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Starbucks:It’s Not About Coffee Anymore (Digital Experience-Social Media Analysis)

In my last article, I shared my Starbucks brand story main through a brief website analysis. You can see how Starbucks decorates its online front door and tell people different stories. The most important thing is you will never miss direction in Starbucks online world.

The two main story chains for Starbucks are the digital and in-store experience. In the digital experience, Starbucks develop brand stories primary at two online channels-Website and Social Media.This time, I will share some insight about Starbucks social media strategy.

How does Starbucks Build Stories on Social Media World?

Starbucks shares its brand stories through five popular social media platforms:Facebook, Twitter, Google+, Pinterest, and Instagram.

I will guide you to explore the recent month stories on Starbucks Social Media World.

Facebook:

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  • New Seasonal Drink and Food Promotion is on the way!

In my previous post, I mentioned Starbucks is promoting new Chile Mocha on the home page. Starbucks also spread this new seasonal drink on its Facebook page. You can see the beautiful Mocha with its ingredients.

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Starbucks is not only promoting new drinks but also promoting new food such as health breakfast. It kindly reminds us to have a good breakfast at Starbucks because it can bring you warm energy and make you a great day!

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  • Creative video lets you feel the real mesmerizing moment.

If Starbucks only shows you beautiful coffee images, it may not raise your desire to try the new drink. Therefore, Starbucks creates a short video to capture the mesmerizing moment to make you feel thirty and want to try this coffee.

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  • Special recipes tell you what inside the coffee.

Some people (like my mom) think sweet drinks are not healthy, so they refuse to try it. Starbucks shares the detail of special recipes to let you know what inside the coffee. It tells you what kind of nutrition you can gain from this drink. This may help people to try new things.

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  • Starbucks is not only a coffee seller but also a coffee protector.

Starbucks always chooses high-quality coffee beans. When Starbucks knew that coffee rust is the biggest risk for coffee grow, they donated trees to help farm to fight coffee rust and save coffee beans.

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  • Starbucks follows the latest news and makes everything easier for people

When it is time to vote for new President,  Starbucks promote the TurboVote to send receive election reminders. It provides a very easy way to register and vote online.

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  • International Facebook pages guide you to explore Starbucks stories Globally

According to Statista records, Starbucks had opened more than 23,000 stores globally. It has been expanded on a large scale in recent years. If you want to learn what stories Starbucks shares in other countries, you can visit their pages to learn different culture.

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Twitter:

Starbucks Coffee Twitter:

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  • Creative coffee recipes offer you a new way to enjoy your drink.

On Starbucks Twitter page, it introduced a new drink-Cold Brew Martini. Can you image what kinds of taste would be like when a cold brew is mixed with Martini? If you want to try this new drink, it displayed a short recipe link to show you details.

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  • Pretty Gallery has full of coffee arts.

If you want to see the beauty of coffee, Starbucks Twitter Gallery is a good place to visit. Of course, there are more pretty photos are saved in its Pinterest and Instagram. (I will show you later) The gallery displays new drinks and creative coffee pictures with nice & thoughtful backgrounds. Those arts bring you a different feeling of coffee. Again, it is not coffee anymore. It is a unique coffee beauty style!

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  • Starbucks bring you from online to offline.

Starbucks sells coffee in a store. Of course, they want more people to visit it. Thus, Starbucks needs to bring online customers to go to the real store and try specialty coffee. It tweeted a newly designed store to encourage people to visit and feel it.

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  • Starbucks always remind people its history.

Nowadays, many people already forgot the past or even don’t know the past. So do brands! Many brands always chasing to change but forget to recall their past. Starbucks seems never forget its history. It simply tweeted Starbucks cup design story to tell people how it has been growing since 1971. You can see how Starbucks re-designed logos in different years. From this simple tweet, I truly feel Starbucks is a really strong brand!

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  • Starbucks loves to share people story.

Without coffee specialist, people will never have such good coffee at Starbucks. People who work at Starbucks are friendly, creative and smart. They are the real designers of coffee arts. They love what they do, so customers can enjoy what they deserve.

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  • Starbucks motivates people to do the right thing.

My definition of a meaningful brand is that a brand can offer people’s needs, can care people’s life, and can influence people’s behavior. For me, Starbucks is a great brand to transfer the spirit of positive energy to people.

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  • Starbucks welcomes customers to share their voices.

Starbucks want to hear customer voices, so it encourages customers and fans to share their thoughts and feelings on Twitter. This is a simple and effective way to collect customer feedback. It is also a good way to build friendly brand environment to let people think free.

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Starbucks Rewards Twitter:

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  • Everything goes to Mobile App!

Starbucks also has its own Mobile App to let customers purchase orders on their smartphone. Starbucks mobile app binds the reward card, so we can collect stars and check our rewards directly on our phone. If you forget to bring cash or credit card, you can always use your smartphone to buy a cup of coffee. I know you will never forget to bring your smartphone with you!

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  • Members can enjoy VIP offers!

For customers who have Starbucks Rewards cards, they will have chances to enjoy limited VIP offers from Starbucks. It is a special treat for loyal members. When Starbucks makes people feel special, they will love this brand!

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  • Cross-promote other apps!

Starbucks does not only promote its own mobile app, but it also helps to promote other popular apps such as Lyft, which allows people to ask for rides via mobile. Giving 125 rewards golden stars are definitely an attractive way to motivate people to take action.

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Google+:

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Starbucks Google+ are majorly promoting new seasonal or specialty coffee. It uses simple and short words to describe the drink, so people can quickly understand the main points of this drink. In addition, it uses unique hashtags to collect same topics, and this way helps people to easily find all the related information by simply clicking the hashtag.

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Moreover, Starbucks also shares seasonal red cup arts on this page. It reminds people to make fun with Starbucks and always be creative. The red cup is a great place to draw your life!

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Pinterest:

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On the Pinterest, Starbucks has created many boards to collect different kinds of coffee arts. It gives people a visual view of Starbucks story.

For example, on the “Art of Espresso” board, Starbucks uses simple figure drawing to describe what raw materials in each specialty coffee. It also shows you the proportion of raw materials. Thus, customers can have a clear view to know inside of the coffee.

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On the “Coffee Recipes” board, Starbucks creates easy-to-follow style pictures to let you understand the coffee recipes step by step. Those recipes images are very clear and detail.

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On the “Coffee Photography” boards, Starbucks collects many fun coffee designs to show you a different style of coffee.

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Instagram:

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On the Instagram page, of course, Starbucks has the largest coffee arts collection. It is not only showing you the drink, but it is also displaying the relative arts behind the drink to remind you that seasons change. You’d better pick up the right drink in the right season.

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Starbucks also reminds people the friendship is very important. Having Starbucks with friends is a good idea to get close with your friends.It is also fun to capture friend moment.

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Overall, there are so many stories you can explore on Starbucks digital world. No matter from its website or social media platforms, you can always find new things and get to know Starbucks in different ways. After I read all of these fantastic stories, I can see Starbucks is a friendly, fun, creative, positive, detail-orientated “person”.

Because of digital channels, they make brands so convenience to  express their personalities and reach potential customers effectively, and customers also can get to know brand stories directly.

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