digital strategy and social integration
Alexandra Wheeler
director, digital strategy

# 1 most engaged brand online
Altimeter Report 2009

# 1 brand on Facebook

most tweeted brand on Twitter

millions of engaged loyalty members

and at the core...
some key philosophies

it’s about relationships,
not marketing

be authentic

don’t outsource your voice

social fits within a larger
digital, and integrated strategy

tradi&onal digital
retail
partner engagement PR

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

build a coalition

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

thoughtfully deputize

nearly 100
ideas launched

sometimes…
ask for forgiveness,
not for permission

become a content archeologist

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

organic
connections

undeniable
Frappuccino
love

realizing the power and
potential of those connections…

opening new
ways to engage

including
frappuccino.com

enabling personalization

increasing the points
of connection

cohesive
advertising
30

relevant mobile
experiences
31

love our existing
communities too

pay attention
33

thanks…