Analysis of how Starbucks is using the groundswell

Starbucks is using the groundswell is many different aspects. You can look at this company on their website. They have completely grasped the idea of social media and have implemented in their everyday business lives. The first example of how Starbucks has used the groundswell is with their on-line presence on social media websites such as: Twitter and myspace. On the Twitter website, Starbucks has an account for the general “Starbucks Coffee Company” as well as an account for “Starbucks V2V” which is an on-line community for Starbucks customers to get together and help out in their local communities. These two Twitter accounts help Starbucks keep in touch with their customers by giving them automatic feedback to questions, event information and contests. The Twitter accounts allow Starbucks to directly engage in conversations with their customers.

Starbucks has also created two on-line communities with their customers, stakeholders, and employees. The first is MyStarbucksIdea. This website allows Starbucks customers to sign on their website and put in ideas in which Starbucks can improve their business. After ideas are posted on this website, the participants vote on the best ideas. Then whichever idea is receives the most votes, Starbucks will submit it to their idea partners. After they look over the ideas that consumers have suggested, they implement these to make Starbucks a better and well rounded company. This is a direct way that Starbucks is engaging with their customers. They are talking with them about Starbucks ideas and then putting their ideas into action. Also found on this website, Starbucks maintains a blog that discusses the ideas and the process of putting them into reality. This is a perfect example of how Starbucks is using the groundswell.

The second on-line community that Starbucks has created is Starbucks V2V which is also the company that maintains a Twitter account. On this website, consumers have the opportunity to sign up, meet customers in their area, and participate in activities to better their community. This aspect of new social media is uniting their customers and helping their local communities at the same time. This is how Starbucks is embracing these new media changes in public relations.

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3 Comments on “Analysis of how Starbucks is using the groundswell”

  1. Nice analysis of Starbucks’ use of the groundswell. Thanks, Lindsay.


  2. Josh Bernoff Says:

    I recently interviewed Starbucks. Not only are they listening to people’s ideas, they have implemented 30 of them already.

    This goes way beyond PR.

  3. elzmcc Says:

    Great post.

    FYI, on 7.21.09, Starbucks crested the social media groundswell. Loyal followers buzzed, blogged, ans showed up for Free Pastry day. These healthier food choices were developed with direct input from Starbucks’ dedicated tribe.

    Hope you’ll do a further analysis. For my marketer’s journal of the experience, visit


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