STARBUCKS


Sipping From the Well:

•  Revenues down but customer
engagement up
•  6-person social media team
•  Centralized coordination of 50
department reps
•  Using social media to engage
customers, solicit feedback, and
develop innovative products/
processes
•  Offline and online channel
integration
•  Value proposition to customers:
–  Starbucks listens and responds
to feedback, ideas
–  Invites customers to help with
the company’s mission
–  Utility: Check card balance,
eCommerce
 11 Channels
1.  Blogs (Ideas in Action)
2.  Branded community
(Starbucks V2V)
3.  Content distribution
(Facebook Connect,
ShareThis)
4.  Discussion forums
5.  External social network
presence (Facebook)
6.  Photo sharing (Flickr)
7.  Innovation hub
(Mystarbucksidea.com)
8.  Wikipedia
9.  Ratings and reviews
10.  Twitter @Starbucks
11.  YouTube (Starbucks Vote Ad)
 MyStarbucksIdea.com
•  Online suggestion box
•  Members submit, vote,
comment on ideas
•  Ideas reviewed by 40 Idea
Partners
•  Featured moderator manages
community
•  77,000 ideas submitted (prize is
being heard)
•  Implemented ideas have built-in
buy-in
 Facebook
•  Customer engagement and
feedback channel
•  Took over user-created
communities
•  Built from 200,000 to 4.1M
fans (6% weekly growth
rate)
•  Exclusive promotions (Free
pastries with drink)
•  Part-virtual coffeehouse,
part-impromptu focus
group
•  Tone/voice of channels
consistent with brick-and-
mortar ethos
•  #1 brand page