STARBUCKS LINDA JACOBSON SOCIAL MEDIA TOOLS AND TECHNOLOGIES, Q3 MAY 17, 2011.

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Presentation transcript:

STARBUCKS LINDA JACOBSON SOCIAL MEDIA TOOLS AND TECHNOLOGIES, Q3 MAY 17, 2011

FAST FACTS  2010 Revenues: $10.7 billion  16,850 shops in 40 countries  40 years old, celebrating 40 th anniversary  137,000 partners (employee’s)  The average Starbucks customer visits the store 6 times per month while a loyal 20% of customers go to the stores 16 times per month  There are over 87,000 possible drink combinations at Starbucks  At $300 million Starbucks spends more on healthcare insurance for its employees than on coffee beans  Starbucks uses 2.3 billion paper cups per year

LAURA CANTER, FOOD & DRINK DIGITAL “Overall Starbucks' social media strategy integrates many different elements into the mix. When combined together, these elements create a social media plan that works beautifully to create millions of fans for the brand and keep them involved in and aware of the brand's activities. The brand has created a digital dialogue with its customers, enabling people to give their feedback and receive a response back from Starbucks addressing their concerns and comments. Starbucks is showing its customers and potential customers – ‘Hey, we care about what YOU have to say.’ “

STARBUCKS Corporate web site

WHAT STARBUCKS DOES RIGHT Active on Facebook: Over 20,431,000 fans on Facebook. Open dialog with customers: Engages with customers on Twitter w over 1.4 million followers - answers questions, retweets while acknowledging what people are saying about the brand Content mogul: Uploads content to their Facebook page such as videos, blog posts, and photos Invites people to events. Fans have a place to have open discussions and comment as many of them do – both the good and bad

#1 Brand on Facebook 21,921,438 Likes Robust Facebook page Lots of Photos and Videos Information about Starbucks Starbucks card Events Complements Web site, advertises Twitter blog.us/social-media- strategy/cnn-starbucks- social-media-marketing- strategy/ FACEBOOK

We Love You Seattle, June Frappuccino Happy Hours, May EVENTS

My Starbucks Idea web site MY STARBUCKS IDEA

Corporate website Corporate website and blog launched in 2009 to combat stagnating sales and increased competition Allows users to submit ideas for new drinks, food items, packages, store designs Starting ground for entry into Social Media Over 100,000 internet users visited the site by the end first week Around 100,000 ideas for new products and business improvements have been generated Added “Ideas in action” blog that gives updates on suggested changes Matthew GuisteMatthew Guiste, Director of Global Social Media at Starbucks discusses open innovation and social media. Matthew talks about how to engage with 15 mill. fans on Facebook, Twitter and Foursquare. From

@Starbucks 1,473,033 Followers 79,098 15,987 Followers 1,379 23,258 Followers 12,499 11,400 Followers 4,516 Following TWITTER

YOUTUBE Starbucks Channel Starbucks Channel w/216 Videos Over 4800 subscribers Allows embedding of videos – Open strategy

FORMULA FOR SUCCESS Combination of social media mix results in success. Engage via Twitter (answers questions, retweets, creates open communication to speak with public) Content mogul via Facebook (uploads content such as videos, blog posts, photos, invitations to events, open forum for discussion) YouTube publisher (uploads videos of commercials, informational videos, charity work, history of Starbucks) MyStarbucksIdea (own version of a social network where customers can share ideas on anything related to Starbucks. Allows customers to feel they have a role in decision making process and part of the company) IdeasinAction Blog (tells customers what Starbucks is doing with their ideas. Increases sense of loyalty to the brand)

Twitter.com Facebook.com Google Alerts (Starbucks, Starbucks Social Media) Business Insider, 15 Facts About Starbucks That Will Blow Your Mind, Meredith Lepore, March 25, 2011 MarketWire, Social Media Strategies, Food and Drink Digital, May 16, Facts About Starbucks That Will Blow Your MindSocial Media Strategies Inc., 8 Tips for Using Social Blogging to Grow Your Business, Carolyn M. Brown, May 16, Tips for Using Social Blogging to Grow Your Business Innovation Management, Starbucks – Social Media & Open Innovation, April 27, 2011Starbucks – Social Media & Open Innovation, The Next Web, The Starbucks Formula for Social Media Success,The Starbucks Formula for Social Media Success