ADV 420 Fall Semester 2013 Starbucks Digital Media Campaign

1. Starbucks
Digital Media Campaign 2013
Emily Magyar

2. Target Market
College
Social media
savvy
&
young
professional
Eco-friendly

3. Get connected,
stay connected.
1. Create engaging social media content
2. Increase SEO & social media traffic
3. Increase awareness of Tweet a Coffee

4. Social Media Strategy
Relevant & relatable
SEO potential
Call to action
Celebrate or acknowledge
Twitter, Pinterest, Instagram
youtube & Facebook
Contests
Tweet a Coffee
Drink of the Day
A way of
connection

5. Mobile Strategy
Starbucks App
Easy access to contests
Reward points through coffee purchases
& social media postings
Quick tap to Tweet a Coffee
Customer engagement & loyalty
Awareness of new services
Everything
at your
fingertips

6. SEO
Internet Strategy
Starbucks Coffee Frappuccino Mocha
Tweet a Coffee
Starbucks App Starbucks Menu
Thank You Gift Card
Starbucks E-Gift Card
AdWords
Tweet a Coffee
The new way to say thank you
Starbucks
Tweet a Coffee
The new way to say thank you

7. Starbucks Website
Strengthen with social media outlets
Stories
Live In-store Feeds
Tweet A Coffee videos
Show them & connect them.

8. Key Performance Indicators
Social media
monitoring:
Who’s visiting our pages
Increase in followers and fans
Who’s sharing what
Amount of time spent
Amount of conversation

9. 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

10. The Big Idea
Summary
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 stay connected