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Buyer's Guide

June 22, 2010



By Greg Hazley

Chris Abruzzo, VP of brand, content and online at Starbucks, talked about the company's "just enough" use of paid media to spark social media (it has a team of six) and PR among millions of consumers at the Conversational Marketing Summit earlier this month in New York/

Abruzzo, who was recruited to craft a digital strategy for Starbucks from Amazon, admits that the process is ongoing and "we really don't know very much," but Starbucks is ahead of the curve with more than 7M engaged Facebook fans and nearly a million followers on Twitter.

The 13-minute clip (with slides) delves into the company's initial "brand sparks" and how it was built from there using an "inverted" media strategy.

Hat tip: Strategic PR blog

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