People there are so creative basing their work on digital communications’ strategies. Starbucks is one of the agency’s clients; and I still can not get enough of the Case Study, which is a prime example of how brands could use social network to interact with the audience.
However, just being interactive is not enough. Rafaeli (1988) recognised three pertinent levels when it comes to defining interactivity, and one of them is the reactive level (or quasi- interactive). Therefore there is an importance of conversing with the audience and making sure they respond back.
As Starbucks was named to be “The Third Space” with a slogan:
“There is home. There is work and there is Starbucks”
The agency’s strategy was to create “the fourth space”. A space where all the fans would get together, share pictures, discuss ideas, state what their favourite drink is and any concerns raised towards the brand. Starbucks in return would notify them of the up coming events, give out freebies and vouchers. The “fourth space” was created as a FACEBOOK page.
This was so called “A modern day marketing team” creation generated some phenomenal results. It was said to be “the most successful marketing piece of social media activity Starbucks has run ever in the world to date” (Alexander Wheeler, Starbucks US Digital Strategy Director)
It became No1 UK High Street Group in less than 6 months. It had 1000 wall comments and 900 visits per week.
This is to me, is how interactivity is measured.
However, if consumers become the new “marketing team” of a brand, what do we as marketers left to do? If Starbucks lovers can facebook, blog and twit about the brand (which are the ways of FREE PR and have been identified to be more effective for influencing attitudes towards the brands rather than the old school advertising); what would be my profession’s purpose at end of the day? Would it involve me seating and counting how many visits Starbucks will get per week? Does not sound that exciting!
As Deighton, JA and Korenfelt, L (2008) have stated “A new philosophy of marketing will be needed as the digital interactive era matures”. I definitely agree; and therefore for now just have to live with the thought that counting visits and tweeting at brands’ followers is potentially the future of my career to make sure that the brand remains in the game.
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