A recent study by Social Media Today shows that users spend up to nine hours a day on social media platforms. NINE HOURS. That’s an hour more than the typical work day, two hours more than the average night’s sleep and enough time for a full-fledged Netflix binge.
Nine hours may seem like a lifetime to the non-Millennials who don’t understand the art of the hashtag or appreciate a good selfie. However, companies around the world are capitalizing on those nine hours, and they’re the ones that are truly #winning. They’ve found a way to target Millennials and their social media addictions, and it’s working.
Here’s how Starbucks is ruling the world of social media, and what B2B companies can learn from the coffee giant.
The #UnicornFrappuccino
Everyone loves unicorns, the mysterious magical creature that promotes beauty and uniqueness. With the unicorn emoji and Snapchat filter trending, Starbucks was quick to capitalize on the popular theme by creating a colorful, flavorful and magical drink that was as unique as the animal; however, they failed at making it good. Forbes does a great job of pointing a few things they did right:
1. Social Media
Starbucks turned to social media for promotion. Why? Because it works. The chances of seeing the release of a new product via a social media ad is more likely than seeing it on a random website.
What can B2B companies take from this? Releasing new products and information on social media could garner the same results. Social media is no longer just a source for communication, it’s also a resource for information.
2. National Days
April 9 was “National Unicorn Awareness Day,” and was also the day Starbucks released its fashionable new, limited time beverage. Coincidence? Probably not. However, if you search #NationalUnicornAwarenessDay on Twitter, no one was talking about it. Wonder why? That’s a #win in Starbucks’ book.
When considering launching a new product for your tech company, look at the National Days calendar. Consider aligning your launch with a relevant day to increase the awareness of the product. While Starbucks is a B2C company, its tactics for advertising is golden.
3. Fans, fans and more fans
Starbucks has an unlimited number of fans. At any time of the day, they have customers lining up to partake in the delicious magic liquid that gives life to many of us. When they introduce a new product, the first people to share the news are fans. Whether it be a post about the anticipation of trying the new product, or a post about how it tastes, Starbucks can always count on its fans to do much of its advertising.
For B2B companies, this tactic is something worth considering. When releasing a new product or launching a new service, consider giving your “fans” a beta test. Word of mouth goes a long way.