Starbucks built its brand by delivering an experience not a cup of coffee. SureFire Results examines a few take a ways on what makes Starbucks a social media powerhouse. Starbucks’ approach to social engagement catapults them to the front of the class in delivering engagement. These four lessons, identified below, will get you started in developing brand excitement.
Make Everyone Excited About Your Brand
When a brand gets its customers excited about its products and services it becomes easy to create brand ambassadors. Brand ambassadors are individuals that sing the praises of the brand either directly or indirectly. How do you convert customers into brand ambassadors? The answer is quite simple; give them something to talk about. Starbucks creates a cool ambiance, that makes their demographic happy to report a check-in. Coffee is coffee, or is it? Similar to the late great Steve Jobs, Starbucks cares about presentation and design. Again, give people something to talk about. The lesson here is to make everyone excited about your brand.
Images Tell a Better Story
I know this is a no brainer, but believe it or not, most people miss it. Images are apart of the DNA of a successful social media marketing strategy. There are more pictures posted of a Starbucks drink on Instagram than of people actually visiting the store. Test my results, of the 7.5 million public photos with a #starbucks tag, about 7 of 10 photos are of a product. These aren’t professional pictures; these are consumer photos, excited about a brand. How can I do that for my business? The first step is to create a photo opportunity. The results start with the level of details.
Understand Each Social Network is Different
Starbucks create unique content everywhere. There is no such thing as one size fits all. The best thing about this strategy is it gives every customer a reason to follow them again and again. Also most importantly, someone who is on LinkedIn will learn something about Starbucks that works for that demographic versus the person on Google+ who is engaging with Starbucks in a social forum. Unique content also feeds the Starbucks junky making them more desirable.
It’s Never about a Like
Let be clear, Starbucks is not interested in a like or a follow. There are interested in a good return on investment. Social is social, the more brand ambassadors that are created the more likely Starbucks will remain relevant. The more images that are posted, the more people feel there is some excitement going on right now. The more people feel something is going on right now; the more customers will flood the store. A business can miss this point if they fail to plan their social media strategies. Do not get caught in the social media hype of who has more likes or followers.
- Create excite through design and promotions. Then convert the customers into brand ambassadors.
- Give your customers a photo opportunity.
- Create fresh content everywhere.
- Convert the social hangouts to social customers. Likes are cool but buys are better.
SureFire Results, LLC is a Princeton, NJ marketing agency specializing in connecting people with the brands they love. Your Brand! Learn more at www.surefireresults.com or on Facebook, Google+ or LinkedIn. Ignite Your Brand!