Andy Sernovitz

Andy’s Answers: How Starbucks is using social media to get fans to take action

By Andy Sernovitz on August 10, 2010 | 9 Comments

Whether it’s for a new-product launch like VIA or a cause it believes in, Starbucks is constantly leveraging its fantastic communities to get their fans to take action.

In her recent BlogWell presentation, Starbucks’ Alexandra Wheeler shared a bunch of ideas behind how they’re making this happen. A few big takeaways from her discussion:

  • Social media drives purchase decisions. Wheeler highlighted a study showing that 97% of people say that digital media has influenced whether they purchase a product.
  • Social media can change behavior. Starbucks created buzz almost exclusively on Facebook for a promotion where customers received free coffee if they brought in a reusable mug. This promotion grew their online fan base by 21% outside of the U.S. and by 6% on the whole.  It not only drove sales, it changed how people purchased and consumed their coffee.
  • Social media allows you to go where your fans are. Wheeler says that Starbucks is working to take traditional Starbucks.com features — such as managing a Starbucks account — to social networks such as Facebook. Instead of requiring fans and followers to go to Starbucks, Starbucks is going to them.

And if you like this presentation, be sure to check out our upcoming BlogWell in Chicago on Aug. 11.

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  • Posted by Tweets that mention SmartBlog On Social Media » Andy’s Answers: How Starbucks is using social media to get fans to take action -- Topsy.com on August 10th, 2010 at 7:00 am

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  • Posted by Tweets that mention SmartBlog On Social Media » Andy’s Answers: How Starbucks is using social media to get fans to take action -- Topsy.com on August 10th, 2010 at 11:06 am

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  • Posted by Wilson on August 10th, 2010 at 2:21 pm

    More data would be great. "it changed how people purchased and consumed their coffee" doesn't ring true unless we know that behavior kept up by a notable percentage beyond the promotion and as those mugs broke or such, i.e., did people reliably replace mugs and continue with this new behavior? Or was it based solely on the price and then the inertia of having a mug, an inertia broken as soon as inconvenience arises?

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  • Posted by Dan on June 8th, 2011 at 3:46 pm

    I think social media can really help businesses that involve minor transactions in peoples' daily routine. But for business that sell financial products, it seems to be a waste of time. Many of those businesses are only using social media to please the search engines.

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