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 digital
retail
partner engagement PR

leading to powerful results 275+
250MM 5 1,100 local broadcast hits global PR media hits on naJonal global media in top 25 DMAs impressions morning shows placements 16 487MM 6% countries included Quadrupled traffic global Facebook increase in in global Facebook to Starbucks.com impressions global Facebook Reachblock fans

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 21 From: Razorfish FEED 2009

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

relevant mobile
experiences
31

love our existing
communities too

pay attention
33

thanks…