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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

partner
engagement

6%


increase
in

global
Facebook

fans

250MM


global
PR
media

impressions

1,100


global
media

placements

487MM


global
Facebook

impressions

16


countries
included

in
global
Facebook

Reachblock

275+


local
broadcast
hits

in
top
25
DMAs

Quadrupled
traffic

to
Starbucks.com

5


hits
on
naJonal

morning
shows

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
21

From:
Razorfish
FEED
2009

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
30

31

relevant mobile
experiences
love our existing
communities too
pay attention
33

thanks…

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