Social Media and Marketing
Starbucks capitalizes on a strong market segment by strategically wording their mission statement to invoke a communal spirit, “to inspire and nurture the human spirit-one person, one cup and one neighborhood at a time.” Starbucks carries this into their marketing strategy very well by allowing their followers to form an enclave of latte loving self picture sharing individuals who are willing to do the marketing leg work because they feel like Starbucks is an important facet to their identity.
Starbucks takes a strategic marketing approach to their online presence by focusing on strong branding, good use of word-of-mouth, and the implementation of viral marketing. They are able to do this by creating strong emotional attachments to their logo, and community following.
“The Starbucks marketing strategy
has always focused on “word-of-mouth” advertising and letting the high quality
of their products and services speak for themselves. For years, this has been
uniquely Starbucks, and it has played a huge part in making Starbucks Coffee
Company a success. The definition of social media viral marketing speaks to
this new word of mouth that Starbucks has run with and made their own.”
“The Starbucks social media viral marketing strategy has even expanded to create a community around their brand. On their website, on Facebook, on Twitter and in their blogs; individuals are encouraged to express their experiences with Starbucks history, and the company strives to “personally” join in the discussions.”
So what exactly is Twitter? Twitter is a social media empire where users can follow friends, family, noteworthy celebrities, or even their favorite coffee company.
Communication takes place over an sms type service where users are limited to
140 characters. Smartphone users can access twitter via an app or directly
through their browser, and the service...