Starbucks Digital Media Campaign 2013

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ADV 420 Fall Semester 2013
Starbucks Digital Media Campaign

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Starbucks Digital Media Campaign 2013

  1. 1. Starbucks Digital Media Campaign 2013 Emily Magyar
  2. 2. Target Market College Social media savvy & young professional Eco-friendly
  3. 3. Get connected, stay connected. 1. Create engaging social media content 2. Increase SEO & social media traffic 3. Increase awareness of Tweet a Coffee
  4. 4. Social Media Strategy Relevant & relatable SEO potential Call to action Celebrate or acknowledge Twitter, Pinterest, Instagram youtube & Facebook Contests Tweet a Coffee Drink of the Day A way of connection
  5. 5. Mobile Strategy Starbucks App Easy access to contests Reward points through coffee purchases & social media postings Quick tap to Tweet a Coffee Customer engagement & loyalty Awareness of new services Everything at your fingertips
  6. 6. SEO Internet Strategy Starbucks Coffee Frappuccino Mocha Tweet a Coffee Starbucks App Starbucks Menu Thank You Gift Card Starbucks E-Gift Card AdWords Tweet a Coffee The new way to say thank you Starbucks Tweet a Coffee The new way to say thank you
  7. 7. Starbucks Website Strengthen with social media outlets Stories Live In-store Feeds Tweet A Coffee videos Show them & connect them.
  8. 8. Key Performance Indicators Social media monitoring: Who’s visiting our pages Increase in followers and fans Who’s sharing what Amount of time spent Amount of conversation
  9. 9. Budget 2012 $88 million total on advertising $6 million on digital advertising 2013 Increase by 5% for digital advertising $93 million total on advertising $11 million on digital advertising Budget will increase room for: AdWords, Ad position, social media campaigns, Tweet A Coffee campaign
  10. 10. The Big Idea Summary Take advantage of social media outlets the opportunity to become more mobile enhance the website to spark more traffic reach a higher position in search engines Causing an increase in consumer engagement awareness of Tweet a Coffee increase in internet traffic Radian6 will tell us the effectiveness of how we create the connection to stay connected

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