Tori Pierce | Alex Maeland | Casey Williamon | Taylor Middleton | Michael Fadler | Zach Briody

Brand Overview: Creating a Connection

Brick & Mortar Brand loyalty firmly
established

A relational environment that cultivates
memorable experiences for customers
while they are in and around the Starbucks
brand


Established in 1971
Howard Schultz joins in 1982



Motto:
Our Customers: When we are fully engaged, we connect with, laugh with, and uplift the lives of
our customers even if just for a few moments. Sure, it starts with the promise of a perfectly made
beverage, but our work goes far beyond that. Its really about human connection.
Brand Overview: Building the Digital Environment
Starbucks wanted to extend the experience to their customer through Online
channels and Social Media channels, a natural next step in their relational and
communal evolution as a brand.
Group Project Overview: The Social Media Audit
The overall outline of the project:
1. To evaluate each individual Social Media Channel that Starbucks currently
employed
What channels does Starbucks utilize?
What unique ways does each individual channel allow Starbucks to engage
its audience?

2. To evaluate and understand Starbucks global/overall goals for its involvement in
Social Media by asking the following questions:
What are they aiming to accomplish for their brand?
What does their social media involvement bring to their brand that they could
not accomplish otherwise? (Or through traditional marketing)

3. Compare & Contrast:
For the sake of understanding how well or how poorly Starbucks is performing in
the Social Media sphere, comparing how their performance rests alongside
that of other similarly involved brands
Caribou Coffee
Dunkin Donuts
4. Observe and Report:
1. Observations on the brands overall social media strategy and search engine
optimization success.
5. Recommendations
Based on our observations, suggesting a few of our opinions about what the
brand could do to improve its overall social media involvement




1. Starbucks Third-Party Social Media Channels
(As of 10/31/11)
CASEY
Fan Likes: 25,869,718
Talking About This: 157,486
Were Here: 3,357,771
MICHAEL
Followers: 1,788,898
Listed: 21,443
ZACH
Followers: 285,622
Locations: 17,009
Check-Ins: 146,665
Deal: Mayor Deals
ALEX
Followers: 120,509
Likes: #Starbucks: Avg. 625/photo
60,209 photos
TORI
Channel Views: 620,105
Total Upload Views: 7,120,831
Subscribers: 11,675
1. Proprietary Social Media Channels
(As of 10/31/11)
2. Starbucks Wheel & Spoke Visualized
3. Starbucks v. Caribou
Starbucks Caribou
FACEBOOK:
Fan Likes: 25,869,718
Talking About This: 157,486
Were Here: 3,357,771

Stores: 17,009 stores in 55 countries
TWITTER:
Followers: 1,788,898
Listed: 21,443
FACEBOOK:
Fan Likes: 252,035
Talking About This: 4,421
Were Here: N/A
Stores: 541 company-owned coffeehouses
in 16 states and the District of Columbia
TWITTER:
Followers: 20,599
Listed: 840

3. Starbucks v. Dunkin Donuts
Starbucks Dunkin Donuts
FACEBOOK:
Fan Likes: 25,869,718
Talking About This: 157,486
Were Here: 3,357,771

FACEBOOK:
Fan Likes: 4,907,177
Talking About This: 50,833
Were Here: 9,581

Stores: 9,760 stores in 30 countries. Stores: 17,009 stores in 55 countries
TWITTER:
Followers: 1,788,898
Listed: 21,443

TWITTER:
Followers: 109,654
Listed: 3,229

4. The Optimization of SEO
Keywords Websites containing
this Keyword
Monthly searches of
this keyword
starbucks 106,000,000 1,830,000
starbucks lovers 47,300,000 36
starbucks coffee 15,700,000 40,500
starbucks fans 37,000,000 22
starbucks giftcard 3,870,000 480
I love starbucks 76,500,000 320
coffee 862,000,000 301,000
4. Other Search Engine Analytics
5. Suggestions for Starbucks
Improve International Involvement and Relations
-reduce ethnocentrism
-become more culture sensitive
-Improve relations with coffee growers
Reduce the Lack of Selection of for Consumers
-Their entire business rests on the coffee industry, If they invest elsewhere and expand their product line outside of coffee
they decrease their potential of becoming irrelevant if coffee ever becomes a fad.
Improved Promotion Strategies
- Ex) Caribou Coffee Coupon Incident
Incorporate Social Media Into Their Stores
-Ex) Starbucks New York Store social media display
Reduce Seasonal Fluctuation
-Starbucks profits are the highest in the 1st quarter (August-December) because of their seasonal push and offering limited
time only Holiday beverages.
5. Suggestions for Starbucks Continued
Reduce Market Saturation
Reduce Snobby Image

Rather than advertising Luxury Coffee, they should advertise premium
coffee and let the consumer know what is going into their cup of
coffee hence why consumers are paying more.
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