Reading Reflections 3 (Chapter 9-12)


Reading Reflections 3 (Chapter 9-12)

For the last few weeks, we learned what happened once a brand embraces the groundswell.  The authors Charlene Li and Josh Bernoff explain how people using online social technologies such as blogs, Facebook, Twitter, Youtube to discuss products and companies, write their own news, and find their own deals.   Embracing the groundswell, the benefits are boundless.

Embracing customers is a new kind of development and ”Innovating with help from a customer is such a great idea (182).”  .  The " My starbucks idea" campaign is a successful example.  How many of you have a cup of coffee from Starbucks daily?  The coffee giant's social media strategy is built around their company web site and six additional social platforms, including Twitter, Facebook, Pinterest, Google+, Youtube, and My starbucks idea.  The  My Starbucks idea platform, developed in March 2008, positioned the company as one of the first corporate adopters of social media engagement.


The Starbucks platform is open to the public so anyone can view the ideas, including the competition. In the end however, Starbucks gets the most benefit because they are the ones who asked and their customers posted their ideas.  

 Starbucks is engaging customers to create a number of products and service improvements via the platform where the customers are able to share ideas on the hub regarding anything linked to the brand. That is the real feedback in this whole process.  Anyone can suggest things to the company about what to do but everyone votes for it.   

The My Starbucks Idea platform allows users to interact with each other, vote for ideas, and comment.  There are comments about what  the ideas look like and how they can be improved. 




People are writing back to Starbucks which produces thousands of questions and ideas that the company can use to increase brand awareness. This is a way that organizations can use technologies to transform themselves and also change the relationship they have with their customers.

More and more companies are realizing the benefits of social media interaction and are really starting to embrace them.


Think about this brand, will you share your idea?





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