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.
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:
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:
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:
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.
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.
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 firstname.lastname@example.org.
Read more about Stream HERE