TABLE OF CONTENTS1. Executive Summary2. Social Media Audit

• Social Media Assessment• Traffic Sources Assessment• Customer Demographics Assessment• Competitor Assessment

3. Social Media Objectives4. Online Brand Persona and Voice5. Strategies and Tools6. Timing and Key Dates7. Social Media Roles and Responsibilities8. Social Media Policy9. Critical Response Plan10.Measurement and Reporting Results

EXECUTIVE SUMMARYOur major social media priorities for 2016 will be making our audience more aware of our online community.

The primary focus will be to support revenue goals through using social media platforms to drive customers to our website by being engaging and sharing relevant content.

Two major social strategies will support this objective:1. A plan to create content targeted to our audiences’ needs.

2. Create more engagement with customers to build relationships.

SOCIAL MEDIA AUDIT

Social Media Assessment: Starbucks is most active on Facebook and Instagram. Facebook and LinkedIn get the least amount of interaction and tactics to increase interaction in those platforms should be considered.

SOCIAL NETWORK URL FOLLOWER COUNT AVERAGE WEEKLY ACTIVITY

AVERAGE WEEKLY ENGAGEMENT

TWITTER https://twitter.com/Starbucks 11.8M 3 posts per day 6.2%

FACEBOOK https://www.facebook.com/Starbucks/?fref=ts 36,453,893 7 posts per week 5.5%

INSTAGRAM https://www.instagram.com/starbucks/ 11.6M 7 posts per week 7.3%

LINKEDIN https://www.linkedin.com/company-beta/2271?pathWildcard=2271 726,258 12 posts per month 4.2%

Website Traffic Sources Assessment: Facebook is the biggest driver of traffic and has the highest conversion rate. Twitter falls closely behind in both categories. There is no direct traffic data for Instagram; however, there are social interactions within the platform.

SOURCE VOLUME % OF OVERALL TRAFFIC CONVERSION RATE

TWITTER 20,000 30% 33.25%

FACEBOOK 30,000 50% 62%

INSTAGRAM NO DATA NO DATA NO DATA

LINKEDIN 2000 10% 13%

Audience Demographics Assessment: People between the ages of 18 and 30 make up for a majority of Starbucks’ consumers. Facebook and Twitter are the main social platforms. Need for Starbucks is driven by the quality of coffee and the atmosphere.

AGE DISTRIBUTION

GENDER DISTRIBUTION

PRIMARY SOCIAL NETWORK

SECONDARY SOCIAL

NETWORKPRIMARY NEED SECONDARY

NEED

50% (18-30) 50% Facebook 40% Twitter

Enjoy high-quality coffee in a friendly atmosphere

Connect with friends over a variety of coffee flavors

30% (31-40) 65 % Female 20% Twitter 30% Facebook

20% (41-55) 35% Male 15% Instagram

20% Instagram

5% (56-80) 12 posts per month

Competitor Assessment: The brands below are some of the competitors of Starbucks. Each brand caters to their specific audience, as does Starbucks. Things that can be compared are frequency of posts and the overall brand personality of each company. Consumers are not buying just for the coffee anymore, but by what the company stands for as a whole.

COMPETITOR NAME SOCIAL MEDIA PROFILE STRENGTHS WEAKNESSES

The Coffee Bean https://www.facebook.com/thecoffeebean/?fref=ts

The Coffee Bean has a similar aesthetic to Starbucks. It’s layout has that coffeeshop feel. Posts are quite frequent.

The Coffee Bean is not as well known. There are not as many locations as Starbucks. Engagement on Facebook is low.

Dunkin’ Donuts https://www.facebook.com/DunkinDonutsUS/?fref=ts

Constantly making posts and takes advantage of holidays, such as National Coffee Day

Unlike Starbucks, Dunkin’ Donuts layouts are more of a get up and go style. It is not a place one would want to stay and hang out with friends.

McDonald’s McCafe https://twitter.com/mccafe

McCafe coffee has a sweet taste that many find appealing. It is also much more affordable than other coffee brands.

McDonald’s in general is known for not being the healthiest.

SOCIAL MEDIA OBJECTIVESIn 2016, the primary focus of our social media strategy will be to support revenue goals by driving more traffic to our website from our social platforms. To accomplish this, our social media priorities include increasing online following and creating content that is relevant and engaging.

Some specific objectives include:

1. Increase unique visitors from social properties to website by 40% in 6 months via:

• Increase brand awareness through Twitter mentions

• Increase use of hashtags on Instagram, Twitter and Facebook

2. Increase Instagram followers by 12M in 6 months.

3. Increase visual content published on all social platforms by 20% in 6 months.

KPIs1. Number of unique visitors from Facebook, Twitter and LinkedIn

2. Number of Instagram followers

3. Engagement on photo and video posts on Facebook and Instagram

4. Sentiment Analysis

KEY MESSAGENot selling just coffee, but an experience.

ONLINE BRAND PERSONA & VOICE

Adjectives that describe our brand:• Fun

• Loyal

• Relaxing

• Inspiring

When interacting with customers we are:• Helpful

• Friendly

• Encouraging

STRATEGIES & TOOLSPaid: Every Friday, boost most popular organic Facebook posts for the weekend. The post must have a minimum organic reach of 50K, as well as a minimum of 20K likes and 1K comments.

Owned: Promote the use of #Starbucks to company Instagram posts. Encourage conversation with customers and get involved with collaborations.

Earned: Monitor Twitter for keywords and terms: coffee, Starbucks, Frappe, caffeine

Partner with social media influencers and build relationships. Collaborate in video series “It’s more than just coffee, it’s an experience” that can be shared throughout different social platforms.

Tools

Approved Tools

• Hootsuite

• Buffer

Rejected Tools

• N/A

Existing subscriptions/licenses

• Photoshop

• YouTube

TIMING & KEY DATESHoliday Dates: Valentine’s Day, First day of Spring, First day of Summer, Halloween, Christmas, Thanksgiving

Internal Events: Pumpkin Spice Announcement (Sept. 27), National Coffee Day(Sept. 29), White Chocolate Mocha Announcement(Dec.1)

Reporting Dates: Reporting will occur once a quarter February, April, October, November and December. Precise dates TBA

SOCIAL MEDIA ROLES & RESPONSIBILITIES

Marketing Director: Melanie Allen

Social Media Manager: Stephanie Marx

Social Media Coordinator: Stephanie Negrin

Supporting Social Media Team Members

• Kelli Broili (Customer Support - Social Media)• Bridget Barrett (Social Ads Support)

SOCIAL MEDIA POLICYSocial media is a crucial part of today’s culture. We are able to efficiently connect with our customers and spread company messages. As an employee of Starbucks you are expected to demonstrate the best practices and etiquette in your social by abiding by these guidelines:

• Be respectful

• Use common sense

• Always be kind

• Do not instigate a fight

• Be helpful

• If you are excited about a company event or campaign, feel free to share it.

• If you have any questions about your social, ask someone.

Starbucks is serious about the appropriate use of social media by all employees. Any violation of the Starbucks social policy may result in corrective action, probation, or termination. Legal action may be necessary. If you have any doubts or questions, feel free to contact a manager or someone on the HR team.

CRITICAL RESPONSE PLANScenario 1 - Inappropriate Tweet Sent from @StarbucksAction Plan1. When Tweet is detected: Take screenshot of tweet Delete Tweet Alert Stephanie Marx (Social Media Manager). If Stephanie is unavailable, alert Melanie Allen (Marketing Director.)2. Stephanie to sync with Melanie to discuss the consequences, and evaluate further action.3. Stephanie to develop appropriate follow up Tweet, Melanie to approve.4. If media has picked up the Tweet, Melanie to manage all direct contact. If Melanie is unavailable, Owner will manage all contact.5. Melanie and Stephanie to sync with employee responsible for publishing the Tweet to see if disciplinary action is required.Pre-approved messaging:

NO PRE-APPROVED MESSAGING IN THIS SCENARIOMessaging will be dependant on the nature of the tweet - to be developed by Stephanie and Melanie.

Scenario 2 - Campaign BackfireAction Plan1. Notice there is lack of engagement with campaign: Alert Stephanie Marx (Social Media Manager). If Stephanie is unavailable, alert Melanie Allen (Marketing Director.) 2. Stephanie to sync with Melanie to discuss the consequences, and evaluate further action.3. Stephanie to develop appropriate follow up posts, Melanie to approve.4. If media has picked up the campaign, Melanie to manage all direct contact. If Melanie is unavailable, Owner will manage all contact.5. Melanie and Stephanie to sync with employee responsible for campaign to see if disciplinary action is required.Pre-approved messaging:

NO PRE-APPROVED MESSAGING IN THIS SCENARIOMessaging will be dependant on the nature of the tweet - to be developed by Stephanie and Melanie.

MEASUREMENT & REPORTING RESULTS

Quantitative KPIs

Reporting Period: 3 months Data as of April 1, 2016

Website Trace Sources Assessment

Timeframe: Monthly average, August 2016 to October 2016

SOURCE VOLUME PERCENTAGE OF OVERALL TRACE CONVERSION RATE

Twitter 30,000 unique visits + 40% growth 52% 22%

Facebook 40,000 unique visits + 35% growth 57% 31%

Instagram 10,000 unique visits + 22% growth 15% 5.2%

Our Instagram following has grown by 20,000 in 3 months, on track to hit the target of 12M followers in a 6 month timeframe.

Out team has done a wonderful job of creating relevant content, that our engagement has increased throughout all of our social platforms.

SOCIAL NETWORK URL FOLLOWER COUNT AVERAGE WEEKLY ACTIVITY

AVERAGE WEEKLY ENGAGEMENT

TWITTER https://twitter.com/Starbucks11.8M + 26%

growth3 posts per day +

50% increase 10%

FACEBOOK https://www.facebook.com/Starbucks/?fref=ts

36,453,893 + 33% growth

7 posts per week + 70% increase 8.2%

INSTAGRAM https://www.instagram.com/starbucks/

11.6M + 20% growth

7 posts per week + 15% increase 9.9%

LINKEDIN https://www.linkedin.com/company-beta/2271?pathWildcard=2271

726,258 + 15% growth

12 posts per month + 5% increase 4.5%

Qualitative KPIs

Sentiment Analysis

An analysis of the interactions on 100 Facebook posts, 100 Instagram posts and 100 tweets revealed the following:• Positive feedback from customers in the form of retweets, shared posts, and mentions. • The biggest negative feedback is accurate and timely orders.

Proposed Action Items

• Consider a #TheStarbucksExperience Campaign • Consider rewards for random mentions