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In her BlogWell Seattle case study, “Powering Product Launches, Building a Sense of Community, and More,” Starbucks’ Director of Digital Strategy, Alexandra Wheeler, shares some of the recent work they have done in social media.
Alexandra explains how customer insights led to the the launch of the However-You-Want-It Frappuccino — which invited participation through Facebook, Twitter, and Frappuccino.com.
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How Starbucks used social media during a product launch — Live from BlogWell: Come to BlogWell: How Big Brands U… http://bit.ly/9s2mep
This comment was originally posted on Twitter
For those who want to hear more of what Alexandra Wheeler has to say about the vital role social media plays within Starbucks, I conducted a one-on-one interview with her following her keynote at Social Media Influence 2010. The video is here in which she talks about the imperative of getting sign-in from upper management in order to pull off such an ambitious social network strategy, erm, philosophy, as she calls it. The link is here:
http://socialmediainfluence.com/2010/07/16/starbucks-alexandra-wheeler-forget-social-strategy-think-social-philosophy/