STARBUCKS 2017 Social Media Strategy

10/02/2016Talia Pate

TABLE OF CONTENTS1. Executive Summary, October 20162. Social Media Audit

a. Social Media Assessment, October 2016b. Traffic Sources Assessment, May 2015 - October 2016c. Customer Demographics Assessmentd. 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, November 2015 - January 2016

EXECUTIVE SUMMARYOur major social media priority for 2017 will be growing our online following in 2 specific demographics: parents with children and customers aged 56+.The primary focus will be to engage customers from these demographics in order to increase revenue during off-peak times to current Starbucks locations.

Two major social strategies will support this objective:1. Introduce content relevant to families and 56+ customers in our current

social marketing plans. 2. Improve engagement with targeted demographics by increasing

our presence on Facebook and Twitter.

SOCIAL MEDIA AUDIT

SOCIAL NETWORK URL FOLLOWER COUNT

AVERAGE WEEKLY ACTIVITY

AVERAGE ENGAGEMENT RATE#interactions/ reach

Twitter https://twitter.com/Starbucks 11.7M 12 posts per week 2.7%

Facebook https://www.facebook.com/Starbucks/ 36.4M 5 posts per week 3.0%

Instagram https://www.instagram.com/starbucks/ 11.4M 7 posts per week 20.0%

LinkedInhttps://www.linkedin.com/company-beta/2271?pathWildcard=2271 722,832 4 posts per week 4.0%

Data as of October 2016

The following is an audit of STARBUCKS social media presence to date. It includes an assessment of all social networks, web traffic, audience demographics, and a competitor analysis.

Social Media Assessment

Interaction rate for Instagram is significantly higher and increased content for specified demographic should be considered in this channel first.

Assessment Summary

SOCIAL MEDIA AUDIT

SOURCE VOLUME % OF OVERALL TRAFFIC

CONVERSION RATE

Twitter 10000 unique visits 4% 1.70%

Facebook 17000 unique visits 23% 1.50%

Instagram NO DATA NO DATA NO DATA

LinkedIn  15000 unique visits 15% 2%

May 2015 - October 2016Website Traffic Sources Assessment

Currently, Facebook is the biggest source of website traffic with 23% of total traffic. No data is available for Instagram based traffic, however, interaction rates are very high. Content directing to website could be increased in Twitter to take advantage of its high conversion rate.

Assessment Summary

SOCIAL MEDIA AUDITAGE DISTRIBUTION GENDER DISTRIBUTION PRIMARY SOCIAL

NETWORKSECONDARY SOCIAL NETWORK

PRIMARY NEED SECONDARY NEED

45% 18 - 30 57% Female 50% Facebook 40% InstagramCoffee breaks and/or lunch breaks

Study and/or work location

22% 31 - 40 43% Male 35% Instagram 30% Facebook    

22% 41 - 55 10% Twitter 15% Twitter    

11% 56 +

Data as of October 2016Audience Demographics Assessment

Audience demographic data shows the need for concentration on customers of parenting age, and those 55+. Twitter is the fasting growing social media outlet for 55+, so should be considered primary for that specific target audience. Conversely, Facebook should be considered primary for customers in the 18-40 range in order to reach parents with children.

Assessment Summary

SOCIAL MEDIA AUDITCOMPETITOR NAME SOCIAL MEDIA PROFILE STRENGTHS WEAKNESSES

McDonald's FB: McDonaldsUSVisually appealling video and frequent special promotions.

Large number of negative responses to products and service.

Dunkin Donuts FB: DunkinDonutsUSVisually appealing bright color branding across posts. Lack of diversity in posting types

Caribou Coffee FB: CaribouCoffee Actual product pictures look authentic. Low video usage.

McDonald's FB: McDonaldsUSVisually appealling video and frequent special promotions.

Large number of negative responses to products and service.

Data as of October 2016Competitor Assessment

Authentic, high quality video, including Facebook Live and tweets including authentic product photos could be a significant source of increased engagement in targeted demographics. Conversational, appropriate engagement of negative feedback could boost brand trust.

Assessment Summary:

SOCIAL MEDIA OBJECTIVESOur focus for our 2017 social media strategy will be growing our online following of parents with children and customers aged 56+. We will increase targeted relevant content in our current social marketing plans and improve engagement by increasing our presence on Facebook and Twitter.

SPECIFIC OBJECTIVES1. Increase number of Tweets by 40% in 6 months.2. Increase Twitter followers by 100,000 in 6 months.3. Use of #ageless across current social channels.

SOCIAL MEDIA OBJECTIVES

KEY MESSAGE

1. Number of Twitter followers2. Number of Tweets3. Number of #ageless posts4. Sentiment Analysis

KPIs

Coffee is #ageless

ONLINE BRAND PERSONA & VOICEAdjectives that describe STARBUCKS:• Inclusive• Sophisticated• Welcoming• Community supporting

When interacting with customer we are:• Personable• Solution-oriented• Empathetic

STRATEGIESPAIDBoost #ageless content on Facebook on Monday and Friday afternoons to reach targeted and current audiences. Post must have a minimum organic reach of 1000, and a minimum of 100 comments and likes.Pin #ageless related community-building partnership videos in Twitter.

OWNEDIntroduce and promote #ageless across current social media channels.

EARNEDBuild on community involvement by partnering with targeted demographic-based charities and publishing video content on Facebook referencing involvement.Monitor #ageless and respond to every tweet including #ageless in reference to STARBUCKS.

TOOLSAPPROVED• Hootsuite• Buffer• Vimeo• Photoshop• Tweetdeck

REJECTED• N/A

TIMING & KEY DATES

Holiday Dates• Mother’s Day• Summer Break• Father’s Day• Grandparents Day• Halloween• Veterans Day

Reporting Dates• Reporting will occur

quarterly in March, June, September and December.

SOCIAL MEDIA ROLES & RESPONSIBILITIESMarketing Director – Kate Scarth

Social Media Manager – Talia Pate

Social Media Coordinator – Lynette Tritz

Supporting Social Media Team MembersEstelle AugatAnthony Brock

SOCIAL MEDIA POLICY STARBUCKS partners and employees are brand representatives and are expected to demonstrate our best practices in relation to their online presence.

Social Media Do’s and Do not’s:• Do be inclusive of all customers• Do avoid negativity• Do be friendly • Do be helpful• Do be respectful• Do not post illegal content• Do not incite arguments• Do not put down competitors• Do not post questionable material. Do Ask before posting if there is ANY question.

STARBUCKS is serious about its social media use. Violation of social media policies will result in corrective action which could include verbal warnings, written warnings, termination or legal action.

CRITICAL RESPONSE PLANScenario 1: Inappropriate post from STARBUCKS Facebook page

1. Take screenshot of post.2. Delete post.3. Immediately contact Talia Pate (Social Media Manager) or Kate Scarth (Marketing Director.)4. Talia to coordinate Impact Evaluation & Response Meeting with Kate. 5. Kate manages any and all media contact.6. Talia and Kate meet with Human Resources to determine disciplinary action.

No pre-approved messaging in scenario 1.

CRITICAL RESPONSE PLANScenario 2: Inappropriate Tweet from @Starbucks1. Take screenshot of Tweet.2. Delete Tweet.3. Immediately contact Talia Pate (Social Media Manager) or Kate Scarth (Marketing Director.)4. Talia to coordinate Impact Evaluation & Response Meeting with Kate. 5. Kate manages any and all media contact.6. Talia and Kate meet with Human Resources to determine disciplinary action.

No pre-approved messaging in scenario 2.

CRITICAL RESPONSE PLANScenario 3: Negative review goes viral1. Take screenshot of social media post.2. Immediately contact Talia Pate (Social Media Manager) or Kate Scarth (Marketing Director.)3. Talia to coordinate Impact Evaluation & Response Meeting with Kate and include all team

members. 4. Develop and implement specific review response including ownership of mistake, and offer to

make it right.5. Kate manages any and all media contact.6. Talia reaches out to human resources to recommend the location and situation be reviewed by

management for any further action.

No pre-approved messaging in scenario 2.The best response to a negative review is one that is personalized to the experience.

MEASUREMENT & REPORTING

SOCIAL NETWORK URL FOLLOWER COUNT

AVERAGE WEEKLY ACTIVITY

AVERAGE ENGAGEMENT RATE#interactions/ reach

Twitter https://twitter.com/Starbucks11.7M+10% growth

12 posts per week+75% increase 4%

Facebook https://www.facebook.com/Starbucks/36.4M+10% growth

5 posts per week+50% increase 3.7%

Instagram https://www.instagram.com/starbucks/11.4M+12% growth

7 posts per week+50% increase

Average interactions per post = 500

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

722,832+5% growth

4 posts per week+ 20% increase 5.0%

Data as of October 2016

QUANTITATIVE KPIs

Social Network Data

• We have already reached and continue to exceed our objective of increasing our Tweets by 40% in 6 month with a 75% increase in 3.

• #ageless hashtag performance is showing a marked increase in engagement in our targeted demographics.

MEASUREMENT & REPORTING

SOURCE VOLUME % OF OVERALL TRAFFIC

CONVERSION RATE

Twitter10000 unique visits+ 12% growth 13% 2.0%

Facebook17000 unique visits+ 8% growth 29% 1.50%

Instagram NO DATA NO DATA NO DATA

LinkedIn 15000 unique visits+ 8% growth 18% 2%

November 2015 - January 2016Website Traffic Sources Assessment

• #ageless hashtag performance in both Facebook and Twitter is the key change in our growth increase of unique visits.

QUANTITATIVE KPIs

MEASUREMENT & REPORTINGQUALITATIVE KPIsSentiment AnalysisSentiment Analysis reflects interactions on 500 Facebook posts, 500 Tweets and 200 Instagram posts.

• Customer interactions are showing a marked increase in positive engagements in reference to the #ageless hashtag.

• Most negative sentiment is responded to by other customers with their positive endorsements.

MEASUREMENT & REPORTINGProposed Action Items

• Propose to increase number of #ageless promoted Facebook posts and pinned Tweets.

• Increase number of community partner videos using the #ageless branding and use when increasing further paid content boosts.