Starbucks social and digital strategy
At the risk of reinforcing my (somewhat fallacious) positioning as a ‘Social media’ guy (I am a digital marketing person- and a proponent of engagement led marketing), here is an interesting and relatively new (end June 2010) content on digital (mainly social media, I would say) strategy from a leading brand.
A session by Alexandra Wheeler- Digital Director at Starbucks.
Listing the video along with the presentation here- as noticed on the Digital Buzz blog
Some key points from the presentation (you’ve heard a lot of this before- and the reason might be that it is becoming standard practice now across many firms)
- Social media is about relationships and engagement- so be authentic and don’t outsource your voice (Hmm…not outsourcing your voice could be debatable- and I would argue it does not play with all brands across all situations)
- Digital within Starbucks fits within a larger integrated marketing strategy ( I like this statement. As someone exposed to all marketing disciplines- especially within the digital domain- no one can vouch for this more than me)
- Revisiting Starbucks digital (social actually) strategy- some key success areas were- building a coalition (finding a common cause with the community); making a commitment and acknowledging mistakes when they were made. Crowdsourcing ideas worked for them -the “Free WiFi” idea came up from the “My Starbucks Idea” platform and an organic community build-up led to ‘real’ fans coming in contact with the brand
- I love the importance they laid to curating content. Content became an engagement vehicle (something I’ve been reinforcing the whole of last year- and continue to do so) Creating great content and seeding it meaningfully scored high points (what I have called GermFeeding and GermSeeding)
- We need to put resources behind digital/social- Completely agree. To make it a committed effort- this needs investment in right people, tools and processes.
Enjoy the talk and the presentation below: