It's funny. This was actually something I wanted to write (complain) about a month ago, but I completely forgot. Until this morning when I read an article in Advertising Age about how "Starbucks Gets Its Business Brewing Again with Social Media."
Now I have to give Starbucks mad props for their success in social media. While many corporations of their size completely misunderstand and hence mis-apply themselves in the realm of social media, Starbucks actually launched a successful campaign. MyStarbucksIdea.com was a great idea, as were many of their other digital endeavors. And they're apparently big hits. Not just in terms of amassing friends or retweets, but in actual tangible dollars. But there's something I don't quite understand. For a company so savvy with its digital marketing, how can they totally screw up the most basic digital-social attribute to their business -- free wifi. Just a few weeks ago, a buddy and I hit up our local Starbucks to do some work on the patio (it was one of those rare nice days in Houston). After paying for my $5 white chocolate caloric explosion, I found a table outside and proceeded to set up my laptop. However, unlike the Coffee Bean I had just frequented days earlier in LA, getting online was a total pain in the ass. In fact, it never even worked. Apparently, in order to use the wifi at Starbucks, you have to have a special card with a special code and a special personal account. I mean, WTF! I just want to drink my overpriced coffee with my flavored calorie boost and stalk my friends online from the comfort of your chic patio furniture...is that too much to ask!? Seriously though, is it? I mean, the marketers at Starbucks have proven they can execute a solid social media campaign, so why can't they cut the bullshit and just offer free wifi without making me hop through hoops to get it. Perhaps this debacle was unique to that one location. I don't know. But what I do know is that's simply bad business. So while I commend you, Starbucks, for your success with engaging customers online, I also urge you to not forget about the most important consumer relationship -- the in-store experience.
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beth stockwell
2/23/2010 02:57:20 am
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