starbucks social media
TRANSCRIPT
StarbucksMade by:Mariia Kaliuk
Introduction
Starbucks Coffee is an American global coffee company and coffeehouse chain. Starbucks is the largest coffeehouse company in the world with 21 thousands branches in 64 countries around the world.
The first Starbucks opened in Seattle, Washington, on March 30, 1971 by Jerry Baldwin, Zev Siegl, Gordon Bowker.
The CEO if the Starbucks company is Howard Schultz
Main purpose
Starbucks sells espresso-based drinks, other hot and cold drinks, coffee beans, teas, hot and cold sandwiches, pastries, snacks, and items such as coffee makers, mugs and glasses.
Research
I have started my research in Google with the banal "Starbucks and it’s social media tools." I came across a blog on “Digital Spark Marketing” website written by Mike Schultz . In his blog, the author writes about the Starbucks marketing strategy and what social media resources Starbucks uses. As author pointed out that main social media tools, which Starbucks uses are the official site of Starbucks and My Starbucks Idea, as well as platforms such as Facebook, Twitter; Pintrest, and Instagram.
Starbucks took the unusual strategy of using Facebook. For example, if companies such as Walmart posts information about the products and various offers several times a day, Starbucks is doing everything absolutely contrary, namely, post information on the page on average once a week, and it may be just a picture with a little commentary, for instance : a picture of the original Starbucks coffee shop with the heading 'Where it all started'.
Nevertheless Starbucks remains the most popular Facebook page as from the 90 million users of Facebook 30 million subscribed to the Starbucks page, which means that they do their job properly.
Starbucks uses Twitter also in their own way. On the Starbucks page appears no more than 10 posts per day, including photos of the products itself, links to Starbucks loyalty program and answers to Starbucks mention’s by other users.
Also worth noting is that the page in twitter Starbucks looks very "quiet" because they avoid the possibility of getting caught in the discussions of controversial topics.
Google+
Starbucks update their posts on Google+ every couple of days, and most of the posts are have the same content as tweets and posts on Facebook.
Nevertheless, on Google+ Starbucks is also the most popular page with a 3 million of followers.
Regarding the use of Instagram, Starbuck follows the strategy that do not advertises a product, but rather illustrates how Starbucks fits into the lives of its consumers.
For example, this could be a picture of a couple walking on the street during the winter and drinking hot macchiato from Starbucks or image with the cold Frappuccino pool background.
I can confidently say that this on this resource Starbucks page looks more interesting and attractive, unlike Facebook and Twitter. Boards in the Starbucks profile is full of exciting photographs of the product and how Starbucks fit into the lifestyle of their consumers.
My Starbucks Idea
This resource allows Starbucks to find out what their customers want to see in the coffee shops. On this page, users can share their thoughts and ideas to improve an expand the product line.
What I have learned
Prior to this assignment, I have no idea what Starbucks has such thing as my My Starbucks idea. This is a great tool that allows company to understand what their consumers wants.
I also didn’t t know that Starbucks page on Facebook is the most popular and has the largest number of subscribers of all existing profiles.
But most importantly that I’ve learned about the company and its use of social media is that Starbucks does not follow the basic strategies for using social networks and other resources, and does it in his own style, and yet Starbucks pages on different sites are the most popular.
Suggestions
The first piece of advice I would give is to improve y company's page on Google+. To do this, they need to identify the target audience of users of Google +, and analyze of what these people want to see, and what they like about the company.
Use the information that is different from that was published on Facebook or Twitter. To diversify the information company should conduct surveys, discussion of various topics and additional information about the company and its products, as well as the coffee in general.
Suggestions
Another advice that I would give the company is the use of advertising on television. As the older generation of people is not intimately familiar with social networks or not use them at all.
As with Google + company should conduct research and understand what interests a special category of people have and on this basis promote the brand and its products thought TV. This will enable older audience to learn about new products, potential offers and promotions from the company.
Suggestions
And the last piece of advice I would like to give is that the pages of the company in social networks need to publish photos and information more than once a week. This will enable followers to learn more about the company and its products.
References
Huff, T. (23 August, 2014). How Starbucks Crushes It on Social Media. Social Media Today. Retrieved from: http://www.socialmediatoday.com/content/how-starbucks-crushes-it-social-media
My Starbucks idea. Starbucks Coffee Company. Retreived from: http://mystarbucksidea.force.com/ideaList?ext=0&lsi=0&category=Atmosphere+%26+Locations
Schultz, M. Starbucks marketing makes social media a difference maker. Digital spark marketing. Retrieved from: http://www.digitalsparkmarketing.com/creative-marketing/social-media/starbucks-marketing/
Starbucks Coffee. Twitter. Retrieved from: https://twitter.com/starbucks
Starbucks Coffee. Facebook. Retrieved from: https://www.facebook.com/Starbucks