StarbucksProject 1: Social Media Strategy

Mayra Yaji

October 1, 2016

RTV4930

Table of Contents

Executive SummarySocial Media AuditSocial Media ObjectivesOnline Branding Persona and VoiceStrategies and ToolsTiming and Key DatesSocial Media Roles and Responsibilities Critical Response PlanMeasurement and Reporting Results

Executive Summary

• Our main social media priorities for 2016 and 2017 will be to increase our follower count on multiple social media platforms.

• This goal will be achieved by increasing engagement with customers (better communication), posting quality content and improving relationships with followers.

Two major social strategies will support this objective: 1. Having more opportunities for customer engagement. (Example: Twitter Chats and Q & As.)2. Post more relevant content more often.

Social Media Audit: Assessment

Social Network

URL Follower Count

Average Weekly Activity

Average Engagement Rate

Twitter www.twitter.com/starbucks 11.8 Million About 290 tweets 2000 Tweets/Replies

Facebook www.facebook.com/Starbucks 36 Million 7 posts 250,000 likes

Instagram www.instagram.com/starbucks/

11.5 Million 9 posts 300,000 likes

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

726,116 1 post 275 likes

Social Media Audit: Website

Source Volume Percentage of Overall Traffic

Conversion Rate

Facebook 160,000 45.60% 15%

YouTube 59,350 16.58% 10%

Reddit 58,490 16.34% 9%

Twitter 41,235 11.52% 7%

LinkedIn 18,900 4.87% 4%

Note that only 1.23% of Starbucks’s traffic comes from social media. The above percentages reflect that percentage. At present time, Facebook is the biggest traffic driver to our website out of all other social media platforms. Conversion rates = purchases made after seeing content.

Social Media Audit: Audience

Age Distribution

Gender Distribution

Primary Social Network

Secondary Social Network

Primary Need Secondary Need

49% ages 25 to 4040% young adults (ages 18 to 24)2% kids and teens (ages 13 to 17)

60% females40% males

55% Facebook

25% Twitter

20% Instagram

40% Instagram

20% Facebook

15 %Twitter

Drinks that supply the caffeine needed for the user. As well as food throughout the day.

Great location to meet up withfriends or study.

Social Media Audit: CompetitorsCompetitor Name Social Media Profile Strengths Weaknesses

1. Dunkin Donuts www.twitter.com/dunkindonuts

Retweets lots of customer images, good amount of GIFs.

Not the highest quality pictures, repetitive.

2. McDonald’s www.twitter.com/mcdonalds

Extremely active (posts or replies every few minutes), lots of videos.

Lacks visuals, repetitive ad.

Social Media Objectives

• In the remaining 2016 and 2017, the primary focus of our social media strategy will be to increase revenue by increasing our audience on social media channels and website traffic. For this to occur, more relevant content will be posted on all social media, engagement opportunities will increase and listening to customers’ needs and concerns.

• Some specific objectives include:• Increase Instagram follower s by 200,000 in 6 months

• Increase visuals on all social media channels by 35% in 6 months.

Social Media Objectives

KPIs1. Quantity of unique visitors from all social media channels (Facebook, Twitter, Instagram, LinkedIn)2. Number of folowers on social media platforms3. Number of posts on Instagram and Facebook4. Sentiment analysis

Key Messages1. Enjoy one cup at a time.2. Providing your pick me up since 1971.3. Variety, quality, speed. For everyone.

Online Brand Persona and Voice

• Friendly

• Funny/joking

• Solution-oriented

Adjectives that describe our brand:

When interacting with our customers we are:

• Caring

• Quirky

• Artsy

• Green

Strategies and Tools:Strategies

• Paid: Every Monday boost the most popular Facebook post for the week. This will reach the tired Starbucks customers starting their week on a positive note.

• Owned: Introduce #OneCupAtATime to company Tweets and Instagram posts. This hashtag stems from Starbucks’s official mission statement since they do not have an official slogan. Shoutout a minimum of 25 pieces of user-generate content per week.• Starbucks cups will incorporate the hashtag to encourage customers to use it when taking photos or tweeting about their visit.

• Earned: • Monitor Twitter for keywords: coffee, morning, tired, brewing. Extend 100 discount codes to warm leads/prospects over the

course of 2 months = unexpected delight.

• Partner with 5 food bloggers and develop an influencer/advocate relationship. Co-develop a 6 piece video series “Starbucks Stories”. Content will be shared on all social channels and partner sites.

Strategies and Tools:Tools

Approved Tools:• Hootsuite• Buffer

Rejected Tools• N/A

Existing Subscriptions:• Photoshop• Vimeo• Canva

Timing and Key Dates

Holiday Dates:• National Coffee

Day• Valentine’s Day• Christmas• Thanksgiving• Halloween• Mother’s Day• Father’s Day• First Day of School

Internal Events:• April 22 + 23 – Earth Day

Volunteering Event• December 22 + 23 –

Community Food and Toy Drive for the Holidays

Reporting Dates:• Reporting will occur quarterly

in February, May, August, and November. Precise dates TBA.

Social Media Roles and Responsibilities

• Director of Global Social Media: Stephanie Marx

• Vice President of Global Digital Engagement: Ryan Turner

• Global Digital Marketing: Alexandra Wheeler

Social Media Policy

With social media’s undeniable growth in the past 5 years, it has become an integral key to the success of the company. We use it to form deeper relationships with customers, share content, and actively listen on how to improve the company. As an employee and representative of Starbucks you are expected to act with a sense of etiquette in your social media channels by following some simple guidelines:

• Always be respectful• Be kind and welcoming to strangers• Never start fights• Avoid controversial topics• Act helpful to customers• Feel free to spread the word of the company if you choose to do so• If you are not sure of the appropriateness of your social media content, ask us before

posting J

Social Media Policy

Starbucks takes violations of the social media policy very seriously. If an employee chooses to participate in inappropriate behavior on social media it may result in corrective action, up to and including termination.

An offense may be subject to legal action, including criminal prosecution.

The company reserves the right to take any further action if it believes it is appropriate.

If you have any questions about this policy, please direct your questions to your Manager or anyone on the HR team.

Critical Response Plan

Scenario 1- Inappropriate Tweet sent from @StarbucksAction Plan1. When Tweet is discovered:

1. Have documentation of tweet2. Delete Tweet3. Immediately alert Stephanie Marx (Director of Global Social Media). If Stephanie is unavailable alert

Ryan Turner.2. Stephanie and Ryan will discuss the reach and impact of the Tweet. Further action will be evaluated.3. Stephanie will create a follow up Tweet, which must be approved by Ryan.4. If media has picked up the Tweet, Alexandra Wheeler must manage all direct contact. If Alexandra is

unavailable, Ryan Turner will manage all contact.5. Stephanie and Ryan will determine and contact employee responsible for publishing Tweet. It will then be

determined if disciplinary action must be taken.

Critical Response Plan

Scenario 2: Spoiled ingredients used1. Release a statement via social media alerting consumers2. Explain what happened (transparency)3. Create statement about what is being done to fix this issue4. Talk to concerned customers to ease damage5. Assess the situation6. Evaluate if further action should be taken

Measurement and Reporting Results

Quantitative KPIsReporting Period: 3 months

Source Volume Percentage of Overall Traffic

Conversion Rate

Facebook 10000 unique visits +15% growth

34% 2%

Twitter 6000 unique visits+10% growth

27% 1.5%

LinkedIn 500 unique visits+3% growth

8% .03%

Website Traffic Sources Assessment

Measurement and Reporting

Social Network DataSocial Network URL Follower

CountAverage Weekly Activity

Engagement Rate

Twitter www.twitter.com/starbucks 500,000 +10%growth

50 posts 15%

Facebook www.facebook.com/Starbucks 1,000,000 +15% growth

10 posts 20%

Instagram www.instagram.com/starbucks 300,000 +10% growth

9 posts 10%

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

50,000 +5% growth

1 post .02%

Measurement and Reporting

#OneCupAtATime Hashtag Performance• Between September 2016 to December 2016, the hashtag was mentioned

200,000 times on Twitter and 150,000 times on Instagram• 25,000 Instagram posts published with the hashtag resulted in higher than

average numbers of comments.Qualitative KPIs• Sentiment Analysis: An analysis of the interactions on 1000 Facebook Posts, 1000

Instagram posts and 1000 Tweets revealed the following:• Customers were experiencing positive customer service and products met their expectations.• Customers only displayed negative sentiment when discussing pricing. Although, Starbucks

is pricier than its competitors, customer loyalty was seen regardless of the price.

Measurement and Reporting

Proposed Action Items:• Continue the #OneCupAtATime campaign.• Consider releasing more discounts to loyal customers.• Create another campaign for the upcoming season