Starbucks' 2014 digital strategy plan aims to get consumers more engaged with the brand on digital media by creating appealing content and contests on social media networks and their website. The plan targets generation Y consumers and focuses on improving search engine optimization, promoting products on social media, grabbing attention with intriguing content, making purchases easy online and through their app, and getting feedback to improve engagement over time. Starbucks will measure success based on increases in social media engagement and app usage.

1. STARBUCKS
Digital Strategy Plan 2014
Taylor Westmoreland

2. Generation Y: (1980s and 1990s)
• Understand the use of digital
technology
• Overuse of smart phones and
tablets
• Constantly staying connected
with social media
• Generally known as college kids
and working middle class
• On-the-go kind of people
Also targeting:
• Green people, known
as “environmentally
friendly”

3. Starbucks objective:
To get consumers involved and engaged with the company on digital media!
The goals:
• Create appealing content and
contests that make the consumers
want to engage
• Stay involved with multiple social
media networks to reach full
target audience
• Balance consistency and diversity
within the media networks
• Make consumers aware of our
appreciation for them!

4. 1st step:
• Improve SEO by ensuring
relevance of brand content
and keywords
2nd step:
• Promote Starbucks
products via social media to
reach the desired target
audience
3rd step:
• Grab the attention of the
target audience with
intriguing and interesting
content
4th step:
• Make the purchasing
process as fast and easy as
possible to endure sales
Final step:
• Listen and get feedback
from consumers; embrace
the positives and alter the
negatives.
These steps are designed to encourage our
consumers to spread positive word-of-mouth
and continue engagement with our company.

5. Starbucks wants to promote positive brand image
to ensure our consumers will be happy and satisfied
with our products and services
Each medium was carefully
chosen to capture the
attention of our consumers
with the use of engaging and
appealing content .
Starbucks works to ensure
that all mediums are user
friendly, making it as easy
and enjoyable as possible in
interact with us.
Social Media:
Facebook
Twitter
Instagram
YouTube
Foursquare
Pinterest
Internet:
Search/Keyword
Website
SEO
Google AdWords
Blogs
Banner Ads
Mobile:
Mobile Website
Applications
QR Codes

6. Contests
 Increase fans and
followers
 Large target
audience
 Word-of-Mouth
 Increase shares
and likes
 Use appropriate
content for
different social
media sites
Content
 Latest, up-to-date
information
 Appealing and
interesting material
 Easy sharing and
accessibility
 Variety of media to
engage with
 No overpowering or
overwhelming info

7. Starbucks App
• Load money onto your
gift card and access it
through the app
• Star rewards for
purchases
• Promo codes and
coupons
• Share/give gift cards
• Leave tips
• Find locations
Website
Find any information
you would like to know
about the company
and the products. Look
for all up-to-date
information, including:
promotions, seasonal
drinks, and blogs!
AdWords & Keywords
Starbucks, Coffee, Latte,
Mocha, Tazo tea,
Frappuccino, Espresso, Iced
Coffee
Frequent Misspellings:
Starbucs, Starbuks,
Starbcuks, cofee, coffe
Seasonal Beverages:
o Pumpkin Spice Latte
o Peppermint Mocha
o Caramel Brulée Latte

8. Starbucks Goal: Increase consumer
involvement and engagement
Performance Indicators:
 Increase fans & followers
 More likes, shares, tweets, hashtags,
comments
 New views on social media networks,
Starbucks website
 Increase amount of time spent on each
of these mediums
Radian6 will be used
to monitor social
media engagement

9. Total Advertising in 2012:
$88 million total advertising
7% of the total budget was spent on
digital advertising, averaging to about $6
million, respectively
Total Advertising in 2013:
$95 million total advertising
Increasing their digital advertising to 9%
of the total budget spent, averaging to
about $9 million, respectively

10. Starbucks goal is to increase consumer
engagement and involvement
Strategy:
 Create appealing content on website and
social media networks
 Host different contests on social media sites
 Encourage consumers to download and use
the mobile app
Success Measurements:
Increase in likes, shares, comments, tweets,
hashtags, followers, fans, consumer engagement,
downloads, and views