Your SlideShare is downloading. ×
0
Social Infects Everything: Inverting the Way Starbucks Goes to Market
Social Infects Everything: Inverting the Way Starbucks Goes to Market
Social Infects Everything: Inverting the Way Starbucks Goes to Market
Social Infects Everything: Inverting the Way Starbucks Goes to Market
Social Infects Everything: Inverting the Way Starbucks Goes to Market
Social Infects Everything: Inverting the Way Starbucks Goes to Market
Social Infects Everything: Inverting the Way Starbucks Goes to Market
Social Infects Everything: Inverting the Way Starbucks Goes to Market
Social Infects Everything: Inverting the Way Starbucks Goes to Market
Social Infects Everything: Inverting the Way Starbucks Goes to Market
Social Infects Everything: Inverting the Way Starbucks Goes to Market
Social Infects Everything: Inverting the Way Starbucks Goes to Market
Social Infects Everything: Inverting the Way Starbucks Goes to Market
Social Infects Everything: Inverting the Way Starbucks Goes to Market
Social Infects Everything: Inverting the Way Starbucks Goes to Market
Social Infects Everything: Inverting the Way Starbucks Goes to Market
Social Infects Everything: Inverting the Way Starbucks Goes to Market
Social Infects Everything: Inverting the Way Starbucks Goes to Market
Social Infects Everything: Inverting the Way Starbucks Goes to Market
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Social Infects Everything: Inverting the Way Starbucks Goes to Market

3,551

Published on

Presentation by Chris Bruzzo, VP Brand Content & Online, Starbucks Coffee Company …

Presentation by Chris Bruzzo, VP Brand Content & Online, Starbucks Coffee Company

Dated: June 8, 2010

Published in: Technology, Business
0 Comments
6 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
3,551
On Slideshare
0
From Embeds
0
Number of Embeds
12
Actions
Shares
0
Downloads
242
Comments
0
Likes
6
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. How social changed everything
  • 2. # 1 Most engaged brand online Altimeter Report 2009 Page 3
  • 3. # 1 brand on Facebook Page 4
  • 4. One of the most tweeted brands on Twitter Page 5
  • 5. Millions of engaged loyalty members Page 6
  • 6. IN RESPONSE TO CHALLENGING TIMES, WE RADICALLY TRANSFORMED OUR GO-TO- MARKET MODEL Starbucks Confidential -- Page 7 Page 7
  • 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
  • 8. WE FOUND OUR VOICE Page 9
  • 9. WE LINED UP WITH THE STORES Outdoor Print CPG & Retail FSI Print Cover Strips Page 10
  • 10. EXPLODED WITH VIA – SO WE WENT GLOBAL Page 11
  • 11. GLOBAL GREEN SPARK Page 12
  • 12. Page 13
  • 13. 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
  • 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
  • 15. THE FLYWHEEL EFFECT Digital Social owned/paid Media Stores Integrated: & Global Earned Partners! Retail Media CPG Loyalty/Car Traditional d Media Page 16
  • 16. Page 17
  • 17. MELTDOWN – TERRIBLE TO WASTE Page 18

×