StarbucksDigital Media Campaign 2013

Emily Magyar

Target Market

Social mediasavvy &young

professional

Eco-friendly

College

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

Contests

Drink of the DayTweet a Coffee

Relevant & relatableSEO potentialCall to actionCelebrate or acknowledge

Twitter, Pinterest, Instagramyoutube & Facebook

A way ofconnection

Mobile Strategy

Starbucks AppEasy access to contests

Reward points through coffee purchases & social media postings

Quick tap to Tweet a Coffee

Everythingat your

fingertips

Customer engagement & loyalty

Awareness of new services

Internet StrategyStarbucks Coffee Frappuccino Mocha

Tweet a Coffee Starbucks App Starbucks Menu Thank You Gift Card

SEO

StarbucksTweet a Coffee

The new way to say thank you

Starbucks E-Gift CardTweet a Coffee

The new way to say thank you

AdWords

Starbucks WebsiteStrengthen with social media outlets

Stories

Live In-store Feeds

Tweet A Coffee videos

Show them & connect them.

Key Performance Indicators

Social media monitoring:

Who’s visiting our pagesIncrease in followers and fans

Who’s sharing whatAmount 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 IdeaSummary

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 !tay connected