Msians most socially active Starbucks customer – survey
(Bernama) – Malaysians are the most active on social media and twice as active as Americans, according to a survey released Thursday by location-based, social engagement platform, Local Measure.
Local Measure ‘Starbucks’ Social Index analysed social media conversations that occurred in 60 Starbucks stores across Australia, United States, Philippines, Singapore, Malaysia and Indonesia over the past 24 months. Ten stores were included in prominent cities of each country.
By identifying location data embedded within publicly available social content, Local Measure was able to identify unique insights, images posted by customers and comments about their experience in Starbucks. The inaugural Social Index was conducted by Local Measure following its recent expansion into Asia.
This index illustrates the richness of information Local Measure can surface for brands through social data that customers are posting using their smartphones.
This index demonstrates how companies like Starbucks can gain a competitive edge in analysing these conversations in real-time. Malaysians were the most socially active Starbucks customers creating some 209,200 posts and check-ins on Facebook, Twitter, Instagram and Foursquare.
Filipinos generated the second largest amount of content with 188,200 posts and check-ins and Indonesians came in third with 134,000 posts and check-ins at the ten stores.
Local Measure Founder Jonathan Barouch said the survey highlights the increasing need for businesses to mine social data that can be drawn from the real-time, social media platforms to gain insights from business’ premises.
“Local Measure allows retailers to reclaim that personal customer service so often lost in the business transaction. While some customers may comment to friends or colleagues about weak coffee or poor service, smartphones are also empowering customers to share positive experiences.
“With Local Measure, retailers can now use this feedback to improve their customer service and make changes to their products or services accordingly,” he said.
In addition, Local Measure enables retailers to build a rapport with their ‘super customers’, those who are not only repeat customers but also share their experiences with their social followers.
Local Measure allows brands to identify and reward the super customers for their patronage, creating a deeper relationship with them.
Some of the key findings from the Local Measure ‘Starbucks’ Social Index that are specific to Malaysia were that ‘Checking in’ on Facebook or Foursquare proved more popular than creating updates or photos amongst consumers in all countries. Nearly 93 per cent of all social media posts within and about Starbucks in Malaysia are check-ins.
Of the 60 Starbucks stores, the most active on social media in Malaysia was at Berjaya Times Square which had 3,391 social posts and over 27,594 check-ins over the two-year period.
The busiest month for Malaysians was May 2013, with over 1,335 social posts. The most prolific super customer had ‘visited’ Starbucks stores 49 times and had 774 followers on Instagram.
