Earlier this month, Starbucks surpassed Coca Cola becoming the most popular brand on Facebook, with close to 3.8 million fans. Coca Cola has a tad over 3.6 million fans at the moment. (Hilary Duff here isn’t doing bad either with over 570.000 fans on her official Facebook page.)
This is a direct result of Starbucks’ aggressive internet and social media strategy according to Starbucks digital strategy director, Alexandra Wheeler. Starbucks is now actively incorporating and utilising the most popular social media channels, such as Twitter and Facebook in its online marketing.
Starbuck’s Free Pastry campaign, where you received a free pastry with a beverage purchase was a huge success. Nearly 600,000 people reacted to that campaign on Facebook. Another hugely successful campaign was their Product (Red) campaign with almost a million people responding “yes” or “maybe” to the promotion last holiday season. Product (Red) contributed 5 cents for every Starbucks beverage purchased to the AIDS-fighting project. These results show the power of the Starbucks as a brand and how well it has been able to connect with their clients through these social media networks.
According to Wheeler one of the key priorities we have to think about when it comes to social media marketing is that we have to connect in ways that are relevant to those environments as well as to our consumers. One of the most powerful ways is by sharing content and participating in discussion.
Starbucks has also a big fan base on Twitter. They have over 270.000 followers and are following 85.000 of them back. Almost all of Starbucks’ posts are @ replies which means that they actually are communicating with their fans. Most of the communication on their Facebook page, however is done by the fans on the wall posts. If you enjoyed this post, then make sure you subscribe to my RSS Feed or ReTweet.