Internet content of a cup of coffee: marketing of Starbucks' mobile social talent show mobile terminal platform

Mobile social marketing model is flexible, accurate and interactive, which makes the target of the audience more accurate and information transmission more accurate. The use of mobile terminal platform marketing has become an important means of enterprise marketing in the era of mobile Internet. But it's not IT brands like Google and Microsoft that do the best mobile social marketing, but Starbucks, which sells coffee.

Starbucks ranks first in the global ranking of the top 100 social media brands, followed by global brands Dell, eBay, Google and Microsoft.

In the ranking of socialization released jointly by the three major social networks Facebook, Twitter and YouTube, Starbucks topped the list of social catering companies in the United States with a high score of 107.09. It turned out that when the Internet reshuffled the whole world, Starbucks had already become a technology company.

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Counterattack of difficulties, Starbucks' digital marketing revolution

In the Internet era, the needs and habits of consumers have been quietly changed, and many traditional enterprises have disappeared in this Internet revolution. How to formulate corresponding marketing plans according to the characteristics of the new era has become an urgent problem for every enterprise. In 2008, the global economic situation was poor, and Starbucks, the world's largest coffee chain, also encountered a bottleneck period of development. The continuous decline in sales and several sharp falls in the stock price have made Starbucks face great doubt and pressure, while the strong competitors' open market plans have made Starbucks feel in crisis when it has developed to a certain scale. In an urgent situation, CEO Howard Schultz had to go out of the mountain to regain his command and revolutionize Starbucks. After analyzing the background of Starbucks, Howard Schultz repositioned Starbucks, invested heavily in Starbucks'IT foundation, set up venture capital department and appointed chief digital officer, and Starbucks entered a new digital era.

Starbucks' innovative move into Social Media

Unlike other companies, Starbucks' heavy investment in social media not only leads to a huge number of fans, but also brings more commercial value to customer-centric innovation. In 2008, Starbucks' first media site, my Starbucks ideas, collected 150000 suggestions from users, and huge feedback brought ideas and ideas to Starbucks. This move not only enabled Starbucks to capture the core needs of users, but also helped Starbucks spread the brand to a great extent. After that, Starbucks decisively entered the emerging social media such as Facebook, Twitter, YouTube, etc., created topics around users and interacted with them through social networks to increase user stickiness, and greatly enhanced Starbucks brand image through donation activities to public welfare. Starbucks has an unprecedented number of fans and interaction on social networks, making it the most popular food company on social networks.

Crazy mobile phone APP, leading the trump card of mobile payment

At present, Starbucks' mobile payment is called the most successful mobile payment. In 2009, Starbucks released its first mobile software, "my Starbucks". At first, the mobile app could only provide Starbucks-related information, but most users followed it for a while. In view of this situation, Starbucks innovated the function development of APP, and then launched the function of mobile payment. After Starbucks APP had the payment function, user activity and APP downloads soared immediately.

In order to catch up with the development of mobile technology, Starbucks continues to expand its mobile payment function. In 2012, Starbucks announced that customers could pay through Square, a mobile payment app, and invested $25 million in the service. At the same time, Starbucks combines the payment software Square with Apple's Passport function, so that users can easily find coupons and coupons on iPhone phones or iPod Touch portable mobile devices. According to statistics, in the United States, 7 million Starbucks transactions per week are done through mobile payments, accounting for 16% of Starbucks total transactions, which is regarded as the most popular payment method in the United States.

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Innovation is different. Starbucks sells more than coffee.

Mobile Pour service, coffee on call In order to solve the anxious and helpless situation when users want to drink Starbucks but can't find Starbucks stores, Starbucks announced the launch of geolocation Mobile Pour service in 2011. Users only need to confirm their location and place an order on Starbucks APP, and they will soon receive a surprise from the Starbucks coffee distributor. For a better user experience, Starbucks has a service in seven cities across the United States, each with two full-time coffee dispensers per square mile. This initiative surprised many Starbucks fans: this is the real LBS!

Early Bird function, wake up like Starbucks. Early Bird is an alarm and wake-up call function added to Starbucks' APP in 2012. According to the great stress of urban life and having to face the trouble of getting up early every day, Starbucks once again successfully captured the hearts of users by taking advantage of the temptation of coffee discount. After the alarm clock set by the user goes off, click the wake-up button according to the prompt, and you will get a star rewarded by Starbucks APP. You can walk into any Starbucks store within an hour and buy a cup of discounted coffee with your mobile app record. on the contrary, being late will invalidate the discount right. Through this activity, users can also share their wake-up information with friends on social networking sites such as Facebook and Twitter.

Starbucks Early Bird function makes people feel that getting up is no longer painful, using discounted coffee as bait to make users look forward to getting up every day, Early Bird has become the motivation to get up every day. Through the moving service, Early Bird implants the Starbucks brand into the hearts of the people, so that people can sleep together and be associated with the Starbucks brand. This function has attracted a large number of Starbucks fans, is a classic in many Starbucks advertisements, and has become a successful model in the marketing industry.

Successful offline layout with the help of online activities. Starbucks in the transformation of the Internet at the same time, do not forget the layout of offline activities, Starbucks free WIFI is well known, and its cooperation with Spotify, the New York Times, Lyft and so on promotes an attitude towards life.

Starbucks social network marketing, winning lies in interaction

With the pace of the Internet, Starbucks is working step by step. Every turning point and technological innovation add to Starbucks' cake. Starting from the social network, Starbucks is not eager to find new users, but to interact with users as friends. In the fragmented world of the mobile Internet era, Starbucks has successfully captured the hearts of users. The rise of social networks brings new opportunities and challenges for enterprises. when more and more enterprises use social networks to promote brands and cultivate users, the difference between Starbucks and users is that the way they interact with users is innovative all the time. Through unique creativity, increase the real experience of users, resonate with the psychology and spirit of consumers, influence and guide consumers from the depths of spirit. With this purpose of making friends and consumers really interact, the resulting communication effect makes the brand's road to longer.

(article Source: Wechat official account: Peking University)