IT’S STARBUCKS.IT’S NOT JUST COFFEE.

TRIPP GUSTIN RACHAEL CULVERTROY WAGNER KEVIN LAKE

PEYTON PRITCHARD

INTRODUCTION•Sells coffee, espresso-based drinks, food, and merchandise•Founded in Pike Place Market in Seattle in 1971•17,009 locations in 57 countries•Handles their marketing, advertising, and PR in-house

CURRENTCOMMUNICATION

•MyStarbucksIdea•Lots of commercials, featured on YouTube•Print ads in magazines and newspaper; many online ads•Starbucks Live show via Ustream•Unified brand image•Heavy social media presence

NEED FOR SOCIALMEDIA MONITORING

•Has a very strong online presence•Negative links about Starbucks are also very prominent in searches•Bad press has no official online response from Starbucks•Uses social media actively, but occasionally lax in replying to customer questions or complaints on Facebook.

KEYWORDS•Starbucks•Coffee

•Howard Schultz•Company name and its primary product are highly searched•Schultz is the chairman and CEO•Wrote two books about Starbucks’ journey•In the news a lot lately for encouraging big businesses to not support politicians who don’t maintain campaign promises

METHODOLOGY•Searched with Google, IceRocket, Technorati•Collected from Twitter, blogs, YouTube, and Reddit•Judged credibility using Alexa and by looking at things like website traffic and level of professionalism

NUGGETS•Some Positive•Some Negative

STRENGTHS•Strong online presence,frequent updates•Search engine optimized•Strong social media presence, active on Facebook, Twitter, Flickr, Google+ and YouTube; posts frequently•Replies to people on Twitter frequently•Passionate fanbase•Uses customerfeedback via sites like MyStarbucksIdea.com

WEAKNESSES•Often fails to reply to customer comments or complaints on websites like Facebook•Doesn’t do a lot of marketing or advertising for their ongoing campaigns -- such as a lack of promotion for “Create Jobs for USA”

OPPORTUNITIES•Could advertise their current campaign initiatives more•Large college student consumer base offers many opportunities, such as pushing to target them during finals or extending store hours to accommodate students staying up late to study

THREATS•Liberty Council leading a boycott of Starbucks for supporting the LGBT community.•Many other websites complaining about Starbucks also rank highly in online searches•Dunkin’ Donuts, a Starbucks competitor, does a very good job of monitoring their own social media.

LESSONS LEARNED•Generally has a pretty good, active social media presence•There are some areas where they are weaker than others, such as responding frequently to comments on Twitter but not Facebook•Could have stronger promotion of special initiatives like “Create Jobs for USA” or MyStarbucksIdea

RECCOMMENDED ACTIONS•Continue posting actively and frequently in social media channels•Upload videos to YouTube channel more frequently; promote Starbucks Live•Monitor Facebook page more actively and respond to comments•Advertise all aspects of their brand, such as MyStarbucksIdea and “Create Jobs for USA”, and have sections on FB•Make an app for MyStarbucksIdea•Be proactive in marketing towards students, tweet special deals

STARBUCKS RECIEVES

AN A-FOR BEING PRETTY OKAY!