What’s the secret to their success? Media Post News says it’s a steady stream of promotions.
“Last July, it added 200,000 fans in one week through its Free Pastry Day promo, allowing fans to print out coupons for complimentary confections with a beverage purchase.
More recently, it used Facebook to run a “Taste Challenge” tied to the rollout of its VIA instant coffee, offering participants a free brewed coffee on their next visit and a $1 off a VIA purchase.”
In addition to promo deals, Starbucks uses their Facebook wall to engage fans with topical discussions (World Cup!) and promoting their environmental interests such as their recent decision to add composting bins to some stores. All of these combined give fans a feeling that Starbucks cares about them as people, not just as potential customers. This is also evident in the fact that they allow fans to post to their wall, which I imagine is carefully monitored.
When it comes to leveraging an audience on Facebook, Starbucks has mastered that fine art of making their fans feel special. They offer coupons and deals and if you take a picture of your baby with a Starbucks cup in his hand, they’ll post that for all to see. Starbucks is so popular that a woman became a fan of the page then posted, “Too bad I don’t drink coffee anymore.”
Kind of like the vegan friending the Jimmy Dean Sausage page. Now that’s brand loyalty.