Starbucks Social Media Campaign
Spread the Seasons Greeting
Together, We Care
Tengyao Lo (Raymond)
ADV 892
About Us & Our Mission
• The story began in 1971, a single
store in Seattle’s Pike Place
Market.
• Today, we are serving i...
Market Analysis
• Market situation
• Role in the market: market leader
• Market major competitors
Campaign Objectives & Positioning
• Strenghten brand awareness and
preference
• Differentiate itself from the
competitors
...
New Media Usage
• Emphasizing the use of new
media tools
• Using various social media
channels promoting the
campaign
• Re...
Campaign Channels
• Facebook: Increasing campaign
support
• Twitter: Spread the words
• YouTube: Seeing is believing
• BLO...
Emphasizing the use of BLOG
• BLOG: Real People, Real Stories
• Blog Content: SEO Friendly
• Increasing the use of video
f...
Campaign Timeline
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Campaign Effectiveness Measuring
• Use of online surveys
• Integrating surveys with
coupons to increase
respond rate
• Bra...
Tengyao lo (raymond)   adv 892 starbucks social media campaign
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Tengyao lo (raymond) adv 892 starbucks social media campaign

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Tengyao lo (raymond) adv 892 starbucks social media campaign

  1. 1. Starbucks Social Media Campaign Spread the Seasons Greeting Together, We Care Tengyao Lo (Raymond) ADV 892
  2. 2. About Us & Our Mission • The story began in 1971, a single store in Seattle’s Pike Place Market. • Today, we are serving in more than 16,000 locations in over 50 countries. • Our mission is to inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.
  3. 3. Market Analysis • Market situation • Role in the market: market leader • Market major competitors
  4. 4. Campaign Objectives & Positioning • Strenghten brand awareness and preference • Differentiate itself from the competitors • T-B-C Model: relate the campaign cause to the customers
  5. 5. New Media Usage • Emphasizing the use of new media tools • Using various social media channels promoting the campaign • Relating the message to the season holiday • “Spread the Seasons Greeting” Like it, Follow it, Digg it, Blog it & Google it
  6. 6. Campaign Channels • Facebook: Increasing campaign support • Twitter: Spread the words • YouTube: Seeing is believing • BLOG: Real people, real stories
  7. 7. Emphasizing the use of BLOG • BLOG: Real People, Real Stories • Blog Content: SEO Friendly • Increasing the use of video footage • Emphasizing the campaign cause
  8. 8. Campaign Timeline 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
  9. 9. Campaign Effectiveness Measuring • Use of online surveys • Integrating surveys with coupons to increase respond rate • Brand listening and monitoring
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