Ten years ago, “wine” was the most searched keyword among beverages, outscoring the second place by 25 percent. Yet in the past five years, with the high rising popularity, “coffee” effortlessly has taken the first place from “wine” and has shown no sign of slowing down.
The number of results of organic search for “coffee” is more than one billion and the volume is no less than 245 thousands on the domain google.com. Cost per click (CPC) on this website is $3.44, on Italy Google site is $4.55 and reaches up to $6.25 on Norway Google site, higher than much of the other beverages and even higher than many luxurious goods like “car” or “smartphone”. Having looked at the above data, we can all see that social media can brings about opportunities for coffee firm to stand out in the competition. However, it could also create risk of being outrun by other rivals. Who is now on the top of the game? And what others can learn from these forerunners?
Unsurprisingly, Starbucks, the giant among coffee shop chains, led in all social platforms – Facebook, Twitter, and Instagram. On all three, the industry average was outperformed by the brand in all subcategories: Engagement, Impact, and Responsiveness. Starbucks leveraged these platforms by posting image of their beverages and food options with an emphasis on relating the beverages to the season.
On Facebook, Tim Hortons was just the runner-up but outperforming Starbucks in the Engagement and Responsiveness subcategories. Tim Hortons uses a mix of user-generated content, videos, and professional images to enhance engagement among followers.
When looking at the rankings on Twitter, Dunkin’ Donuts took the second highest score after Starbucks. It also took the same position with Impact and Responsiveness and using a variety of content to create engagement among their diverse followers. Similar to Tim Hortons, user-generates content showing their fans enjoying Dunkin’ Donuts treats was also utilized to establish credibility.
On Instagram, second place belonged to Dutch Bros. Coffee. The Western U.S. based company held the highest Engagement and Responsiveness scores, along with highest active user base. Dutch Bros. Coffee, similar to the chains mentioned previously, engaged video and user-generated content that tagged the users who contributed the images.
Talking of coffee brand rankings on the mentioned platforms, a firm’s size cannot always guarantee its leading position. For instance, Death Wish Coffee Company is a quite small brand compared to its competitors including Keurig or Maxwell House, but they still hold the first place on both Facebook and Instagram thanks to high levels of engagement from followers. Thus, it is of importance for brands to remember that to understand their follower base and the type of content they want to engage with is the true measure of an effective social media strategy.
“Veteran of the industry” – Folgers landed in fourth on Facebook with one of the highest Impact and Responsiveness subscores. Nevertheless, the fact that the brand posts significantly less content than some of its top competitors may contribute to Folgers’ below average Engagement subscore. In compensation, they have created a successful response strategy by responding to comments in an average of just fewer than two hours.
On Twitter, the larger brands topped the chart with Keurig having the highest eValue score and Maxwell House, Illy and Folgers following in the race. Keurig not only had the highest number of followers, but also the highest Impact subscore.