starbuckspresentationfinal-111102173037-phpapp01


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Brand Overview: Creating a Connection

Brick & Mortar Brand loyalty firmlyestablished

A relational environment that cultivatesmemorable experiences for customerswhile they are in and around the Starbucksbrand

Established in 1971

Howard Schultz joins in 1982

Motto:

Our Customers: When we are fully engaged, we connect with, laugh with, and uplift the lives ofour customers even if just for a few moments. Sure, it starts with the promise of a perfectly madebeverage, but our work goes far beyond that. Its really about human connection.


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Brand Overview: Building the Digital Environment

Starbucks wanted to extend the experience to their customer through Onlinechannels and Social Media channels, a natural next step in their relational and

communal evolution as a brand.


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Group Project Overview: The Social Media Audit

The overall outline of the project:1. To evaluate each individual Social Media Channel that Starbucks currently

employed What channels does Starbucks utilize? What unique ways does each individual channel allow Starbucks to engage

its audience?

2. To evaluate and understand Starbucksglobal/overall goals for its involvement inSocial Media by asking the following questions:

What are they aiming to accomplish for their brand? What does their social media involvement bring to their brand that they could

not accomplish otherwise? (Or through traditional marketing)

3. Compare & Contrast: For the sake of understanding how well or how poorly Starbucks is performing in

the Social Media sphere, comparing how their performance rests alongsidethat of other similarly involved brands

Caribou Coffee Dunkin Donuts

4. Observe and Report:1. Observations on the brands overall social media strategy and search engine

optimization success.

5. Recommendations Based on our observations, suggesting a few of our opinions about what the

brand could do to improve its overall social media involvement


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1. Proprietary Social Media Channels(As of 10/31/11)


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2. StarbucksWheel & Spoke Visualized


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3. Starbucks v. Caribou

Starbucks Caribou

FACEBOOK:

Fan Likes: 25,869,718Talking About This: 157,486

Were Here: 3,357,771

Stores: 17,009 stores in 55 countries

TWITTER:

Followers: 1,788,898

Listed: 21,443

FACEBOOK:

Fan Likes: 252,035Talking About This: 4,421

Were Here: N/A

Stores: 541 company-owned coffeehouses

in 16 states and the District of Columbia

TWITTER:

Followers: 20,599

Listed: 840


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3. Starbucks v. Dunkin Donuts

Starbucks Dunkin Donuts

FACEBOOK:


Were Here: 3,357,771

FACEBOOK:


Were Here:9,581

Stores: 9,760 stores in 30 countries.Stores: 17,009 stores in 55 countries

TWITTER:

Followers: 1,788,898

Listed: 21,443

TWITTER:

Followers: 109,654

Listed: 3,229


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4. Other Search Engine Analytics


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5. Suggestions for Starbucks

Improve International Involvement and Relations

-reduce ethnocentrism

-become more culture sensitive

-Improve relations with coffee growers

Reduce the Lack of Selection of for Consumers

Their entire business rests on the coffee industry, If they invest elsewhere and expand their product line outside of coffee

they decrease their potential of becoming irrelevantif coffee ever becomes a fad.

Improved Promotion Strategies

- Ex) Caribou Coffee Coupon Incident

Incorporate Social Media Into Their Stores

Ex) Starbucks New York Store social media display

Reduce Seasonal Fluctuation

-Starbucks profits are the highest in the 1st quarter (August-December) because of their seasonal push and offering limited

time only Holiday beverages.


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5. Suggestions for Starbucks Continued

Reduce Market Saturation Reduce Snobby Image

Rather than advertising LuxuryCoffee, they should advertise premiumcoffee and let the consumer know what is going into their cup ofcoffee hence why consumers are paying more.


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Appendix

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