The Starbucks Facebook page has over 37 million likes, while the Instagram account has around 16.4 million followers. Its designated hashtag generated over 31 million posts. Even the Starbucks Frapuccino gathered over 1.4 million followers. The Starbucks logo is almost everywhere in the online and offline world.
You see a photo, then you run into a Starbucks coffee shop. You walk a few streets and begin to wonder what makes Starbucks raise so much brand recognition and engagement on social media. The digital success of Starbucks is the result of a long-term brand awareness campaign and the delivery of a consistent message.
Starbucks Logo Evolution to International Recognition
Starbucks stared out as a small Seattle coffee shop back in 1971. The iconic mermaid which made Starbucks recognizable has been there from the beginning. Brand founders have discovered the mermaid in a book that showed a 15th century woodcut. They decided to use it as a tribute to their hometown’s specifics. According to LogoRealm, the Starbucks logo history and its exposure on products and employees’ aprons help the brand earn even more recognition. There have been some changes to the Starbucks logo.
- 1987: When Starbucks began selling espresso beverages, the logo became more streamline than its original version and was shown in green instead of brown.
- 1992: Starbucks became publicly traded and removed the lower part of the mermaid, therefore creating the drawing of their current logo.
- 2011: Starbucks removed all excessive text and color. It now only includes the green drawing of the iconic mermaid on white background.
Starbucks’s Presence on Social Media
Starbucks has managed to gather millions of Facebook likes, Twitter followers, Instagram fans, Pinterest and Google+ followers and YouTube subscribers. Such values Here’s a bit of the brand’s activity on social media.
- Facebook: Even thought the social media team doesn’t post daily, the brand’s page contains clever and funny posts. It has contests, tips and some delicate and subtle sales messages.
- Twitter: The Twitter posts aim to directly communicate with customers and manage as manage negative comments as much as possible. Twitter works for Starbucks almost as well as a customer support department.
- Instagram and Pinterest: These two walk together on the path of social media influencing. Any eye-catching beverage-related photos are there to charm and invite. While Pinterest is more about fine coffee drinking, Instagram successfully handles the Starbucks community and culture.
- YouTube: The videos reveal additional information about coffee drinking in a visually tempting manner. The YouTube channel has a rather corporate approach which remains appealing to the audience.
- Google+: Coffee cups are the stars of the brand’s Google+ profile. They inform and invite. The content is international and even heartwarming.
The Starbucks Digital Communication Strategy
Starbucks succeeded to win the lottery ticket in a world where everyone fights for a bit of engagement and even a slightly higher reach. Before engaging in the digital challenge, Starbucks brand reps observed the potential of:
- Social media to announce new products, see how customers interact with them and gathering feedback.
- Communicate and interact with customers by promoting a close relationship between them and the products.
- The impact on their products. Coffee is about rituals, relaxation and bonding.
Starbucks was almost a pioneer brand on social media, since it was one of the first brands to hold Facebook promotions. The brand’s first large scale campaign on social media was released in 2009 and made over a million people to wake up before 10:30 AM and enjoy a free pastry product.
Since coffee is about socialization, Starbucks offers free Wi-Fi to its customers and some relaxing music. It opens as many stores as possible to make sure there’s an around-the-corner option for everyone.
How Starbucks Engages Its Audience
Starbucks increased its social media platforms by making sure all posts send a unified message of the company’s message, goals and mission. Also, it uses brand consistency to use the same approach for all its followers. Still, how can this lead to engagement?
There are two ways to engage an audience. You either respond to their questions or invite them to take initiative. The customer-centric message of Starbucks has went in both directions. Competitions are good methods to engage the public to amplify a message. So, Starbucks sometimes compiles photo contests with coffee-related awards.
Starbucks pushed limits even harder when it released a campaign which invited customers to offer ideas, thoughts and opinions on how the brand could improve its business. Over 500,000 coffee drinkers participated in its campaign.
Meanwhile, the Starbucks logo is visible on every coffee product and every shop. The branding visual element could not remain consistent, as it might bore the public. Therefore, Starbucks occasionally initiates campaigns which include artistic coffee cups with the Starbucks logo.
So, Why Is the Starbucks Logo Everywhere?
Starbuck’s approach towards focusing on its products’ attributes and the true value of millions of fans ensured the brand’s success. When someone uses a smartphone, the screen is a few inches away from their eyes. Therefore, subtle messages which might make you smile are more suitable than those which show a price promotion.
Customer feel the need to be invited to see a branded post. Starbucks somehow manages to do so, by showing off the joy of drinking coffee, instead of a cheap new product. This might make you reconsider your digital marketing campaign. However, take note that Starbucks already opened coffee shops around the world when it began using social media.
Images Source: Depositphotos.com.