Digital Ecosystem Research

1. Starbucks Canada
Digital Ecosystem
Social/Apps/A.R./Conclusions

2. Social
Facebook/Twitter/Instagram/Blog/Pinterest/Google+

3. Social
• Social strategy is consistent along all the platforms used. Few posts a week,
sometimes not even that. Very relaxed, and relies on consumer generated
content.
• Always looking for the perfect moment to enjoy a beverage or food and they
clearly show how Starbucks is the perfect companion every single time. Road
trips, sightseeing, sharing with your loved ones, no matter what you do,
Starbucks is always there with something special for you.
• The tone and manner used in their publications is full of happiness and joy.

4. Social
Facebook / starbuckscanada
• Followers: 698,820
Lots of consumer generated content and interaction.
Twitter / @StarbucksCanada
• Followers: 145K
• Tweets: 19.1K
• Favorites: 9,936
Consumer interaction and generated content.
Inspiring phrases and promos.

5. Social
Instagram / starbuckscanada
• Followers: 40,931
• Post: 626
Lots of consumer generated content and interaction.
Blog / My Starbucks Idea
• This blog is made for Starbucks fans where they
can express their ideas on 3 different aspects:
1. Product ideas
1. All the beverages
2. Food
3. Merchandise
4. New technology
2. Experience ideas
1. Ordering, payment and pickup
2. Atmosphere & locations
3. Involvement Ideas
1. Building community & Social responsibility

6. Social
Pinterest / starbucks
• Followers: 150,324
• Boards: 17
• Pins: 2,139
Mostly third party imagery. Contests. Store designs.
Google+ / +starbucks
• Followers: 2,619,763

7. Mobile Applications
Background
Canada
What’s coming (U.S)

8. Mobile Application / Background (U.S)
“We are the number one company not in the U.S. but in the world in terms of mobile payment,
transactions and dollars.”
Howard Schultz Founder / CEO of Starbucks
The Starbucks app was launched in January 2011.
Within 3 months of its launch, the app reached 3 million mobile payments. At the end of last
year, the app has processed more than 26 million mobile payments with a total $110 million of
Starbucks Card reload via app.
By July 2012, the app chalked up 60 million transactions.
http://www.forbes.com/sites/limyunghui/2012/08/12/to-square-up-the-starbucks-experience-potentials-and-potholes/

9. Mobile Application / Canada
Customizable
experience
Easy card
reloading and
management
Starbucks rewards
program

10. Mobile Application / What’s coming (U.S)
GPS Based technology.
Scenario narrated by Steven Levy of Wired:
“You’re walking down the street. It’s hot. The Starbucks a block away sends you a message that your
favorite hot-weather order – venti skinny latte on ice — is available to you at a dollar off. You accept the
offer, and with a few taps, add an almond biscotti to the tab. Then you stroll into the Starbucks. Everything
is ready when you arrive – you simply pick it up, the barista checks out your punim, and you’re out the
door.”

11. Augmented Reality
U.S & Canada

12. Starbucks Cup Magic (Nov 2011)

13. Conclusions

14. Conclusions
• This is not a simple nor your average coffee shop, Starbucks is an experience
both in the real and the digital world. A revolutionary one.
• Their stores are carefully designed to transport you to a world of exquisite
flavors and aromas while you have a business meeting, a casual chit-chat with
a friend or just simply relaxing reading a book.
• Starbucks is all about customer experience, providing convenient solutions
(paying apps), taking them to the next level of engagement and interaction
(augmented reality) and going even further with Square, were you will have
your order ready by the time you get to the store. Just grab, no waits and go.