Sabrina Khachi Dr.

Hayes Meltwater Starbucks Nov 6th

Introduction
For my assignment to use Meltwater to engage in social media listening, I have chosen to
Starbucks. Starbucks has very active social media platforms.
Their Facebook has about 37 million likes, 6.56 million followers on twitter, 2.98 million
Instagram followers, 2.98 million Google followers, 160k Pinterest
followers, and 32k Youtube subscribers.
Their content on all platforms consistently reflects the company's
mission, message, and goals.

However, the top source to get the best results to listen to is Twitter.
This is based off the top sources from January 2017 to November.
This is because Twitter provides an easy, quick, and direct platform
for Starbucks to interact with their customers complaints, comments,
questions, and praises. From their in-store or product experiences, to
their civil engagement and their welcoming environment, customers
are intrigued and encouraged to go to social media with their
comments, concerns, and questions.
Moreover, the largest location detected from the majority of tweet was
unknown, so I disregarded this information. Also, due to the graphics wrapping the text, I was
unable to double space this assignment.

I used keywords and phrases that identified with my social media monitoring that was relevant to
the industry. For example, Starbucks is known for participating in social justice and
environmental health. They also have seasonal drinks and popular items such as reusable/red
cups.They provide not only a place to stop by for a drink and snack, but they also provide a
welcoming environment that is also a workplace. The keywords from my research included:
environmental, value, reusable, red cup, pumpkin spice latte, coffee, frappuccinos, and espresso.

Media Exposure
The media exposure graph shows what is trending over time. We can see how many people were
exposed to the content. We can also see how much activity was revolved around it. We can also
measure how much the media exposure around the brand increased and decreased over time. We
can look at specific spikes and see the main conversation around that period.
This was important to start my social
media listening with because I was
able to see what specific dates I can
look into. I can track incidents or new
product releases at the spikes and see
the conversation around it. The spikes
also show what the change percentage
was from the previous day. This
shows me which days have the largest
social media engagements. Moreover,
I can see social media posts under this
graph and sort them from date, reach,
sentiment, geo, relevance, and
engagement. This shows me the reach
which is how many people were able
to see the content. It also shows me
the engagement which is how many people engaged in the context by either commenting,
retweeting or simply clicking on it. Lastly, it tells us if the comment was negative, positive or
neutral. This tool is not absolutely reliable because the content might be positive, but it might not
connect to or reflect Starbuck’s business.

The spikes I’ve decided to look into from the media exposure graph are:
July 10-15, Aug 19-21st and November 3rd-5th

Social Reach
Social reach is the number of impressions/exposure on that platform for a selected time. This tool
shows us the percentage of people it reaches that changes from day to day. This correlates to the
exposure graphic. I can now see if each specific exposure spike has a high social volume or high
social reach.

Spike One
On July 12 there was a 180% increase in media exposure for Starbucks. The trending word for
that day was “bitch”. This is rooted from a tweet with that word that went viral. The tweet was
about a conversation that was overheard in a store. This shows us that customers tweet about
their experience and services from the store. Moreover, this shows us that our reputation as a
welcoming environment is both relatable and playful.

When we compare the social exposure with the social volume and reach, we can see trends in
posts. The keyword “bitch” had an increase in social volume. This means that this topic trended
that day. However, the reach decreases. This shows us that there was a several retweets for this
content, but this was the only content on the trending keyword. The large increase came from
this group of people retweeting about this trending topic.

Sentiment
The sentiment graph deals with how positively or negatively a story is perceived. This is really
good for seeing how you are discussed compared to your competitors. The sentiment is useful for
tracking a new product or anything that comes with risk that is launch. We can track both
positive and negative conversations around events or crisis.
Example tied in with trending themes to save space. ​🙂

Trending Themes
Trending Themes allow us to monitor attitudes around products, services, events and crisis. We
can understand how people react to stories, trends and products. Moreover, we can see which
keywords are associated with our organization. Then we can see social media posts that include
that word to monitor attitudes
in conversations.

Many of the trending theme

words filtered with a positive
positive focused on how being
environmentally friendly. We
see words such as “plastic”
“single use plastic” and
“earth”. This allows Starbucks
to analyze how customers feel
about their environmentally friendly choices or the lack of.

Spike Two
We can see that the content for the themes involving plastic and reusable cups is published
around August 19th till the 21st. However, when we look at the sentiments, we see most of the
tweets are negative.

When you click on the trending theme with

the large percentage, you can see the tweets
that are conversations around “welsh council”
that are coded negative. They reached
millions of people. This is important for
Starbucks to monitor, so they can know what
their audience wants or is upset about. New
product launches or crisis management can
result from analyzing these graphs.
Share of Voice
Share of Voice allows us to see what percentage of the conversation we are mentioned in
compared to competitors. We can share your “share of voice” to make clear what themes are
trending around our organization. We can also compare our own products, discover how things
are going with our latest launch and then show them to shareholders or executives.

Spike 3
When we examine the spike for November 4th, we can see that it reached for SOV, Media
Exposure, Social Reach and Social Volume all correlate. This means that there was multiple
context that reached millions of people that was relatable. We can track new product reactions,
trends and crises that caused such a large spike.

Moreover, when we look at the sentiment for that day, we can see that the majority
of the viral content is negative. This gives me the information to go back to the Share
of Voice and filter the content to see the top reach with only negative sentiments.
This is the first time where my main content was from Facebook. This can tell us that
the Facebook complaints are more serious issues, instead of sending out a small
tweet that can get lost in most timelines.
The beginning of November was when their annual red cups were launched.
However, the crisis was there was a higher demand for their supplies. Customers
were upset about it, especially loyal Starbucks drinkers. These complaints reached
millions of people.
Conclusion
The observations from Meltwater allows Starbucks to track conversations around the brand, their
products and customer experiences. We can track how many people were exposed to specific
content and the attitudes that correlate with them. Some trends included one viral tweet, while
others were several unpopular tweets with the same keywords. This can help us track customers
reactions to new products or crises. Moreso, context with large reaches included customer
experiences in the store. We can see the importance of creating a safe and welcoming space. This
can lead to creating new goals to increase customer satisfaction. We can also track new launches
such as the red cups. This allows us to see if they were successful or had issues.

Starbucks has very active social media platforms. ​Their content on all platforms consistently
reflects the company's mission, message, and goals. This shows us that their PR team is
constantly monitoring and engaging with their audience on social media. ​Twitter provides an
easy, quick, and direct platform for Starbucks to interact with their customers complaints,
comments, questions, and praises. From their in-store or product experiences, to their civil
engagement and their welcoming environment, customers are intrigued and encouraged to go to
social media with their comments, concerns, and questions. By monitoring and analyzing our
social media data, we can create new public relation campaigns or new crisis prevention plans.