Starbucks and Web 2.0 Technologies

Starbucks and Web 2.0 Technologies

Starbucks has been a leader in providing Internet access to its customers.  Starbucks has provided DSL Wi-Fi Internet access in each of its coffee cafes.  When it began providing access it charged a nominal fee; however, in 2010 Starbucks began providing Wi-Fi services free of charge (Starbucks Corporation, 2010).  With the availability of DSL Internet connections in its stores bandwidth has not been an issue for Starbucks.  In Learning Team A’s research, we did not find any information on ways that Starbucks has incorporated Web 2.0 tools as a training piece, but we did find that Starbucks has long had a presence in the social media world.  Starbucks currently has more than 1.8 million Twitter followers (Twitter, 2011) and more than 25.9 million followers on Facebook (Facebook, 2011).  On Twitter, Starbucks engages with customers and employees by answering questions, retweeting, and seeing what people are saying about the company. Its Facebook page contains videos, blog posts, and photos.  It has a YouTube channel that has more than 11k subscribers (YouTube, 2011).  The videos it uploads contains its commercials as well as learning videos on the origins of its coffee blends and videos of the charity work it sponsors.  Additionally Starbucks allows users to embed their videos anywhere on the web, which sets it apart from most companies.  However, two of its most unique tools are “My Starbucks Idea” and its blog “Ideas in Action.”  My Starbucks Idea is its version of a social media site where users can make suggestions and vote on ideas submitted.  Its blog “Ideas in Action” is written by Starbucks employees and shares what Starbucks is doing with the ideas they receive from their customers (Noff, 2011).

With this network and social media empire Starbucks has already built, it would be simple for the company to leverage it and use Web 2.0 technologies as training tools, if it is not already.   Starbucks can create can host videos of the proper way to greet a customer, make a certain coffee drink, or how to up sell to the customer.  It could also hold contests and have its employees create and upload videos demonstrating the proper techniques of making a caramel, peppermint mocha latte with three shots of espresso, heavy whipped cream, filled 2/3 to top, topped off with whole milk, and three shakes of cinnamon.