Read the full blog post here:
http://www.distilled.net/blog/marketing/how-starbucks-can-enter-the-third-space-online
While Starbucks isn’t a client of ours, we think it’s a fascinating brand. On the surface, Starbucks appears to have all the components required to “future proof” its success: a massive social media following and customer base; a consistent, global coffee experience; and an in depth knowledge of its individual customers through its Starbucks Card program. Yet there are significant ways in which it could improve its online marketing.
4. ... but it could do
a whole lot more
to dominate
the online space
5. We are going to cover:
1
2
3
Three ways in which Starbucks’
online marketing can be improved
The way forwards
How to pitch this idea to CEO, Howard Schultz
11. Real permission works like this:
if you stop showing up,
people complain,
they ask where you went.
http://sethgodin.typepad.com/seths_blog/2008/01/permission-mark.html
SETH GODIN
44. Social media
Building an audience to earn attention
Starbucks
Digital Network
Consistently great experiences
Starbucks Card
Identity + location + credit card
47. In an increasingly fractured society, our stores offer a quiet moment
to gather your thoughts and center yourself.
Starbucks people smile at you, serve you quickly, don’t harass you.
A visit to Starbucks can be a small escape during a day when so
many other things are beating you down.
From Pour Your Heart Into It by Starbucks’ CEO Howard Schultz
Howard Schultz
59. Own platform
Personalized content
Customer identity
Not dependent on Facebook
Content picked for each individual’s tastes
Based on who they are, where they are
and who they’re connected to
1
2
3
60. Three axes of content...
Personalize customers’ experiences
66. User identity
User location
Prepaid line
of credit
(ideal for online micropayments)
Sign in with StarbucksConnect
Who would The New York
Times prefer to partner with?
Yes
If user allows it
No
Yes
Always
Always
67. Buying a coffee at
Starbucks: the next
social check-in?
Share to Facebook via Facebook Open Graph and Starbucks mobile
apps (keep a presence on other platforms whilst building own).
68. Better still, make it
social...
Joe Smith
Joe shared a Frappucino – with Sarah at Starbucks.
about a minute ago
102 Pike Street, Seattle, WA
Let customers share their presence in coffeehouses
69. Why
“Starbucks Card 2.0”
is powerful
It knows who you
are, your interests
and what you
care about
It knows where
you’ve last
bought a coffee
You’ve
already paid
+ +
Identity Location Credit Card
82. Starbucks can’t
depend on other
party platforms like
Facebook in the
long term
2
Own your own audience
83. Starbucks is perfectly
placed to dominate
online media
3
Media companies desperately need partners
like Starbucks to survive
84. It’s not that hard for
Starbucks to assemble
this platform
4
Starbucks already has the partnerships, the processes,
the skilled team, the marketing budgets,
Starbucks Card, SDN, huge social followings...
And there are plenty of people to buy or partner with.
85. Create an ongoing
source of signups for
Starbucks Card
5
More signups more engaged customers more direct sales
94. Compare the level of
engagement in the
newsletters to existing
social channels
95. … then, if there is a
true market fit, build
or buy a platform
to create the Third
Space Online
96. Starbucks has aced
individual channels...
Social Media
Starbucks Card
Audience and attention
Identity + Location + Credit Card
Starbucks
Digital Network
Online experience