The 6 Ways Starbucks Kills it on Social Media

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Did you know Starbucks gets more tags on social media sites like Instagram than McDonalds, Apple and Coke COMBINED?

No kidding. 19 million tags on Instagram - that's a lot of people sharing the Starbucks experience without the need for advertising.

In this new presentation I look at how Starbucks generates massive "earned media" with its legendary Brand Experience.

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The 6 Ways Starbucks Kills it on Social Media

  1. The 6 ways Starbucks kills it on social media
  2. Build a Brand Worth Talking About GRAHAMDBROWN
  3. GRAHAMDBROWN.COM3 19 million photos 
 tagged #Starbucks on Instagram!!! Let’s  take  a  closer  look
  4. GRAHAMDBROWN.COM
  5. GRAHAMDBROWN.COM More Instagram tags than Apple + Mcdonalds + Coke added together!
  6. GRAHAMDBROWN.COM Starbucks  Dominates  Instagram  Shares Number of photos tagged on Instagram by brand name SOURCE: TOTALYOUTHRESEARCH BASED ON EMARKETER DATA STARBUCKS  IS  ONE  OF  THE  MOST  POPULAR  BRANDS  ON  INSTAGRAM   Nearest  big  brand  Apple  not  even  half  of  Starbucks  Earned  Media Pepsi Coke Apple Starbucks 19.1 9.1 5.2 3.4 That’s  a  lot  of  people  sharing   Starbucks  experiences
  7. GRAHAMDBROWN.COM If you want to get this presentation free watch out for a 
 DOWNLOAD 
 link coming up
  8. GRAHAMDBROWN.COM Apple  doesn’t  even  come  close
  9. GRAHAMDBROWN.COM ..or  the  big  advertisers  like  McDonald’s
  10. Get this Presentation as a PDF FREE GRAHAMDBROWN.COM
  11. GRAHAMDBROWN.COM …or  megabrands  like  Coke
  12. GRAHAMDBROWN.COM Not just Instagram but other social media platforms too…
  13. GRAHAMDBROWN.COM
  14. GRAHAMDBROWN.COM
  15. GRAHAMDBROWN.COM So, how does Starbucks do it?
  16. GRAHAMDBROWN.COM How does Starbucks create a 
 brand worth talking about?
  17. GRAHAMDBROWN.COM When others are shouting louder and getting ignored?
  18. GRAHAMDBROWN.COM Not by advertising it appears… this  is  a  chart  of   annual  ad  spend
  19. GRAHAMDBROWN.COM …and by the way if this presentaHon  is   of  useful  to  you hit the LIKE buJon so other Slideshare users can discover it too
  20. GRAHAMDBROWN.COM “Authentic brands don't emerge from marketing cubicles or advertising agencies” 
 - Howard Schultz, CEO Starbucks
  21. GRAHAMDBROWN.COM Starbucks builds a brand worth talking about on Brand Experience not Branding (the  important  part)
  22. GRAHAMDBROWN.COM PEOPLE METRICS 85 of brand happens in daily  interacHon (tweets, status updates, content shares, conversations between customers, between customers and employees) PEOPLE CULTUREMETRICS Brand     Experience CULTURE % The Starbucks Brand Experience This  my  Brand   Experience  model
  23. GRAHAMDBROWN.COM This is notthe Starbucks brand Branding  is  dead   and  Starbucks   knows  it
  24. GRAHAMDBROWN.COM This is the Starbucks Brand
  25. GRAHAMDBROWN.COM The Starbucks Brand = People + Culture + Metrics Brand  is  no   longer  defined  by   what  you  say  but   by  what  you  do
  26. GRAHAMDBROWN.COM So, let’s look at the 6 ways Starbucks builds a brand worth talking about
  27. GRAHAMDBROWN.COM Don’t Fall in Love with Your Product…#1
  28. GRAHAMDBROWN.COM fall in love with what your product does for them…
  29. GRAHAMDBROWN.COM we have all the connectivity in the world
  30. GRAHAMDBROWN.COM …but little connection How  are  you   going  to  fix  it?
  31. GRAHAMDBROWN.COM What are their pain points? flickr © gagilas People  don’t   want  great   products  they   want  solutions  to   problems  we  all   face  in  daily  life
  32. GRAHAMDBROWN.COM Families are spending less time together % of families who make time for… family gets together every day family shops together every week family has annual vacation together 1991 2001 2011 It’s  not  just  families  but   society-­‐wide  we  have  less   social  contact  than  20  yrs  ago
  33. GRAHAMDBROWN.COM If you’re going to sell coffee you better know how to sell it fasterand cheaperthan McDonald’s…
  34. GRAHAMDBROWN.COM Sell Social Space#2 flickr © mamnaimie
  35. GRAHAMDBROWN.COM “A place for conversation and a sense of community” 
 - Starbucks website
  36. GRAHAMDBROWN.COM “A third placebetween work and home…” A  lot  of  what   people  share   about   #Starbucks  is   related  to  friends
  37. GRAHAMDBROWN.COM “In  an increasingly fractured society,   our  stores  offer  a  quiet   moment  to  gather  your   thoughts  and  center   yourself.”   -­‐  Howard  Schultz,  CEO
  38. GRAHAMDBROWN.COM Starbucks sells community… Yes,  community   makes  sense   financially  too.
  39. GRAHAMDBROWN.COM Build a Culture on Empathy not Efficiency#3
  40. GRAHAMDBROWN.COM “the most powerful and enduring brands are built from the heart.” Howard Schultz, CEO Starbucks
  41. GRAHAMDBROWN.COM Make understanding your customer your edge These  are  Apple’s   3  founding   principles
  42. GRAHAMDBROWN.COM People + Culture + Metrics = Experience
  43. GRAHAMDBROWN.COM You can’t manufacture this stuff in a campaign When  will  brands   learn  they  can’t   buy  love  anymore?
  44. GRAHAMDBROWN.COM (not happening at a McDonald’s near you) You  have  to  earn   it…
  45. GRAHAMDBROWN.COM Innovate the Experience#4
  46. GRAHAMDBROWN.COM Ask: how can we make this experience better? Thanks!
  47. GRAHAMDBROWN.COM Remove friction at every customer touchpoint Never  set  out  to   be  a  payments   player  but  to  fix   a  problem…
  48. GRAHAMDBROWN.COM Sometimes simple solutions are the best… Not  sexy  and   won’t  win  your   agency  any  awards   but  it’s  the  small   touches  that   create  big   experiences
  49. GRAHAMDBROWN.COM Take risks
  50. GRAHAMDBROWN.COM Find Your Feedback Loop#5
  51. GRAHAMDBROWN.COM Build a platform to create feedback MyStarbucksIdea  is  the   cornerstone  of  improving   their  experience
  52. GRAHAMDBROWN.COM Idea sourced from customers…
  53. GRAHAMDBROWN.COM Idea sourced from customers…
  54. GRAHAMDBROWN.COM Choose Your Metaphors Wisely#6
  55. GRAHAMDBROWN.COM McDonald’s “Crew” Not  a  week   passes  without   this  kind  of  news
  56. GRAHAMDBROWN.COM Starbucks “Baristas” Yet  we  don’t  hear   the  same  about   Starbucks…
  57. GRAHAMDBROWN.COM "From the very beginning we started out not as a franchise system, but as a company- owned system. The culturalvalues and guiding principles, mainly our people, are going to be the equity of the brand” - Howard Schultz, CEO Starbucks
  58. GRAHAMDBROWN.COM PEOPLE METRICS 85 of brand happens in daily  interacHon (tweets, status updates, content shares, conversations between customers, between customers and employees) PEOPLE CULTUREMETRICS Brand     Experience CULTURE % The Starbucks Brand Experience
  59. GRAHAMDBROWN.COM Share the love don’t forget to 
 hit the LIKE button so other Slideshare users can discover this too
  60. GRAHAMDBROWN.COM Thank  you!
  61. Build a Brand Worth Talking About GRAHAMDBROWN
  62. Get this Presentation as a PDF FREE GRAHAMDBROWN.COM www.grahamdbrown.com/ academy-­‐download-­‐ starbucks

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