Social Media Influence 2010: Alexandra Wheeler, Digital Director, Starbucks
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Social Media Influence 2010: Alexandra Wheeler, Digital Director, Starbucks

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Alexandra Wheeler was the morning keynote at Social Media Influence's SMI10 conference. ...

Alexandra Wheeler was the morning keynote at Social Media Influence's SMI10 conference.

See video of Alexandra's presentation on the video page of www.socialmediainfluence.com

Social Media Influence provides insight, analysis and special reports on best practice in social media.

Follow us on twitter @socialinfluence

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Social Media Influence 2010: Alexandra Wheeler, Digital Director, Starbucks Social Media Influence 2010: Alexandra Wheeler, Digital Director, Starbucks Presentation Transcript

  • 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

 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

  • build a coalition
  • 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
  • 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:
Razorfish
FEED
2009

  • 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…