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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

its about relationships, not marketing

be authentic

dont outsource your voice

social fits within a larger digital, and integrated strategy

tradi&onal

digital

retail

partnerengagement

PR

leading to powerful results

5 hitsonnaJonal morningshows

275+ localbroadcasthits intop25DMAs

1,100 globalmedia placements

250MM globalPRmedia impressions

487MM globalFacebook impressions

16 countriesincluded inglobalFacebook Reachblock

6% increasein globalFacebook fans

Quadrupledtrac toStarbucks.com

build a coalition

make a commitment

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

thoughtfully deputize

nearly 100 ideas launched

sometimes ask for forgiveness, not for permission

become a content archeologist

97% said that a digital brand experience influenced whether or not they purchased

From:RazorshFEED2009

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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

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relevant mobile experiences

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love our existing communities too

pay attention

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thanks

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