How Starbucks and Dunkin Donuts power consumers through the holiday season

December 2014

Visual Search for Social

NO REFERENCE TO STARBUCKS

Social photos express individual passion…but ~85% of photos with brands that Ditto detects do not include a text reference to the brand

NO REFERENCE TO DUNKIN DONUTS

Ditto detects heartfelt sentiment about products that text listening tools miss

Dunkin Donuts has half the sales of Starbucks in the U.S. but trails further in twitter followers and social photos

Dunkin Donuts could increase followers and visual exposure by engaging with those posting photos of their brand.

*2013 US Sales as reported in QSR 50 Aug 2014 **Visual Brand Incidence in North America Twitter Photos 2 WE 12/13/14

36%

11% 6%

64%

89% 94%

0%#

10%#

20%#

30%#

40%#

50%#

60%#

70%#

80%#

90%#

100%#

Ratio of U.S. Sales 2013*

Current Ratio of Twitter Followers

Current Ratio of Social Photos**

Dunkin#Donuts# Starbucks#

Starbucks photos appear to be more staged, Dunkin Donuts more spontaneous

The Ditto platform enables marketers to find brands in user generated photos by social platform, geography, time, popularity and smiles.

Dunkin Donuts Starbucks

Ditto finds lots of Starbucks logos in user-generated art

And Starbucks leads in cute puppy pics

With these insights, Starbucks could run a UGC campaign featuring dogs or cup art

Starbucks has done a great jobs associating “red cup” packaging with #Christmas

However Dunkin Donuts owns powering students

Given Dunkin’s Northeast College Corridor dominance, perhaps this is no surprise

Dunkin Donuts Starbucks

Dunkin Donuts recent investment in 300 Southern California locations is also a noticeable bloom on this heat map of social photos with the brand.

Dunkin Donuts is a popular gift that recipients publicly appreciate with a photo

Dunkin Donuts could participate in this cheer by offering coupons to donors and recipients via Twitter.

Dunkin Donuts can grow their community by promoting tweets to more than half a million handles who have posted images of coffee brands

Dunkin Donuts

1.  See how customer actually use products in-the-wild 2.  Tag photos for marketing insights and trends 3.  Reuse photos with permission

4.  Compare share of visual-voice versus competitors 5.  Discover affinities for other brands

6.  Illustrate customer personas 7.  Track the geographic footprint of products and brands 8.  Understand sentiment in photos (with facial expressions)

9.  Spot brand-hacks to safeguard your brand 10. Upload a list of customers (or competitor’s customers) for ad targeting

Marketers use image recognition in social photos to

See what’s happening now in photos for coffee and other categories

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Request a live demo for your brand at

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Don’t miss the pictures in 2015!