Starbucks Uses Online Community To Get Customer Feedback

Starbucks launched an online community – mystarbucksidea.com to promote communication between the company and it’s customers. The community is used by Starbucks to review and promote ideas. Customers can contact Starbucks representatives through multiple forums on the community site. The community has helped Starbuck incorporate customer feedback, promote new products, conduct polls to gauge popularity of its products and interact more with it’s customers. With 3 million visitors and 60,000 ideas from customers, the community site has been a phenomenal success Case Study

Creating A Festive Spirit Along With Brand Buzz

Starbucks started a Cheer Pass campaign for the holiday season in order to generate customer participation and used a holiday microsite format with word-of-mouth publicity. A Starbucks branded card was handed out giving the message of doing something nice, to be pass it to someone else. Through advertising and events, half million passes were distributed in 8 weeks. 850 stories were written by people on cheerpass.com which saw 40000 visitors. Huge media coverage was generated. Case Study

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Tod Maffin, President of engageQ digital, is a digital communications strategist, specializing in social media, mobile marketing, and viral marketing.
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