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IT’S NOT JUST COFFEE . IT’S STARBUCKS . TRIPP GUSTIN RACHAEL CULVER TROY WAGNER KEVIN LAKE PEYTON PRITCHARD. Sells coffee, espresso-based drinks, food, and merchandise Founded in Pike Place Market in Seattle in 1971 17,009 locations in 57 countries. INTRODUCTION.

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it s starbucks

IT’S NOT JUST COFFEE.

IT’SSTARBUCKS.

TRIPP GUSTIN RACHAEL CULVER

TROY 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

INTRODUCTION

  • Handles their marketing, advertising, and PR in-house
current communication

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

CURRENTCOMMUNICATION

need for social media 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

NEED FOR SOCIALMEDIA MONITORING

  • Uses social media actively, but occasionally lax in replying to customer questions or complaints on Facebook.
keywords

Starbucks

  • Coffee
  • Howard Schultz

KEYWORDS

  • 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 Alexaand by looking at things like website traffic and level of professionalism

METHODOLOGY

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

STRENGTHS

  • Uses customer
  • feedback 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”

WEAKNESSES

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

OPPORTUNITIES

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.

THREATS

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

LESSONS LEARNED

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

RECCOMMENDED ACTIONS