How Starbucks used social media during a product launch — Live from BlogWell

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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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