Starbucks

Digital Media Campaign 2013

Emily Magyar

Target Market
College
Social media
savvy

&

young
professional

Eco-friendly

Get connected,
stay connected.
1. Create engaging social media content

2. Increase SEO & social media traffic

3. Increase awareness of Tweet a Coffee

Social Media Strategy

Relevant & relatable
SEO potential
Call to action
Celebrate or acknowledge

Twitter, Pinterest, Instagram

youtube & Facebook
Contests
Tweet a Coffee
Drink of the Day

A way of
connection

Mobile Strategy
Starbucks App
Easy access to contests
Reward points through coffee purchases
& social media postings
Quick tap to Tweet a Coffee
Customer engagement & loyalty
Awareness of new services

Everything
at your
fingertips

SEO

Internet Strategy
Starbucks Coffee Frappuccino Mocha
Tweet a Coffee

Starbucks App Starbucks Menu

Thank You Gift Card

Starbucks E-Gift Card

AdWords

Tweet a Coffee
The new way to say thank you

Starbucks
Tweet a Coffee
The new way to say thank you

Starbucks Website
Strengthen with social media outlets

Stories
Live In-store Feeds
Tweet A Coffee videos

Show them & connect them.

Key Performance Indicators

Social media
monitoring:

Whos visiting our pages

Increase in followers and fans
Whos sharing what
Amount of time spent
Amount of conversation

Budget
2012 $88 million total on advertising
$6 million on digital advertising
2013 Increase by 5% for digital advertising
$93 million total on advertising
$11 million on digital advertising

Budget will increase room for:

AdWords, Ad position, social media campaigns, Tweet A Coffee campaign

The Big Idea

Summary
Take advantage of social media outlets
the opportunity to become more mobile
enhance the website to spark more traffic
reach a higher position in search engines
Causing an increase in consumer engagement
awareness of Tweet a Coffee
increase in internet traffic
Radian6 will tell us the effectiveness of how we
create the connection to stay connected