The Business of Starbucks• The company began in 1971 in Seattle as a small coffee company that has grown to be a leader in the coffee industry with more than 17,000 stores worldwide and billions of customers daily.
Company Challenges:• The ever expanding coffee stores across the world including Caribou Coffee, Bigby and others. The need to keep Starbucks number 1.•Company goals:•Mission Statement: to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.•
Company proposal• Utilize all social media efforts to bring knowledge of Starbucks company responsibility.• Online digital media campaign with the theme of "Brewing grounds that the world can enjoy. Environmental, ethical, and community responsibility."
Ethical Sourcing / Environmental Stewardship / Community Involvement "Brewing grounds that the world can enjoy. Environmental, ethical, and community responsibility."
Social Media• Daily tweeting and Facebook posting about the environment, ethical, and community happenings that Starbucks is involved in.• Ask social media users some environmental, ethical, and community things they would like to see from Starbucks. Get consumers engaged in this responsibility. Then pick something every month to go ahead and do!
Blogging Efforts• Blogging about all the events going on in the Starbucks world.• Starbucks already has a large blogging presence but using that to showcase the responsible actions of Starbucks bi-weekly will gain positive attention to who Starbucks is.
Success Evaluation• Media tracking to monitor the positive versus negative web search results Starbucks gets.• Donation money increases and “profits” in that respect.• Overall, annual statistics. Did Starbucks encourage more people to come and spend at their stores and on their products?
Budget and $$ Matters• Budgeting for the implementation of the social media campaign is relatively low since there is no cost to blogging, twitter, and Facebook.• Donation money for the new responsible actions to be implemented every month would need to be budgeted to approximately $10,000/mo.
Summary • Starbucks is already doing a great job in their online social media presence. A new campaign that implements their ethical, environmental, and community responsibility is one to reinforce their efforts already.