“To
say Starbucks purchases and roasts high-quality whole bean coffees is very
true. That’s the essence of what we do – but it hardly tells the whole story. Every
day, we go to work hoping to do two things: share great coffee with our friends
and help make the world a little better. It was true when the first Starbucks
opened in 1971, and it’s just as true today.” http://www.starbucks.com/
In
reading Kerpen’s discussion on authenticity, honesty and transparency the
company that comes to mind for me is Starbucks. http://www.starbucks.com/.
Although this coffee company is related
with high prices, and in some people’s minds represents a social ranking I
think they have utilized social media channels not only to advertise their products
but allow customers an insight into their authentic mission. Starbucks
“have been successfully executing their social media marketing plan since the
first days of social media and social commerce. For over 5 years, and their
strategies have played a significant role in their growth.” (Digital
Spark Marketing) Kerpen explains that “many
large companies have a hard time being authentic in their interaction with
customers. As organizations get larger it becomes difficult to manage higher
volumes of staff and clients.” (2011, p96) However, by using platforms such as
Facebook https://www.facebook.com/Starbucks,
and Twitter https://twitter.com/Starbucks
the company is allowing for endless interaction and the mission of the company
and its commitment to community to be more visible. These channels also open up
the door for communication and feedback, therefore regardless of its growing
structure Starbuck can maintain a connection by listening to comments and reacting.
As Kerpen mentions by allowing consumers to see “behind the curtain” breeds
trust and allows customers to feel comfortable” (2011, p100) and will therefore
remain loyal to the brand and recommend to potential consumers. With regards to transparency Starbucks uses its
website and social media to show customers where the coffee beans are sourced
from, and highlights its responsibility to global, environmental, health, and community
issues.
https://www.youtube.com/watch?v=lOjL4izOZNQ
The extent of the organizations community mission is very apparent and
helps strengthen that factor of trust. As Kerpen explains nowadays “it is
virtually impossible to hide the truth.” (2011, p109) Starbucks has over 31
million followers therefore is a proven example of how using social media
outlets can ensure positive results for a company’s reputation and growth. Kerpen
also emphasizes the need of truly valuing all customers, as Zog Digital shows
this is another area that Starbucks works hard at. “They have “super influencers instead
of solely focusing efforts on accumulating new customers, they cultivate current
relationships. This ensures more fans/followers in the long run, as
well as the continued existence of brand advocates. This holds true across the
board – in-store experiences are highly valued along with online engagement,
further necessitating the importance of customer service."
“Inspiring and nurturing the human spirit --
one person, one cup, and one neighborhood at a time.” https://www.pinterest.com/starbucks/
Follow Starbucks:
References
Digital Spark Marketing
Kerpen, D. (2011). Likeable social
media: How to delight your customers, create an irresistible brand, and be
generally amazing on facebook (and other social networks).
Starbucks Pinterest https://www.pinterest.com/starbucks/
Starbucks Official Website
Starbucks, My Starbucks
Idea
Zog Digital
http://newyork.grubstreet.com/2012/10/fast-food-restaurant-social-media-infographic.html
Kelly,
ReplyDeleteKerpen states that “you must be as honest and transparent as possible when using social media. Honesty and transparency build a direct relationship between you and the customer, and any deviation from these values can erode brand trust forever,” (Kerpen, 2011, p. 109). Starbucks use of social media authentically communicates to the consumer the Starbucks’ message. “We have always believed Starbucks can – and should — have a positive impact on the communities we serve” (Starbucks.com).
Starbucks have become community hubs. Like any gracious host, Starbucks sets the tone for a welcoming visit. As a member of the community in which it is located, Starbucks strives to join and enhance the community in which it is a part, not detract from it. Well known for its community service, it readily communicates its service projects, diversity and inclusion programs, veterans and military support, and environmental programs (starbucks.com). This authentic marriage of brand and community gives Starbucks a unique position that although it is a global brand, it has the hallmark of a local coffee shop.
Starbucks has been consistent and open with its ethical sourcing practices and supplier diversity program (starbucks.com). This type of transparency gives consumers a level of trust in Starbucks and its products. “With the advent of social media, consumers expect transparency from companies and organizations more than ever before” (Kerpen, 2011, p. 109).
Transparency sets the tone for an honest consumer-to-company relationship. Scott stresses transparency is paramount, “You should never pretend to be someone you are not” (Scott, 2013, p. 282.) Starbucks does just that. Before I walk into a Starbucks I know what to expect. I am never surprised, and that is comforting. But most of all, it is comforting to know what kind of company it is and what it stands for. This is in large thanks to its transparency, honesty, and authenticity.
It seems like Starbucks has thought of everything. Kelly, is there anything Starbucks needs to do to further enhance its authentic image?
References
Being a Responsible Company. (n.d.). Retrieved February 6, 2015, from http://www.starbucks.com/responsibility
Kerpen, D. (2011). Be Authentic. In Likeable social media (1st ed., p. 109). New York: McGraw-Hill.
Scott, D. (2013). Social Networking Sites and Marketing. In The New Rules of Marketing and PR (4th ed., p. 282). New York: McGraw-Hill.
Kelly,
ReplyDeleteStarbucks actually violated "the do-not-delete (DND) rule states that unless a comment is obscene, profane, bigoted, or contains someone’s personal and private information, never delete it from a social network (Kerpen, 2011 loc. 1187).” When a designer, Armaan Kampur, and his friends were denied entry into a Starbucks in Delhi he immediately took to the official Facebook page to vent. But the company did not apologize for the snub, rather they deleted the post five days later. The post was deleted from Starbucks main page and the Starbucks India page (Naidu, 2013). He took a screen capture of the post and then tweeted it. Eventually they offered him and his friends a free coffee, his reply
“Longer version. #Starbucks #StarbucksIndia Despite the comparatively late up-take on Twitter, the retweeting, liking and favouriting must’ve gotten to them. They found my email add, asked for my details and invited me over to meet them. I took the same two friends I’d previously gone with, incase the manager was in the mood for some corroboration. A Tata head took me aside and asked me to explain the situation, offered us free coffees and apologised profusely (I later realised it was the same man who’d ignored us the first day we’d gone there, we’d mistakenly thought he WAS the manager). Anyway, the actual manager dropped by for a brief moment too. I wasn’t looking to extract anything, and just reiterated that their PR was a mess for a) initially giving me a premeditated response b) deleting my post and leaving me be to simply wreak havoc on the brand reputation. He nodded genially. I’m considering whether I should repeat our exact predicament (friend inside and waiting, two outside, trying to get in) to see if they’ve actually changed. But then again, is any of it worth it? #Firstworldproblem or not, a cup of coffee and their lax management can’t be my biggest headache” (Kampur, 2013)
In one post he illustrated why DND rule exists. Was Starbucks or their local outlet really displaying authenticity?
-YF
Kampur, A. [ArmaanKampur]. (2013, February 20). Longer version. #Starbucks #StarbucksIndia Despite the comparatively late up-take on Twitter, the retweeting, (cont) http://tl.gd/l3nml4 [Tweet]. Retrieved from https://twitter.com/armaankapur/status/304234021523697664
Kerpen, D. (2011). Be Authentic. In Likeable social media (1st ed., p. 109). New York: McGraw-Hill.
Naidu, V. (2013). (Updated) Starbucks India Deletes A Negative Facebook Post. Lighthouseinsights.in. Retrieved 7 February 2015, from http://lighthouseinsights.in/starbucks-india-facebook-post-deletion-blunder.html/
Yana,
DeleteIn this scenario, no. However, it is bound to happen to even the most authentically customer service oriented brands, especially one as large as Starbucks. What ultimately transpired should have occurred immediately. Not after getting “caught” deleting negative messages. “If you actively participate in the online communities your customers frequent, you will earn their sympathy and patience when things go wrong” (Scott, 2013, p. 67).
Kim
Reference
Scott, D. (2013). Social Networking Sites and Marketing. In The New Rules of Marketing and PR (4th ed., p. 282). New York: McGraw-Hill.
Personally, this doesn't prove to me that Starbucks is inauthentic. They made a mistake online, and they corrected it. We're all learning how to interact online, and while were all interacting, the unspoken rules are still being written.
DeleteI am certainly still learning...
DeleteGreat topic, Kelly.
ReplyDeleteStarbucks is an iconic brand that has become a vital part of consumers’ daily life. It's not only the coffee and pastries that it offers, but the engaging environment and community that we can all be part of. I myself have spent hours studying there for my license.
However, I would argue that Starbucks intentions and roots were 100 percent authentic, but as the company expanded and grew - how truly authentic could they remain?
Kent Valentine argues that Starbucks has manufactured its authenticity by asking for customer’s names. He writes, "It was an attempt to manufacture authenticity – to artificially create the social bond that might naturally grow between a vendor and customer in a bygone era when local customers patronized local shops staffed by local employees and everybody was on a first-name basis" (Valentine, 2013, para 4).
He continues to explain that this manufactured authenticity actually worked and he created a bond with the local baristas. Writing, "As time progressed, our connection grew and I realized that we now had a relationship that felt authentic. I cared about them and they cared about me, at least more than we had before the name game started; Starbucks had successfully manufactured authenticity" (Valentine, 2013, para 9).
According to Kerpen, "you make the commitment to listen to and engage with your customers and prospects, it fosters a genuine sense of trust and loyalty between you and them, and among them" (Kerpen, 2011, loc. 1046).
Yet, I wonder how genuine Starbucks authenticity is.
Reference
Kerpen, D. (2011). Likeable social media: How to delight your customers, create an irresistible brand, and be generally amazing on facebook (and other social networks). [Kindle Version] Retrieved from Amazon.com
Valentine, K. (2013, March 18). Manufacturing authenticity: Starbucks vs. the neighbourhood café. Sparksheet. Retrieved from: http://sparksheet.com/manufacturing-authenticity-starbucks-vs-the-neighbourhood-cafe/
Catherine,
ReplyDeleteWhile in NYC recently, I stopped into a Starbucks with a friend. I am not a frequent flyer of the establishment as I don’t drink coffee or tea. When we were waiting for the order, I noticed how the barista addressed each customer by name. It was a nice touch to an otherwise typical coffee house experience. It was also a direct point of difference (POD) to a competitor like McDonald’s. That brief but calculated attempt at personalizing the transaction gave the interaction a tiny bit of warmth that is lacking in so many large corporate establishments. In that moment, we were not a number. In that moment, we were real people to a real person who greeted us by name and thanked us a second time (the cashier being the first.) “Companies can craft powerful, compelling images that appeal to consumers’ social and psychological needs” (Kotler & Keller, 2012, p. 290). I had no idea this was a calculated attempt at personalizing the experience until I read your post. Smart move on their behalf. Though not a regular customer, this experience personified the Starbucks brand - community oriented and authentically caring.
Kim
Reference
Kotler, P., & Keller, K. (2012). Crafting the brand positioning. In Marketing Management (5th ed., p. 290). Upper Saddle River, New Jersey 07458: Pearson Education.
Hi Kim - I completely understand the benefit for Starbucks. Not only does this tactic personalize the experience, it also helps to build its relationships with the community. Starbucks is more than just coffee. Starbucks is an engaging environment. I am actually not a fan of Starbuck's coffee (and I am a huge coffee drinker), but I enjoy the atmosphere and the music compilation (cds, digital, etc) that they offer.
DeleteI just wonder, and I don't think there is a right or wrong response, how genuine or authentic this approach is. Could trying to be authentic hurt them at some point? Since this is similar to a personal sales approach, what if you have a negative experience with a different barista, would that impact your feelings towards Starbucks as a whole? Or, do you think customers are able to differentiate between an employee and the company overall?