Social Communication

According to Mike Klein, in From Lincoln to LinkedIn "There's no such thing as 'social media strategy'. If it's about media, then it isn't strategy. It's tactical at best."

Discuss...

Thanks Starbucks

Every now and then I just stop and think 'Huh. I cannot believe how much I take for granted some of the astounding technology around me as just part of my every day life now."

Like today: Early morning run on holiday abroad (Brooklyn, NY). Just me, my iPhone, and Starbucks app.  No cash, no map. And that's all I needed to find my route, including paying for a post-run refuel treat at the end.

A lot has been written about the Starbucks mobile app -- for example, the Boston Globe's 'Apptitude Test' said "the Starbucks app may be the best retail app available"-- and from the digital grownup perspective, I have to agree.

Why? Not only does it seem to have anticipated and simplified everything you might need as a frequent Starbucks customer (from speedy in-store payments and top-ups, to store-finders with GPS-led directions), but it's not filled with things you don't.

This app will appeal to the regular customer -- like me -- who knows what they want, and therefore appreciates speed and ease of use, driving and increasing loyalty and habitual purchase. 

The ease and speed of top-up is another plus -- as I can be standing in the queue with low balance, and before I've reached the counter to place my order, topped it up with my stored credit card details -- no need to reach for my wallet or hold up those behind me.

But one of my favourite benefits, and one not mentioned in the article, and what allowed me to have my no-cash-carried run this morning? The ability to use the app cross-border, or at least inter-region. If Starbucks can include exchange rate functionality within its stored-value cards and app, then surely other global companies can do the same (Gap, I'm talking to you!)