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Resonance has just released the Starbucks China Social Branding Report. In this edition, we’ll take a comprehensive look at the digital and social channels of China’s most popular coffee chain and one of the West’s most successful entrants into the domestic market – showing you how the brand has cultivated a passionate fan base while constantly driving traffic to stores through Weibo and WeChat.
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Below are a few highlights from the report:
Benchmarking Starbucks in China
Starbucks beats the competition in terms of overall fan base as well as audience quality.
Starbucks has significantly more Weibo followers than comparable competitor brands including Costa Coffee, Paris Baguette, and Haagen-Dazs. Even with such a large advantage in fan numbers, Starbucks has been able to maintain a high quality audience with a much higher percentage of active, verified, and influential followers. This is because Starbucks has done a good job of cultivating social buzz by retweeting organic customer and celebrity content that showcases the brand as an everyday component of an aspirational lifestyle.
Starbucks Digital Ecosystem
Starbucks emphasizes Weibo and WeChat for brand communications.
Starbucks has consolidated its China social media channels to focus on WeChat and Weibo, after having discontinued support for Kaixin001 and Renren earlier this year. The brand uses social media to keep followers informed of seasonal offerings, but uses the brand website to educate consumers on product origins and coffee culture. The brand mobile app is a major customer touchpoint and is the primary channel for managing loyalty rewards, with Starbucks having removed mobile sharing and social functionality from an earlier app version.
Starbucks Brand Mobile App
Starbucks has retooled their brand app for CRM.
Starbucks has recently relaunched their brand mobile app for Android and iOS with an emphasis on customer rewards. Customers and fans are constantly reminded to download the app to manage their My Starbucks Rewards benefits, but it also provides the brand with a direct channel to message loyal customers about new product launches and seasonal campaigns.
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Starbucks China Social Branding Report
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