Starbucks’s Digital Strategy & Social Integration

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Many brands have adopted social media but not many are as successful as Starbucks. It has recently crossed the 10 million fans milestone on Facebook and was voted the most engaging brand on the web by Altimeter Group last year.

Thanks to Social Media Influence 2010, we get a chance to learn how Starbucks did it. Alexander Wheeler, director of digital strategy of Starbucks, shared with us some insights on how the coffee giant goes about engaging its fans through various digital channels.

The keynote started off with something many marketers still don’t quite understand today. “It’s about relationships and not marketing”. “It” refers to social (media).

The digital space isn’t only used to sell coffee. It is also used for good cause and idea generation purposes. For Starbucks lovers, you would be surprised that some of the items we see in the cafe are ideas generated by consumers, through My Starbucks Ideas.

In a nutshell, Starbucks uses digital and social media in a holistic manner. Through relevant content and campaigns, they are not only seen as a company that sells coffee but also one that cares for the Earth and friendly and humble enough to learn from its consumers. Catch her full presentation and deck below.