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They explain that they don’t actually think Starbucks is dumb, they just had to put it in their logo and on their products to protect themselves. Just a few days after their grand opening, Comedy Central took credit for opening the store. Starbucks has launched a new iPhone app in the UK that lets customers scan a unique barcode at the till to charge their accounts.
The updated app, however, will not allow users to either pre-order or specify their drinks electronically. Ian Cranna, Vice-President of Marketing for Starbucks UK said “Customers are looking for extra value. The app's loyalty scheme will encourage people to qualify as a 'gold level member' to get free drinks.
Originally, Starbucks intended to emulate the ambiance (sort of) one might find in a European coffee shop. Now, ten years into the 21st century, Starbucks needs to redefine community to include the digital world.
Allowing a local instant message interaction between patrons would be a useful enhancement, too. I tend to spend at least an hour per day working from a coffee shop like Panera, Starbucks, or an independent in part for the exposure to people that I don’t get in my home office. I’d guess that the environment and interaction is what brings many people to Starbucks and other coffee shops. Roger Dooley is the author of Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing (Wiley). Now, if they progress into a bar – as their pilot in Seattle would suggest – then that may be a different story for me. Over the past decade or so there have been tons of awesome social media case studies to stimulate learning. When choosing to learn from others social media strategies, it is always helpful to choose one of the top dogs in social media. With more than 18,000 retail locations in 60 countries, the coffeehouse is the picture of success.
Starbucks rode the baby boomer trend in the 1990s, the swelling ranks of mid-age professionals that created the need for a third place, ‘? an affordable luxury’? where people could share and enjoy a cup of coffee with friends and colleagues, away from work and home.
In our opinion, the company has inserted itself into the American urban landscape more quickly and craftily than any retail company in history. The company has stayed with the upper-scale of the coffee market, competing on comfort rather than convenience, which are the case with its closest competitors, McDonald’s and Dunkin Donuts. The company continues to focus on its original product bundle that includes good coffee, quality service, and a nice environment to hang around. One of the earliest adopters of the use of social media for marketing and social commerce, Starbucks has certainly taken a leadership position. Starbuck’s business crowdsourcing, via its My Starbucks Idea website, has been a huge success.
Starbucks’ ability to wear so many hats corporate success, “local” favorite, and Internet sensation warrants strategic examination. Instead of solely focusing efforts on accumulating new customers, it cultivates its current relationships. When Starbucks takes a photo, it shares it on Instagram, posts it to Facebook, tweets it on Twitter, and pins it on Pinterest. Each network provides an opportunity to reach a new audience, and integrating your strategy on each is crucial to increasing visibility and promoting the brand.
They believe in letting customer engagement and conversation occur as naturally as possible. The My Starbucks Idea website, where Starbucks does its business crowdsourcing, has been actively engaging customers for over 4 years now.
Customers can submit, view, and discuss submitted ideas along with employees from various Starbucks departments ‘Idea Partners’?.
The site is at once a crowdsourcing tool, a market research method that brings customer priorities to light, an on-line community, and an effective internet marketing tool.
Starbucks provides its unique experience through programs such as My Starbucks Rewards, personalized “signature” drinks, and localized store experiences.
Its mission is “to inspire and nurture the human spirit”one person, one cup, and one neighborhood at a time.” They believe lifting customers up will lead to more customer loyalty.
Lots of ideas here that can be easily replicated … which ones do you feel could benefit your business? How could you improve the Starbucks Coffee Social Media campaign concept for your business?
The story is this: a man in Delhi tells his granddaughter about his childhood friend, Yusuf. Immediately focus on engagement, experiences, and emotion – central tenets that are attractive to customers. Stories are a great means for sharing and interpreting experiences, and great experiences have this innate ability to change the way in which we view our world.
A lot of us are trying to figure out how to improve the use of storytelling as part of our marketing. If you really listen to your customers, like Google has, you can leverage their stories to drive your creativity. As a storyteller, I know my audience is experiencing one of the above benefits as they listen to my serious or funny stories.

When choosing to learn from others’ social media marketing campaign strategies, it is always helpful to choose the best of the best. They have been successfully executing their social media marketing plan for over 4 years, and their strategies has played a key  role in their marketing and customer engagement. If you’re not familiar with KLM Royal Dutch Airlines, known by its initials KLM, is the flag carrier airline of the Netherlands.
Their social media strategy is built around their company web site and 6 additional social platforms, including Twitter, Facebook, Google+, their blog, and recent additions of Foursquare and Pinterest. Over the past four years, they have launched a number of social campaigns – some big, some small.
Remember how great it felt the first time you got a social response from a brand you love or business you deal with? KLM’s social campaign involved a team of people identifying KLM passengers currently waiting for flights (and hanging out on twitter), before researching each person’s social profile to find out a little more about their personality and destination. The meet and seat campaign objective was to offer passengers a choice of seat-mates by accessing each other’s Facebook and LinkedIn profiles.
Of course, passengers don’t have to link up their profiles if they’re not interested but what if they play along and end up with someone who just wants to make a sales pitch?
It all started when a Dutch filmmaker tweeted his disappointment about the lack of a direct flight from Amsterdam to Miami.
Beyond all expectations, the resulting campaign Fly2Miami sold out the entire flight within 5 hours. KLM Royal Dutch Airlines is ramping up its digital engagement with KLM Must See Map, a friend-sourced destination map that combines social and print. Users create a map for a destination and ask friends for travel tips via Facebook, Twitter and email.
The KLM Tile and Inspire campaign sought to engage customers by soliciting tile image designs from them. The company has rocked the customer service area for almost three years because it understands that there is no business without customers. One of the largest airlines in the world, KLM  Airlines, is also considered one of the best in converting “Likes” into paying customers.
There is more opportunity to fail in social media than to succeed if we treat it like any other marketing vehicle. Bottom line, listen more than you talk. You’ll be amazed how much you can learn about your audience when you shut up and listen. Try it!
When things are not what you want them to be, what’s most important is your next step. Call today.
Do you have a lesson about making your advertising better you can share with this community? Mike Schoultz is the founder of Digital Spark Marketing, a digital marketing and customer service agency.
Like this short blog? Follow Digital Spark Marketing on LinkedIn or add us to your circles for 3-4 short, interesting blogs, stories per week. This ad is in partnership with CARE, the international relief organization that sponsors health, education, and other humanitarian aid projects.
On the same day that they posted this video, health officials shut down the store for operating without a valid public health permit. Their twitter account has 15.6K followers and, although they closed on February 10, they are still being mentioned.
The service is available to owners of Starbucks' loyalty card, and synchronises their account and balance information with their iPhone so they are charged the correct amount. In the US, there have been 26 million mobile transactions and $110m has been loaded onto Starbucks Cards directly through the mobile app. This scheme allows us to be more personal, rewarding the most frequent customers with extra benefits. After 50 visits they move from Green to Gold Level and get extra benefits such as free espresso shots, soy, syrups and whipped cream. Starbucks needs to foster digital interaction just as in the past they encouraged physical interaction. They have been successfully executing their social media marketing plan since the first days of social media and social commerce. They keep their attention on paying attention to the details of great execution and service.
Their social media strategy is built around their company web site and 6 additional social platforms, including Twitter, Facebook, Pinterest, G+, YouTube, and My Starbucks Ideas.
With a strong presence on multiple social networks, the brand has set a high bar when it comes to being social and engaging its customers.
For example, the Starbucks frequent promotions like “buy 1 get 1? garner an extraordinary amount of engagement on social media through comments, “likes,” and shares. It encourages customers to submit ideas for better products, improving the customer experience, and defining new community involvement, among other categories. Their social sites, in particular Pinterest and Instagram, encourage users to share their Starbucks moments’ whether it be the return of a favorite holiday drink or just an artsy coffee cup shot. The takeaway from Starbucks is to know your customer and tie that in with what matters in the world … so, pay attention to how your brand can fit into trending topics. Please post your comments below, offering questions or your own great examples of social marketing strategies. He hasn’t seen Yusuf since the Partition of India in 1947, when India and Pakistan became separate countries and the two friends were forced to separate.

Good stories are a great way to develop identity, personalize and build your customer base. Stories like this provide a chance to experience a variety of emotions without the risk of those emotions themselves. Nothing is more important to narrative content than imagination, so give vivid descriptions and use emotional hooks and humor to get people fully engaged. In the background is the partition of India, a painful episode in the history of India and Pakistan. By analyzing their stories of how your products and services fit into their lives, you can gain valuable insight into their needs and desires, which can be hugely beneficial to other aspects of your business. It takes a ton of creativity as well as time, patience, planning, and polishing to give your brand’s story sparkle and make it shine. With headquarters is in Amsterdam, KLM operates scheduled passenger and cargo services to more than 90 destinations worldwide.
Given that information, they matched passengers to a surprise gift that they’d give before each person boarded their flight. If passengers so chose to participate, their Facebook and LinkedIn profiles were linked to their check-in information which was shared with other passengers also choosing the service. The answer is you could have ended up with a worse result by taking your random seating chance. Facebook check-ins show which friends have already visited the destination, their tips on favorite places and their locations. As a sign of just how truly devoted they are, they’ve added a live graphic on their Twitter page, updated every 5 minutes, which lets you know how long, on average, you should expect to wait for a reply from their Twitter team. Just because you read something in a blog post or hear something from a credible source doesn’t mean it is true or true for you and your business. Social media marketing is here to stay, and it can drive a lot of business for you, assuming you are leveraging it correctly. Social media requires us to get away from being promotional and sensational and instead treat our customers with special attention.
With 40 years of business experience, he blogs on topics that relate to improving the performance of your business. Starbucks is helping to provide clean water systems to villagers in rural Guatemala through funding of the Rural Water and Health Project. Because they have combined the concepts of change, experimentation, social media, customer engagement, and market research and made the results key components of both their brand as well as their marketing strategy. This holds true across the board: In-store experiences are highly valued, along with online engagement, emphasizing the importance of customer service. Clearly, Starbucks has seen and believes what Peter Drucker has to say about business adaptability.
Emotions like wonder, fear, courage, or love can be tested out in the minds of those as they listen to a story. They can also let us know how new generations are encountering and dealing with similar opportunities or the new challenges they face. When personal and life stories are shared, there’s a chance to know that “I am not alone.” The two old friends certainly don’t want to be alone any longer. It is the oldest airline in the world, still operating under its original name (Founded in 1919). Well, KLM decided to run an experiment with its social community, for people who check in via foursquare for flights or tweet about waiting to board the next KLM service, and they called it “KLM Surprise”.
The aim was to add a little surprise to create happy customers who have plenty of time on their hands to tweet their network about a great KLM experience at the airport. Participants get a free personalized city map delivered at home and we receive their e-mail addresses in return. The Boeing 777 with over 4,000 Delft blue images from Facebook fans is still flying around the globe! That probably has to do with the fact that they will no longer be getting free coffee, but still, a week after their closing date they are still creating buzz on social media.
You may remember the feelings of emotions which can trigger memories or create resolve as a result of hearing such stories. Be creative, not only with words and images, but also with the methods you use to convey them. This is a creative story that builds on some big forces: politics, religion, geography, nationalism. In contrast, many companies and brands still relentlessly push messages to their employees and into the marketplace—without meaningful context or relevancy. A new world where people are brought together in a way that would not have existed a decade ago. The aim of this campaign was to bring random surprises and happiness to the boring wait for flights. Let’s see … 4000 winners telling 20 of their closest friends about the experience, and then they each tell ten more friends. The experience of hearing stories can awaken portions of emotional lives that may have lain dormant or have not yet been explored.
The Starbucks Foundation was set up in 1997 in addition to an environmental committee that looked for ways to reduce and recycle waste as well as contribute to local community efforts.

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