Did you know Starbucks gets more tags on social media sites like Instagram than McDonalds, Apple and Coke COMBINED? No kidding. 19 million tags on Instagram - that's a lot of people sharing the Starbucks experience without the need for advertising. In this new presentation I look at how Starbucks generates massive "earned media" with its legendary Brand Experience.

1. The 6 ways Starbucks
kills it on social media

2. Build a Brand Worth Talking About
GRAHAMDBROWN

3. GRAHAMDBROWN.COM3
19 million photos
tagged #Starbucks on Instagram!!!
Let’s take a closer look

4. GRAHAMDBROWN.COM

5. GRAHAMDBROWN.COM
More Instagram tags than
Apple + Mcdonalds + Coke
added together!

6. GRAHAMDBROWN.COM
Starbucks Dominates Instagram Shares
Number of photos tagged on Instagram by brand name
SOURCE: TOTALYOUTHRESEARCH BASED ON EMARKETER DATA
STARBUCKS IS ONE OF THE MOST POPULAR BRANDS ON INSTAGRAM
Nearest big brand Apple not even half of Starbucks Earned Media
Pepsi Coke Apple Starbucks
19.1
9.1
5.2
3.4
That’s a lot of people sharing
Starbucks experiences

7. GRAHAMDBROWN.COM
If you want to get
this presentation free
watch out for a
DOWNLOAD
link coming up

8. GRAHAMDBROWN.COM
Apple doesn’t even come close

9. GRAHAMDBROWN.COM
..or the big advertisers like McDonald’s

10. Get this
Presentation
as a PDF FREE
GRAHAMDBROWN.COM

11. GRAHAMDBROWN.COM
…or megabrands like Coke

12. GRAHAMDBROWN.COM
Not just Instagram but
other social media
platforms too…

13. GRAHAMDBROWN.COM

14. GRAHAMDBROWN.COM

15. GRAHAMDBROWN.COM
So, how does
Starbucks do it?

16. GRAHAMDBROWN.COM
How does Starbucks create a
brand worth talking about?

17. GRAHAMDBROWN.COM
When others are shouting louder
and getting ignored?

18. GRAHAMDBROWN.COM
Not by advertising it appears…
this is a chart of
annual ad spend

19. GRAHAMDBROWN.COM
…and by the way
if this presentaHon is
of useful to you
hit the LIKE buJon
so other Slideshare users
can discover it too

20. GRAHAMDBROWN.COM
“Authentic
brands don't
emerge from
marketing
cubicles or
advertising
agencies”
- Howard Schultz, CEO
Starbucks

21. GRAHAMDBROWN.COM
Starbucks builds a brand
worth talking about on
Brand Experience
not Branding
(the important part)

22. GRAHAMDBROWN.COM
PEOPLE
METRICS
85
of brand happens in daily interacHon (tweets, status
updates, content shares, conversations between
customers, between customers and employees)
PEOPLE
CULTUREMETRICS
Brand
Experience
CULTURE
%
The Starbucks Brand Experience
This my Brand
Experience model

23. GRAHAMDBROWN.COM
This is notthe Starbucks brand
Branding is dead
and Starbucks
knows it

24. GRAHAMDBROWN.COM
This is the Starbucks Brand

25. GRAHAMDBROWN.COM
The Starbucks Brand
=
People
+
Culture
+
Metrics
Brand is no
longer defined by
what you say but
by what you do

26. GRAHAMDBROWN.COM
So, let’s look at the
6 ways Starbucks builds a
brand worth talking about

27. GRAHAMDBROWN.COM
Don’t Fall in Love with Your Product…#1

28. GRAHAMDBROWN.COM
fall in love with what
your product does
for them…

29. GRAHAMDBROWN.COM
we have all the connectivity in the world

30. GRAHAMDBROWN.COM
…but little connection
How are you
going to fix it?

31. GRAHAMDBROWN.COM
What are their pain points?
flickr © gagilas
People don’t
want great
products they
want solutions to
problems we all
face in daily life

32. GRAHAMDBROWN.COM
Families are spending less time together
% of families who make time for…
family gets together every day
family shops together every week
family has annual vacation together
1991 2001 2011
It’s not just families but
society-­‐wide we have less
social contact than 20 yrs ago

33. GRAHAMDBROWN.COM
If you’re going to sell coffee
you better know how to sell it
fasterand cheaperthan
McDonald’s…

34. GRAHAMDBROWN.COM
Sell Social Space#2
flickr © mamnaimie

35. GRAHAMDBROWN.COM
“A place for conversation
and a sense of
community”
- Starbucks website

36. GRAHAMDBROWN.COM
“A third placebetween work and home…”
A lot of what
people share
about
#Starbucks is
related to friends

37. GRAHAMDBROWN.COM
“In an increasingly
fractured society,
our stores offer a quiet
moment to gather your
thoughts and center
yourself.”
-­‐ Howard Schultz, CEO

38. GRAHAMDBROWN.COM
Starbucks sells community…
Yes, community
makes sense
financially too.

39. GRAHAMDBROWN.COM
Build a Culture on Empathy not Efficiency#3

40. GRAHAMDBROWN.COM
“the most powerful
and enduring
brands are built
from the heart.”
Howard Schultz, CEO Starbucks

41. GRAHAMDBROWN.COM
Make understanding your customer your edge
These are Apple’s
3 founding
principles

42. GRAHAMDBROWN.COM
People + Culture + Metrics = Experience

43. GRAHAMDBROWN.COM
You can’t manufacture this stuff in a campaign
When will brands
learn they can’t
buy love anymore?

44. GRAHAMDBROWN.COM
(not happening at a McDonald’s near you)
You have to earn
it…

45. GRAHAMDBROWN.COM
Innovate the Experience#4

46. GRAHAMDBROWN.COM
Ask: how can we make this experience better?
Thanks!

47. GRAHAMDBROWN.COM
Remove friction at every customer touchpoint
Never set out to
be a payments
player but to fix
a problem…

48. GRAHAMDBROWN.COM
Sometimes simple solutions are the best…
Not sexy and
won’t win your
agency any awards
but it’s the small
touches that
create big
experiences

49. GRAHAMDBROWN.COM
Take risks

50. GRAHAMDBROWN.COM
Find Your Feedback Loop#5

51. GRAHAMDBROWN.COM
Build a platform to create feedback
MyStarbucksIdea is the
cornerstone of improving
their experience

52. GRAHAMDBROWN.COM
Idea sourced from customers…

53. GRAHAMDBROWN.COM
Idea sourced from customers…

54. GRAHAMDBROWN.COM
Choose Your Metaphors Wisely#6

55. GRAHAMDBROWN.COM
McDonald’s “Crew”
Not a week
passes without
this kind of news

56. GRAHAMDBROWN.COM
Starbucks “Baristas”
Yet we don’t hear
the same about
Starbucks…

57. GRAHAMDBROWN.COM
"From the very beginning we
started out not as a franchise
system, but as a company-
owned system. The
culturalvalues and
guiding principles, mainly our
people, are going to be
the equity of the brand”
- Howard Schultz, CEO
Starbucks

58. GRAHAMDBROWN.COM
PEOPLE
METRICS
85
of brand happens in daily interacHon (tweets, status
updates, content shares, conversations between
customers, between customers and employees)
PEOPLE
CULTUREMETRICS
Brand
Experience
CULTURE
%
The Starbucks Brand Experience

59. GRAHAMDBROWN.COM
Share the love
don’t forget to
hit the LIKE button
so other Slideshare users
can discover this too

60. GRAHAMDBROWN.COM
Thank you!

61. Build a Brand Worth Talking About
GRAHAMDBROWN

62. Get this
Presentation
as a PDF FREE
GRAHAMDBROWN.COM
www.grahamdbrown.com/
academy-­‐download-­‐
starbucks