Widening the Social Circle
Adam Brotman with Mick McConnell
Whether it’s customer concerns, user-generated ideas, or employee engagement, Starbucks uses interactive digital platforms to keep people looped in – and turned on to the still relevant, still pioneering coffee brand. Adam Brotman, Chief Digital Officer at Starbucks, shares the big idea in conversation with Mick McConnell, Director of Client Services at Interbrand.
Adam Brotman on active engagement using digital
Adam speaks about the digital moment that changed his world, and how Starbucks is activating social listening externally with their customers and internally with their partners (employees).
Adam Brotman on communicating our values in a post-digital world
Adam speaks about using digital to tell the Starbucks’ story and about using their global footprint for good with initiatives like Create Jobs for USA.
Adam Brotman on measuring digital experiences
Adam speaks about integrating digital experiences into the store beyond Wi-Fi access – including digital wallets and mobile payments. Adam also talks about how the coffee giant measures return on investment for digital efforts and Starbucks Digital Ventures.
ABOUT MICK MCCONNELL
Mick McConnell is Director, Client Services, Interbrand New York.
What’s one thing you would change about the world if you could?
Mick answered: I would like to see mandatory global participation in solving serious conditions and issues, beyond military action. The US alone has spent $1.2 trillion dollars on wars and conflicts since 2001. If we could apply the same resources to curing diabetes, cancer research, etc., I am sure we would see significant change.
POINT OF VIEW: THE DIGITAL RUCKUS
INTERVIEW: GLOBAL AND LOCAL RESPONSIBILITY
STARBUCKS REBRAND: AT AGE 40, A SIREN’S COMING OUT PARTY