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…