IT’S NOT JUST COFFEE.
IT’S STARBUCKS.
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
•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
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
•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 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”
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 AFOR BEING PRETTY OKAY!