Social Media Influence 2010: Alexandra Wheeler, Digital Director, Starbucks
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Transcript of Social Media Influence 2010: Alexandra Wheeler, Digital Director, Starbucks
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
PR
digital
retail
partnerengagement
6%increaseinglobalFacebookfans
250MMglobalPRmediaimpressions
1,100globalmediaplacements
487MMglobalFacebookimpressions
16countriesincludedinglobalFacebookReachblock
275+localbroadcasthitsintop25DMAs
QuadrupledtraffictoStarbucks.com
5hitsonnaJonalmorningshows
leading to powerful results
build a coalition
“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
make a commitment
thoughtfully deputize
nearly 100 ideas launched
sometimes… ask for forgiveness, not for permission
become a content archeologist
21From:RazorfishFEED2009
97% said that a digital brand experience influenced whether or not they purchased
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
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relevant mobile experiences
love our existing communities too
pay attention
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thanks…