20140803 C.Hoffmann Final Presentation - Starbucks
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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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
Thank You Enjoy your coffee!
Christine Hoffmann
STARBUCKS
Slide 11