PRESENTATION BY-

KRUSHI KUMARKALYANSRIKANTHVINODPRANEETH

• INTRODUCTION• PROFILE• CUSTOMER ENGAGEMENT• TRAFFIC• CROWD SOURCE• CONCULSION

STARBUCKS “ To inspire and nurture the human spirit”

• Starbucks is a coffee chain of U.S., established in 1971. Now it is the world's largest coffee chain, whose headquarters is located in Seattle, Washington, USA.

• Starbucks was a small coffee retailer until the current chairman Howard Schultz purchased it in 1987, and Schultz changed it to a dark green café. Since then he lead the company across several milestones.

• •In June 1992, Starbucks was listed on the stock market as the first professional coffee company, which rapidly promote business growth and brand development.

• In addition to coffee, Starbucks also provide tea, cakes, pies and other goods. The creative coffee cups of Starbucks are as popular as coffee itself. There are nearly 12,000 Starbucks stores across the world, throughout North America, South America, Europe, the Middle East and the Pacific.

• •To some extent, coffee consumption is a cultural consumption, for cultural communication is needed in an environment created by cafe culture which can infect customers, allowing them to enjoy and to form a good interactive experience. Through coffee, Starbucks sends a special taste to customers.

STARBUCKS Facebook Fan Page

•Starbucks uses its Facebook Fanpage to interact with its customers, promote their new products and raise some events

Starbucks has 36,433,062 Likes. The Facebook page updates frequently

• The content can be categorized by means of:

• Promotional - posts that advertise Starbucks goods and services such as new products, important issues of Starbucks like “Sustainable Store Design in Action” to attract fans.

• Interactive - posts that require consumer responses like the event discussing how to make iced coffee better with experts, and funny creative pictures that cause resonate.

• Personal - posts that are made by starbucks, including photos, restaurant pictures, and the like.

• Informative - posts that include recipes

Audience• 49% of the revenue that Starbucks receives every year comes from customers in the25-40 age demographic.

• This core age demographic grows economically at an average of 3% annually.

• Young adults in the 18-24 age demographic make up another 40% of the revenuesStarbucks receives every year.

• Young adults grow at 4.6% economically each year.

• Teenagers under the age of 18 make up just 2% of the revenues Starbucks receivesannually.

• Specialty coffee drinks make up 75% of the sales that Starbucks sees on any givenday.

• 4 out of 5 Starbucks customers have an active social networking presence onFacebook, Twitter, Pinterest, or LinkedIn.

• 1 in 3 Starbucks customers spend at least 5 hours on their preferred social networkeach week.

Types of messages

Love for Starbucks

Petitions to open a new Starbucks

Complaints / Suggestions to Starbucks

Company announcement

Complaints + conversations

Confessions to Starbucks

Ultra love for Starbucks ;)

Social Media Strategies

• Addressing/Engaging with Diverse Audiences:• Maintain Customer Loyalty• Increase Interactions

Timing and Key Dates• March 4, 2016: Employee Appreciation Day• March 30, 2016: Starbuck’s 45th Anniversary• May 8, 2016: Mother’s Day• May 21, 2016: Armed Forces Day• June 19, 2016: Father’s Day• July 4, 2016: Independence Day• August 26, 2016: Women’s Equality Day• September 11, 2016: National Grandparents Day• October 31, 2016: Halloween• November 8, 2016: Election Day• November 24, 2016: Thanksgiving• November 25, 2016: Black Friday• November 28, 2016: Cyber Monday• December 24, 2016: Christmas Eve• December 25, 2016: Christmas Day• December 31, 2016: New Year’s Eve

CONCLUSION

• Starbucks should pay more attention to interaction. For example, to publish some activities by this platform, like a “drawing competition”. Consumers may get a free empty cup when they buy Starbucks’ products, and they can draw on the cup and then post the photo of the cup on the page.

• Starbucks will choose some photos to post on its fan page. The photo getting the most “Likes” will be the winner.

• Add cultural code to new products and activities, so that when clients enjoy the delicacy, they will feel a sense of story and mood. The story can be posted on the fan page.

• In some important days of Starbucks, editor of its fan page can post the stories or events happened on that day before. Visitors can know Starbucks more and experience the growing of the brand.