Integrating Digital Channels

Through the drive of social media Star Bucks was able to gain relationships through the social sites. In this situation social media played a very big role in their marketing strategy. Also, with star bucks social media and content, it helped out with their costumers to make them want to comeback in the future. They also use viral video commercials to keep their targeted audience connected. “Starbucks’s social media strategy integrates many different elements into the mix and combined together, these elements create a social media plan that works beautifully to create millions of fans for the brand and keep them involved in the brand’s doings” (Ayelet Noff, 2010). Starbuck’s knows how to be open and engaging to their audience. The few channels that star bucks represented are social media/viral, online pr, and online search.
“The oil company “BP” really use social media to cover up the problem of the oil spill, by doing search marketing. “The company responsible for spewing oil in the Gulf of Mexico is attracting more of the wrong kind of attention by purchasing several red-hot search terms — including “oil spill” — on Google, Bing and Yahoo’s search engines in an attempt to ensure prominent placement of a link to a sponsored link touting the company’s cleanup efforts”(Eliot Van Buskirk, 2010). They use a lot of environmental and friendly commercials over the last few months to make the audience buy from them again. The channels that BP worked on are search/seo and online pubic relations. When the oil spill happened, it made people want the search for the spill of BP. Before the oil spill they used a lot of brand development, viral videos, and also digital advertisement. I think that this company “BP” should have gave their audiences gift cards to try to redeem themselves. Also they need to have more time to connect with the people.

Ayelet Noff (2010, Jan 11) Retrieved on Dec 11, 2010. The Starbucks Formula for Social Media Success. Share http://thenextweb.com/2010/01/11/starbucks-formula-social-media-success/

Eliot Van Buskirk (2010, Jan 11) Retrieved on Dec 11, 2010. BP’s Social Media Campaign Going About as Well as Capping That Well. http://www.wired.com/epicenter/2010/06/bps-social-media-campaign-going-about-as-well-as-capping-that-well/