MANILA, JUNE 14, 2013 – The inaugural Social Index conducted by location-based social engagement platform Local Measure for Starbucks has found that Filipinos are the second most active of all consumers on social media in countries surveyed – twice as active as Americans.
The Social Index tracked and analyzed social media conversations taking place in 60 Starbucks outlets in Australia, Indonesia, Malaysia, the Philippines, Singapore and the United States over the last 24 months, including ten stores in prominent cities within each of the countries.
Some of the Index’s key Philippine-specific findings include:
– ‘Checking in’ on Facebook or Foursquare was more popular than posting updates or pictures (not only in the Philippines, but in all countries surveyed).
– Almost 90 percent of all social media posts either taking place inside Starbucks branches in the Philippines or concerning these branches are check-ins.
– The busiest Starbucks store in the Philippines is in Bonifacio Global City; it received over 3,200 posts and more than 15,500 check-ins during the survey period
– May 2013 proved the busiest month for Starbucks stores in the Philippines, with 1,816 social media posts
– The top ‘Super Customer’ – the customer who not only frequents the brand’s outlets but also enthusiastically shares his or her insights with the brand – had visited Starbucks stores 29 times and boasted 790 Instagram followers
An infographic illustrating this data may be viewed below.
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Local Measure made use of location data incorporated in publicly available social content to pinpoint key information such as insights and comments from Starbucks customers, as well as images they posted. The index is indicative of the depth of information Local Measure is able to unearth via the social data customers share, as well as the competitive edge companies can acquire through real-time analysis of these conversations – including building rapport with ‘Super Customers’ in order to reward them for their patronage.
Local Measure founder John Barouch said that this survey highlights the need for businesses to acquire and analyze social data from real-time social media platforms in order to gain insights from business premises – and, by doing so, reclaim the personal touch that can all too often be lost in transactions by boosting their customer service.
