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Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Transcribed Image Text:Case Study: Starbucks Social Media Marketing Strategy With more than 17000 Starbucks stores in the world, spanning throughout 49 countries, connecting and engaging with the customers is a very important aspect of Starbucks philosophy and one of the reasons why they have been so successful in their social media strategy. Starting in October 2008, Starbucks started to connect to the cyber world of social media, and that speaks for itself in the number of "Fans" the company is engaging with Facebook is a social media platform that incorporates different types of videos, content, and has active interactive activities with the fans Social Media Marketing Strategy Starbucks has built social media as a key part of its marketing mix, a stable platform for advertising and promotions. At the same time, it creates a centre of attention to attract web traffic to the social networking site fan page with heavy advertising and promotion activities. The social media marketing strategies that Starbucks is using include special offers, coupons, sapling and discounts distributed through Facebook, because Facebook is the main social networking site for Starbucks. More significantly, Starbucks is well managed with various types of updates that content, and interesting that including blog articles and videos sharing. In the year 2008 Starbucks promoted the world's biggest Facebook ad campaign that included. Facebook members in 16 that will be served ads for a Starbucks charity sing along of The Beatles 'All You Need Is Love' when users log in. Starbucks undertook the biggest global Facebook ad campaign the purpose is to raise awareness of the project, which was a celebration of its partnership with Project Red, the charity with the aim to fight Aids in Africa. This particular campaign has invited people to take part in stores in which Starbucks donated a percentage of the cost of each selected product sold. The social media campaign that carries out this initiative received as the "most viral impression ever". Promotion event on Facebook by Starbucks with the title of "Free Pastry Day" promotion allowing exclusively for Facebook fans of Starbucks to print out the online version of coupons for complimentary items with a drink purchase. Through this particular event in July 2009 it further added 200,000 fans just in a week. Therefore, the well managed and quality status update content has achieved a very engaged fan base, with every update on the social networking site will receive thousands of feedback and comments. One of the typical platforms that make Starbucks so popular on the social media front is the concept My Starbucks Idea. It is a channel that allows customers to share any comments or suggestions on how to improve the overall Starbucks experience. My Starbucks Idea is that the consumer portal, Starbucks customers can share ideas or suggestions on how to improve the "Starbucks experiences". The site allows users to see the recommendations put forward by others, vote on ideas, and check out the results. One of the purposes is to find these ideas to better serve existing customers and help them get new ones. With the My Starbucks Idea platform, Starbucks wanted greater interaction with their customer. Not only did Starbucks change their relationship with the customer, they created a collaborative environment between the customers to comment and vote about each idea, thus, providing a trusting relationship and building communication to further the brand. Starbucks has a YouTube channel and contains different video assets. They have a coffee blend of advertising, and information. They also have some of their charitable work of video assets. Over 4900 subscribers Starbucks YouTube channel. They explained the different coffee mixed origin and their charitable work video upload video ads and promotional videos. They can also upload videos to showcase their history, so that people can be more involved in the brand. Success of Social Media Strategies Social network is all about building a community around the brands and the products, promoting, sharing and discussion. Get involved in the social network regularly, completely understand the content and focused on the topic being said amongst the social network community, and the targeted audience before engaging. Based on the number of people involved has created a strong awareness outcome at the same time it had increased the sales at the period of time. The result on social media has the similar outcome with the advertising objective that can be achieved through the social networking site. Starbucks persists as one of the brands that gains the most popular on Facebook, with sites now launched globally in 14. countries. The involvement of social media has became an important role in achieving this aim, one of the Starbucks campaigns joined together with Project Red to help promote fight AIDS in Africa, which was promoted using social media Facebook, where Starbucks has more than 5.5 million "fans" in the end of 2009 that became the most popular brand second by Coca-cola and does not take long for Starbucks to achieved 10 million Facebook fan in July 2010. Facebook helps them get a pulse on the importance to their customers. Starbucks social media marketing strategy consists of many different elements masterfully integrated and combined, involving millions of loyal fans boosting their branding. They are also one of the first companies to adopt and take advantage of Twitter Promoted Tweets' and, currently, one of the most tweeted brands. At Starbucks, they are aware of the cultural influence of Twitter. But is not only about Twitter, they know that they have to keep their content relevant and add value without overloading across platforms, nurturing the organic connections that the digital media promotes, delivering a personal experience, galvanizing customers over a shared idea. (amended source: https://www.mbaknol.com/management/case-study-of-starbucks-creating-a-new- coffee-culture) a. Provide an in-depth analysis of the social media marketing strategies practiced by Starbucks which are vital for customer engagement. b. C. In your opinion, how social media can be a key part of the marketing mix and a stable platform for advertising and promotions for Starbuck and other companies. Justify your answers. Suggest social marketing process that Starbucks could implement in measuring success result of their Facebook social marketing campaign. d. Reason out why Starbuck creates a connection with its customers by personalizing their experience.

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