Starbucks is a name everyone knows. I chose to focus on this company for my case study of a B2C business because they were in front of my mind after sending me a few emails this week to redeem my birthday beverage for free! How nice is that!
Starbucks primarily operates as a retail coffee chain and serves customers at its various locations, offering coffee, specialty drinks, food items, and other merchandise. The company’s target audience is individual consumers, and its business model is centred around creating a personal and convenient experience. The Starbucks Caramel Macchiato you get in Ottawa is the same Starbucks Caramel Macchiato you’d get in Los Angeles.
Starbucks has a strong presence across multiple social media platforms and country-specific accounts, such as the Starbucks Canada profile on Instagram. The company excels in marketing and uses social media and email campaigns to engage with customers effectively. In addition to Instagram, The company is also on Facebook, Twitter, and TikTok to connect with customers and promote its brand.
Here are a few ways that Starbucks shows up on socials:
1. Product launches.
Starbucks is known to create buzz and excitement with its customers. Free birthday drinks, seasonal specialties etc.
2. Engagement.
Starbucks interacts with customers on social media platforms, responding to comments and questions, and encouraging engagement through contests and polls.
3. Brand awareness and values.
Starbucks uses social platforms to showcase their sustainability initiatives, employee and customer stories, Wellness tips and social impact. The highlights on their Instagram profile are great at having this information easily accessible.
4. User Generated Content (UGC).
This is the new way companies get advertisements these days and Starbucks is no exception. Starbucks encourages customers to share their own experiences and photos with the brand on social media, using hashtags and brand-specific campaigns to build a sense of community among customers.
5. Customer Service.
Starbucks uses social media as a tool for customer service, responding to customer inquiries and addressing any issues that may arise. Twitter is usually the place for this type of interaction.
6. Customer Loyalty
Starbucks has generated excitement and buzz further fueling customer loyalty through its star reward system. This incentive program rewards customers with gold star status for purchasing enough Starbucks products, providing a convenient and fast way for consumers to enjoy the Starbucks experience.
Overall, I think Starbucks uses its social media platforms effectively to engage with customers and promote its brand. The company is a well-established B2C business that is centred around creating a personal and convenient experience for its customers. With a strong focus on marketing through social media and email campaigns, Starbucks also excels in showcasing its brand values, using UGC, providing customer service through its social media presence, and its star reward system has helped in creating customer loyalty and a sense of community among customers.
Are you a Starbucks fan? What’s your favourite drink?
Let me know in the comments.
Algonquin College Social Media Certificate Program 
I am a strabucks fan simply because of the marketing. They advertise the drinks to be refreshing and appetizing.
I am guilty of falling for Starbucks advertising! My favorite of the moment is a grande iced lattee, 2 pumps of brown-sugar syrups, 3 espressos, and vanilla cold foam on top!