Digital Media Audit

1. STARBUCK’S
Digital Audit
Alysha Rajguru
Bharati Bhirdi
Apurva Patil 1

2. Starbucks is a premium coffee house that provides an
exceptional experience to its customers
Business Objectives:
To be a branded coffeehouse that you can count on for
genuine service, inviting atmosphere and a excellent cup of
expertly roasted and richly brewed coffee every time
To increase the use of Starbucks’ app via mobile marketing
To capitalize on the engagement with customers via website
while collecting valuable data that will enable them to
enhance the experience
2

3. Target Audience
DEMOGRAPHIC
• Age - 18 - 55
• Income - Mid to high level Income spenders above
BEHAVIOUR
• These individuals live in urban parts of Canada & are highly tech savvy.
• They are less price sensitive.
• They are fascinated by innovation & are open to try new creations by Starbucks
• Up to date with their favorite brand’s social activities.
• They support environment friendly and social responsibility causes undertaken by
Starbucks
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4. Starbucks’s Website analysis
Parameters STARBUCKS
Website Security Provides SSL security.
Page Speed graded D 12 second
Ideal page size 2.11 mb
Domain Authority Website has strong
search ranking potential
KLOUT score 87/100
Content Delivery
Network
Mobile Utility
They use it
Website has good mobile
usability
Languages available English and French
 On clicking to install app it leads directly to the
application store.
 Social media links are integrated into the
website which allows guest to check their
handles with one click
 Mobile friendly webpage, showcases the same
information but compact
 The website is user friendly and easily accessible
 Its not cluttered and has ease of use
Starbucks's WEBSITE
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5. Tim Horton’s Website:
www.timhortons.com
They have 3 different webpage faces.
1. Timhortons.com
2. Corporate
3. Tim Horton’s Children Foundation
Tim Horton’s Website analysis
• Starbucks is leading in the Engagement Metrics from Tim
Hortons.
• However they have a bounce rate of almost 80% which is
not very good.
• They are performing well on their visit duration, visitors
are going through their webpage
• However, it looks very cluttered, they have tried to put
everything in one one page.
5Source: www.timhortons.com
Tool:https://www.similarweb.com/website/starbucks.com

6. Channel Analysis: Starbucks's Facebook
Metrics Starbucks
Social Audience 997k
Posts per day 0.13
Interaction per post 421
Top hour of the day 1pm EDT
Engagement Rate 0.092%
What works? Improvements needed
Their post
frequency is good
They lack engagement
with their users
They share their
YouTube content on
their Facebook
channel, seamless
integrating various
platforms
Their response rate on
comments is low
compared to the fans
comments.
They have a
Facebook page
specific to Canada
They do not make use
of hashtags frequently
They target a wider age
demographic on Facebook
Age 20-45
6Source: https://www.facebook.com/starbuckscanada/
Tool : RivalIQ

7. Channel Analysis: Tim Horton’s Facebook
Tim Hortons’ is leading in
the Facebook engagement
Metrics Tim Horton’s
Social Audience 3.16 M
Posts per day 0.30
Top hour of the
day
6 am EDT
Engagement
Rate
0.13%
Response Rate 23.6%
• Facebook page is constantly
updated in accordance to
current events
• A lot of negative comments on
the posts could be noticed –
lacks response from Starbucks
• There are not geographically
specific pages - Only one global
Facebook page
• However we need to also
keep in mind that
Starbucks is not a Canada-
specific brand
• Followers around the
globe have a singular
Facebook page which
provides a certain
uniformity
7Source: https://www.facebook.com/TimHortons/
Tool: Rival IQ

8. Channel Analysis: Starbucks's Instagram
• The bio redirects viewers to their Website.
• Their Instagram page is very engaging with followers
tagging one another on the comments
• Starbucks replies to selected comments
• They use a combination of videos, GIFS and images
Starbucks:
Verified account- yes
Followers: 16.2 m
Posts: 1596
8Source: https://www.facebook.com/TimHortons/
Tool: Rival IQ

9. @mcdonaldscanada:
Verified account- yes
Followers: 3m
Posts: 520
Channel Analysis: Competitor’s Instagram
@secondcupcanada
Verified account- no
Followers: 13.9k
Posts: 658
@timhortons:
Verified account- yes
Followers: 267k
Posts: 1025
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10. What works? Improvement space
Total engagement per
tweet is higher than
all of its competitors
Presence is much
lower than Tim
Hortons on Twitter
Creating customer
relationships with high
level of engagement
Many negative
comments on twitter
Active twitter
presence. Try to
connect with the
followers
Bad reputation about
services exposed on
twitter
Ongoing Campaign: Tweet-a-coffee let
you give a $5 gift card to a friend by
putting both @tweetacoffee and
friend’s handle in tweet. To use this,
users had to link their Starbucks account
to their twitter and credit card to the
account
Tim Hortons:
Verified account- yes
Followers: 267k
Posts: 1025
Average Reply: 2 hrs.
Channel Analysis: Starbucks's Twitter
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11. • According to the stats of
rivalIQ Starbucks total
Engagement rate on Twitter
is the highest (1.98k)
comparatively to the top
three competitors
• Starbucks average number
number of posts per day is
115 which is comparatively
less than McDonald’s
• Starbucks has excellent
customer support which
responds to twitter queries
frequently addressing the
issues of the customers
• Verified account- yes
• Followers: 359k
• Posts: 33.8k
• Average Reply: 2 hrs
Channel Analysis: Starbucks's Twitter

12. Rating – 4.5 stars
Downloads – 10 million +
Engagement - High
Feedback –Positive (Reply
given to each comment)
However they
only have a
global app and
it isn’t country
specific
Starbuck on the Apple App Store
Starbucks’s Mobile App
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13. Rating – 2.4 Stars
Downloads – 1million
Engagement – Very High
Feedback – Mix (reply to
each comment)
Have a separate app
which is country specific
Rating - 3.00 star
Download – 500 thousand
Engagement - High
Feedback - Mix (Not
Replied to comments)
Specific app only to
Canada
Rating – 3.9 Stars
Downloads – 50 thousand
Engagement – Medium
Feedback – Mix (sometimes
replied to comments).
Only one Canada specific
app
Mobile App Analysis - Starbucks mobile app functions better than that of the competitors when measured
overall on the basis on feedback, downloads & ratings.
Competitor’s Mobile App rating Analysis
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14. Search Engine Optimization
SEO Analysis STARBUCKS MCDONALDS SECOND CUP TIM HORTONS
PAID/ ORGANIC Paid & Organic Paid & Organic Organic Organic
Starbucks is the only company who has paid advertisement on Google
Tim Horton’s
McDonald's
Starbucks
Second Cup
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15. Channel Analysis:
• - Starbucks has a presence on
Starbucks with 336,840
followers.
• -Competitors like McDonalds,
Second cup & Tim Horton’s have
not made an account on
Pinterest yet.
• They are active on their Pinterest
and keep updating their account
Takeaway: On Pinterest social
media analysis Starbucks is doing
well as compared to their
competitors in the market.
Channel Analysis: Starbucks's Pinterest
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16. Channel Analysis: Starbucks's YouTube
Starbucks Channel Analysis
• Starbuck’s has really low engagement
level on their YouTube channel
• Upload frequency is low.
• No regional specific YouTube Channel
for Starbucks
• Catering to a wide range of audience
• Starbucks has videos catering to
mostly English
• Inspite, of being Global channel they
have only 158 K followers
• Their peak engagement
timings are between 4
pm to 8 pm.
• However, comparing to
the average at which
their engagement is,
they are very low
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17. Channel Analysis: Competitor’s YouTube
• McDonalds Canada is leading in Canada
specific YouTube Channel
• They not only have videos is English but
also in French, which means they are
reaching out to far more audience than
Starbucks
• However some of their comments on
the videos have been disabled
• Subscribers can’t really interact with
them
• Tim Horton’s not only have a English
YouTube channel but also a French
language YouTube Channel
• Their engagement rate is low.
• They are not too interactive with their
followers.
• They have videos which have been
viewed more than a million times.
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18. GAP Analysis
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Future state
- To be the ultimate brewed
coffeehouse
- To increase use of My mobile app
- To increase engagement with
customer and enhance their
experience
Gap
-Lack of connection with YouTube
audience
- Need to connect more with
customers on Facebook
- Website is global and not country
specific
Actions to close gap
-Adapt to the latest technology to
initiate innovative methods to
communicate with your audience.
-Run target specific campaigns and
increase number of twitter parties and
Instagram contest
-Could also run referral programs to
increase the traffic on all social media
platforms

19. Recommendations:
Platforms Recommendations
1. Need to engage and
connect more with
their fans
1. Need to comment
more frequently
1. Post more often on
their channel to
increase subscribers
2. Can create a
YouTube Canada
channel
3.Promote comments
and engagement as
there was o engagement
at all
1. Need to engage and
connect more with
their followers
1. Improve on their
Page speed.
2. Include more
language options to
cater to a wider
audience.
3. Reduce bounce rate
on the website.
Subtle changes on the way Starbucks currently performs digitally can improve their online presence
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20. 20
Source:
Source: https://www.starbucks.ca
https://www.rivaliq.com
www.timhortons.com
https://www.similarweb.com/website/starbucks.com
https://www.mcdonalds.com/ca/en-ca.html
http://www.secondcup.com