Social Infects Everything: Inverting the Way Starbucks Goes to Market

How social changed everything

Page 3

# 1 Most engaged brand onlineAltimeter Report 2009

Page 4

# 1 brand on Facebook

Page 5

One of the most tweeted brands on Twitter

Page 6

Millions of engaged loyalty members

Page 7 Starbucks Confidential -- Page 7

IN RESPONSE TO CHALLENGING TIMES, WE RADICALLY TRANSFORMED OUR GO-TO-MARKET MODEL

Page 8

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)

Page 9

WE FOUND OUR VOICE

Page 10

WE LINED UP WITH THE STORESOutdoorOutdoor PrintPrint CPG & Retail FSICPG & Retail FSI

Print Cover StripsPrint Cover Strips

Page 11

EXPLODED WITH VIA – SO WE WENT GLOBAL

Page 12

GLOBAL GREEN SPARK

Page 13

Page 14

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

Page 15

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

Page 16

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

Page 17

Page 18

MELTDOWN – TERRIBLE TO WASTE