STARBUCKS

LINDA JACOBSONSOCIAL MEDIA TOOLS AND TECHNOLOGIES, Q3

MAY 17, 2011

FAST FACTS 2010 Revenues: $10.7 billion 16,850 shops in 40 countries 40 years old, celebrating 40th anniversary 137,000 partners (employee’s) The average Starbucks customer visits the store 6 times per

month while a loyal 20% of customers go to the stores 16 times per month

There are over 87,000 possible drink combinations at Starbucks

At $300 million Starbucks spends more on healthcare insurance for its employees than on coffee beans

Starbucks uses 2.3 billion paper cups per year

LAURA CANTER, FOOD & DRINK DIGITAL “Overall Starbucks' social media strategy integrates many different elements into the mix. When combined together, these elements

create a social media plan that works beautifully to create millions of fans for the brand and keep them involved in and aware of the brand's activities.

The brand has created a digital dialogue with its customers, enabling people to give their feedback and receive a response back from Starbucks addressing their concerns and comments. Starbucks is showing its customers

and potential customers – ‘Hey, we care about what

YOU have to say.’ “

STARBUCKSCorporate web site

WHAT STARBUCKS DOES RIGHTActive on Facebook: Over 20,431,000 fans on Facebook.

Open dialog with customers: Engages with customers on Twitter w over 1.4 million followers - answers questions, retweets while acknowledging what people are saying about the brand

Content mogul: Uploads content to their Facebook page such as videos, blog posts, and photos

Invites people to events.

Fans have a place to have open discussions and comment as many of them do – both the good and bad

#1 Brand on Facebook

21,921,438 Likes

Robust Facebook page

Lots of Photos and Videos

Information about Starbucks

Starbucks card

Events

Complements Web site, advertises Twitter

http://social-media-blog.us/social-media-strategy/cnn-starbucks-social-media-marketing-strategy/

FACEBOOK

We Love You Seattle, June

Frappuccino Happy Hours, May

EVENTS

My Starbucks Idea web site

MY STARBUCKS IDEA

MYSTARBUCKSIDEACorporate website and blog launched in 2009 to combat stagnating sales and increased competition

Allows users to submit ideas for new drinks, food items, packages, store designs

Starting ground for entry into Social Media

Over 100,000 internet users visited the site by the end first week

Around 100,000 ideas for new products and business improvements have been generated

Added “Ideas in action” blog that gives updates on suggested changes

Matthew Guiste, Director of Global Social Media at Starbucks discusses open innovation and social media. Matthew talks about how to engage with 15 mill. fans on Facebook, Twitter and Foursquare. From www.leaderlab.com

@Starbucks

1,473,033 Followers

79,098 Following

@StarbucksJobs

15,987 Followers

1,379 Following

@MyStarbucksIdea

23,258 Followers

12,499 Following

@StarbucksCanada

11,400 Followers

4,516 Following

TWITTER

YOUTUBE

Starbucks Channel w/216 Videos

Over 4800 subscribers

Allows embedding of videos –

Open strategy

FORMULA FOR SUCCESSCombination of social media mix results in success.

• Engage via Twitter (answers questions, retweets, creates open communication to speak with public)

• Content mogul via Facebook (uploads content such as videos, blog posts, photos, invitations to events, open forum for discussion)

• YouTube publisher (uploads videos of commercials, informational videos, charity work, history of Starbucks)

• MyStarbucksIdea (own version of a social network where customers can share ideas on anything related to Starbucks. Allows customers to feel they have a role in decision making process and part of the company)

• IdeasinAction Blog (tells customers what Starbucks is doing with their ideas. Increases sense of loyalty to the brand)

REFERENCESStarbucks.com

@Starbucks, @MyStarbucksIdea, @Starbucksjobs, @StarbucksCanada

Twitter.com

Facebook.com

Google Alerts (Starbucks, Starbucks Social Media)

Business Insider, 15 Facts About Starbucks That Will Blow Your Mind, Meredith Lepore, March 25, 2011MarketWire, Social Media Strategies, Food and Drink Digital, May 16, 2011

Inc., 8 Tips for Using Social Blogging to Grow Your Business, Carolyn M. Brown, May 16, 2011

Innovation Management, Starbucks – Social Media & Open Innovation, April 27, 2011

The Next Web, The Starbucks Formula for Social Media Success,