Starbucks Social Media CampaignSpread the Seasons Greeting

Together, We Care

Tengyao Lo (Raymond)

ADV 892

About Us & Our Mission

• The story began in 1971, a single store in Seattle’s Pike Place Market.

• Today, we are serving in more than 16,000 locations in over 50 countries.

• Our mission is to inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.

Market Analysis

• Market situation

• Role in the market: market leader

• Market major competitors

Campaign Objectives & Positioning

• Strenghten brand awareness and preference

• Differentiate itself from the competitors

• T-B-C Model: relate the campaign cause to the customers

New Media Usage

• Emphasizing the use of new media tools

• Using various social media channels promoting the campaign

• Relating the message to the season holiday

• “Spread the Seasons Greeting” Like it, Follow it, Digg it, Blog it & Google it

Campaign Channels

• Facebook: Increasing campaign support

• Twitter: Spread the words

• YouTube: Seeing is believing

• BLOG: Real people, real stories

Emphasizing the use of BLOG

• BLOG: Real People, Real Stories

• Blog Content: SEO Friendly

• Increasing the use of video footage

• Emphasizing the campaign cause

Campaign Timeline

Nov-Nov1

5

Nov15-D

ec

Dec-Dec1

5

Dec15-Ja

n20%

10%20%30%40%50%60%70%80%90%

100%

Campaign Effectiveness Measuring

• Use of online surveys

• Integrating surveys with coupons to increase respond rate

• Brand listening and monitoring