digital strategy and social integration




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






retail





          partner
engagement
   PR

leading to powerful results


                    275+

                                     250MM


5

                  ...
build a coalition
make a commitment


 “The key here is we are connecting directly
 with our loyal customers who will be driving
 our future...
thoughtfully deputize
nearly 100
ideas launched
sometimes…
ask for forgiveness,
not for permission
become a content archeologist
97% said that a
digital brand
experience
influenced
whether or not
they purchased


                            21

From:
...
organic
connections
undeniable
Frappuccino
love
realizing the power and
potential of those connections…
opening new
ways to engage
including
frappuccino.com
enabling personalization
increasing the points
       of connection
cohesive
advertising




        30

relevant mobile
    experiences




            31

love our existing
communities too
pay attention




          33

thanks…
Starbucks Presentation
Starbucks Presentation
Starbucks Presentation
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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.

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Starbucks Presentation

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

 retail
 partner
engagement
 PR

  12. 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. 13. build a coalition
  14. 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. 15. thoughtfully deputize
  16. 16. nearly 100 ideas launched
  17. 17. sometimes… ask for forgiveness, not for permission
  18. 18. become a content archeologist
  19. 19. 97% said that a digital brand experience influenced whether or not they purchased 21
 From:
Razorfish
FEED
2009

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

  28. 28. relevant mobile experiences 31

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

  31. 31. thanks…
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