STARBUCKS COMMUNICATION STRATEGY

Advertising strategy

Starbucks set up  a "non communication" strategy:
- No Tv spot and press advertising
- No display in street 
==> The company based all its strategy in the word-of-mouth and the public relations.
==> For specific events , and in majority in the United-States, we can see some Starbucks Ads :

http://www.youtube.com/watch?v=a2J8KJDsqqY

Digital strategy

Starbucks knows that the digital media represents the turning point in the actual society.

In order to attract young people ( 15-35 years old citizens) and to develop its reputation at the international, Starbucks organized a real digital strategy.

For Starbucks, the customer is the King, and we have the the center of the concerns.

 Starbucks wants to transform the digital experience of its customer in a UNIQUE moment!

In fact,  the company is applying a bilateral communication:

- To apply this strategy, a real team of community manager is dedicated to this activity.

- Suggesting , listening to the customer, and answering in a short term ( less than 34 minutes)

==> Consequently, it brings to Starbucks a human size.

• Starbucks Website : 

http://www.starbucks.fr/

- A  simple and interactif website
- A proximity with the customer : Starbucks tells us its history, evolution and news.

• Facebook

- More thant35 millions of fans
- 4th community behind Coca Cola, Redbull
==> Starbucks has a real commitment in the Facebook activity : exchange about the products and values

• Twitter

- More than 4 millions of fllowers
- Different accounts
- Humanization of the Twitter through 2coordinators of the brand  (the "Voices of the Starbucks) : Paige and Archana

• Pinterest

- Starbucks let the internet user create the content of the Pinterest account

• Youtube

http://www.youtube.com/user/Starbucks

- Starbucks uses its Youtube Account in order to put videos telling the history of the brands, actuality of products, values...

About the Starbucks history:
http://www.youtube.com/watch?v=vizOXrc8fso&feature=c4-overview-vl&list=PL02ACC75C731FA9EA

• Instagram

- About 1,7 millions of subscriber
- Customers can upload photos of themselves  with a Starbucks product.

• Flickr

- Starbucks is sponsoring a group on Flickr
- But the brand has a passive use of it 

• Foursquare

- Starbucks uses this website in order to reward its clients
- Example : clients put on the website  their location in a Starbucks Shop => then a lucky draw => the winners have been rewarded of a 40-dollars-gift-card.

• Mobile application

- Geolocalisation of Starbucks shops for clients
- Payment card with loyalty point