I-Social Media & Influencer Marketing

Starbucks, Kungenzeka Wenza Social Better

Ngidonsa ikhadi lezokuxhumana kancane uma kufanele. Ngokwami, njengomnikazi webhizinisi, ngivame ukuganga lapho ngibona ikhasimende libhaxabula inkampani online. Ikakhulukazi uma kuyinqubomgomo futhi hhayi iphutha labamele abampofu. Ama-CSR awavami ukwenza imithetho, imvamisa umuntu ophakeme futhi ongafinyeleleki ophatha lezo zinto.

Kulokhu, nokho, kufanele ngibe nomcimbi esidlangalaleni ngoba ukhomba izingqinamba izinkampani eziningi ezilwa nazo uma kukhulunywa ngezokuxhumana. Futhi, akuyona nje noma iyiphi inkampani… kunguhlobo oluqinile olunemikhawulo yenzuzo ephindwe kabili kunebhizinisi elijwayelekile. Lokho kusho ukuthi bangakwazi ukulalela, futhi bakwazi ukulungisa le nkinga ukuze bathuthukise imithombo yabo yezokuxhumana bemi ngaphesheya kwamakhasimende abo.

Isigameko

Kule mpelasonto, ngithathe uhambo olubuyela eFlorida ngaya e-Indiana. Luhambo engiluthatha kwikota ngayinye futhi ngijabulela ukuhamba ngokuthula, ubuhle bendawo, nesikhathi sokucabanga ngezinto. Ngingumuntu othanda ikhofi (i-Starbucks ingashaqeka uma ibona isabelomali sethu sonyaka senkampani yethu encane ekhadini lethu le-Starbuck) futhi imvamisa ukuhlela amasitophu ami ngokuya lapho kune-Starbucks ekuphumeni okuzayo.

EMcDonough, GA, ngaphuma ku-I-75 ngahamba amakhilomitha ambalwa ngaya eStarbucks. Lapho ngingena esitolo, ngangena ekamelweni lamadoda futhi ngangithukile. Udoti wawuchichima futhi phansi kwakumboziwe. Ngeke ngilichaze iphunga, ukuthi nje bekusobala ukuthi sekudlule isikhathi. Akukona ukuthi angilindeli ukuthi indlu yokugezela eseduze nomgwaqo omkhulu omatasa ungabi nachashaza… kepha lokhu bekungeyona igalaji likaphethiloli, bekuyi Starbucks yami engiyithandayo.

Ngime emgqeni ngabuka i-barista eyodwa iphatha idrayivu, enye yagijimela ukuzungeza ukuhambisana nolayini. Ngibala abasebenzi abengeziwe aba-5 bemi bodwa bengenzi lutho. Ngemuva kokuthola isiphuzo sami, ngiye etafuleni futhi kubukeka sengathi belingasulwanga emahoreni. Kwakunezisongeli zotshani namanabukeni okungcolisa phansi phakathi kwamamaki okuchitheka. Ngibubule ngiphume ngaphandle lapho ngithathe khona lesi sithombe ngasibelana ngaso kuTwitter.

Angitholanga mpendulo, kepha omunye umlandeli wangena futhi wabuza ukuthi ikuphi iStarbucks… ngakho ngamphendula ngafaka ne-Starbucks.

I-Tweet yami yangempela yayiku-2: 11 PM. I-Starbucks ekugcineni iphendule ngo-4: 09 PM:

Ugh. Angikaze ngiphendule.

Ukulungiswa

Mhlawumbe ngenkathi yeholide, abantu bezindaba zenhlalo ye-Starbucks babematasa kakhulu ukunaka i-tweet yami. I-tweet eyodwa nje, akunjalo? Hlobo luni. Kubo bonke abantu abavakashele leso sitolo esingcolile ngalolo suku, ngabe ngedwa kuphela engabazisa ngodaba oluthile?

Bangaki abangewona amaBucke abangene baphuma baphuma nalesi sitolo njengombono wabo wokuqala? Bangaki abalandeli bami abalahlekelwe ukukholwa okuncane kulo mkhiqizo abawuthandayo. Bangaki manje bobabili abafuna esinye isitolo sekhofi emgwaqeni esikhundleni seStarbucks ngoba ukungaguquguquki kwezitolo zabo ezinhle manje sekuphazamisekile? Ngiyazi ukuthi ngeke ngiye kuleso sitolo nganoma yisiphi isikhathi kungekudala.

Nakhu engingathanda ukukubona ku-Tweet evela ku-Starbucks:

Sikhathazekile, kubizwa umphathi wesitolo. DM kimi ukuze sikwazi ukukwenza kuwe. UJason

Bekungeke kube nzima ukuthola isitolo, ungasebenzisa uhlelo lokusebenza lwe-Starbucks noma i-locator yabo esitolo:

Starbucks

Ikhambi

Okwe Starbucks kanye nenye inkampani eqapha ezokuxhumana, nazi izifundo ezifundwayo:

  1. Isikhathi sempendulo - Njengoba ngangihleli eStarbucks, bekungaba kuhle ukuthola impendulo. Ngemuva kwamahora amabili kwangikhombisa ukuthi abanendaba ngempela.
  2. Ukunika amandla - Ngabe umuntu wakho wezokuxhumana ubuze ngempela me ukuthumela i-imeyili kothile? Kungani unganikwanga amandla okuthinta umphathi wesitolo ngokwakho?
  3. Yehlisa umoya - Akuvamile ukuthi izinkampani zenze iphutha, kepha zingayinciphisa inkinga ngokukhombisa ukubonga okuthile. Ukunginikeza isikweletu ekhadini lami le-Starbucks bekungalunga.
  4. Yenza ngokwezifiso - Sonke siyazonda imikhiqizo engenagama. Bekungaba ukubandakanya futhi kube yimfihlo ukusayina ngegama lakho (ngivele ngacabanga igama).

Ngisengumlandeli we-Starbucks futhi ngiyethemba ukuthi bayayilalela le mpendulo futhi bathuthukise inqubo yabo yokuqapha umphakathi.

Douglas Karr

Douglas Karr i-CMO ye VulaINSIGHTS kanye nomsunguli we Martech Zone. UDouglas usize inqwaba yeziqalo eziphumelelayo ze-MarTech, uye wasiza ekukhuthaleni okungaphezu kuka-$5 bil ekuthengeni nasekutshalweni kwe-Martech, futhi uyaqhubeka nokusiza izinkampani ekusebenziseni nasekuzenzeleni amasu azo okuthengisa nokumaketha. UDouglas uyingcweti yokuguqula idijithali eyaziwa emhlabeni wonke kanye nesikhulumi se-MarTech. UDouglas futhi ungumbhali oshicilelwe wencwadi kaDummie kanye nencwadi yobuholi bebhizinisi.

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