How online communities   help to build a brand    A case study on Starbucks online communities
Introduction   Starbucks is very savvy at conducting    public relations online
Main issue of this case study   What benefits can online communities    bring to a company?
Theoretical Frame Spiral of silence Word of mouth marketing Four models of public relations
Spiral of Silence Elizabeth Noelle-Neumann The model is based on three premises:    ◦ a sixth-sense    ◦ a fear of isola...
Word of Mouth Marketing (WOM) Word of mouth Word of mouth marketing Tactics:     Buzz Marketing     Viral Marketing  ...
Four models of Public Relations Press agentry/publicity model Public Information model One-way asymmetrical model Two-...
Background - Starbucks                History                 ◦   Began in 1971,Starbucks were a roaster and             ...
Background - Starbucks              Recognition               ◦   One of the “100 Best Corporate Citizens”               ...
Background-Peek Data analyse
The Demographic view ofStarbucks group by Peek Data
Previous PR practices   Starbucks entertainment      Music      Book      Movie
Research Questions How does Starbucks conduct its public  relations online? How does public respond to Starbuck’s  onlin...
Research Method Googling “Coffee” Googling “Starbucks” Visit and observe the Starbucks’ online  communities Gather inf...
google
Main Websites
Case description and interpretation
Twitter
Facebook
Youtube
Online attack
I hate Starbucks
Stop Starbucks
Starbucks sucks
Starbucks response   Starbucks hadnt spent much time responding to Stop    Starbucks because their campaign didnt gain mu...
Conclusion 1   Online community can balance the    negative views.
Starbucks V2V
Shared Planet
Conclusion 2   Online community can build healthy,    ethical image of a company
MyStarbucks Idea
Participation in action
Conclusion 3   Encourage the conversation between the    company and customers, smooth mutual    understanding and it wil...
    Starbucks entertainment                     Starbucks in moviesBuzz Marketing
Viral Marketing
Product Seeding
Blogging
Starbucks philosophy
Strategy keynote in Social MediaInfluence 2010 conference It’s about relationship,  Build a coalition  not marketing    ...
“All you need is LOVE”- Starbucks worldwide Red project for AIDS in Africa   http://www.youtube.com/watch?v=7JHAXqwRGoI&f...
Starbucks va por un Shared Planet   http://www.youtube.com/watch?v=cATlA    NMv6uk
Conclusion 4   Attract more publicity for free, engage in    greater cause and win more customers in    return
Conclusion   Online communities are building    Starbucks’ company image in the    following ways:      Flood negative n...
Thank you for your attention!
How online communities help to build a brand: A case study on Starbucks’ online communities
How online communities help to build a brand: A case study on Starbucks’ online communities
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How online communities help to build a brand: A case study on Starbucks’ online communities

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This is a case study of Starbucks online communities aiming to find out how does Starbucks conduct public relations online. The analysis of Starbucks’s online communities reaches following conclusions: (1) Online communities can flood negative news and unfavorable opinions. (2) A company can build a healthy image by fulfilling CSR through online communities. (3) Online communities help to maintain customer loyalty and promote the product and service. (4) Online communities can boost free publicity, add extra value to a company’s culture and attract more customers. Overall, the investigator concluded that online communities have potential to surpass the traditional public relations media and play a significant role in establishing a brand.
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How online communities help to build a brand: A case study on Starbucks’ online communities

  1. 1. How online communities help to build a brand A case study on Starbucks online communities
  2. 2. Introduction Starbucks is very savvy at conducting public relations online
  3. 3. Main issue of this case study What benefits can online communities bring to a company?
  4. 4. Theoretical Frame Spiral of silence Word of mouth marketing Four models of public relations
  5. 5. Spiral of Silence Elizabeth Noelle-Neumann The model is based on three premises: ◦ a sixth-sense ◦ a fear of isolation ◦ reticent to express their minority views
  6. 6. Word of Mouth Marketing (WOM) Word of mouth Word of mouth marketing Tactics:  Buzz Marketing  Viral Marketing  Product Seeding  Blogging
  7. 7. Four models of Public Relations Press agentry/publicity model Public Information model One-way asymmetrical model Two-way symmetrical model ◦ Uses communication to negotiate with publics, resolve conflict, and promote mutual understanding and respect between the organization and its publics.
  8. 8. Background - Starbucks  History ◦ Began in 1971,Starbucks were a roaster and retailer of whole bean and ground coffee, tea and spices with a single store in Seattle’s Pike Place Market. ◦ Today, Starbucks have more than 16,000 locations in over 50 countries.  Store ◦ Total stores 16,706 (as of Dec. 27, 2009) ◦ 8,850 Company-operated stores. ◦ 7,856 Licensed stores. ◦ Operating in more than 50 countries  Products ◦ Coffee ◦ Handcrafted Beverages ◦ Merchandise ◦ Consumer Products ◦ Fresh Food ◦ Brand Portfolio
  9. 9. Background - Starbucks  Recognition ◦ One of the “100 Best Corporate Citizens” Corporate Responsibility Officer/Business Ethics – 2000-2009 ◦ One of the “World’s Most Ethical Companies”  Ethisphere – 2007-2009 ◦ One of “The 100 Best Companies to Work For”  FORTUNE – 1998–2000, 2002–2009 ◦ One of the “Most Admired Companies in America”  FORTUNE – 2003–2009 ◦ One of the “Best Places to Work for LGBT Equality”  The Human Rights Campaign – 2009 ◦ Among the “100 Best Global Brands”  BusinessWeek – 2001-2008 ◦ One of “World’s Most Respected Companies”  Financial Times – 2005-2006
  10. 10. Background-Peek Data analyse
  11. 11. The Demographic view ofStarbucks group by Peek Data
  12. 12. Previous PR practices Starbucks entertainment  Music  Book  Movie
  13. 13. Research Questions How does Starbucks conduct its public relations online? How does public respond to Starbuck’s online communities? What benefits do these online communities bring to Starbucks?
  14. 14. Research Method Googling “Coffee” Googling “Starbucks” Visit and observe the Starbucks’ online communities Gather information from other websites and articles about Starbucks
  15. 15. google
  16. 16. Main Websites
  17. 17. Case description and interpretation
  18. 18. Twitter
  19. 19. Facebook
  20. 20. Youtube
  21. 21. Online attack
  22. 22. I hate Starbucks
  23. 23. Stop Starbucks
  24. 24. Starbucks sucks
  25. 25. Starbucks response Starbucks hadnt spent much time responding to Stop Starbucks because their campaign didnt gain much traction from Starbucks Twitter, Facebook, or MyStarbucks community. “Allow your workers to unionize” was the title of a post in My Starbucks community, where each vote for an idea nets 10 points. As of today, the post has only gotten 40 points and 8 comments. By contrast, an idea about Dark Chocolate beverages got 5040 points and 38 comments. And one about the size of lids on cups got 40 points.
  26. 26. Conclusion 1 Online community can balance the negative views.
  27. 27. Starbucks V2V
  28. 28. Shared Planet
  29. 29. Conclusion 2 Online community can build healthy, ethical image of a company
  30. 30. MyStarbucks Idea
  31. 31. Participation in action
  32. 32. Conclusion 3 Encourage the conversation between the company and customers, smooth mutual understanding and it will help to maintain the customer loyalty and promote the product and service
  33. 33.  Starbucks entertainment  Starbucks in moviesBuzz Marketing
  34. 34. Viral Marketing
  35. 35. Product Seeding
  36. 36. Blogging
  37. 37. Starbucks philosophy
  38. 38. Strategy keynote in Social MediaInfluence 2010 conference It’s about relationship,  Build a coalition not marketing  Thoughtfully deputize Be authentic  Make a commitment Don’t outsource your  Ask for forgiveness, voice not for permission Social fits within a  Become a content larger digital and archeologist integrated world  Opening new ways to Leading to powerful engage results
  39. 39. “All you need is LOVE”- Starbucks worldwide Red project for AIDS in Africa http://www.youtube.com/watch?v=7JHAXqwRGoI&f eature=player_embedded
  40. 40. Starbucks va por un Shared Planet http://www.youtube.com/watch?v=cATlA NMv6uk
  41. 41. Conclusion 4 Attract more publicity for free, engage in greater cause and win more customers in return
  42. 42. Conclusion Online communities are building Starbucks’ company image in the following ways:  Flood negative news and unfavorable opinions  Fulfill CSR online, build healthy image  Maintain customer loyalty and promote the product and service  Boost free publicity, add extra value to a company’s culture and attract more customers
  43. 43. Thank you for your attention!

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