May 19, 2020

Starbucks' social media strategy

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Twitter
Social Media
Starbucks
Bizclik Editor
1 min
Starbucks' social media strategy

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Written by: <span style="font-size: 11pt; font-family: Calibri;"><span data-scayt_word="Kirsty" data-scaytid="102">Kirsty</span> Warren, PR Officer, <span data-scayt_word="GDS" data-scaytid="58">GDS</span> International</span></p>
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Described by industry experts as &ldquo;digital marketing worth watching,&rdquo; Starbucks&rsquo; strategies have commanded a lead in the social media space, and the company claims to be the No. one fan page on Facebook with over 29 million fans and a healthy presence on Twitter and Foursquare. Starbucks has considered the mobile networking space to be of utmost importance, remaining a consistent feature in the expanding social media landscape.</p>
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Starbucks is currently one of the most searched brands using mobile location-based services, and has created special badges and statuses on its Foursquare platform. At the last <span data-scayt_word="iStrategy" data-scaytid="5">iStrategy</span> European conference, <span data-scayt_word="Naveen" data-scaytid="7">Naveen</span> <span data-scayt_word="Selvadurai" data-scaytid="8">Selvadurai</span>, <span data-scayt_word="Co‐Founder" data-scaytid="9">Co‐Founder</span> of Foursquare said that &ldquo;Badges are changing <span data-scayt_word="industrybehaviors"" data-scaytid="10">industrybehaviors&rdquo;</span> and that it was actually encouraging people to visit certain areas to claim social statuses through badges. Not only has the coffee chain been facilitating the use of social, <span data-scayt_word="location‐based" data-scaytid="11">location‐based</span> services, but it has also developed an application that allows customers to pay for goods using their <span data-scayt_word="smartphones" data-scaytid="12">smartphones</span>, a concept that has earned them more than 3 million customers using this program.</p>
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Recently, Starbucks, who often avoid traditional advertising, undertook an ambitious social media campaign, with posters encouraging fans to retell their experiences online, alongside a competition for people to hunt down store posters, photograph them and be the first the submit them onto Twitter. The inspiration was said to come from the current behaviors displayed on social media sites, according to Chris <span data-scayt_word="Bruzzo" data-scaytid="13">Bruzzo</span>, Vice President, Brand, Content &amp; Online at Starbucks Coffee Company. &ldquo;It shows a level of connection to our brand that we wouldn&rsquo;t have concocted on our own,&rdquo; he said.</p>
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The company recently held another <span data-scayt_word="scavenger‐based" data-scaytid="16">scavenger‐based</span> activity, which used <span data-scayt_word="popsensation" data-scaytid="17">popsensation</span> and online marketing guru, Lady Gaga. These marketing activities are part of the wider social and media strategy, under the &ldquo;Blueprint for Growth,&rdquo; with the digital communications element lead by <span data-scayt_word="Bruzzo" data-scaytid="14">Bruzzo</span>.</p>
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Facebook has dominated the social media environment ever since it overtook MySpace in May, 2008, however the fast-paced, ever-changing social media and digital landscape means that companies need to remain vigilant in their online communication strategies to respond to rapid changes in the market.</p>
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<span data-scayt_word="GDS" data-scaytid="45">GDS</span> International is a leading business-to-business events company. They offer financial, healthcare, IT service management, telecoms and oil and gas summits for senior executives throughout the Asia Pacific, Africa, China, Europe, North America and Russia markets. For more information, visit <span data-scayt_word="//www.gdsinternational.com&quot; data-scaytid="1">www.gdsinternational.com</span>.</p&gt;
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Sidebar:</p>
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The <span data-scayt_word="GDS" data-scaytid="19">GDS</span> International <span data-scayt_word="iStrategy" data-scaytid="6">iStrategy</span> conference, will be taking place in Atlanta, <span data-scayt_word="13‐14" data-scaytid="20">13‐14</span><sup><span data-scayt_word="th" data-scaytid="21">th</span></sup>September, which combines keynote speakers, expert panel discussions, interactive workshops and provides networking opportunities. It draws from an impressive selection of industry leaders, which will be discussing <span data-scayt_word="results‐orientated" data-scaytid="22">results‐orientated</span> digital <span data-scayt_word="andsocial" data-scaytid="23">andsocial</span> media strategies. Chris <span data-scayt_word="Bruzzo" data-scaytid="15">Bruzzo</span> will be speaking at the conference. For a full guide to the event, please visit:</p>
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<a href="http://www.istrategyconference.com/events/Atlanta"><span data-scayt_word="//www.istrategyconference.com&quot; data-scaytid="2">www.istrategyconference.com</span>/events/Atlanta</a>.</p&gt;

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Jun 21, 2021

How AWS helps NASCAR delight its fans

AWS
NASCAR
3 min
Customer obsession and working backwards from the customer is a mantra of Amazon Web Services (AWS), epitomizing its partnership with NASCAR

AWS needs no introduction to readers of Technology Magazine but we rarely get an opportunity to look closely at how it serves the sports sector. All major sports draw in a huge supporter base that they want to nurture and support. Technology is the key to every major sports organization and enabling this is the driving force for AWS, says Matt Hurst, Head of Global Sports Marketing and Communications for AWS. “In sports, as in every industry, machine learning and artificial intelligence and high performance computing are helping to usher in the next wave of technical sports innovation.”

AWS approaches sports in three principal areas. “The first is unlocking data’s potential: leagues and teams hold vast amounts of data and AWS is enabling them to analyze that data at scale and make better, more informed decisions. The second is engaging and delighting fans: with AWS fans are getting deeper insights through visually compelling on-screen graphics and interactive Second Screen experiences. And the third is rapidly improving sports performance: leagues and teams are using AWS to innovate like never before.”

Among the many global brands that partner with AWS are Germany's Bundesliga, the NFL, F1, the NHL, the PGA Tour and of course NASCAR. NASCAR has worked with AWS on its digital transformation (migrating it's 18 petabyte video archive containing 70 years of historical footage to AWS), to optimize its cloud data center operations and to enable its global brand expansion. AWS Media Services powers the NASCAR Drive mobile app, delivering broadcast-quality content for more than 80 million fans worldwide. The platform, including AWS Elemental MediaLive and AWS Elemental MediaStore, helps NASCAR provide fans instant access to the driver’s view of the race track during races, augmented by audio and a continually updated leaderboard. “And NASCAR will use our flagship machine learning service Amazon SageMaker to train deep learning models to enhance metadata and video analytics.”

Using AWS artificial intelligence and machine learning, NASCAR aims to deliver even more fan experiences that they'd never have anticipated. “Just imagine a race between Dale Earnhardt Sr and Dale Jr at Talladega! There's a bright future, and we're looking forward to working with NASCAR, helping them tap into AWS technology to continue to digitally transform, innovate and create even more fan experiences.”

Just as AWS is helping NASCAR bridge that historical gap between the legacy architecture and new technology, more customers are using AWS for machine learning than any other provider. As an example, who would have thought five years ago that NFL would be using  ML to predict and prevent injury to its players? Since 2017, the league has utilized AWS as its official cloud and ML provider for the NFL Next Gen Stats (NGS) platform, which provides real-time location data, speed, and acceleration for every player during every play on every inch of the field. “One of the most potentially revolutionary components of the NFL-AWS partnership,” says Matt Hurst, “is the development of the 'Digital Athlete,' a computer simulation model that can be used to replicate infinite scenarios within the game environment—including variations by position and environmental factors, emphasizing the league's commitment to player safety.”

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