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digital strategy and social integration
Alexandra Wheeler director, digital strategy
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# 1 most engaged brand online Altimeter Report 2009
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# 1 brand on Facebook
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most tweeted brand on Twitter
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millions of engaged loyalty members
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and at the core... some key philosophies
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it’s about relationships, not marketing
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be authentic
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don’t outsource your voice
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social fits within a larger digital, and integrated strategy
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tradi&onal
PR
digital
retail
partnerengagement
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6%increaseinglobalFacebookfans
250MMglobalPRmediaimpressions
1,100globalmediaplacements
487MMglobalFacebookimpressions
16countriesincludedinglobalFacebookReachblock
275+localbroadcasthitsintop25DMAs
QuadrupledtraffictoStarbucks.com
5hitsonnaJonalmorningshows
leading to powerful results
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build a coalition
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“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
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thoughtfully deputize
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nearly 100 ideas launched
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sometimes… ask for forgiveness, not for permission
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become a content archeologist
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21From:RazorfishFEED2009
97% said that a digital brand experience influenced whether or not they purchased
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organic connections
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undeniable Frappuccino love
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realizing the power and potential of those connections…
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opening new ways to engage
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including frappuccino.com
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enabling personalization
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increasing the points of connection
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cohesive advertising
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relevant mobile experiences
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love our existing communities too
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pay attention
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thanks…