The Best Social Media Strategies: Starbucks

By Wan Nur Amirah bt Wan Yahaya 2009771731

 (MC22S5A)  

“Starbucks is one of the most admired companies in America.”

 - Fortune (2003-2010) -

According to TechRunch.com, Starbucks has been considered as a company which has implemented the best social media strategies (2010). Starbucks took the advantage in the social network ‘craziness’ by position itself in Facebook and Twitter. At the same time, Starbucks has penetrated the smart phone industry by being part of Blackberry, iPhone and Android applications. To stimulate the interest of its customers, Starbucks initiate My Starbucks Idea (www.starbucksidea.com) for customers to share their ideas and Flickr to share pictures.

Facebook 
With almost 26 million fans, Starbucks successfully promotes its brand and latest product in the Starbucks’s Facebook fan page. According to Porterfield (2010) Facebook is still leading contender of social networking sites with unique audience of 125.2 million visitors. In this page, customers are also given a space to express themselves in relations with Starbucks services. Eventually, a viral marketing is formed through these connections. Viral marketing or commonly known as marketing buzz is an internet version of word-of-mouth marketing (Armstrong & Kotler, 2005) that spreads like a virus. When the customers tag Starbucks name in their status, they are letting their friends to know the brand, thus promoting Starbucks. With the existence of this page, Starbucks has promoted its brand to various people with just one click. In order to continuously be part of Facebook phenomenon, Starbucks should create more promotions via Facebook, such as online coupons and sharing ideas.

Twitter 
At the same time, Starbucks has positioned itself in microblogging, Twitter with over 1 million followers. Through Twitter, Starbucks promotes and alerts its followers on products, promotion and cause. They are also actively responding to users. But, what is actually Twitter? Twitter is actually a free service bending instant messaging, social networking and wireless communication through computer and cell phones to distribute 140 characters message about what is someone is doing (Horton, 2007). The usage of Twitter has increased because it is an appealing method. It is new, has a focused communication, brief and fits easily into computers and mobile phones (Horton, 2007). Twitter also creates a platform for Starbucks to reach its customers thus establishing a two-ways communication. In order to keep up with Twitter, Starbucks should consistently updates its account with the latest news and link it with its Facebook page promotions.


Mobile Applications
In addition, Starbucks has involved in iPhone, Blackberry and Android™ applications. According to Starbucks.com, the application can be used as a store-locater navigator that provides the directions plus the details on the menu, nutrition facts as well as designing customer’s own favourite drinks. The application also functions as Starbucks Card, a digital form of reward card that is used during the purchase of Starbucks items. The application is able to help customers to register their cards, check Starbuck Card balance, reload the card, track the stars in My Starbucks Reward programme and send a friend with an eGift (Starbucks.com). Since there is an increase in using smart phones (which is up to 60% in U.S. alone) (Lunden, 2011), it is important for Starbucks to stay ahead. Besides, by providing an easy and fun access to Starbucks services, Starbucks’s customers will feel ‘closer’ to the brand. As to evoke more interest, Starbucks could create Starbucks games within its smart phones applications.

Online Partnership
Online partnership creates a much effective access for companies who plan to reach greater audience. Starbucks has established a digital network partnership with Yahoo! that can only be connected when customers are using Starbucks wireless connection. According to Starbucks.yahoo.com, Starbucks Digital Network provides news (The Wall Street Journal, New York Times and USA) and entertainments in its network hub at http://starbucks.yahoo.com which can be accessed for free. According to Brownlow (2011), Yahoo! reported that there are 302 million users who are using Yahoo! account. This shows that Yahoo! has a wider coverage of Starbucks target audience. Besides maintaining its relationship with its customers through this method, Starbucks could also reach the new potential prospects. To reach greater audience Starbucks could also be part of Google’s and Mozilla Firefox for other online partnership.

Flickr
Flickr is a photo-sharing website where anyone can upload and tag photos, browse other photos and add comments and annotations (Educause, 2008) in which customers could share Starbucks experience by uploading their favourite drinks or simply share their experience in Starbucks. Starbucks has created a Flickr Starbucks group that currently has 7 million members. Basically, Starbucks has created a venue for sharing experience and building the relationship between Starbucks and its customers.

Community Website
Starbucks has also developed its own community website that encourages its customers to share, vote and discuss idea for the improvement of Starbucks services. By doing this, Starbucks are creating a mutual relationship with its customers. It basically positioned Starbucks as a company that concern over its public and appreciate their views. Starbucks could also include competition to enhance the interest of visitors to visit again the website.


Conclusion
Starbucks has basically design an effective communication plan by using this channel. It is beneficial for Starbucks business because more and more people are turning to the usage of the new communication media. Starbucks must respond and connect with the customers consistently so that the relationship will improve and maintain. Therefore, Starbucks made the right move by involving themselves in Facebook, Twitter, mobile application, online partnership, Flickr and community website as these tools have become a phenomena among the internet users. At the same time, Starbucks should explore more on these channels so that it can reach the public efficiently thus position Starbucks as one of the best brand.

 References:
www.starbucks.com http://techcrunch.com/2010/07/17/how-social-media-drives-new-business-six-case-studies/ http://net.educause.edu/ir/library/pdf/ELI7034.pdf. Armstrong, Gary & Kotler, Phillip. (2005). Marketing: An Introduction. International Edition. Perason Education International. Upper Saddle River, New Jersey. Horton, James L. (2007). Twitter. Retrieved from http://www.online-pr.com/Holding/Twitter.pdf Lunden, Ingrid. (2010). Smartphone Usage Up 60 Percent; Android Makes Biggest Gains. Retrieved from http://moconews.net/article/419-smartphone-usage-up-60-percent-android-makes-biggest-gains/.