Question

Respond to this: Starbucks has a big brand presence online. They are one of the most engaging companies throughout different social media platforms. If you are a fan of Starbucks coffee and a little bit internet savvy, then chances are you have come across at least one of Starbucks's social media platforms. It's online images and messages has stayed consistent with their brand values, which are honesty, sincerity, and connecting with their customers on a level unlike any other brand.

Name: Gigi Age: 29 Occupation: Business Owner Salary: 100k Interests: Social media, watching tv, cooking dinner for her family, and hiking. Starbucks purchases: 5+ Days a Week

Name: Afsi Age: 56 Occupation: Sales /Retail Salary: 65k Interests: Her family, cooking, going on vacation, and Starbucks purchases: 3-4 Days a Week

Name: Mike Age: 38 Occupation: Accountant Salary: 150k Interests: Family, real estate, small businesses, going to the gym, eating healthy. Starbucks purchases: 5+ Days a week

I think the most effective marketing strategies for a company like Starbucks that brands itself through images and videos - is social media platforms such as Facebook and Instagram. Starbucks has a large number of followers on social media and this has helped it connect with their fans and followers and engage with them better. Starbucks uses social media platforms such as Facebook to share new product information, announce job openings, or share their specials and other exciting news through their Facebook account. They also use their Facebook accounts to not only engage with their customers but also address their complaints and issues (if there are any). Twitter is also another social media platform that is a great option for Starbucks to post real-time updates and for marketing their brand. Starbucks also uses several Twitter accounts that are updated regularly by posting new pictures, updates, and videos, to keep the fans and followers engaged and to keep the audience updated. Instagram is also another social media platform that Starbucks has used successfully to brand itself through posting pictures and videos and targeting different markets. I think each of these social media platforms has different advantages for a company like Starbucks. The use of these different social media platforms (Facebook, Instagram, Twitter) to not only brand itself but also target different markets and gain the attention of potential customers to hopefully gain new customers as well.

Question:

Very insightful with your analytics and persona. But I like to know more detail about the personas? Since you listed 3 (And only had to do 1), tell me how they differ? Based on the persona, which social channel resonates with them the best? For those making 6 figure salary, is their shopping habits different from Mike? You think they could buy more, if so let me know.

Think about how each person would react to different campaigns and marketing strategies.

Answer 1

Persona	Additional information/Social Media Preferred	Shopping habits For those making 6 figure salary vs. Mike	Reaction to different campaigns
	Facebook/Twitter/Instagram
Gigi Age: 29 Occupation: Business Owner Salary: 100k Interests: Social media, watching tv, cooking dinner for her family, and hiking. Starbucks purchases: 5+ Days a Week	Young, status-conscious, likes to hang out at places like star bucks, ambitious. She would prefer Twitter and Instagram	Prone to make impulse buys basically healthy options. Has high net disposable income but thinks before making a purchase, as she has to plan for business growth though she has a long earning age ahead of her.	She would like to see videos and new initiatives taken by star bucks, which as a businessperson kindle interest in her.
Afsi Age: 56 Occupation: Sales /Retail Salary: 65k Interests: Her family, cooking, going on vacation, and Starbucks purchases: 3-4 Days a Week	She is earning a living by hard work and would like to save some amount for retirement and any health issues. She would prefer Facebook as she would like social updates on friends and colleagues who would be more likely to use Facebook.	She would buy on discounts and use coupons and offers available at star bucks. She would think several times before making a buy. The most purchase would be for the family. She would also spend time with friends at Starbucks.	She would react to Facebook posting and updates to get an idea of the happenings, events etc. in store promotions would attract her along with great customer service.
Mike Age: 38 Occupation: Accountant Salary: 150k Interests: Family, real estate, small businesses, going to the gym, eating healthy. Starbucks purchases: 5+ Days a week	He is looking for new business opportunities constantly. He would like adventure sports and purchase high profile high-value items to maintain his image. He would be status conscious.	He would be into healthy eating and black coffee, buying for self-consumption in the coffee shop itself. Uses star bucks to hang out with friends and execute business deals. His spending would be limited to business and self at star bucks.	He would react to in-store promotions, social media like Twitter and Instagram would be of instant interest. The new initiatives would interest his business mind.