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Starbucks Social Media Campaign
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Starbucks Social Media Campaign

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  • 1. Starbucks Social Media Campaign Starbucks creates an online interactive presence to boost sales in the midst of recession and competition
  • 2. So here’s the problem….
    • Recession – people cutting back
    • Companies like McDonalds were offering cheaper coffee
    • Sales were sluggish and profit gains were low
    • They wanted to spread the word about products through the internet
  • 3. Social Media it UP
    • Starbucks creates an interactive way for consumers to engage on Twitter
    • Posters would be placed on Starbucks fronts and consumers would race to take the picture and upload it to Twitter first with hash tags #top3percent or #starbucks
  • 4. Keeping that Social Media Strong!
    • Starbucks implemented a Foursquare game that would give a $1 discount to those who checked in
    • It piggy-backed the Barista Badge game that was already ongoing
    • There were also free goodies on Tax day [[promote recycling]] and Free Pastry days promoted on Facebook and Twitter
  • 5. So…..What’s the point?
    • Through this wave campaign Starbucks hoped to advertise to customers and potential customers in a way that was organic and appealing to their tech savvy interests.
    • Also the idea was to create buzz about the products and brand through the internet
  • 6. Well – what’s the goal?
    • The objective of this campaign was to get publicity for their non-coffee products, present new products to the market and appear more green.
  • 7. Did it Work?
    • It became the number one consumer brand on Facebook [[over 22.5 million friends – during campaign it had 3.6 million]] Their Twitter followers reached over 1.5 million
    • On Facebook events over 600,000 people “attended free pastry day” and “Starbucks nutrition” landed in Googles100 top search trends.
  • 8. Thinking Back….
    • By embracing social media and creating an environment that was both engaging and interactive Starbucks was able to create a place in the online community.
    • They successfully established a reputation and connection with its consumers.

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