SENTIMENT BEHIND STARBUCKS GREEN CUP CAMPAIGN

STARBUCKS GREEN CUP

By Eric Graham

We live on coffee here at iWeSocial headquarters, and because of that coffee will our topic of conversation in the coming weeks and through November. Our biggest report will start next week as we analyze the social media activity of several popular coffee brands. But this week we wanted to take a look at Starbucks annual polarizing event we like to call “A call to a cup”. This years’ entry is the now famed Green Cup.

Starbucks green cup

 

The cup became available last week and is represented by commissioned artwork from Shogo Ota. The entire drawing on the cup is one single line meant to represent “shared humanity and connection…” And as usual, the annual controversy started early with a leaked release of a photo. Even the media has jumped on the bandwagon, most likely to generate clicks and capitalize on all the conversations and searches. Look at all the negative headlines just doing a simple “Starbucks Cup” search:

google search results for starbucks green cup

  So, based on all this perceived negative sentiment around a simple disposable coffee cup, we wanted to see for ourselves what conversations were happening, and if in fact the overall sentiment was negative as many of the online news outlets would like you to believe. Using our software and our Stream product, we set up a simple query on Wednesday afternoon so we could watch in real-time all the conversations as they were happening.
In the image below, what you are seeing are the mentions of the green cup as they are happening. Red indicates negative sentiment, green represents positive sentiment, and blue is neutral or simple general commenting. The size of the bubble represents someone’s influence which factors numbers of followers, website visitors, and engagement numbers. Here is what we are seeing across social media, rss blogs, and other sites where conversations are happening:

sentiment around starbucks green cup

 

 

As you can see, covering mentions of the past couple days, the sentiment is overwhelmingly positive and neutral combined which we’re sure is exactly how Starbucks wants it. And with the amount of impressions and conversations people are having about the cup, this would be deemed a victory for their design and marketing team. All hail free advertising and social impressions!
The next image taken from our Stream platform, shows some of top hashtags associated with mentions of the “green cup”, trending keywords, positive and negative terms associated with the mentions, and also those people who are talking about the topic. This includes Donald Trump and NBC News Commentary:

social media analytics

 

In the next image, we are looking at some the influencers who are talking about the cup, along with the reach of those people and brands in a single post or comment.

Starbucks cup

 

In the next couple images, we have a sampling of the Tweets and Instagram posts as they are happening, and the content included within those posts. We have no way of knowing if Starbucks and their team are closely monitoring the conversations, but they should be. It’s an easy way to find your company’s ambassadors and a reason connect with them. Our platform allows you to do that right from the interface too.
tweets about starbucks green cup
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starbucks green cup instagram

 

The moral of the story, is that negative headlines most likely will draw clicks to the respective websites, and some may say these outlets might even be trying to incite the negativity to help themselves generate more reach and impressions, but the data rarely lies. Overall, the sentiment is generally positive and neutral. Starbucks is generating a ton of exposure that many think, or would like you to think, that a simple green cup with one-line artwork is taking down a coffee behemoth. On the contrary. Looking at our data, and the recent lines at our local Starbucks, they are going to be just fine. At least until next Thursday (Nov.10th) when the new red holiday cups arrive in your local Starbucks, and we start it all over again. But this time, the red cups will offer a buy one get one on all their eligible holiday drinks from Nov.10-14. That leaves us to wonder what the negative headlines will be with a free holiday drink offer on Nov.10?? “Starbucks free eggnog lattes causing major outrage at local chicken farms”? But we will still look at the data no matter what the negative headlines say.

 

If you would like to see a demo of Stream and how it can benefit your business by using social media as a customer service and brand tool, contact us at 720.880.5492 or email our team at info@iwesocial.com.
Read more about Stream HERE

Top 8 Ways to Improve Facebook Engagement, Infographic

Top 8 Ways to Improve Facebook Engagement

Through the use of an infographic, we provide the Top 8 ways you can improve your Facebook engagement. As you may know, Facebook has made it more diffcult for brands to reach their audience organically, and consequently improving the engagement of those posts. Almost everyone has seen a decline in their engagement (i.e. Likes, Shares, Comments, and recently Reactions), so here are 8 ways that we use with our clients where we have seen an improvement in engagement.

 

8 ways to improve facebook engagement

Social Listening report for Stanford University and the 2016 Rio Olympics

We recently completed a small project for Stanford University that we are allowed to share, and we thought would be interesting for others to see potentially how not just businesses use social listening to make better decisions and create operational efficiencies, but also world-class universities like Stanford. In this case, Stanford asked us to create a a short report using our IQ product that scans Twitter and other social media sites, to track mentions and useful hashtags related to current and former Stanford athletes who were competing in the 2016 Rio Olympics.

 

Not only was Stanford interested in the number of mentions of “Stanford” when associated with one of its’ athletes, but also the engagement in those posts with the mention of “Stanford”. Next Stanford wanted to try and assign a monetary value of all those mentions, and the reach of all those mentions. Here is a slideshare presentation of that preliminary report summary that we developed based on the data queries of our software platform:

 

 

A few of the Insights we gathered from just a basic preliminary report:

  • Potential total impressions were 825,610,389 (only includes a 10% Twitter Sample).
  • Stanford athlete success (and subsequent conversation) during the Rio Olympics provided great exposure and opportunity for the University.
  • Comparison of other PAC-12 schools was popular, particularly with CAL.
  • Stanford Athletes were highlighted many times in articles from traditional local (Bay Area) online publications (slide 3).
  • 64% of mentions came from California followed by 8% from New York.
  • Individual athletes like Lucy Davis and Simone Manuel were popular figures.



While assigning a dollar value to impressions can be difficult, we made an assumption that the cost of 1000 impressions (CPM) would normally cost around $5 based on what many advertisers charge. Given this amount, 825 million+ potential impressions would be north of $165,000. I’d say Stanford made out pretty well where the Olympics were concerned.

Fixing link previews in Facebook posts

Over the past few days, we have seen an issue when making posts on Facebook pages that contain links. More specifically, the link preview wasn’t working. The link preview is that box that pops up after you have entered a URL into your Facebook post, and before a picture is added. Generally, that link preview includes an image, title tags, and the meta description of the page that the link is associated with. Plus, anyone can click that preview box and it will take you to that page of the link.

Here is an example of what we are talking about where no link preview was generated:

 

facebook image post
So what is causing this issue? There is a multitude of reasons why, as far as we know. When you or whoever creates a page on a website, such as a blog, you do have the option of creating what is referred to as Open Graph tags (OG:) on that page. These tags essentially tell Facebook what to show in that link preview. These tags will override all other tags on the page too. And there are times if you haven’t created these OG tags that Facebook will look around on the page and find the next best things to display. In these cases, it is rare, but possible that Facebook won’t render that link preview at all. And there are still other instances where Facebook caches these links, and if they don’t load properly the first time, that link preview will not be generated. But there is a fix called the Sharing Debugger that works most of the time when a link preview is not generated.

When you are having this issue, head over to https://developers.facebook.com/tools/debug/sharing, enter in the URL, and click “Debug”. See the example below:
facebook post image
After that, the debugger will generate what the link preview will look like, along with any Open Graph information it pulls from the code of that page. This tool forces Facebook to load the page once more, and ideally the information and image loads correctly. Once you have completed these steps, head back over to your Facebook page, repost your content, but make sure to add the link as if it was a new link post. Here is how it turned out after I used the debugger tool when the link preview reappeared:
upload image Facebook
So while this may not always solve your problem, we have found that it does solve the issue of link previews in Facebook posts not appearing. But it’s always good idea too to add those OG: (Open Graph) tags whenever possible. You might want a different image or even a different headline to appear on Facebook posts then you would in Google search results to help encourage more clicks on your link. Happy posting!
If you have questions about Facebook, social media services, social media analytics tools, or even Open Graph tags, don’t hesitate to give us a call at 720.880.5492, or email us at info@iwesocial.com.

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