1. Starbucks Social Media Campaign
Spread the Seasons Greeting
Together, We Care
Tengyao Lo (Raymond)
ADV 892

2. About Us & Our Mission
• The story began in 1971, a single
store in Seattle’s Pike Place
Market.
• Today, we are serving in more
than 16,000 locations in over 50
countries.
• Our mission is to inspire and
nurture the human spirit – one
person, one cup, and one
neighborhood at a time.

3. Market Analysis
• Market situation
• Role in the market: market leader
• Market major competitors

5. Campaign Objectives & Positioning
• Strenghten brand awareness and
preference
• Differentiate itself from the
competitors
• T-B-C Model: relate the campaign
cause to the customers

6. New Media Usage
• Emphasizing the use of new
media tools
• Using various social media
channels promoting the
campaign
• Relating the message to the
season holiday
• “Spread the Seasons Greeting”
Like it, Follow it, Digg it, Blog it &
Google it

7. Campaign Channels
• Facebook: Increasing campaign
support
• Twitter: Spread the words
• YouTube: Seeing is believing
• BLOG: Real people, real stories

8. Emphasizing the use of BLOG
• BLOG: Real People, Real Stories
• Blog Content: SEO Friendly
• Increasing the use of video
footage
• Emphasizing the campaign cause

9. Campaign Timeline
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10. Campaign Effectiveness Measuring
• Use of online surveys
• Integrating surveys with
coupons to increase
respond rate
• Brand listening and
monitoring