Starbucks Presentation

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This is a presentation by Starbucks that we thought was particularly good and an example of how to engage with your audience.

This is a presentation by Starbucks that we thought was particularly good and an example of how to engage with your audience.

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  • 1. digital strategy and social integration Alexandra Wheeler director, digital strategy
  • 2. # 1 most engaged brand online Altimeter Report 2009
  • 3. # 1 brand on Facebook
  • 4. most tweeted brand on Twitter
  • 5. millions of engaged loyalty members
  • 6. and at the core... some key philosophies
  • 7. it’s about relationships, not marketing
  • 8. be authentic
  • 9. don’t outsource your voice
  • 10. social fits within a larger digital, and integrated strategy
  • 11. tradi&onal
 digital

 retail
 partner
engagement
 PR

  • 12. leading to powerful results 275+

 250MM

 5

 1,100

 local
broadcast
hits
 global
PR
media
 hits
on
naJonal
 global
media
 in
top
25
DMAs
 impressions
 morning
shows
 placements
 16

 487MM

 6%

 countries
included
 Quadrupled
traffic
 global
Facebook
 increase
in
 in
global
Facebook
 to
Starbucks.com
 impressions
 global
Facebook
 Reachblock
 fans

  • 13. build a coalition
  • 14. make a commitment “The key here is we are connecting directly with our loyal customers who will be driving our future growth” - Howard Schultz underscoring Starbucks social media successes
  • 15. thoughtfully deputize
  • 16. nearly 100 ideas launched
  • 17. sometimes… ask for forgiveness, not for permission
  • 18. become a content archeologist
  • 19. 97% said that a digital brand experience influenced whether or not they purchased 21
 From:
Razorfish
FEED
2009

  • 20. organic connections
  • 21. undeniable Frappuccino love
  • 22. realizing the power and potential of those connections…
  • 23. opening new ways to engage
  • 24. including frappuccino.com
  • 25. enabling personalization
  • 26. increasing the points of connection
  • 27. cohesive advertising 30

  • 28. relevant mobile experiences 31

  • 29. love our existing communities too
  • 30. pay attention 33

  • 31. thanks…