How social changed everything
# 1 Most engaged brand online
         Altimeter Report 2009




                                 Page 3
# 1 brand on Facebook




                        Page 4
One of the most tweeted brands on Twitter




                                      Page 5
Millions of engaged loyalty members




                                      Page 6
IN RESPONSE TO
CHALLENGING
TIMES, WE
RADICALLY
TRANSFORMED
OUR GO-TO-
MARKET MODEL
           Starbucks Confidential -- Pa...
WE LED WITH INITIAL BRAND
SPARKS
GET OUT THE VOTE
(November 4th)




(RED) FOR THE HOLIDAYS
(November 27 – January 2)




...
WE FOUND OUR VOICE




                     Page 9
WE LINED UP WITH THE STORES
Outdoor              Print   CPG & Retail FSI




Print Cover Strips




                     ...
EXPLODED WITH VIA – SO WE WENT
GLOBAL




                             Page 11
GLOBAL GREEN SPARK




                     Page 12
Page 13
STARBUCKS GLOBAL BRAND
SPARKS
 Surgical TV (US & CAN only)                                          Paid + earned global
 ...
WHAT HAPPENED

                             275+                            250MM
          5                             ...
THE FLYWHEEL EFFECT

                     Digital              Social
                   owned/paid             Media




...
Page 17
MELTDOWN – TERRIBLE TO
WASTE




                         Page 18
Social Infects Everything: Inverting the Way Starbucks Goes to Market
Social Infects Everything: Inverting the Way Starbucks Goes to Market
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Social Infects Everything: Inverting the Way Starbucks Goes to Market

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Presentation by Chris Bruzzo, VP Brand Content & Online, Starbucks Coffee Company

Dated: June 8, 2010

Published in: Technology, Business

Social Infects Everything: Inverting the Way Starbucks Goes to Market

  1. 1. How social changed everything
  2. 2. # 1 Most engaged brand online Altimeter Report 2009 Page 3
  3. 3. # 1 brand on Facebook Page 4
  4. 4. One of the most tweeted brands on Twitter Page 5
  5. 5. Millions of engaged loyalty members Page 6
  6. 6. IN RESPONSE TO CHALLENGING TIMES, WE RADICALLY TRANSFORMED OUR GO-TO- MARKET MODEL Starbucks Confidential -- Page 7 Page 7
  7. 7. WE LED WITH INITIAL BRAND SPARKS GET OUT THE VOTE (November 4th) (RED) FOR THE HOLIDAYS (November 27 – January 2) I’M IN! CALL TO SERVICE (January 20-25th) Page 8
  8. 8. WE FOUND OUR VOICE Page 9
  9. 9. WE LINED UP WITH THE STORES Outdoor Print CPG & Retail FSI Print Cover Strips Page 10
  10. 10. EXPLODED WITH VIA – SO WE WENT GLOBAL Page 11
  11. 11. GLOBAL GREEN SPARK Page 12
  12. 12. Page 13
  13. 13. STARBUCKS GLOBAL BRAND SPARKS Surgical TV (US & CAN only) Paid + earned global digital campaign Global in-store messaging: Daily Offerings Board Partner Engagement Global PR Inform/activate Partners (Tools provided to all in participation & markets to drive locally) execution of spark Page 14
  14. 14. WHAT HAPPENED 275+ 250MM 5 1,100 local broadcast global PR hits on national global media hits in top 25 media morning shows placements DMAs impressions 16 487MM 6% countries included Quadrupled global increase in in global traffic to Facebook global Facebook Starbucks.com impressions Facebook fans Reachblock Page 15
  15. 15. THE FLYWHEEL EFFECT Digital Social owned/paid Media Stores Integrated: & Global Earned Partners! Retail Media CPG Loyalty/Car Traditional d Media Page 16
  16. 16. Page 17
  17. 17. MELTDOWN – TERRIBLE TO WASTE Page 18

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