Mar 12 Posted 8 years ago Royn - fully agree with you in the way you are saying "A new appreciation for what they are trying to accomplish"
Your second line however tells one thing: "Hey Starbucks thanks for getting engaged - still your coffee is not right for me." I think this is touching a very interesting point: What can Starbucks learn from the "Non Customers" ;-)
Mar 12 Posted 8 years ago After reading Matthew from Starbuck's post I'm not so sure I buy the argument that Starbucks has failed in the social media space. I mean read the comment that he wrote. Respectful, unconfrontatinal, yet pursusasive and lucid. He was also the second one to comment which means they are on top of it. Because of that argument I have a new appreciation for what they are trying to accomplish.ÂHaving said that, I still think Starbucks coffee isn't all that great and likely won't be going out of my way to stop by.
Mar 11 Posted 8 years ago Alex, reducing the management failures of Starbucks to the microcosm of social medias is the wrong approach. As a German (you are german, aren't you) you should know that the banks would have thrown out the managers and board of a company this big long ago. Social media tools used by Starbuck helped customers become so self centered and comfortable using the coffee shop as their second office they didn't bother to warn the company that it overexpanding would hit an an iceberg that would rip a huge hole in its business model. Starbucks third executive jet is now being sold on the web. Since you indicate in previous posts that you appreciate advice from used car salesmen, ask your used aircraft salesman for details.
Mar 11 Posted 8 years ago Edward, I am wondering too. You analyze Starbucks' social media initiative but you focus on just one element. It feels more like an "opinion".
Let me share with you how we analyze a social media presence:
1) Mapping analysis to understand the size of the presence and adjacent places and spaces of the eco system. This is not only one place but the eco system as a whole.
2) Build a sentiment analysis to identify the main aspects of the conversations. Need to understand the issues and reflections from the market.
3) Analyze the brand presence correlation with the conversations. The brand engagement in the eco system
4) Analyze the respective competitors. Compare them, develop a threat analysis and risk profile
THEN we have a basis to understand a possible success or failure.
Obviously this is only possible for large companies - but then there is a large brand at stake and worth while to dive deep.
Mar 9 Posted 8 years ago Mr Brice,
Thank you for your thoughtful, if to me a bit one-sided, take on our social media efforts to date.
Two points about MyStarbucksIdea, which you call Idea Exchange.
First, the main benefit to our decision-making from MyStarbucksIdea is not necessarily from brilliant new ideasâ€”coffee is a relatively simple business after allâ€”but from prioritization. Analyzing the site carefully yields insights far beyond what jumps to the top of the heap on a given day. One small example of the type of action this can lead to: of course gluten-free products had been on the radar screen for a long time, but the response on MyStarbucksIdea has led directly to fast-tracking development of our first gluten-free products, which are coming soon. I think this direct link from input to action is why Forrester Research, in fact the very same researchers that developed the social technograph profile you reference, awarded MyStarbucksIdea a Groundswell Award late last year. One other note: we have the luxury of more than 150k community members, which I think helps us edge around the problem of who is participating to some degree, but it is a good point, you have to look carefully at the feedback from a UGC site.
Second, the other key benefit of the site is dialog. We get immediate feedback on every change and a vehicle to give complete and contextual information BACK to the community members most interested in a given issue or product. This alone makes the site worth it in my book.
I will definitely agree with you, however, that what happens in the stores is more important than what happens online. If we fail to build community in the stores, no amount of interweb magic can offset that.
Keep watching us and feel free to contact me directly if youâ€™d like to discuss any of these issues further...
Mar 9 Posted 8 years ago FYI, it's "hawking the latest beverage." Â Hoching is what you do when you want to spit a loogie.
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