BlogWell Seattle Social Media Case Study: Starbucks, presented by Alex Wheeler

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In her BlogWell Seattle case study, "Powering Product Launches, Building a Sense of Community, and More," Starbucks' Director of Digital Strategy, Alex Wheeler, shares some of the recent work they have done in social media.

Alex explains how customer insights led to the the launch of the However-You-Want-It Frappuccino, which invited participation through Facebook, Twitter, and Frappuccino.com.

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BlogWell is the only conference where social media executives from big brands come together to share their case studies, offer practical how-to advice, and answer your questions.

To learn more about BlogWell, visit gaspedal.com/blogwell/

BlogWell is produced by GasPedal and the Social Media Business Council.

Learn More: gaspedal.com and socialmedia.org

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  • of Connected Customers Based on these findings, we believe that marketers will have to think much more broadly about how they are connecting with consumers across the digital channel. From search, to web site, to display ad, to microsite, to mobile application, to Facebook page, every interaction has the power to shift a consumer’s affinity for a brand. 65% -- Has an experience you have had online ever changed your opinion (either positively or negatively) about a brand or the products and services it offers?64% -- Have you ever made your first purchase from a brand because of a digital experience (e.g., a web site, microsite, mobile coupon, emailWhy digital?These are cutting edge, leading indicator consumershttp://feed.razorfish.com/feed09/the-bottom-line/
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  • BlogWell Seattle Social Media Case Study: Starbucks, presented by Alex Wheeler

    1. 1.
    2. 2. …powering product launches…<br /> building a sense of community<br />…and more<br />Alexandra Wheeler<br />director, digital strategy<br />
    3. 3. it’s about relationships, not marketing<br />2 social fits within a larger digital strategy<br />
    4. 4. 4<br />97% said that a digital brand experience influenced whether or not they purchased<br />From: Razorfish FEED 2009<br />
    5. 5. 1.6 million organic connections<br />
    6. 6. undeniable <br />Frappuccino love<br />
    7. 7. realizing the power and potential of those connections…<br />
    8. 8. opening new ways to engage with us @frappuccino <br />
    9. 9. …and frappuccino.com<br />
    10. 10. …enabling personalization through an engaging experience<br />
    11. 11. …and increasing the points of connection<br />
    12. 12. …and rewarding and loving our existing communities too<br />
    13. 13. celebrating the power of “we”<br />
    14. 14.
    15. 15. galvanizing our global digital community<br />
    16. 16. providing value, encourage sharing<br />
    17. 17. recognizing our dimensions<br />
    18. 18. elegant utility<br />
    19. 19. amusing discovery<br />
    20. 20. thanks.<br />

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