BRINGING THE LOCAL BACK TO A GLOBAL BRAND: STARBUCKS COMMUNITIES<br />Heather Hill, NMDL, Summer 2011<br />
STARBUCKS HAS WORKED HARD TO ESTABLISH A POWERFUL GLOBAL-BASED BRAND…<br />17,000+ stores in 50+ countries<br />Successful...
ONE OF THE MOST POWERFUL AND ENGAGED BRANDS USING SOCIAL MEDIA TODAY.<br />
WITH ALL OF THIS FOCUS ON THE WORLD AND ITS INDIVIDUAL “FOLLOWERS”,         HAS STARBUCKS LOST A BIT OF WHAT IT WAS BUILT ...
OTHER MORE LOCAL COFFEE HOUSE BRANDS ARE WORKING TO BUILD A SENSE OF COMMUNITY…<br />STARBUCKS CAN DO THIS TOO.<br />
<ul><li>Baristas create highly-individualized experience
Hip gathering place
Alternative work location</li></ul>STARBUCKS ENGAGEMENT INFLUENCE + SOCIAL MEDIA/WEB = SENSE OF LOCAL COMMUNITY<br />
   STARBUCKS COMMUNITY = 					                    VIRTUAL BARISTAS<br />Corporate-built Wordpress blog with local barista ...
GOOGLE ADWORDS CONNECT STARBUCKS WITH COMMUNITY CONCEPT<br />“Community” <br />68M global monthly hits<br />Join the Starb...
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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

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Starbucks: bringing the local back to a global brand

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

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