Social Infects Everything: Inverting the Way Starbucks Goes to Market

How social changed everything

# 1 Most engaged brand online Altimeter Report 2009 Page 3

# 1 brand on Facebook Page 4

One of the most tweeted brands on Twitter Page 5

Millions of engaged loyalty members Page 6

IN RESPONSE TO CHALLENGING TIMES, WE RADICALLY TRANSFORMED OUR GO-TO- MARKET MODEL Starbucks Confidential -- Page 7 Page 7

WE LED WITH INITIAL BRAND SPARKS GET OUT THE VOTE (November 4th) (RED) FOR THE HOLIDAYS (November 27 – January 2) I’M IN! CALL TO SERVICE (January 20-25th) Page 8

WE FOUND OUR VOICE Page 9

WE LINED UP WITH THE STORES Outdoor Print CPG & Retail FSI Print Cover Strips Page 10

EXPLODED WITH VIA – SO WE WENT GLOBAL Page 11

GLOBAL GREEN SPARK Page 12

STARBUCKS GLOBAL BRAND SPARKS Surgical TV (US & CAN only) Paid + earned global digital campaign Global in-store messaging: Daily Offerings Board Partner Engagement Global PR Inform/activate Partners (Tools provided to all in participation & markets to drive locally) execution of spark Page 14

WHAT HAPPENED 275+ 250MM 5 1,100 local broadcast global PR hits on national global media hits in top 25 media morning shows placements DMAs impressions 16 487MM 6% countries included Quadrupled global increase in in global traffic to Facebook global Facebook Starbucks.com impressions Facebook fans Reachblock Page 15

THE FLYWHEEL EFFECT Digital Social owned/paid Media Stores Integrated: & Global Earned Partners! Retail Media CPG Loyalty/Car Traditional d Media Page 16

MELTDOWN – TERRIBLE TO WASTE Page 18

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Social Infects Everything: Inverting the Way Starbucks Goes to Market

by FM Signal on Jun 09, 2010

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Social Infects Everything: Inverting the Way Starbucks Goes to Market — Presentation Transcript