The document discusses Starbucks' digital strategy and social media success, highlighting its top rankings in online engagement and social platforms. Key philosophies emphasized include building authentic relationships, engaging directly with customers, and integrating social media into a broader digital strategy. Strategies like content creation and leveraging customer interactions have significantly influenced consumer purchasing decisions.

1. digital strategy and social integration
Alexandra Wheeler
director, digital strategy

2. # 1 most engaged brand online
Altimeter Report 2009

3. # 1 brand on Facebook

4. most tweeted brand on Twitter

5. millions of engaged loyalty members

6. and at the core...
some key philosophies

7. it’s about relationships,
not marketing

8. be authentic

9. don’t outsource your voice

10. social fits within a larger
digital, and integrated strategy

12. tradi&onal digital
retail
partner engagement PR

13. leading to powerful results
275+ 250MM
5 1,100
local broadcast hits global PR media
hits on naJonal global media
in top 25 DMAs impressions
morning shows placements
16
487MM 6%
countries included Quadrupled traffic
global Facebook increase in
in global Facebook to Starbucks.com
impressions global Facebook
Reachblock
fans

14. build a coalition

15. make a commitment
“The key here is we are connecting directly
with our loyal customers who will be driving
our future growth”
- Howard Schultz underscoring Starbucks social media successes

16. thoughtfully deputize

17. nearly 100
ideas launched

18. sometimes…
ask for forgiveness,
not for permission

19. become a content archeologist

21. 97% said that a
digital brand
experience
influenced
whether or not
they purchased
21
From: Razorfish FEED 2009

22. organic
connections

23. undeniable
Frappuccino
love

24. realizing the power and
potential of those connections…

26. opening new
ways to engage

27. including
frappuccino.com

28. enabling personalization

29. increasing the points
of connection

30. cohesive
advertising
30

31. relevant mobile
experiences
31

32. love our existing
communities too

33. pay attention
33

34. thanks…