tengyao lo (raymond) adv 892 starbucks social media campaign
DESCRIPTION
TRANSCRIPT
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