http://www.youtube.com/watch?v=ZKCdexz5RQ8

Damage control seems to be the biggest area of failure for any social media campaign or any issue that turns viral. Working around the damage control issue correct measurement to understand the true magnitude of the issue and is it something that people are working to encourage others get involved in the issue or is it just 10 angry consumers talking amongst themselves.

It is very clear very soon by charting social mentions of your brand or the issue if it looks to be a problem that will amplify the issue should be examined as to the root cause of the problem.

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of course, the ideas generated have been and will be of various quality. But if some brilliant ideas can be generated, this could yield significant value usually provided by other, and I guess more expensive, research methods. Having said this, the idea generation is also just one of several dimensions of the initiative, some of them elaborate further by one of the Starbucks representatives on Brice

of course, the ideas generated have been and will be of various quality. But if some brilliant ideas can be generated, this could yield significant value usually provided by other, and I guess more expensive, research methods. Having said this, the idea generation is also just one of several dimensions of the initiative, some of them elaborate further by one of the Starbucks representatives on Brice’s blog. He mentions keywords as prioritization, contextual feedback and dialogue. Personally I think the social media training Starbucks gets with this initiative is of severe importance for future social media initatives.

I agree that the cost / benefit perspective is very important to have; one should not be doing this just because it is possible or because it is expected of you as a marketing director. This should in the end create economic value. We don’t know this, and therefore will our opinions judging the success of the campaign be based on other factors accessible for us like for example participation (me) or quality of the content generated (you). And these are just opinions as you say.

For Starbucks the costs are probably easy to have an overview over, but I think it can be extremely difficult to isolate and measure the revenue generated from this kind of initiative. This focus can lead to short term thinking, neglecting the brand equity perspective; I mean what has / will this generate in increased loyalty, emotional connection and maybe positive word of mouth? This is not easy to pick up by looking revenue streams first or the second year.

Well well. It is an interesting case, and it will be interesting to see how it develops further, to which extent it will continue thriving.

This was just one of the failures (as backed by the posted linked-to) we spotted surfing the blogosphere. I'm not going to defend that it was really a failure, but I do agree to a certain extent with C Brice from Social Media Today; a “frequent buyer program” leading to a free cup of coffee is the first example that pops to the mind of any non-marketing person, and does not need a social campaign to come up with such an idea.

On the other hand, I agree with you, it's not really a failure if they were able to get 75k ideas & thousands of comments all surrounding their brand and focusing on how passionate people feel to make Starbucks an even better brand!

At the end of the day, we present opinions, and we back them up with facts or other people's dedicated posts. This one is quite controversial. I mean can we really judge without knowing how much it cost and how much increase in revenue it made Starbucks?

This was just one of the failures (as backed by the posted linked-to) we spotted surfing the blogosphere. I'm not going to defend that it was really a failure, but I do agree to a certain extent with C Brice from Social Media Today; a “frequent buyer program” leading to a free cup of coffee is the first example that pops to the mind of any non-marketing person, and does not need a social campaign to come up with such an idea.

On the other hand, I agree with you, it's not really a failure if they were able to get 75k ideas & thousands of comments all surrounding their brand and focusing on how passionate people feel to make Starbucks an even better brand!

At the end of the day, we present opinions, and we back them up with facts or other people's dedicated posts. This one is quite controversial. I mean can we really judge without knowing how much it cost and how much increase in revenue it made Starbucks?

I am just a young and inexperienced student with a thriving interest for social media and how companies can use this in their marketing efforts, and I have a question: you are listing My Starbucks Idea as a failure. What's the rationale behind this?

I have been studying the case a bit and from my point of view it seems like a quite good initiative. Of course, I could be brainwashed after reading all kinds of interviews with Wheeler and Bruzzo, but to me 75,000 ideas seem like a lot of feedback…

Also they participate openly and polite in blog discussions (like the one you are referring to for critics of My Starbucks Idea) which I feel indicate a culture that seem to get comfortable with the social media sphere.

From my point of view the My Starbucks Idea seem like a quite successful initiative where ideas are generated, feedback are provided and dialogue is thriving. Starbucks seem to have taken it seriously and brought the whole corporation behind the website (it was top leader involvement in selection of idea partners for example).

However, I am here to learn from other people so if anyone can give me some good arguments against – please help me out :) The point is that I am writing a case study on the initiative and want both sides…

I am just a young and inexperienced student with a thriving interest for social media and how companies can use this in their marketing efforts, and I have a question: you are listing My Starbucks Idea as a failure. What's the rationale behind this?

I have been studying the case a bit and from my point of view it seems like a quite good initiative. Of course, I could be brainwashed after reading all kinds of interviews with Wheeler and Bruzzo, but to me 75,000 ideas seem like a lot of feedback…

Also they participate openly and polite in blog discussions (like the one you are referring to for critics of My Starbucks Idea) which I feel indicate a culture that seem to get comfortable with the social media sphere.

From my point of view the My Starbucks Idea seem like a quite successful initiative where ideas are generated, feedback are provided and dialogue is thriving. Starbucks seem to have taken it seriously and brought the whole corporation behind the website (it was top leader involvement in selection of idea partners for example).

However, I am here to learn from other people so if anyone can give me some good arguments against – please help me out :) The point is that I am writing a case study on the initiative and want both sides…

So, what new business are you starting? Anything online that we can have a look at?

So, what new business are you starting? Anything online that we can have a look at?

So, what new business are you starting? Anything online that we can have a look at?

So, what new business are you starting? Anything online that we can have a look at?

So, what new business are you starting? Anything online that we can have a look at?

Monika Lorincz
monika at surchur.com
http://surchur.com/
Blog: http://blog.surchur.com/
Twitter: @surchur

Monika Lorincz
monika at surchur.com
http://surchur.com/
Blog: http://blog.surchur.com/
Twitter: @surchur

Monika Lorincz
monika at surchur.com
http://surchur.com/
Blog: http://blog.surchur.com/
Twitter: @surchur

Monika Lorincz
monika at surchur.com
http://surchur.com/
Blog: http://blog.surchur.com/
Twitter: @surchur