Starbucks has a large brand recognition, so marketing on
social media is something that Starbucks does well. 32.65% of Starbucks traffic comes from search
engines. This fact shows that Starbucks
has an extremely successful online marketing campaign and online customer
engagement. Starbucks has 109,959 backlinks of which only 1% are toxic.
So this demonstrates the varied engagement received from customers which also
increases the SEO ranking.
(Semrush.com –
Backlink Audit, 2017)
SEO: When you type
Starbucks into Google, there are 11,900,000 results. If you type Starbucks coffee there are
631,000 results. Customers will be able
to find Starbucks website pretty easily because of the brand recognition.
(Simply
Web – Search, 2017)
A.
Social Media Impact:
1.
Facebook has 35,025,013 followers and 36,589,974
likes
2.
Twitter has 11.9 million followers
3.
YouTube has 129,431 subscribers
4.
Pinterest has 297,497 followers
5.
Instagram has 13.2 million followers
6.
Google + has 2.86 million members
(Simply Web – Social,
2017)
B.
Engagement Blog comments:
Mr. Belicove, a contributing editor for Entrepreneur discussed Starbucks
and their efforts to increase customer engagement:
“At Starbucks, social media is not a separate and distinct entity.
Various departments collaborate online and offline to develop and implement
plans designed to fully engage the community.
One such effort was Starbucks' Love Project. Starbucks teamed up with
several groups--including Playing for Change, Dave Matthews Band, John Legend
and U2--to create the "All You Need Is Love CD."
With every $15 purchase at participating Starbucks locations, customers
received a free CD and an invitation to participate in a mass sing-along by
uploading their own video to StarbucksLoveProject.com, which thousands of
people did. One dollar from the sale of every CD was donated to the Global Fund
to Help Fight AIDS in Africa.
Starbucks customers could also create a Love Drawing online and Starbucks
would contribute an additional five cents per drawing to the fund for the first
1 million drawings submitted.
Starbucks
could have simply offered the CD for sale, but it gave the project more
dimension via the website, mass sing-along, Love Drawings, and special Love
Drawing cups for sale in the store.”
(Belicove, 2010)
References
Belicove, M.
(2010, April). How Starbucks Builds Meaningful Customer Engagement via Social
Media. In AmericanExpress.com. Retrieved March 1, 2017, from https://www.americanexpress.com/us/small-business/openforum/articles/how-starbucks-builds-meaningful-customer-engagement-via-social-media-1/
(n.d.). In
semrush.com. Retrieved March 1, 2017, from
https://www.semrush.com/backlink_audit/#659309/overview
(n.d.). In
simplyweb.com. Retrieved March 1, 2017, from
https://www.similarweb.com/website/starbucks.com#social
