Jul.15Social Comp

Crowdbabble Contests – The Coffee Brands

Welcome to the first edition of Crowdbabble Contests! In this series we pit the social media efforts of competing brands against each other, using a CrowdBabble Facebook Competitive Report! We’re a Toronto based company, so naturally we wanted to analyze a Canadian icon, Tim Hortons, as our benchmark company. We compare Tim’s to Starbucks, Second Cup and Seattle’s Best. At the end I offer some key takeaways for social media managers based on the analysis.

Round 1 – Overview

CB Cont

CB Cont 1

Starbucks has the most page likes – go figure. Starbucks also has the largest change in page likes over the course of the past month, 21,000. However, Tim’s isn’t far behind with 16,000. However, Tim Hortons has the highest engagement.

From the overview, it looks like Starbucks is taking an early lead, with Tim Hortons looking to be about average.

Round 2 – Fans

CB Cont CB

CB Cont 2

Drilling down into the in-depth fans data, we can see that Starbucks is a clear leader. Tim Hortons’ page likes doesn’t even crack 7% of Starbucks’ likes. However, taking a deeper look at likes growth, we can see that Tim’s is growing 7x faster than Starbucks. If you remove Starbucks from the pie chart, Tim’s is a clear leader. Seattle’s Best is in decline, and Second Cup is basically stagnant.

CB Cont 3

CB Cont 3

Starbucks holds its lead in round 2, but Tim’s is in a close second based on the growth data.

Round 3 – Posts

CB Cont 4

CB Cont 4

When we dig into content, we can see that Starbucks is actually not very active in posting. Furthermore, when we dig into the actual engagement people have with the brand on Facebook, Tim Hortons is a clear winner in every category. Tim’s is also getting more engagement per day and more than 4x as many shares as Starbucks.

CB Cont 5

CB Cont 5

Looks like Tim’s just landed a knockout blow on Starbucks.

While page likes and absolute follower growth may seem like important figures, they do not necessarily mean that you have an interested social media following. As we can see, from a high level Starbucks seems to have a massive following (and they do), but that doesn’t matter much if it’s not an engaged following. Most of that engagement difference seems to come from a lack of posts on Starbucks part. The lesson here is that even with a large social media following, if your page is not creating and posting content regularly, your followers will not engage and your page will not grow quickly. Interested followers turn into customers much faster than passive ones, and it looks like Tim Hortons has recognized this. Yay for Canada!

Caveat: Seattle’s Best also has a high number of posts but about 25% of Tim Hortons’ engagement. You need to create content that is engaging to gain engagement (duh), if you don’t it’s just taking up space on your timeline.