Starbucks - What B2B companies can learn from their digital strategy


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A look at the top online brand: Starbucks. Insight into high Starbucks use social media as a form of engagement with there customers and how it is built into their culture.

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Starbucks - What B2B companies can learn from their digital strategy

  1. 1. Daniel Williamson Starbucks - What B2B companies can learn from their digital strategy
  2. 2. Arguably the worlds leading social marketers having been ranked number one in online engagement, number one on Facebook and the number one Tweeted brand.
  3. 3. They were the first to have over ten million fans on Facebook, with the number still growing (over 16million to date). Facebook
  4. 4. Starbucks have just over one million followers on Twitter and are the most tweeted about brand. Twitter
  5. 5. However, their digital marketing efforts go far beyond Twitter and Facebook
  6. 6. • Starbucks use social media as a tool to get their messages out • Their marketing efforts create content that can be integrated throughout all the Facebook pages, Twitter accounts, PR and advertising activities, and through their retail teams • Starbucks’ key in creating a message is to be authentic and to not outsource their voice • Agencies can act as good eyes and the ears of a company, but the voice will have to come from the brand itself. The Message
  7. 7. • This campaign was released around April Fools Day • The message here is that Starbucks is a fun brand that doesn’t take themselves too seriously • This will resonate well with its customer base as they too want to see themselves as fun people and part of a fun brand • This campaign was shared online and help increased their online profile by as much as 20% Coffee from a USB stick
  8. 8. • Howard Schultz, CEO of Starbucks, says that ‘the key is to connect directly to the most loyal customers who will drive future growth’ • Starbucks decided to take a risk and invest in their most dedicated customers to see what the outcome would be Howard Schultz, CEO of Starbucks Making a Commitment
  9. 9. • ‘My Starbucks Idea’, is an online community where customers can go and suggest ideas • The site took off with great success; generating thousands of ideas, with hundreds of them being put into action • The first idea that was put into place was free Wi-Fi throughout the coffee shops • This community is now built into the Starbucks culture My Starbucks Idea
  10. 10. What can B2B Companies Take Away from Starbucks Digital Strategy?
  11. 11. • Starbucks outline the use of social media as a way of engaging with their audience and developing their relationship with them, rather than marketing towards them • Relationships are just as important for B2B companies as they are to B2C companies • By engaging your audience and making them feel part of the brand; you are building a long lasting connection with that organisation • This in B2B is important for ongoing business services Engagement
  12. 12. • Starbucks say that when choosing content you have to be good at saying no • The only content that should be released should be that which will add value to Starbucks’ relationship with their customers • B2B companies have to use engaging, interesting content which relates to their audience and can again further develop their relationship with their brand Say ‘NO’
  13. 13. • Starbucks believe that the most loyal customers are going to drive the future growth of their company • B2B organisations need to have strong relationships with frequent clients and possibly reward them for that exact reason • This would increase regular running profit and help maintain a healthy business position Enhancing Relationships
  14. 14. • Starbucks use analytics to gain insight into future content strategies • They believe that the art of good content is to say ‘no’ • The only content that should be released should be that which will add value to Starbucks’ relationship with their customers • Insight into the market through analytics allows specific content to be created which is relevant to their customers, rather than spamming them at every opportunity • Starbucks also like to point out that they don’t take analytics from just one platform. They incorporate the analytics from across all platforms to offer a full voice of results to their leadership • This gives the top level management reliable information to go on, before making any decisions about what direction to take the company in the future Analytics
  15. 15. 6th Floor, 60 Moorgate, London EC2R 6EL T: +44 (0)20 7256 7651