STARBUCKSDIGITAL AND SOCIAL MEDIASTRATEGYHenrietta Grue, Emma Karlsson and Sofie Peters
ZONE1 – SOCIAL COMMUNITIESDescribes channels of social media that are focused onbuilding relationships, example Facebook and Twitter.Common activities people participate in with others whoshare the same interests.Facebook; Starbucks has 34,595,301 fans on its site.Twitter; Starbucks has 3 876 836 followers.
ZONE 2 – SOCIAL PUBLISCHINGSocial publishing is about to distribute content to theaudience.Starbucks uses several vehicles in this zone, as Instagram,Pinterest, Youtube, and its blog.
ZONE 4 – SOCIAL COMMERCERefers to the use of social media to assist in the onlinebuying and selling products.Starbucks uses Facebook as a vehicle in this zone.Starbucks is also using LivingSocial to promote a “gooddeal” to its customers.
SOCIAL COMMUNITYFacebook and TwitterBuild and create a relationshipwith the customers.Twitter will work as a promotiontool as well as a linking tool.
SOCIAL PUBLISHINGInstagram- PromotionPintrest- Tell a storyYouTube- Series “Starbucks Lover”
SOCIAL COMMERCEThe Pay-App-Customer will be able to create their order in the phone, givethe code to the register. It will already been paid and theregister will show the order.
MOBILEIs Starbucks on the right path when it comes to using themobile?YES! They have won the “The Mobile Marketer” ofthe Year award.They have created an app called Starbucks Cardmobile app.
MOBILEHere are some suggestions that might help Starbucksreaching the top to become the leading Social MediaBrand.An app where customers can get coupons.A home-delivering app.More Starbucks related games.
OBJECTIVES AND GUIDELINESIncreased management – make the consumers feel like theyare a part of the decision making process – make a status onthe Facebook page: Do you feel like your voice is being heard?Reach broader demographics (both X and Y) – to know if thisplan is performing: keep track of customer’s personalinformation such as age.Increased awareness – keep track of fans and likes onFacebook. Did they increase or decrease?