Madeline Moy - Micro Communities in Social

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Social Fresh Conference

Social Fresh 2018

Business

HOW TO FIND &
CONNECT WITH MICRO
COMMUNITIES
IN SOCIAL
Madeline Moy
Senior Community Manager
Starbucks Coffee Company

STARBUCKS MISSION:
TO INSPIRE AND
NURTURE THE
HUMAN SPIRIT-
ONE PERSON, ONE
CUP AND ONE
NEIGHBORHOOD
AT A TIME.

THE PSL FACEBOOK LIVESTREAM GENERATED 99K COMMENTS & 46K SHARES

PSL INSIGHTS
•  People who love
Pumpkin Spice Latte
are some of our most
loyal and passionate
Starbucks fans.
•  People who love PSL
also REALLY love fall.
•  PSL fans love
connecting with “their
people.”

• 8,200 Posts
• 117,000 Comments
• 581,000 Likes/Loves
SIX WEEKS LATER...
Zero Media Spend

BRING PEOPLE
TOGETHER
AND AMAZING
THINGS WILL
HAPPEN

ONE OF THE MOST
POPULAR
STARBUCKS
TWEETS OF ALL
TIME

AS MARKETERS,
WE NEED TO STEP
OUT OF THE
“ONE-AND-DONE”
MENTALITY

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Madeline Moy - Micro Communities in Social

1. HOW TO FIND & CONNECT WITH MICRO COMMUNITIES IN SOCIAL Madeline Moy Senior Community Manager Starbucks Coffee Company

2. STARBUCKS MISSION: TO INSPIRE AND NURTURE THE HUMAN SPIRIT- ONE PERSON, ONE CUP AND ONE NEIGHBORHOOD AT A TIME.

3. PERMISSION TO FALL

4. PSL DIGITAL ACTIVATIONS 2012 2014 2017

6. THE PSL FACEBOOK LIVESTREAM GENERATED 99K COMMENTS & 46K SHARES

7. PSL INSIGHTS •  People who love Pumpkin Spice Latte are some of our most loyal and passionate Starbucks fans. •  People who love PSL also REALLY love fall. •  PSL fans love connecting with “their people.”

10. • 8,200 Posts • 117,000 Comments • 581,000 Likes/Loves SIX WEEKS LATER... Zero Media Spend

11. BE AUTHENTIC AND THE LIKES WILL FOLLOW

12. BRING PEOPLE TOGETHER AND AMAZING THINGS WILL HAPPEN

13.

14.

15. THE K-POP CONNECTION

16. ONE OF THE MOST POPULAR STARBUCKS TWEETS OF ALL TIME

17.

18. IT TAKES AN ARMY

19. KEYS TO BUILDING COMMUNITY •  Make people feel like they have a shared sense of identity and emotional connection. •  Share ownership with your community. •  Pursue new communities and trends that are authentic to your brand. •  Create content that speaks directly to niche audiences and is still relevant for existing customers. •  Listen and then listen again.

20. OTHER FLAVORS

21. TARGET STUDIO CONNECT APP

22.

23. AS MARKETERS, WE NEED TO STEP OUT OF THE “ONE-AND-DONE” MENTALITY

24. THANK YOU