Starbucks presentation FINAL

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Starbucks presentation FINAL

  1. 1. Tori Pierce | Alex Maeland | Casey Williamon | Taylor Middleton | Michael Fadler | Zach Briody
  2. 2. Brand Overview: Creating a Connection <ul><li>Brick & Mortar Brand loyalty firmly established </li></ul><ul><li>A relational environment that cultivates memorable experiences for customers while they are in and around the Starbucks brand </li></ul><ul><li>Established in 1971 </li></ul><ul><li>Howard Schultz joins in 1982 </li></ul><ul><li>Motto: </li></ul><ul><ul><li>“ Our Customers: When we are fully engaged, we connect with, laugh with, and uplift the lives of our customers – even if just for a few moments. Sure, it starts with the promise of a perfectly made beverage, but our work goes far beyond that. It’s really about human connection.” </li></ul></ul>
  3. 3. Brand Overview: Building the Digital Environment <ul><li>Starbucks wanted to extend the experience to their customer through Online channels and Social Media channels, a natural next step in their relational and communal evolution as a brand. </li></ul>
  4. 4. Group Project Overview: The Social Media Audit <ul><li>The overall outline of the project: </li></ul><ul><ul><li>To evaluate each individual Social Media Channel that Starbuck’s currently employed </li></ul></ul><ul><ul><ul><li>What channels does Starbuck’s utilize? </li></ul></ul></ul><ul><ul><ul><li>What unique ways does each individual channel allow Starbuck’s to engage its audience? </li></ul></ul></ul><ul><ul><li>To evaluate and understand Starbucks’ global/overall goals for its involvement in Social Media by asking the following questions : </li></ul></ul><ul><ul><ul><li>What are they aiming to accomplish for their brand? </li></ul></ul></ul><ul><ul><ul><li>What does their social media involvement bring to their brand that they could not accomplish otherwise? (Or through traditional marketing) </li></ul></ul></ul><ul><ul><li>Compare & Contrast: </li></ul></ul><ul><ul><ul><li>For the sake of understanding how well or how poorly Starbucks is performing in the Social Media sphere, comparing how their performance rests alongside that of other similarly involved brands </li></ul></ul></ul><ul><ul><ul><ul><li>Caribou Coffee </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Dunkin Donuts </li></ul></ul></ul></ul><ul><ul><li>Observe and Report: </li></ul></ul><ul><ul><ul><li>Observations on the brand’s overall social media strategy and search engine optimization success. </li></ul></ul></ul><ul><ul><li>Recommendations </li></ul></ul><ul><ul><ul><li>Based on our observations, suggesting a few of our opinions about what the brand could do to improve its overall social media involvement </li></ul></ul></ul>
  5. 5. 1. Starbucks’ Third-Party Social Media Channels (As of 10/31/11) CASEY Fan Likes : 25,869,718 “ Talking About This” : 157,486 “ We’re Here” : 3,357,771 MICHAEL Followers : 1,788,898 Listed : 21,443 ZACH Followers : 285,622 Locations : 17,009 Check-Ins: 146,665 Deal : Mayor Deals ALEX Followers : 120,509 Likes: #Starbucks: Avg. 625/photo 60,209 photos TORI Channel Views : 620,105 Total Upload Views : 7,120,831 Subscribers : 11,675
  6. 6. 1. Proprietary Social Media Channels (As of 10/31/11)
  7. 7. 2. Starbucks’ Wheel & Spoke Visualized
  8. 8. 3. Starbucks v. Caribou Starbucks Caribou FACEBOOK: Fan Likes : 25,869,718 “ Talking About This” : 157,486 “ We’re Here” : 3,357,771 Stores: 17,009 stores in 55 countries TWITTER: Followers : 1,788,898 Listed : 21,443 FACEBOOK: Fan Likes : 252,035 “ Talking About This” : 4,421 “ We’re Here” : N/A Stores: 541 company-owned coffeehouses in 16 states and the District of Columbia TWITTER: Followers : 20,599 Listed : 840
  9. 9. 3. Starbucks v. Dunkin Donuts Starbucks Dunkin Donuts FACEBOOK: Fan Likes : 25,869,718 “ Talking About This” : 157,486 “ We’re Here” : 3,357,771 FACEBOOK: Fan Likes : 4,907,177 “ Talking About This” : 50,833 “ We’re Here” : 9,581 Stores: 9,760 stores in 30 countries. Stores: 17,009 stores in 55 countries TWITTER: Followers : 1,788,898 Listed : 21,443 TWITTER: Followers : 109,654 Listed : 3,229
  10. 10. 4. The Optimization of SEO Keywords Websites containing this Keyword Monthly searches of this keyword “ starbucks” 106,000,000 1,830,000 “ starbucks lovers” 47,300,000 36 “ starbucks coffee” 15,700,000 40,500 “ starbucks fans” 37,000,000 22 “ starbucks giftcard ” 3,870,000 480 “ I love starbucks” 76,500,000 320 “ coffee” 862,000,000 301,000
  11. 11. 4. Other Search Engine Analytics
  12. 12. 5. Suggestions for Starbucks <ul><li>Improve International Involvement and Relations </li></ul><ul><li>-reduce ethnocentrism </li></ul><ul><li>-become more culture sensitive </li></ul><ul><li>-Improve relations with coffee growers </li></ul><ul><li>Reduce the Lack of Selection of for Consumers </li></ul><ul><li>- Their entire business rests on the coffee industry, If they invest elsewhere and expand their product line outside of coffee they decrease their potential of becoming “ irrelevant ” if coffee ever becomes a fad. </li></ul><ul><li>Improved Promotion Strategies </li></ul><ul><li>- Ex) Caribou Coffee Coupon Incident </li></ul><ul><li>Incorporate Social Media Into Their Stores </li></ul><ul><li>- Ex) Starbucks New York Store social media display </li></ul><ul><li>Reduce Seasonal Fluctuation </li></ul><ul><li>-Starbucks profits are the highest in the 1st quarter (August-December) because of their seasonal push and offering limited time only Holiday beverages. </li></ul>
  13. 13. 5. Suggestions for Starbucks Continued <ul><li>Reduce Market Saturation </li></ul><ul><li>Reduce Snobby Image </li></ul><ul><li>Rather than advertising “Luxury” Coffee, they should advertise premium coffee and let the consumer know what is going into their cup of coffee hence why consumers are paying more. </li></ul>
  14. 14. Follow us <ul><li>GSUStarbucksFans.Wordpress.com - the leading blog in Jake Aull’s Social Media Marketing Class ;-) </li></ul><ul><li>You can follow us @gsustarbucksfans </li></ul><ul><li>SlideShare.net/GSUStarbucksFans – to download all of our slides! </li></ul>
  15. 15. Appendix <ul><li>WordPress analytics for gsustarbucksfans.wordpress.com </li></ul>

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