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Starbucks: bringing the local back to a global brand
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Starbucks: bringing the local back to a global brand

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Digital marketing strategy project for MSU New Media Driver's License course

Digital marketing strategy project for MSU New Media Driver's License course

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Starbucks: bringing the local back to a global brand Presentation Transcript

  • 1. BRINGING THE LOCAL BACK TO A GLOBAL BRAND: STARBUCKS COMMUNITIES
    Heather Hill, NMDL, Summer 2011
  • 2. STARBUCKS HAS WORKED HARD TO ESTABLISH A POWERFUL GLOBAL-BASED BRAND…
    17,000+ stores in 50+ countries
    Successful global activism
  • 3. ONE OF THE MOST POWERFUL AND ENGAGED BRANDS USING SOCIAL MEDIA TODAY.
  • 4. WITH ALL OF THIS FOCUS ON THE WORLD AND ITS INDIVIDUAL “FOLLOWERS”, HAS STARBUCKS LOST A BIT OF WHAT IT WAS BUILT UPON?
    “Our roots are in the coffee house. Our brand was built on an experience between a barista and a customer.”
    - Alexandra Wheeler
    Starbucks Digital Director
  • 5. OTHER MORE LOCAL COFFEE HOUSE BRANDS ARE WORKING TO BUILD A SENSE OF COMMUNITY…
    STARBUCKS CAN DO THIS TOO.
  • 6.
    • Baristas create highly-individualized experience
    • 7. Hip gathering place
    • 8. Alternative work location
    STARBUCKS ENGAGEMENT INFLUENCE + SOCIAL MEDIA/WEB = SENSE OF LOCAL COMMUNITY
  • 9. STARBUCKS COMMUNITY = VIRTUAL BARISTAS
    Corporate-built Wordpress blog with local barista content control; Twitter & Facebook feeds
    Customer “check-ins” create personal experience
    Community site links found at “Store Locator” search results when available
  • 10. GOOGLE ADWORDS CONNECT STARBUCKS WITH COMMUNITY CONCEPT
    “Community”
    68M global monthly hits
    Join the Starbucks community
    Meet, work, love life
    Find your local store
    http://www.starbucks.com/store-locator
  • 11. BUDGET
    Wordpress template (in-house) - $0
    Barista content & social media - $0
    “Community” AdWords- $40,000/yr
    $1.03/CPC
    Est. 103 clicks per day
  • 12. LOCAL DESTINATION
    GLOBAL BRAND