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Starbucks social and digital strategy

3 August 2010 One Comment

At the risk of reinforcing my (somewhat fallacious) positioning as a  ‘Social media’ guy (I am a digital marketing person- and a proponent of engagement led marketing), here is an interesting and relatively new (end June 2010) content on digital (mainly social media, I would say) strategy from a leading brand.

A session by Alexandra Wheeler- Digital Director at Starbucks.

Listing the video along with the presentation here- as noticed on the Digital Buzz blog

Some key points from the presentation (you’ve heard a lot of this before- and the reason might be that it is becoming standard practice now across many firms)

  • Social media is about relationships and engagement- so be authentic and don’t outsource your voice (Hmm…not outsourcing your voice could be debatable- and I would argue it does not play with all brands across all situations)
  • Digital within Starbucks fits within a larger integrated marketing strategy ( I like this statement. As someone exposed to all marketing disciplines- especially within the digital domain- no one can vouch for this more than me)
  • Revisiting Starbucks digital (social actually) strategy- some key success areas were- building a coalition (finding a common cause with the community); making a commitment and acknowledging mistakes when they were made. Crowdsourcing ideas worked for them -the “Free WiFi”  idea came up from the “My Starbucks Idea” platform and an organic community build-up led to ‘real’ fans coming in contact with the brand
  • I love the importance they laid to curating content. Content became an engagement vehicle (something I’ve been reinforcing the whole of last year- and continue to do so) Creating great content and seeding it meaningfully scored high points (what I have called GermFeeding and GermSeeding)
  • We need to put resources behind digital/social- Completely agree. To make it a committed effort- this needs investment in right people, tools and processes.

Enjoy the talk and the presentation below:

Social Media Influence 2010: Alexandra Wheeler, Digital Director, Starbucks

View more presentations from Social Media Influence.
Image credit: http://www.newlaunches.com/archives/starbucks_wants_to_test_if_alcohol_will_lure_back_customers.php