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  • Site of the Week: Starbucks Digital Network

    By

    Posted on October 25, 2010 at 12:51 pm

    Website: Starbucks Digital Network (only viewable from Starbucks WiFi network)

    Lessons to be learned from this site:
    Starbucks recently launched an exclusive website that can only be accessed from within a Starbucks store via their WiFi network – a sort of digital community cork board. A gutsy move considering anyone outside of Starbucks is unable to see the new site. The new site is worth checking out and brings up a few interesting points:

    1. The site is a partnership between Starbucks and Yahoo (even SNL is commenting on Yahoo these days).
    2. The content available on the Starbucks site is usually accessed via a paid membership. For example, one can read content from the New York Times that would normally require a password. This gives viewers full access to that content while they’re in Starbucks – the idea is that the content keeps customers in the store, and the content providers give users a way to test-drive memberships.
    3. SDN is viewable on laptops, iPhones, and a really slick iPad version. It is highly edited content: it focuses on local information, music downloads, and snippets of news and video. It is NOT intended to replace your usual online starting point – rather, it offers you a digital experience that is exclusive to your physical location.
    4. What I find most compelling is that it offers a new use model in information design: that information consumption is not just based on personal or professional interest or even geography (think FourSquare), but on immediacy – that “when-and-where” we are physically, figures heavily in where we choose to go online.

    This model certainly won’t replace what your firm’s site needs to do, but it does offer a wealth of ideas of what your firm’s intranet could do for both your employees and your visiting clients.

    Click here for more info and a video tour of SDN.



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Burkey Belser

Burkey Belser

Burkey Belser, president and creative director, pioneered legal services marketing. He has been quoted on brand design topics by dozens of industry publications and is highly rated as a speaker on topics from branding to information design.