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.
[
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.
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