What’s up with all the social media marketers that are self-professed coffee addicts? I’m not quite sure.
But this I do know…
If there is a brand leader for business meeting places, Starbucks takes the (coffee) cake. They also know how to use Facebook to promote their brand with social media marketing.
So, down some espresso with me and let’s take a look at what makes Starbuck’s Facebook timeline engaging:
Pictures Add Pep.
Almost every single post on Starbuck’s timeline is done with a photo. Why? Because photos stand out and, according to Simply Measured, visual content on the Facebook Timeline increases engagement by 65%.
A Story Over a Cup of Coffee.
The single non-photo post I found on Starbuck’s page came from a fan sharing an emotionally charged story and thanking them for going above and beyond to help her when her son passed away.
Latin Lattes.
According to the popular chain, coffee is a passion that has no borders – and they make sure you know that by promoting their international locations in the custom apps area with a thumbnail photo to highlight this. Additionally, they translate a few posts into other languages.
Perky Promotions.
To promote their new Blonde Roast coffee, Starbucks targeted Boston coffee drinkers by offering a cup on them at a particular venue. They also use the custom apps area to publicize the coffee by sending a “light note” to brighten up a friend’s day.
Come Together.
While the message got lost on a few and mocked by others, Starbuck’s asked their Washington, D.C. baristas to write “come together” on each cup to demonstrate their social consciousness and urge lawmakers to come up with a solution for the fiscal cliff. Their photo of a “come together” cup with a quote from Abraham Lincoln in the description received over 21,000 ‘likes’.
Take a shot… which companies do you feel are effectively using Facebook to promote their brand? Please leave a comment below!
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Great article. I try and use as many photos as I can to engage my fans. Taco Bell is one brand that is doing great things. I get ideas from them all the time.
Mmmm. Now I'm hungry for Tacos! Yes, another great example a company with great Facebook engagement ideas. Thank you!
Coffee is life….yes that we are sure of…Nice piece Kimberly. Here on the East Coast Dunkin Donuts is pretty much the king of coffee, although I do not think they have their social media house in quite as a good order as Starbucks. Definitely think the move this year is going to be even more to the picture/visual side. I think it going to be that and mobile. Thanks for the inspiration…
Oh, Gerry. If you only knew how much I wish they had a Dunkin Donuts in Los Angeles. My Sunday mornings haven't been the same since I moved here and they are always on the top of my "must visit" lists when visiting back East. :)
Alas Starbucks UK Facebook page and their TAX issues is a different story… It's been one of the biggest PR and social media disasters notable over here … Unfortunately the Uk arm of Starbucks have a huge social media crisis on their hands and it makes for rather interesting reading! http://www.facebook.com/starbucksuk
D-oh! Scratch UK Starbucks from this post. :)
Social Media and coffee make sweet harmony.
Awesome examples and post!
Thanks, Anne!
Everyone seems to looove images on coffee, Starbucks or not, on Twitter and Instagram especially. So, they definitely have that going for them! They seem to do lots of things right!
I agree. I even take photos of my cool coffee "drawings" from my local cafe.
Kim,
Great post! Coffee is ever popular right now. My suspicion is that so many social media-ites are so enthused with coffee, because their world is literally 24/7. We gotta stay awake somehow… hehe ;)
I'm one to steer slightly away from the mainstream, so I don't have a favorite big-brand page. But I do know that 8/10 posts that I make on Facebook include images. When I post anything coffee oriented, my likes are double and sometimes triple the usual post. How do ya like those beans (as opposed to apples)?
Great post!
~Keri
Cool beans, Keri!
Just from a branding perspective, I highlight my infatuation with cupcakes (to be different). But I have to admit, I was a huge coffee addict way before getting involved in social media. I'm a quad-shot espresso type of gal, but I'm happy with any level of octane in my cup these days. :)
Thanks for stopping by and adding to the conversation!
An awesome analogy Kim, your post flowed like a sweet swirled latte. And you asked it, what is it with all the self professed "Coffee Guru's?" How do you become one?
I love the fact that there are 'big brands" that understand marketing, all channels and place a value on the integration of the message in all their media. That invigorates me. Those that don't, well that keeps me employed…
Thanks for sharing your insights and a big coffee cup "cheers" to those that don't get it. :)
But yes, I think checking out how the big brands engage with content is a great primer for the smaller brands and everyday cup o' joes that need inspiration to guide them.
Great post, Kim – I think I need a cup of Starbucks coffee right now! Seriously, photos seem to be the price of engagement on Facebook (thanks, Mark Z), so whenever photos are either featured or included with a link or other content, they tend to get more attention (or in Facebook lingo, views, like clicks, or comments). I have enjoyed watching the evolution of the “Fans of Apple” community page (http://www.facebook.com/fansofapple) and the Facebook App Store page (http://www.facebook.com/AppStore). For both, photos are the name of the game.
Thanks, Debbie! The Apple pages are also great examples, too!
Is it New theme? Or Old One?
Amit – we did a complete re-launch of the sight, along with a re-branding – http://www.steamfeed.com/steamfeed-a-new-year-a-n…
Interestingly, I just saw this research study that found that Starbucks was looking pretty weak when it came to Twitter: http://csi.softwareadvice.com/the-great-social-cu…
Maybe they should spread that Facebook love around their other channels, too.