Looking Cool Can Look Link Stupid

Have you seen the new social networking site Starbucks launched about two weeks ago called MyStarBucksIdea?

The media release Starbucks issued calls it an online community network but after going through it, it does seem like a glorified customer feedback form. Since I prefer Diet Coke as my caffeine poison of choice, I don't really care what Starbucks is calling their new venture but I was very interested to know how they were going to sell the concept to their customers.

I'm a big believer in cross promotion and incorporate offline advertising into all the custom linking services I offer. IMO, it's smart to advertise to your demographic offline because people assign credibility to what they read and transfer that trust to an online brand when they see it.

And we know trust helps to build links. So I figured I'd learn a thing or two from a company that managed to make paying $4 for a paper cup of coffee at any time of the day an unconscious part of our routine. I was curious to see how this retailer was going to promote a new online opinion venue to a customer base that's predominately offline. I headed over to our local StarBucks cafe to see if they were displaying any in-store collateral supporting the new networking site.

Surprise surprise - they weren't and the counter clerk didn't know anything about the site either. Which sincerely surprised me as I always had the impression StarBucks was marketing savvy.

I'm sure StarBucks spent a ton on money on creating this new Web2.0 platform so it's a surprise to see they're not taking advantage of in-store collateral annoucing it's creation. I know it's perceived to be cool to have a social media tool in your marketing arsenal and while I applaud StarBucks for making an attempt to build community, I'm shocked at their lack of basic Marketing 101.

I know that sounds a little harsh but I really feel that way. Everyone wants to use the latest toys and look cool because when you're cool, people talk about and admire you. But I have to wonder... here's a company with an almost 100% offline presence and they go and launch an online social networking site to build a -- community? They already have community in their stores everyday.

Which is why they should capitalize on it to market the new online venue. If they launch a new coffee, where do they promote it?

In the stores of course. So why wouldn't they promote a major new portion of their business in-store as well?

I know, I know, just because our local StarBucks aren't pimping the new site doesn't mean it's not happening elsewhere. It SHOULD be happening here, Williamsburg is a hot tourist destination and was visited by the Queen last spring so we're not total hicks. Starbucks owns thousands of offline stores -- thousands. Are they using them to promote a new marketing tool designed to listen to customers, the very people they want becoming part of their new community?

From what I can see -no. Too bad too. If the idea is to use the social networking site to empower customers, they're not doing it at the most effect level - the storefront.

Now I ask you, is that cool?

People turn from being customers to brand evangelists when they feel empowered and part of something. Think about your loyalties and why you have them, do you feel the way you do because someone listened and acted on your opinion? Probably. :)

If you have an offline store supporting an online presence, or even if you exist only online, it makes a world of sense to cross expose your URL/promotion at every opportunity.

If you're going to go through all the trouble of creating something as detailed as a social networking site or as a simple as a magnetic sign for the side of your car, be sure it's going to be seen by the people who can make a difference and in a format that reinforces credibility.

You want to look cool? Buy sunglasses. You want to grow your company and your link base? Advertise in on and offline publications and venues reinforcing your credibility.

Time for a fresh diet coke. :)

More Link/SEO Predictions 2008

With Barry griping about being bored every five minutes on Twitter I thought I'd help out and give him something to do by suggesting he ask around for people's 2008 predictions.

And amazingly, he did!! :

http://www.cartoonbarry.com/2007/12/send_me_your_search_prediction.html

After thinking about it, I have a couple more predictions to add:

• I think Google will drop the DMOZ this year. It's been taken from their "even more" drop down menu to where-ever so what's the point of having it?
  
  
• Someone will create a hand-held device that is a USB stick, satellite radio, telephone, camera and dictaphone all in one. Ok maybe that one is more wishful thinking.
  
  
• Creative conference swag is going to make a comeback. It started with the mug Stoney sent out for the holiday's, thanks for sending me one as well honey. Hatip Simon .
  
  
• Reputation management is going to be the hot service this year, with more and more people participating in the review process it's going to be extremely important to monitor and correct/bump/trump what's out there.
  
  
• I think you'll see a lot of the smaller SEO agencies/single shops consolidating or merging with larger companies. SEO isn't just about SEO anymore.
  
  
• More private forums are going to blossom as people become hesitant to talk openly about what works and what doesn't in SEOLand. It's sad really because the quality of the content being shared publicly might suffer.
  
  
• And on that note, my last little predication is really an annoucement: at long last we're re-doing our site, adding new services and bringing on new people to Alliance-Link in January.
  
  
• In addition, my poor little blog here will be transfered to a new big girl Link Spiel. See? Hell can freeze over. ;)-
  

Happy New Year everyone. I wish you good health, family happiness and online business success.

And for Barry I wish no day ever be boring. :)

~ Debra.