JOHANA WIZNITZER STARBUCKSTHIS PROJECT WAS MAINLY FOCUSED ON THE U.S.

September 27, 2015

Social Media StrategyTable of Contents

1. Executive Summary , November 2016 2. Social Media Audit

a. Social Media Assessment , November 2016 b. Traffic Sources Assessment, May 2016 –October 2016c. Customer Demographics Assessment d. Competitor Assessment

3. Social Media Objectives4. Online Brand Persona and Voice 5. Strategies and Tools 6. Timing and Key Dates 7. Social Media Roles and Responsibilities8. Social Media Policy 9. Critical Response Plan 10. Measurement and Reporting Results , November 2016 – January

2017

Executive Summary Our major social media priorities for 2016 will be growing our online community and bringing more awareness to the organization. The primary focus will be to support revenue goals to drive more traffic to our website. The website will have more relevant content and will engage in deeper relationships with the clients Two major strategies that will support our goals 1. A plan to increase the amount posts that are published daily2. Encourage more conversations throughout all social media platforms __________________________________________________________________________________________________________Social Media Audit The following is an examination of Starbucks social media presence to date. It includes an evaluation of all social networks ,web traffic, competitors, and audience demographics.Data as of day of September 27, 2016

Social Network

URL Follower Count Average Weekly Activity Average Engagement Rate# interaction / reach

Twitter https://twitter.com/Starbucks

11.7 M 11 Posts per week 2.3 %

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

36, 876,093 6 posts per week 15.4%

Instagram https://www.instagram.com/starbucks/?hl=en

11.5 M 5 to 6 Posts per week Average interaction per post= 250,000

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

724,830 2 per week Average indication per post 300Social Media Assessment At the present time, the most interactions occur on Facebook (however, precise calculations cannot be measured at this time). Yet the least interactions occur on LinkedIn, more focus should be considered on this channel.

Website Traffic Source Assessment Source Volume Percentage of

Overall TrafficConversion Rate

Twitter 10,000 unique visits

9% 4.33%

Facebook 18,000 unique visits

20% 2.1%

Intstagram NO DATA NO DATA NO DATA LinkedIn 300 unique

visits 0.8% .07%

Traffic Summary At present time, Facebook has the greatest traffic drive of out company. The conversion rate falls behind Twitter at 2.1% to 4.33% . However, it is not to be forgotten that Instagram is a big player in this field but there is no available data for the website traffic source assessment.

Website Traffic Sources AssessmentTimeframe : monthly average June 2015 to November 2015

Audience Demographics Assessment

Age Distribution

Gender Distribution

Primary Social Network

Secondary Social Network

Primary Need

Secondary Need

3 % 13 - 17

28 %18 - 24 39% 25 – 40

10 % 41 - 55

23 % 56 and up

35 % males

65% women

35% Male

65% Female 55% Facebook

24% Instagram

21 %Twitter

45% Instagram

38 % Twitter

20 % Facebook

Customers go for a quick bite before work.

Customers for leisurely activities to relax and talk with friends or meet up with other people.

Demographics Assessment The survey was distributed in July/August on Facebook, Twitter and via email upon registration Total applicant responses 3,000.

Audience Demographics summary The majority of those who took the survey are in the 25 – 40 group. Both Facebook and Instagram play a key role as social networks. Most people who come to Starbucks are people who go before work to get a quick bite and good coffee. More time should be spent on engaging more people on Twitter.

Demographics photo

Competitor Assessment

Competitor Name

Social Media Profile

Strengths Weaknesses

McDonalds’ Café ( McCafe)

FB : McDonalds The Facebook profile had a lot of pictures and images. It seems very interactive and thought out.

McDonalds’ has a a general page but does not have a page or a section specifically geared

Dunkin Donuts Facebook DD Dunkin Donuts

Dunkin Donuts Facebook page is very visual. It has a lot of options to interact with its audience. They also got Buzzfeed to do an add for them* Primary competitor

The posting does not seem so frequent or constant. Also, they seem a bit slow in responding.

Competitor Assessment SummaryThe analysis based above is the top two competitors of Starbucks. These companies have a strong base on Facebook, Instagram and Twitter. These companies have personal hashtags along with a strong fan base. These companies can improve in their customer interaction and how often they post.

Social Media Objectives In 2016, the primary focus for our media strategy will be to bring more revenue

in order to drive more traffic to our social media outlets. In order for this to be accomplished, our social media priorities will increase its followers by posting more frequently, engaging more with the audience and building a deeper connection with out customers.

Some Specifics of these include 1. Increase social media users by 40%

a. Increase the conversions that happen between the the customer and us b. Increase the amount of hashtags that are used in all social media platform

2. Increase Instagram followers by 600 in 9 months3. Increase the amount of visual continent on Facebook by 45% in 20 months 4. Increase the amount of customer contact and response rate by 30% 

a. more efficient and faster 

Key messages • It’s Not Just Coffee, It’s Starbucks

Online Brand Persona and Voice Adjectives that

describe our brand Delicious Customizable Efficient Clean Bold Fun Tasty

When interacting with out customers we are • Kind • Patient • Understanding • Excited• Fun • HUMANS – we give more than a

simple hello

What do we represent ?

Strategies and tools Paid

Every Wednesday and Friday, boost the company’s organic Facebook posts for both the week and weekends. The posts must have a minum reach of at least 35,000 people.

Owned Every Thursday introduce #ThankfulThursday on Instagram and Twitter. Here a

picture will be posted of either customers or employees and something they are thankful for. It must have a picture of the person as well.

We will also start using #Frapulicious and #StarbucksPls Earned

Check constantly for key words and tags on Facebook, Instagram and Twitter. Look for keywords such as coffee lover, Starbucks, special flavors of the months.

Demonstrate how Starbucks is globalized and is helping countries around the world.

Tools

Approved Tools Rejected Tools Existing Subscriptions/ Licenses

• Hootsuite • Buffer

N/A • Adobe premiere • Photo shop • Apple pay • Canva

Timing and Key Days Holidays

Labor Day MLK Independence day Memorial day Veterans Day Thanksgiving Begging of fall

(pumpkin flavor) New Years Presidents Day Valentine's Day Halloween

Internal Events • Starbucks Anniversary

• September 13• Headquarter meetings

• February 18-21• national coffee day

• September 29

Social Media Policy Social media is key to success. In order for any business to succeed now, there

must be a strong social media base. We must be able to interact with our customers and humanize the internet for them. As Starbucks continues to expand and globalize, it must that all employees remember these simple guidelines: Be kind, courteous and respectful. Sometimes customers can get nasty, but its

important to remember to stay cool and collected. If you don’t know how to answer a comment, ask your supervisor.

Never be afraid to ask, its better to double check than to say something wrongly Don’t bash other companies on your personal social media, your family, friends

and peers still associate you with Starbucks Be helpful to the customer, try to answer the customer as best as possible Stay positive and excited about things going on No foul or offensive language can be used at any point Use your own social media to promote things that you are excited about in

Starbucks

Violation of Starbucks use of social media rules may result in serious of penalties, including termination of job. The company reserves all rights to pursue legal action if certain rules are not followed. The company reserves all rights to take actions that they seem fit and appropriate. If you have any questions or concerns please speak to us about it.

Social Media Roles and Responsibilities

Marketing Director, Categrory and Brand Management Brady Brewer

Executive vice president, global chief marketing officer Sharon Rothstien

Senior vice president , Americas Category and Integrated Marketing Katie Seawell

Marketing and Advertising ( Sr manager ) Brad Nelson

Vice President. Global Digital Engagement Social media manager

Daniel Smith Ryan Turner

Director of Social Media Stephanie Marx

Critical Response Plan Scenerio1Inapropriate Facebook @Starbucks Action Plan

1. first detect the picture( was it only posted on Facebook or other social media sites as well)

a. Take a screenshot of it b. Delete the picture c. Alert Daniel Smith it ( Social Media Manager) If he is unavailable contact Brad

Nelson( Advertising and Sr Manager)2. Daniel and Brad will discuss the impact and further action 3. Daniel will develop a further post, and Brad must approve/ review4. If the media has seen the post, Brad will directly manage and contact the

media. 5. Daniel and Brad will discuss what action should be taken with the employee due

to the severity of the impact of the photo. Pre approved messaging NO PRE APPROVED POSTS FOR THIS SCENARIO Posts will be dependent on the content of the photograph.

Critical Response Plan Scenerio2 Recall of a product ( Let’s say Roasted Tomato & Mozzarella Panini) 1 Contact all stores immediately to find out what happened and to

take the product out 2 Was anyone affected? Find out who and help them out.

1 If it was a medical issue, come out with a statement 3 Contact the media before they contact you 4 Find out who got affected by the sandwich 5 Come out with a statement saying that Starbucks is deeply

concerned about the health of our customers and we are striving to improve

6 Check out the other sandwiches and see if any of them have something as well

Pre- approved messagesTHESE ARE TEMPLATES, THE CONTENT MAY CHANGE DUE TO THE SCENARIO • Twitter : We are recalling all Mozzarella sandwiches due to X reason. We are sorry for

the inconvenience • Facebook : “We are recalling our “ Mozzarella sandwiches” in order to conduct a

thorough investigation. We always place our customers and their health above anything else. We will let you know as things progress.”

Measurement and Reporting Quantitative KPIs

Reporting Period 5 months Data as of January 1, 2015

Website Traffic Sources Assessment Timeframe :monthly average

Source Volume Percentage of Overall Traffic

Conversion Rate

Twitter 1300 unique visits+15 %

18% 5.8%

Facebook 6700Unique visits+11%

32% 2.1%

LinkedIn 401 Unique visits +7%

17% .7%

Social Network Data

Social Network URL Follow Count Average Weekly Activity

Engagement Rate

Twitter https://twitter.com/Starbucks

11.8 M+13% growth

15 Posts per week +10% increase

3%

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

37, 876,093+30% growth

15 posts per week 60% increase

9%

Instagram https://www.instagram.com/starbucks/?hl=en

12.5 M +12% growth

9 Posts per week 40% increase

Average interactions per post =253,000

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

723,83016% growth

3 per week No change

2.1%

Timeframe as of January 1,2016

• Our Facebook grew by 100,000 in 3 months, and hit the target followers. It is on track to hit the ideal followers in 6 months timeframe . It’s important to note that the average interaction per post increased from 250,000 to 253,000

• The social content team has done an impeccable job of meeting the goals that were set. We have surpassed the goal of visual content on Facebook and Instagram. However, there is still some work to be done on LinkedIn.

• We have decided to keep LinkedIn open to upcoming Spring/Summer for upcoming hiring season. More focus should be set on culture centered content. There will be a greater focus on developing the channel. Some content that is posted on Instagram, Facebook or Twitter may be resurfaced on LinkedIn.

#Frapulious #StarbucksPls Hashtag performance

In the months December 1, 2016 to March 1, 2017 the hashtag was mentioned 15,000 times on Twitter and 13,000 times on Instagram.

On average there are 40 tweets that use this hashtag and yield a higher interaction rate. Also, these two hashtags have the highest yield for friends to tag them in the comment section. Qualitative KPIs

Sentiment Analysis An analysis was done to see the interactions that were done on 300

Facebook posts, 150 Instagram posts and 100 Tweets. The results are the following

There were a lot of shout outs , tweets and reposts. The things that had the most attention was visual content such as pictures and videos.

However, we also discovered that there were some negative sentiments on size cut of the foods. Some have voiced that the pricing on the food was too high for the portion of the meal.

Proposed Action Item• Continue using the hashtags #Frapulious #StarbucksPls • Prepare a mission statement and content strategies for LinkedIn when

new positions are available

It’s Not Just Coffee, It’s Starbucks

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