaigns which include charity
campaigns, mobile campaign, social media campaigns, and many others.

Digital Marketing 4
Analysis of Facebook tool
Starbucks on Facebook is considered as the multilingual to make sure that they can communicate
and reach with their clients from anywhere. The platform of Facebook allows the company to
include how their products are manufacturers and how they introduce their staffs with their
favourite products (Unmetric, 2020).
In the research, this has been found that Starbucks Facebook page was formed in the year 2008
with the total fan count of approximately 200,000 people who are customers of the company and
consume the product that is offered by the Starbucks. It has been determined that from the past 3
years the Starbucks company has growth all its Facebook fan count to more than 27, 600,000
fans. Making it number 33 on the All Facebook Stats Facebook Page Leader Board. This number
clearly shows that it is absolutely off the charts of the consumer brand product (Gembarski,
2020). Facebook Starbucks page comes in at the number 2 for entire consumer brand products as
per all the Facebook stats which shows the strength of the business.
(Source: Gembarski, 2020)

Digital Marketing 5
While looking at the Facebook page of Starbucks, on left side Starbucks different tabs offer
information as it provides the advantages to the clients more than the brand itself. There are
different things at Facebook which work as the strength for the brand by providing convenience
to the customers. The option of location allows for both the international and nearby location.
The option for sending, winning, as well as reloading Starbucks cards right from Facebook
remains helpful for the clients.
Some of the post by Starbucks on Facebook
This section includes some of the posts by the company on their Facebook page which has
grabbed the attention of the different customers who are present and also attracted many more.
All these posts show the value that they are offering value to their customers (Chaffey and Ellis-
Chadwick, 2019). Also, the company has commented on these posts which add value for the
customers as they get the personalised attention.
(Source: Starbucks on social, 2020)
The pictures present that there are 38+ million likes and 21+ million visits which shows the
reputation of the brand that they have managed across the world. Then another picture shows the
best December post that is with 260k likes and 3.1k shares.

Digital Marketing 6
Strengths
 The Facebook tool of digital marketing leads to the interactive consumer’s polls to get the
best possible feedback and last but not lease a tab for the employment opportunities for
the locations of the Starbucks across the world. All these tabs which are present on the
Facebook page offer great information and this not a single bit of selling.
 The Facebook page includes very few posts that they are posted by them as most of the
posts are from the fans or consumers of the company who are praising them and also
sharing their experience and love for the Starbucks coffee. This presents the positive as
well as the negative element (Tiago and Veríssimo, 2014). The consumers of Starbucks
are posting the positive as well as negative comments or experience with the customers
which will bring the fluctuation in the buying behaviour of the clients. It has been found
that most of the customers share positive reviews on Facebook.
 Starbucks has a human factor which is strength for the company. There is no secret that
Starbucks values its customers. The company is good enough to communicate this value
through their content and by responding to the comments customers. Starbucks Company
put often through which they feature people that makes it simpler for the audience to get
connected with the product and also to humanize Starbucks as a company (Fitzgerald,
2013). It has been found that they also understand social media which is a two-way street.
The company perform an amazing job of responding to clients by offering responses to
their questions or simply transfer a positive message back.

Digital Marketing 7
(Source: Starbucks on social, 2020)
 The strength of the Facebook page is that they are trying to form the community of their
fans all together for sharing their experience, posting pictures, adding comments and
many others. For which the company has included the emerging market countries on the
international tab present on Facebook (York, 2010). The company has an international
tab which is clear with the image given below which shows the options to select different
nations. The fans can join Starbucks of Americas, Europe, Middle East and Africa and
Asia. This small decision to install the international tab for the customers added the value
to the working of the company and lead to high customer base.

Digital Marketing 8
(Source: Starbucks on social, 2020)
Weaknesses
 It has been found that every digital marketing tool is used by the company for improving
productivity and retaining as well as attracting customers. However, the company is not
updating their post due to which the Facebook page which shows the weakness for the
company as they are not able to grab the attention of the new and even the existing
customers. The post by the fans needs the acknowledgement and if Starbucks is not able
to update the same then they are not gaining the attention (Starbucks on social, 2020).
The lack of post on Facebook in comparison to the other tools shows that there is a lack
of engagement. This shows that there is a lack of customer engagement marketing.
Customer engagement theory shows that the company deliberate the efforts to motivate,
empower, and measure the contribution of the customer to the marketing function. This
means that the Starbucks Company can make the engagement with their customers or not

Digital Marketing 9
as this is essential for generating awareness among the market about products and
services that they are offering to their clients.
 On the Facebook page, the bad experiences are also shared by the consumers which
affect the image and customers of the brand. However, Starbucks Company tries that they
always acknowledge, apologize and compensate to their customers. There are most of the
customers who check the negative comments share by the other customers and then they
bring the change in the purchase decision (Gallaugher and Ransbotham, 2010). This
shows that the tools of digital marketing can bring the change in the perception of the
consumers towards the brand.
 One of the weaknesses of the company is to have the clash of the coffee cultures. While
promotion it has been determined coffee offered by the Starbucks Company is not widely
accepted in countries like Europe and Asia. Thus, this is the reasons due to which the
company don’t get much of the consumer in the international market.
Using analytics to Measure
In the current era, the companies are aware of the fact that good analytic are considered as the
traffic tracking tool for their website which is vital for every company. However, this cannot be
denied that another important function of Google analytics is to measure the conversions of a
social media campaign which include Facebook. Starbucks Company makes use of Google
Analytics for measuring Facebook campaigns (Smoak, 2019). The company says that the deep
dive into the social media habits as well as the performance of the Starbucks. The company
allows the Unmetric to analyse the track on its social media platform which includes the social
media website (Unmetric, 2020). Unmetric helps the brands as well as agencies to get better

Digital Marketing 10
engagement, more certainty, as well as the faster reporting on their efforts of social media. This
company get the AI-powered social media intelligence as well as for analytics on more than
100000 major brands and then benchmark against the performance of the company. According to
the research, it has been found that currently it approximately 87 Starbucks social media profiles
which include tracking to 39 Facebook pages (Unmetric, 2020).
The analysis of the fan page has been done for the last 6 months which shows that there is a
decline in the fan base of the Starbucks.
(Source: Social bakers, 2020)
There were more than 36.9 million fans of Starbucks in October 2019 then it continued to
decline. Currently, it is 36.8 million fans of the company.

Digital Marketing 11
(Source: Social bakers, 2020)
The Starbucks fan growth is also analysed in which it has been found that there is the
improvement in the fans presently by +631 by day, +3346 by week and -580 by month. The
analysis measures that the fan base of the company is declining continuously which shows that
there is an improvement in the Facebook digital marketing strategy of the business to get the
engagement of customers.
Starbucks makes use of the Google analytics for measuring Facebook which shows that the
company fan base is declining and the company is not able to engage the customers. The
company is not updating the posts and feeds which is not a perfect communication with the
consumers.
Recommendation
Considering the entire analysis, it has been found that Facebook Company is utilizing Facebook
as a digital marketing tool. The digital marketing tool helps Starbucks to generate awareness in
the market. The company should keep posting and updating about them on Facebook as this is
considered as eye-catching and ultra-clever. The post helps the brand to strike a good balance
between the fund contests and providing fun helpful tips to their customers. This will help
Starbucks to engage the maximum customers with them. It is suggested to the company to
improve their content on Facebook as this the way through which they can personalise the
services digitally for the customers. The company should post pictures of the customers present
at the store and how they enjoy the products with their friends, family and others.

Digital Marketing 12
The company should keep the eye on the negative as well as the positive experience shared on
the digital tool. There should be a proper acknowledgement by the company on this type of post
of customers. Along with this, the company should apologize and compensate the employees
who faced any inconvenience due to the operations of the business.

Digital Marketing 13
Conclusion
At the end of the report, this can be summarised that digital marketing performs a vital role when
it comes to the operations of the business. Considering the same, Starbucks Company adopts
digital marketing through which they can generate awareness among the customers about the
new product and services that they are offering to the customers. Different digital tools are used
by the Starbucks Company. The tool that has been selected for the analysis is Facebook which is
one of the vital and crucial elements for the company. The analysis of the Facebook tool has
been done which shows the different strengths and weaknesses of the brand which need
improvement. It has been found that analytics has been used by the Starbucks Company to
measure the Facebook page and the way they improve the retention rates and providing value to
the customers. It has been measured that there is a decline in the number of customers on the
Facebook page because of the lack of post and updates by the company. In the end, the
recommendations are provided which will include the ways through which the company can
improve the working of the business.

Digital Marketing 14
References
Chaffey, D. and Ellis-Chadwick, F. (2019) Digital marketing. Pearson UK.
Fitzgerald, M. (2013) How Starbucks has gone digital. MIT Sloan Management Review, 54(4),
p.1.
Gallaugher, J. and Ransbotham, S. (2010) Social media and customer dialog management at
Starbucks. MIS Quarterly Executive, 9(4).
Gembarski, R. (2020) How Starbucks Built an Engaging Brand on Social Media [Online].
Available from: https://www.brandingpersonality.com/how-starbucks-built-an-engagin-brand-
on-social-media/ [Accessed on 26th March 2020]
Lock, S. (2018) Starbucks - Statistics & Facts [Online]. Available from:
https://www.statista.com/topics/1246/starbucks/ [Accessed on 26th March 2020]
Moth, D. (2013) How Starbucks uses Pinterest, Facebook, Twitter and Google+ [Online].
Available from: https://econsultancy.com/how-starbucks-uses-pinterest-facebook-twitter-and-
google/ [Accessed on 26th March 2020]
Smoak, A.A. (2019) Starbucks, Digital and Analytics: A Perfect Blend [Online]. Available from:
https://anthonysmoak.com/2019/01/04/starbucks-digital-and-analytics-a-perfect-blend/
[Accessed on 26th March 2020]
Social bakers (2020) Starbucks Facebook statistics [Online]. Available from:
https://www.socialbakers.com/statistics/facebook/pages/detail/22092443056?url_key=starbucks
[Accessed on 26th March 2020]

Digital Marketing 15
Starbucks (2020) Company information [Online]. Available from:
https://www.starbucks.com/about-us/company-information [Accessed on 26th March 2020]
Starbucks (2020) Expect more than coffee [Online]. Available from:
https://www.starbucks.com/careers/working-at-starbucks/culture-and-values [Accessed on 26th
March 2020]
Starbucks on social (2020) Starbucks on social [Online]. Available from:
https://finalstepmarketing.com/wp-content/uploads/2015/07/Starbucks_SocialMedia.pdf
[Accessed on 26th March 2020]
Tiago, M.T.P.M.B. and Veríssimo, J.M.C. (2014) Digital marketing and social media: Why
bother?. Business horizons, 57(6), pp.703-708.
Unmetric (2020) A deep dive into the social media habits and performance of Starbucks
[Online]. Available from: https://unmetric.com/brands/starbucks [Accessed on 26th March 2020]
Unmetric (2020) Where to Start With Social Media Measurement and Analysis [Online].
Available from: https://unmetric.com/resources/social-media-measurement-analysis [Accessed
on 26th March 2020]
York, E.B. (2010) Starbucks gets its business brewing again with social media. Advertising
Age, 81(8), p.34.