STARBUCKS D i g i t a l   M e d i a   C a m p a i g n   2 0 1 3  

Emily Bratcher

also consists of those who…        - Income: middle to upper class - Health Conscious - Environmentally Friendly - Value Quality

Generation Y: (1970’s-2000’s) - Tech-savvy & social media based - Smart phone obsessed - Nicknamed “Generation C” for

“connected” because of emphasis of social media in their daily lives.

AUDIENCE

THE TARGET q r

The BIG Idea !e "eme # consumer engagement

- Starbucks is the top coffee shop chain in the United States - Brand awareness has already been achieved

The new goals: •  Engaging the consumer by

adding appealing content and contests.

•  Increasing earned media. •  Reaching target audience on

multiple digital platforms. Integrating positive customer service in daily lives.

•  Consistency between all media outlets.

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1st Step

2nd Step

3rd Step

4th Step

5th Step

Create relevant, branded content that has a strong presence in search engines. Reach target

audience by pushing and promoting Starbuck’s content.

Make the content engaging and grab the attention and interest of the audience. Capture sales by

making the purchasing of products quick and easy. Post purchase.

Satisfying consumers so they engage in positive word of mouth.

Tools y Tactics

Internet: Search/keyword

Banner ads SEO

Google Adwords Blogs

Website

Social Media: Facebook Twitter

Pinterest Instagram

Youtube Mobile:

Mobile Website Functional Apps

Various Platforms Multiple Medias

QR Codes

All parts of the digital strategy should promote COHESION AND A CONSISTENT BRAND IMAGE of the quality and experience that S T A R B U C K S o f f e r s .

y

Each medium should CAPTURE THE CONSUMER’S ATTENTION with appealing aesthetics and relevant content in an easy to use platform.

9 9 cSTRATEGY

Strategy

Facebook Twitter Pinterest

Social Media

Contests Harmony Content

q

q

-Brand Involvement. -Word-of-Mouth.

-Huge audience on social media sites.

-Shares and Likes. -Increase in fans and

followers. -Engagement with products/services.

-Appropriate for type of social media.

-Visually appealing. -Up to date.

-Variety of media (photos/videos).

-Easy to share with other social media sites. -Don’t over-brand social

media pages. -Worthy/interesting

posts and media.

-Brand image for all sites should be the same.

-Links to other social media/websites.

-Complimentary content without excess overlap.

YouTube. LinkedIn. Instagram. Google+. FourSquare.

Internet y Mobile

STRATEGY Mobile App

Sharing Stars★ Website

Earn stars for purchasing food and

beverages from Starbucks when you use

your app. One for you, and one for a friend

that you can share via Facebook. Once you earn

10 stars, you get a free beverage!

The website has information, links, and

also feeds from all social media sites and the blog.

Easy place to purchase Starbucks merchandise.

The blog is for up-t0-date news on everything

Starbucks.

Adwords and Blog…

Starbucks, Coffee, Tazo, Tea, Coffee House, Blended

Coffee, Frappuccino, Mocha, Latte, Cappuccino,

Espresso. Beverage Name:

Pumpkin Spice Latte Misspellings:

Starbuck, Cofee, Coffe

Keywords

KEY Performance Indicators %

%Goal: Increase brand

involvement and engagement

Performance Indicators: - Increase in fans and followers.

- New visitors to social media pages, websites, and blog.

- Video views. - Media/content sharing.

- Time on websites and pages. - Increase in likes, comments,

tweets, mentions, and referrals.

Radian 6 will be used to monitor success.

Budget

9 9

Digital Media 2013

Total Ad spending in 2012 $88,128,626

7% spent on digital advertising

$6,169,003

Advertising budget 2013

$95,178,916 Increase digital

media by 9% $8,566,102

Increase by 8%

Ad Words

Agency Rates $250/hr x 50 hrs/week $12,500/ year

Total Clicks~500, Total Impressions~50,000, Average Ad Position~1.4 Total cost~$1,500/ day $547,500/ year

STARBUCKS Digital Media Summary

Goal:

Strategy:

Success Measures:

To increase consumer involvement and engagement.

Contests on social media sites, appealing content on all digital mediums, “Sharing Stars” mobile rewards program, and harmony among all social media sites.

Likes, follows, visits, and overall increase in engagement on social media sites, website, blog, and mobile apps.