It's funny because I was talking with John Moore about this just yesterday, and mentioned that even if this effort falls flat for Starbucks, it's still good to see big 'name' companies like SBUX and Dell using social media, as it gives the entire space credibility. Shel Holtz has also noticed that MyStarbucksIdea seems to mirror Dell's Ideastorm. But notice that Dell's Caroline Dietz read the post and commented, which prompted this comment from John:
Dell gets it. Caroline Dietz, from Dell, reads Shel’s post and provides clarification in the comments. Awesome!
When has Starbucks ever done that?
Wouldn’t it be great if some of the 48 Starbucks employees assigned to engaging Starbucks customers on the MyStarbucksIdea blog would venture out into the blog world and provide clarifying comments like Caroline did AND does for Dell.
Which of course raises another interesting question: What would be more effective for Starbucks, to start the MyStarbucksIdea where 48 Starbucks employees attempt to engage Starbucks customers via the site, or to have those same 48 employees attempt to engage SBUX customers OFF the site, a la Richard Binhammer? I would lean toward having 48 employees reach out to customers online in THEIR space if those 48 did even half as well in engaging and responding to customers as Richard does.
One thing that has changed is that Starbucks is starting to move some of the suggested ideas into the 'Ideas in Action' section, which they say means they are 'considering' the ideas. So they are at least understanding of the fact that they need to let their customers know that they will act on their feedback if at all possible.
Ideally it would be best if Starbucks could quickly implement an idea from the site. And then maybe follow up that with a guest-post from the member that submitted the idea.
It's all about blurring those lines...
Tags:The Viral Garden, Marketing