social infects everything: inverting the way starbucks goes to market
DESCRIPTION
Presentation by Chris Bruzzo, VP Brand Content & Online, Starbucks Coffee CompanyDated: June 8, 2010TRANSCRIPT
How social changed everything
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# 1 Most engaged brand onlineAltimeter Report 2009
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# 1 brand on Facebook
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One of the most tweeted brands on Twitter
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Millions of engaged loyalty members
Page 7 Starbucks Confidential -- Page 7
IN RESPONSE TO CHALLENGING TIMES, WE RADICALLY TRANSFORMED OUR GO-TO-MARKET MODEL
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WE LED WITH INITIAL BRAND SPARKSGET OUT THE VOTE (November 4th)
(RED) FOR THE HOLIDAYS(November 27 – January 2)
I’M IN! CALL TO SERVICE (January 20-25th)
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WE FOUND OUR VOICE
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WE LINED UP WITH THE STORESOutdoorOutdoor PrintPrint CPG & Retail FSICPG & Retail FSI
Print Cover StripsPrint Cover Strips
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EXPLODED WITH VIA – SO WE WENT GLOBAL
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GLOBAL GREEN SPARK
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STARBUCKS GLOBAL BRAND SPARKS
Surgical TV (US & CAN only)
Global PR(Tools provided to all markets to drive locally)
Paid + earned globaldigital campaign
Global in-store messaging: Daily Offerings Board
Partner EngagementInform/activate Partnersin participation & execution of spark
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WHAT HAPPENED
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 national morning shows
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THE FLYWHEEL EFFECT
Integrated:GlobalRetailCPG
Stores&
Partners!
Stores&
Partners!
Digital owned/paid
Digital owned/paid
Traditional Media
Traditional Media
Social MediaSocial Media
EarnedMedia
EarnedMedia
Loyalty/Card
Loyalty/Card
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MELTDOWN – TERRIBLE TO WASTE
