Starbucks Social Media Marketing Strategy
Starbucks, with more than 22500 stores globally, is the largest as well as most successful coffeehouse chain in the world. Apart from its premium quality of products, the brand is also known for great customer service. The brand has earned a positive reputation for its ethical and accountable business model and for ethical sourcing. It sources 99% of its coffee ethically from suppliers around the world. Today, it is a brand, well known worldwide which despite its premium pricing strategy is highly popular. Till some years ago, it was known to invest nothing in marketing.
However, during the recent years, it has started spending on marketing and advertising. Apart from the digital and other channels of marketing, it has also extended its presence globally with the help of social media. From Facebook to Instagram, the brand has a very large number of followers and social media has helped it connect with its fans and followers and engage them better. Multiple social media accounts have helped brands like Starbucks stay connected with their fans and followers all the time and market their brands effectively. Here is more on how the social media has helped Starbucks market its brand and products better.
The social media story of Starbucks starts from Facebook. With more than 37 million followers on Facebook, the brand has quite a large base of fans and followers. It uses multiple Facebook accounts to connect with its fans. From Singapore to Hongkong and Brunei, it has used several Facebook accounts to connect with the local and regional population and to promote its stores and products. These accounts attract new customers as well as retain the old ones by keeping them engaged. Its fans and followers give their likes as well as post their comments in response to the new posts by their favorite coffee brand.
Every exciting news, new products and information on new openings and jobs are all relayed via the Facebook account. Facebook has helped brands with several things apart from marketing. Brands also use their Facebook accounts to talk to their customers and address their complaints. Starbucks also handles grievances posted through Facebook. In this way, Facebook works as a one stop marketing and customer service platform for Starbucks that regularly posts pictures, videos and other updates related to its products and events.
Twitter is another important social media stop for Starbucks which like Facebook uses multiple accounts to reach its customers, fans and followers. Starbucks UK, Starbucks Indonesia, Starbucks Malaysia and so on, ..there are several accounts that it uses to connect with local audiences worldwide. Apart from it, the brand uses different accounts for rewards, jobs etc to relay related news. Its main account is that of Starbucks Coffee and the brand has made more than 107K tweets using this account. This account has more than 11.9 million followers who stay connected with Starbucks through Twitter. Like Facebook, Twitter is also great for posting real time updates and for marketing of a brand. Starbucks has used several Twitter accounts that are updated regularly. Fresh pics, updates and videos are used to keep the fans and followers engaged and to keep the audience updated. Twitter can be excellent for marketing where people receive real time updates and the feed is excellent for showcasing videos and pics especially.
After Twitter, Instagram is another important stop for Starbucks. Instagram is also a great social media platform for marketing and for showcasing pics and videos. Starbucks has made more than 1400 posts on Instagram. It has also more than 15 million followers on Instagram. While there are several accounts in the name of Starbucks on Instagram, the main account is called Starbucks Coffee. Instagram can also be a great social media platform for any brand trying to find new fans and followers or trying to connect with the existing ones. It has some great features like Facebook. Fans can like your post and can also discuss and reply. Instagram has become a favorite stop of several brands due to these features. Fashion brands particularly like Instagram. However, Starbucks also promotes its brands and products mainly through pictures and videos and that’s why Instagram suits its marketing strategy.
For brands that promote themselves using pictures, Pinterest can be a good platform and provide access to an impressive fanbase. Pinterest is slightly different than Instagram and here the posts you make are called pins. These pins can be saved and shared by others. Starbucks has shared hundreds of pins under different categories and has more than 300k followers on Pinterest.
Google Plus has also proved good for the brands trying to market their brand through social media. One can post pictures, updates and videos on Google Plus which are then followed by fans and plus oned if they like it. They can share these posts and respond to the discussions or post replies. While Google Plus has not been as successful as Twitter or Facebook, it can still provide access to a large fan base. There are more than 4.5 million followers of Starbucks on Google Plus.
YouTube can also be a great stop to find access to a large fan base. This social media platform is for videos. Brands have also utilized it well to market their products using promotional videos. Starbucks has also used video marketing successfully. Apart from product related videos, the brand has made videos based on life inside Starbucks stores and based in unique cartoon characters. The brand has used a variety of videos to engage its fans and followers. It as uploaded 525 videos till now to its YouTube channel and there are more than 140 K followers of Starbucks on YouTube. In this way, YouTube also provides access to a large fan base with the help of promotional videos.
In this way, Starbucks has made great use of social media to promote its products and brand and to grow its customer base. Social media platforms like Facebook, Twitter and Instagram can be great for marketing and promotion and can provide you access to a large customer base and help you engage them better. The best thing about social media is that it is not a costly affair like the other paid channels are. Starbucks has used these social media channels to bring out effective results.