1. STARBUCKS
DIGITAL AND SOCIAL MEDIA
STRATEGY
Henrietta Grue, Emma Karlsson and Sofie Peters

2. ZONE1 – SOCIAL COMMUNITIES
Describes channels of social media that are focused on
building relationships, example Facebook and Twitter.
Common activities people participate in with others who
share the same interests.
Facebook; Starbucks has 34,595,301 fans on its site.
Twitter; Starbucks has 3 876 836 followers.

3. ZONE 2 – SOCIAL PUBLISCHING
Social publishing is about to distribute content to the
audience.
Starbucks uses several vehicles in this zone, as Instagram,
Pinterest, Youtube, and its blog.

4. ZONE 4 – SOCIAL COMMERCE
Refers to the use of social media to assist in the online
buying and selling products.
Starbucks uses Facebook as a vehicle in this zone.
Starbucks is also using LivingSocial to promote a “good
deal” to its customers.

5. SOCIAL COMMUNITY
Facebook and Twitter
Build and create a relationship
with the customers.
Twitter will work as a promotion
tool as well as a linking tool.

6. SOCIAL PUBLISHING
Instagram- Promotion
Pintrest- Tell a story
YouTube- Series “Starbucks Lover”

7. SOCIAL COMMERCE
The Pay-App-
Customer will be able to create their order in the phone, give
the code to the register. It will already been paid and the
register will show the order.

8. MOBILE
Is Starbucks on the right path when it comes to using the
mobile?
YES! They have won the “The Mobile Marketer” of
the Year award.
They have created an app called Starbucks Card
mobile app.

9. MOBILE
Here are some suggestions that might help Starbucks
reaching the top to become the leading Social Media
Brand.
An app where customers can get coupons.
A home-delivering app.
More Starbucks related games.

10. OBJECTIVES AND GUIDELINES
Increased management – make the consumers feel like they
are a part of the decision making process – make a status on
the Facebook page: Do you feel like your voice is being heard?
Reach broader demographics (both X and Y) – to know if this
plan is performing: keep track of customer’s personal
information such as age.
Increased awareness – keep track of fans and likes on
Facebook. Did they increase or decrease?