BUS 306: Review Questions 3

Review the recent social media campaign for the company of Starbucks

1) What are some of the advantages of using social media? Is it: cost-effective, ??targeted, personal, interactive, immediate, and real-time marketed, or has high engagement and social sharing capabilities?

2) What do you think is the underlying objective of this campaign? What makes this campaign good or bad?

3) What are, if any, some indicators of campaign success(flexible, well-adjusted, personal, and ideal for creating customer community) and failure(controlled social networks, aggressive, intruding, security issues) that you can find?

Sources:

https://econsultancy.com/eight-awesome-social-campaigns-from-starbucks/

https://awario.com/blog/starbucks-best-and-worst-marketing-campaigns/

114: Social Media and Mobile Marhting Integrated Social Media Marketing Using social media might be as simple as posting some messages and promotions on a brand's Facebook or Twitter pages or creating brand buzz with videos or images on YouTube, lnstagrarn, or Pinterest. However, most large companies are now designing full-scale social media efforts that blend with and support other elements of a brand's marketing content strategy and tactics. More than making scattered efforts and chasing Likes and retweets, companies that use social media successfully are integrating a broad range of diverse media to create brand-related social sharing, engagement, and customer community. Managing a brand's social media efforts can be a major undertaking. For example, Starbucks is one of the world's most successful social media marketers. Its core social media team connects with its fans through 37 accounts on ve different social platforms. Frappuccino drinks alone have more than 14 million followers on Facebook, Twitter, and lnstagram. Managing and integrating all that social media content is challenging. but the results are worth the investment. Customers can and do engage with Starbucks by the tens of millions digitally, without ever setting foot in a store. One recent study found q 43? |:| .- 433 11.4: Social Media and Mobile Marketing the investment. Customers can and do engage with Starbucks by the tens of millions digitally; without ever setting foot in a store. One recent study found that Starbucks tallied 1? times the Facebook and lnstagram engagement of nearest competitor Dunkin'.580 But more than just creating online engagement and community, Starbucks' social media presence also drives customers into its stores. For example, in its rst big social media promotion several years ago, Starbucks offered a free pastry with a morning drink purchase. A million people showed up. A more recent \"Tweet-aCoffee\" promotion, which let customers give a $5 gift card to a friend by putting both #tweetacoffee and the friend's handle in a tweet, resulted in $180,000 in purchases within little more than one month. And when Starbucks introduced the Unicorn Frappuccinoa limited-time drink that changed colors when swirledit was perfectly crafted to catch the attention of lnstagrammers, who posted some 130,000 Instagrarn photos of the drink in only a week. Although offered for one week, many Starbucks locations ran out of supplies sooner. Social media \"are not just about engaging and telling a story and connecting,\" says Starbucks's head of global digital marketing. \"They can have a material impact on the business.\"5341 Q 483E