STARBUCKSSipping From the Well:

•  Revenues down but customer engagement up

•  6-person social media team •  Centralized coordination of 50

department reps •  Using social media to engage

customers, solicit feedback, and develop innovative products/processes

•  Offline and online channel integration

•  Value proposition to customers: –  Starbucks listens and responds

to feedback, ideas –  Invites customers to help with

the company’s mission –  Utility: Check card balance,

eCommerce

11 Channels

1.  Blogs (Ideas in Action) 2.  Branded community

(Starbucks V2V) 3.  Content distribution

(Facebook Connect, ShareThis)

4.  Discussion forums 5.  External social network

presence (Facebook) 6.  Photo sharing (Flickr) 7.  Innovation hub

(Mystarbucksidea.com) 8.  Wikipedia 9.  Ratings and reviews 10.  Twitter @Starbucks 11.  YouTube (Starbucks Vote Ad)

MyStarbucksIdea.com

•  Online suggestion box •  Members submit, vote,

comment on ideas •  Ideas reviewed by 40 Idea

Partners •  Featured moderator manages

community •  77,000 ideas submitted (prize is

being heard) •  Implemented ideas have built-in

buy-in

Facebook •  Customer engagement and

feedback channel •  Took over user-created

communities •  Built from 200,000 to 4.1M

fans (6% weekly growth rate)

•  Exclusive promotions (Free pastries with drink)

•  Part-virtual coffeehouse, part-impromptu focus group

•  Tone/voice of channels consistent with brick-and-mortar ethos

•  #1 brand page