9. IdeaStorm
Positioning:
Where your ideas reign
Messaging is consistent with online activities
It’s about:
Containing negative feedback
Product development
CRM
10. How did this evolve?
Design refresh & active online engagement
19. My Starbucks Idea Model
Positioning:
Help shape the future of Starbucks - with your ideas
Messaging is inviting & consistent with online
activities
It’s about:
Understanding customer needs
Being innovative
Opening up to the community
20.
21. Invention Lab Model
Positioning:
Sharing ideas & getting involved
It’s about:
Providing a forum to encourage the sharing of ideas
and stories… to ultimately win a competition.
23. Top 5 Learnings
1. Consistent message
Ensure messaging is consistent with online activities
2. Open communication
Transparent two-way dialogue is essential in authentic
communication
3. Onsite promotion
Idea promotion onsite allows the company to meet customer
needs & wants
4. Company wide buy in
Must be ingrained in the company with all departments
actively engaged with regular posts
5. Focus
Site needs to have one single, specific focus to drive posts