Starbucks is not only number one in coffee but has also come in first as the most engaging brand on the web. Whether through Facebook or Twitter, social media savvy folks like you would probably have stumbled across Starbucks’ profile.
So how did our coffee giant brew its way up to glory?
Whatever Starbucks has done to its successful offline branding, it is doing the same online. Its image, association and messages are consistent with its sincerity and willingness to connect with consumers.
So exactly how did they do it? I am more than excited to show you how.
Upon landing on Starbucks’ Twitter page, you would observe that most of its tweets have an “@” in front. Rather than spamming advertising messages, Starbucks has chosen to spend quality time interacting with followers. This turned out to be a great success of course! Starbucks has truly translated its offline branding prowess to the online world. Creating an online personality that people can relate to is tricky yet very important business; and Starbucks has achieved that through Twitter.
Like always, brands have the option to stay closely connected with consumers. Regrettably, many brands that placed themselves on Twitter actually chose to adopt a snobbish attitude. Starbucks doesn’t have a trace of such snobbishness. It managed to put itself into the shoes of the consumers while upholding the Starbucks image.
Starbucks page started out as an unofficial user-created page. It was only back in October 2008 that Starbucks took over ownership and put an official stamp on it. From the initial 200,000 to 3,692,134 fans today, it grew to be one of the largest page on Facebook. With creative posts, think-tank polls and insider stories, it is no doubt that the fans are truly occupied by our friendly coffee giant.
Hmmm…it seems Starbucks have paid its fans to write on its wall (just kidding). There are constantly fans singing its praises or shouting out their favorite beverages. There are honestly, some beverages I have never heard before but would be glad to try!
Unlike Twitter, Starbucks’ page allows like-minded fans to interact, share and discuss. A massive warm hearted community like Starbucks keeps the brand alive. Facebook allows the brand to connect, share and relate with its consumers. It is not about a page, the quality of coffee or the brand itself. It is about community.
A Starbucks community that represents the brand and echoes its name through its consumers’ heart.
MyStarbucksIdea.com
“Help shape the future of Starbucks – with your ideas”.
You know better than anyone else what you want from Starbucks. So tell us. What’s your Starbucks Idea? Revolutionary or simple – we want to hear it. Share your ideas, tell us what you think of other people’s ideas and join the discussion. We’re here, and we’re ready to make ideas happen. Let’s get started.
MyStarbucksIdea is a site for Starbucks enthusiasts to voice their ideas. But we all know that getting ideas is one thing and implementing another. Has Starbucks been keeping its promise? Absolutely! And it has certainly gone beyond that level. Starbucks enthusiasts have recently voted for their favorite idea that was put into action. Mind you, these ideas are not by marketing strategists nor CEO Howard Schultz. They are from laymen, like you and me.
#1: Treat Receipt (31% of votes)
#2: Mini Starbucks Card (26% of votes)
#3 Real Food, Simply Delicious (23% of votes)
#4: Strawberry Banana Vivanno™ Smoothie (12% of votes)
#5 Reusable Totes (8% of votes)
The process of providing ideas, commenting, sharing, voting and most importantly, seeing it live in the Starbucks outlets has forged a great deal of engagement between Starbucks and its consumers. Again, it falls back to being a community. Wouldn’t you feel right at home?
Conclusion
It is not the big Starbucks branding effect but its willingness to listen that has consumers committed. Whether it’s to provide support or to chip in for its success, Starbucks has no lack of fans behind it.
A brand is a promise. Today, this promise is more than just delivering great products. It includes respecting our rights and our preferences; communication and engagement are keys to tame us.
Starbucks has truly shown businesses all over the world how engagement should be done.
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