20140803 C.Hoffmann Final Presentation - Starbucks

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By Christine Hoffmann CMN6015 | 08-04-2014 Professor: Kathleen Parente Starbucks & Social Media Starbucks Coffee SOCIAL MEDIA ANALYSIS STARBUCKS COFFEEHOUSE BOUTIQUE

Transcript of 20140803 C.Hoffmann Final Presentation - Starbucks

New York Office Hobes Boulevard, 689 / 1101

New York - U.S

Boston office 3rd Avenue west side , 1000 / 102

Boston - U.S

Toll Free : 08004004440 Phone : 55 41 1432.5656

[email protected]

New York Office

Hobes Boulevard, 689 / 1101

New York - U.S

Boston office

3rd Avenue west side

Boston - U.S

Tool Free : 08004004440

Phone : 55 41 1432.5656

[email protected]

By Christine Hoffmann CMN6015 | 08-04-2014 Professor: Kathleen Parente

Starbucks & Social Media

Starbucks Coffee

SOCIAL MEDIA ANALYSIS STARBUCKS

COFFEEHOUSE BOUTIQUE

New York Office Hobes Boulevard, 689 / 1101

New York - U.S

Boston office 3rd Avenue west side , 1000 / 102

Boston - U.S

Toll Free : 08004004440 Phone : 55 41 1432.5656

[email protected]

Table of Contents

S. No Slide Name Slide No.

1. Cover Slide 1

2. Table of Contents 2

3 Starbucks History Overview 3

4. Starbucks Product History 4

5. Social Media Timeline 5

6. Social Media Platforms 6

7. Social Media Campaigns 7

8. Social Media Campaigns 8

9. Analysis 9

10. References 10

11. Back Cover Slide 11

STARBUCKS

Slide 2

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Boston office 3rd Avenue west side , 1000 / 102

Boston - U.S

Toll Free : 08004004440 Phone : 55 41 1432.5656

[email protected]

Starbucks History Overview

• Starbucks started their very first store in Seattle’s historic Pike

Place Market in 1971.

• In 1982 Howard Schultz joined Starbucks, left for a while and

came back to purchase Starbucks in 1987. He changed the brand

after visiting Italian coffee houses on his trip to Italy.

• Starbucks seeks to become a different kind of coffee house.

• Starbucks is on a mission to ethically source 95.3% of their

coffee beans from farmers through the Fair Trade in 2013.

• They ethically sourced 396 million pounds of coffee beans from

27 countries.

• Their mission is “to inspire and nurture the human spirit – one

person, one cup, and one neighborhood at a time.”1

Slide 3

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Milestones Product Release

1971-1985 (17 Stores)

Offering coffee, Cafe Latte & Espresso

1995-1998 (1,886 Stores)

Launched website

Frappuccino's sold in Starbucks & bottled beverages sold in

grocery stores

1999-2000 (3,501 Stores)

Tazo Tea makes its debut & Fair Trade Coffee sourcing begins

2003-2005 (10,241 Stores)

Acquires Seattle's Coffee Company & Ethos Water

2006-2012 (18,066 Stores)

Launched Recycled Paper Cup, Ready Brew Coffee & Blonde

Roast

Starbucks Product History

$14.9 BILLION IN 2013 Today, Starbucks has more than 20,000 retail

stores around the globe in 65 countries. Starbucks

positions their retail stores in neighborhoods and is

a place to meet with friends. Starbucks strives to

create an experience one cup at a time with the

hope of inspiring someone to have a better day.

The brand has become a phenomenon or a

movement of something better that is about to

happen as if you are to turn into a super hero.

Poised for growth Starbucks is receiving 3 billion “customers visit

19,000 stores in 62 countries”2 and there is no end

in sight. What brings the customers to the retail

stores? Is it that wonderful cup of Joe or is it the

smell when you walk into the store? Starbucks

creates that relaxed cool environment

where they deliver a good cup each time.

Starbucks is seen as an beverage innovator

that is constantly evolving.

STARBUCKS

Click to watch video

Slide 4

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Toll Free : 08004004440 Phone : 55 41 1432.5656

[email protected]

Social Media Timeline

Starbucks joins social media in 2008 and continues to build the brand. • My Starbucks Idea is launched to get participation and buy-in from the consumers. This further expands the

consumer experience by offering signature drinks, Starbucks rewards and sharing ideas.

Slide 5

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Boston - U.S

Toll Free : 08004004440 Phone : 55 41 1432.5656

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Evaluation

Facebook 37.2M

Twitter 6.48M

Pinterest 158K

YouTube 31.1K

Social Media Platforms

PLATFORMS Starbucks launched the Facebook

website in 2012 and now has 37.2

million followers. Twitter was launch

during the same year and has 6.48

million Twitter followers.

Social Media Purpose • Build loyalty among consumers.

• Inspire consumers to communicate

about existing products and to help

create new ones.

• Promote products across all social

media platforms.

• To be socially responsible thru LEED

store design, sourcing coffee using

Fair Trade and to help the

community.

SOCIAL MEDIA EVALUATION Starbucks business model is to build connections and to put people

before profits. Starbucks seeks to build a loyal following by using

social media platforms such as Facebook, Twitter, Instagram,

Pinterest, My Starbucks Idea, Tweet a Coffee and YouTube.

Facebook is by far the most popular social media platform.

STARBUCKS

Slide 6

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New York - U.S

Boston office 3rd Avenue west side , 1000 / 102

Boston - U.S

Toll Free : 08004004440 Phone : 55 41 1432.5656

[email protected]

Social Media Campaigns

Transforming the brand In 2008, Starbucks saw the slowest drop in

sales up until that point. They needed to

reenergize the consumer experience so

they turned to Edelman public relations

firm to assist. They were tasked to:

• Present the vision to the stakeholders.

• Achieve 75% goal message delivery rate

• Increase brand awareness, mission &

goals to the consumers. 3

My Starbucks Idea My Starbucks Idea was created to get

feedback from the consumers. The

consumer site is powered by Salesforce.

The next big idea could be found on this

site and that is

The power of

Sharing.

Powered by Salesforce

Slide 7

New York Office Hobes Boulevard, 689 / 1101

New York - U.S

Boston office 3rd Avenue west side , 1000 / 102

Boston - U.S

Toll Free : 08004004440 Phone : 55 41 1432.5656

[email protected]

Social Media Campaigns

My Starbucks Rewards • Earn stars by paying with a registered

card.

• Birthday treat

• 15% off coupons

• Free refills

• Exclusive Offers

• Gold level – free drinks, more points,

& exclusive offers

Starbucks White Cup Contest

• Received 4,000 entries in 3 weeks

• Created buzz for the brand

• Utilized social media to submit entries

on Instagram, Twitter and Pinterest.

• Build awareness for the reusable cups

and sustainable practices

• Sharing Starbucks experience

White Cup Contest Winner is Brita Thompson Brita has always doodled on her

homework in class. She designed her

cup, took a photo and submitted it

thru social media #WhiteCupContest

and won. Brita’s design will be

available on plastic cups in the fall.4

My Starbucks Rewards video above can be found at http://www.starbucks.com/card/rewards

Slide 8

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New York - U.S

Boston office 3rd Avenue west side , 1000 / 102

Boston - U.S

Toll Free : 08004004440 Phone : 55 41 1432.5656

[email protected]

Analysis

Marketing Results after 2010 Starbucks has created a winning brand consumers cannot get enough of

and that continues to develop winning beverages. The combination of the

product, paired with the delivery of the product, employees and the winning

store design keep customers coming back for more. In 2010 Edelman

responded to the challenge for the firm to engage the customers, increase

growth, transform the perception of the brand, create that connection

with the Starbucks consumers and revitalize the employees.

My recommendations • Continue the current loyalty

programs in place.

• Create new contests that consumers

can participate in thru social media.

• Give access to limited edition

products online longer.

• Expand the brand into other sectors.

Extend reach out to opportunities listed and reduce risks*5

• Revenues increased to $11.7 billion for the fiscal year.

• Increased 11% over the previous year.

• Increased brand standing by 40%. • The brand earned 2.7 billion media

impressions. • Superior standing above the

competitors by 18% • Share of voice boosted 15% each

year.

*Source - http://www.strategicmanagementinsight.com/swot-analyses/starbucks-swot-analysis.html

Slide 9

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Boston office 3rd Avenue west side , 1000 / 102

Boston - U.S

Toll Free : 08004004440 Phone : 55 41 1432.5656

[email protected]

References

1. Starbucks (n.d). Our Starbucks Mission Statement. Retrieved from http://www.starbucks.com/about-us/company-

information/mission-statement

2. Starbucks (2013). Starbucks Global Responsibility Report. Retreived from

http://www.starbucks.com/responsibility/global-report

3. Edelman (2010). Starbucks: Transforming the Brand With a Global Public Affairs Campaign. Retrieved from

http://www.edelman.com/work/starbucks-40th-anniversary-transforming-the-brand-with-a-global-public-affairs-

campaign/

4. Starbucks (2014). Starbucks Announces the Winner of its White Cup Contest. Retrieved from

http://news.starbucks.com/news/starbucks-announces-the-winner-of-its-white-cup-contest

5. Strategic Management Insight (2013). SWOT analysis of Starbucks. Retrieved from

http://www.strategicmanagementinsight.com/swot-analyses/starbucks-swot-analysis.html

Slide 10

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New York - U.S

Boston office 3rd Avenue west side , 1000 / 102

Boston - U.S

Toll Free : 08004004440 Phone : 55 41 1432.5656

[email protected]

Thank You Enjoy your coffee!

Christine Hoffmann

STARBUCKS

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