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STARBUCKS CHANGE TO BE A DIGITAL AND SOCIAL ENTERPRISE - Coggle Diagram
STARBUCKS CHANGE TO BE A DIGITAL AND SOCIAL ENTERPRISE
The solution
Social Media Projects
Starbucks’ Presence on LinkedIn and Google+
Starbucks’ Activities on Twitter
By October 2013, Starbucks was the number one retailer to follow on Twitter.
In November 2013, Starbucks gave away a $5
gift certificate to 100,000 customers
Starbucks’ Activities on Facebook
Create one of the most popular fan pages
Create one of the best online marketing
communication experiences on Facebook
Starbucks’ Activities on YouTube, Flickr, Pinterest, and Instagram
Has presence on Youtube and Flickr
Run ad campaign
Exploiting Collective Intelligence
create a platform to collect customer feedbacks and suggestions
The community generated 70,000 ideas in its first year
Starbucks Digital Network
Global Activities
create several country-oriented projects.
Early Adoption of Foursquare: A Failure
Early adopter of geolocation by working with Foursquare
The failure gave them better understanding of the opportunities
and the limitations
Partnership with Google Wi-Fi, to
give their customers faster Wi-Fi and network speeds
Electronic Commerce Initiatives
Mobile Payments
Can pay at Starbucks stores with prepaid (stored value) cards,
Pay via the Starbucks mobile app.
Barcode
Connected automatically to a debit or credit card.
Over 25% of all purchases in 2016 were made with mobile payments.
Loyalty Program
Gold level receive extra benefits.
Managed electronically.
The eGift Card Program
Customized gift cards digitally for customer
Payments via credit card, PayPal, or the Starbucks app
Sent to the recipient via e-mail or postal mail.
Can be used at a Starbucks physical store, transfer to card or electronic gift card
Online Store
Sell at store.starbucks.com
Customer can schedule deliveries
Exclusive promotions for online customer
The result
2010, its operating income
almost tripled
2011, the operating income reached $1.7 billion.
2017, sales increase sharply.
2012, listed by Fortune Magazine as one of the
top social media stars
2008, awarded the 2008 Groundswell Award by Forrester Research.
2014, the company’s strategy received
the top spot on many reviewers’ lists, Facebook site has millions fan
Lesson
Multiple activities in EC
Benefits to both buyers and sellers
Offering product and services in many locations
Efficient and timely order fulfillment
Extending conversion for greater benefit
The problem
Income declined sharply
Economic slowdown
Increased competition