Mele’s Musings

Starbucks Gets Web 2.0 Religion, but Can It Convert Nonbelievers?

I actually like what Starbucks is trying to do, but the key questions really swirl around whether or not they chose the right forum, and if the idea has any legs.

photo: nyc.metblogs.com

Article excerpt: New Blog, Social Networks Will Likely Reignite Debate If Move Is an Attempt to Empower Consumers or Advocate for the Brand. How many ways can its legion of latte-sipping loafers ask for free Wi-Fi? Starbucks is finding out.  Last week at its annual meeting, Starbucks announced the launch of My Starbucks Idea, a social network where consumers can post ideas for how the company can improve its service and products or comment and vote on others’ ideas. Voting will be tallied online, with each idea assigned a point value. Though the program sounds like a smart Web 2.0 move, it has already drawn a dart or two from observers of the company, and is likely to reignite debate over whether brand-created blogs or social networks are a smart attempt to empower consumers or a cynical attempt to advocate for the company.  Jim Romenesko, keeper of the Starbucks Gossip blog, said, “It looks to me that it’s very repetitious. How many times do you want to read about people suggesting free Wi-Fi?”  Of course, Mr. Romenesko has something to lose here as the reigning champion of Starbucks blogging. But in terms of the repetition on the site, he has a point. Nearly every other posting was an “idea” for more free drinks, which probably isn’t what Starbucks, which has been on a top-down mission to get back some of its customer-service mojo, had in mind. But it’s not just clamoring for gratis internet connection and mochaccinos that’s leading to criticism. Starbucks, after all, is something of a late convert to the customer-listening game, and there’s some indication that it hasn’t been paying as much attention as it should have.   adage.com

Musing:  You have to applaud Starbucks for its openness on this topic.  They are in the midst of some soul-searching and are trying to get back to their roots.  Getting feedback from customers is a good way to judge how they are doing and to reconnect with customers who have become less loyal.  The article asks some good questions, however, about whether or not this is the right forum for the discussion.  There are already a number of very popular social networks out there – so would it have made more sense for Starbucks to tap into those with a widget or gadget over trying to create their own?  I think a bigger question centers around how much people actually care.  We tend to love our own companies and brands and care about them a great deal, but are consumers too fickle to care that much, particularly about a $4 cup of coffee?  And, I wonder if this is an idea that sounds good, but ultimately dies on the vine.  They will have to work to keep people interested and continuing to offer ideas.