As part of the Digital Marketing Today course offered at the Haas School of Business by LinkedIn Top Voice for Marketing and Social Media, Julian Gamboa, students are required to look at a company's social media efforts and suggest better strategies. CREDITS Client: Starbucks Project Director: Julian Gamboa Project Manager: Corey Lowe Project Team: Fred Chiang, Dipika Khullar, Jason Oberai, Brendon Wong, Iris Xing

1. FRED CHIANG, DIPIKA
KHULLAR, JASON OBERAI,
BRENDON WONG, IRIS XING

2. Mission Statement
"To inspire and nurture the human spirit –
one person, one cup and one neighborhood
at a time."

3. Goals of Our Campaign
TECHNOLOGY - Push the boundaries of
Starbucks' use of more advanced technology
in the promotion of their products
CONSUMER-CREATED CONTENT - Engage
our consumers by giving them the
opportunity to interact with our brand
GLOBAL REACH - Reach a greater audience
of consumers and encourage greater
participation in brand activities

4. Social Media Platforms

5. 40%
60%
More than 60% of U.S. 13 to 34
year-old smart phone users are
Snapchatters
VFX Drinks
Adults 40+
8%
18-24
40%
13-17
4%
Adults 25-40
48%
Starbucks Consumers

6. VFX Drinks

7. VFX Drinks
Starbucks and featured drinks become
trendier
Radically increases engagement
Increases consumption by promoters and
viewers across product lines

8. Crowdsourcing Drinks
Fans submit ideas on Starbucks' website
Fans can get votes by creating a unique hashtag to be used
across social media platforms (FB, Instagram, Twitter,
Pinterest, etc)
Fans can recruit friends and others to vote by sharing on all
social media platforms (sharing is immediately awarded more
votes)
Fans can obtain more votes through daily tasks (i.e. liking
Starbucks page, buying more drinks in-store, etc)
the user who submtited the winning idea will win free 1 year
supply of drink they came up with
all fans who voted for winning idea will receive five 15% off
coupons for winning drink

9. Star Drink of the Month
Users vote on favorite drink on any social media platform with
#StarbucksVote
Starbucks’ digital marketing team will compile all the social media posts
to see which drink has the most posts.
Starbucks will post which drink wins, and whichever drink wins will
have a discount the following month.
Encourages more people to come and vote, because people will want
their drink to win.
Encourages customer company interaction and make starbucks, but will
also increase sales for Starbucks as well.

10. Star Drink of the Month
Star Drink of the Month accomplishes two goals:
1) Increases the company’s social media presence,
expanding its customer reach.
2) Drives up sales as more and more people interact with
the company’s social media and vote. Incentivizes
communication with Starbucks.

11. Take Aways
Connected Starbucks
as a brand better with
its consumers in
interactive social
media campaigns
Reached out to a wider
global audience by
engaging more
potential consumers
Partnered with
Snapchat in creating
innovative ideas and
delved into the world
of virtual reality

12. Thank you!