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Andy’s Answers: How Starbucks is using social media to get fans to take action

Whether it’s for a new-product launch like VIA or a cause it believes in, Starbucks is constantly leveraging its fantastic communities to get their fans to take action.

In her recent BlogWell presentation, Starbucks’ Alexandra Wheeler shared a bunch of ideas behind how they’re making this happen. A few big takeaways from her discussion:

  • Social media drives purchase decisions. Wheeler highlighted a study showing that 97% of people say that digital media has influenced whether they purchase a product.
  • Social media can change behavior. Starbucks created buzz almost exclusively on Facebook for a promotion where customers received free coffee if they brought in a reusable mug. This promotion grew their online fan base by 21% outside of the U.S. and by 6% on the whole.  It not only drove sales, it changed how people purchased and consumed their coffee.
  • Social media allows you to go where your fans are. Wheeler says that Starbucks is working to take traditional features — such as managing a Starbucks account — to social networks such as Facebook. Instead of requiring fans and followers to go to Starbucks, Starbucks is going to them.

And if you like this presentation, be sure to check out our upcoming BlogWell in Chicago on Aug. 11.