Social Media StrategyTable of Contents

1. Executive Summary

2. Social Media Audit

3. Social Media Objectives

4. Online Brand Persona and Voice

5. Strategies and Tools

6. Timing and Key Dates

7.Social Media Roles and Responsibilities

8. Social Media Policy

9. Critical Response Plan

10. Measurement and Reporting Results.

Kimberly MillerOctober 2, 2016Project 1: Starbucks

Executive Summary Our social media priorities for 2016 will be improving customer interaction and growing our online following.We will focus on revenue growth and customer satisfaction by making our social media profiles known to more customers and increasing our interactions.

Social Media AuditThis is an audit of Starbucks Coffee’s social media presence to date.

Social Media AssessmentSocial Network URL Follow Count Average Weekly Activity Average Engagement Rate

Twitter https://twitter.com/starbucks/

11.8 Million 10–20 posts per week 12%

Facebook https://www.facebook.com/Starbucks/

36.4 Million 7–15 posts per week 10%

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

11.6 Million 6–10 posts per week 7%

LinkedIn https://www.linkedin.com/company/starbucks

726K 4–7 posts per week 5%

YouTube https://www.youtube.com/starbucks

111K 3–7 posts per week 3%

Pinterest https://www.pinterest.com/starbucks/

275K 1–2 pins per week 2%

Social Media AssessmentCurrently, the highest number of interactions per post occurs on Twitter. Very little interaction happens on Pinterest and YouTube. Moving forward, we should increase interaction on these sites.

Website Traffic Sources AssessmentTimeframe: Monthly average, April 2016 to September 2016

Source Volume Percentage of Overall Traffic Conversion Rate

Twitter 11000 unique visits 10% 8%

Facebook 11000 unique visits 10% 7%

Instagram 8000 unique visits 8% 3%

LinkedIn 300 unique visits 5% 2%

YouTube 300 unique visits 5% 3%

Pinterest 500 unique visits 7% 3%

Traffic SummaryCurrently, Twitter is the biggest driver of traffic to our website. The conversion rate is just barely higher than Facebook.

Audience Demographics AssessmentSurvey distributed in June via email and upon visitor registration. Total applicant responses: 8000

Age Distribution Gender Distribution Primary Social Network Secondary Social Network

Primary Need Secondary Need

50% 18 – 30 20% 31 – 45 20% 46 – 60 10% 61 – 85

65% Female35% Male

50% Twitter30% Facebook20% Instagram

40% Facebook30% Twitter30% Instagram

Searching for new coffee drinks.

Searching for StarbucksCoffee products such as cups.

Audience Demographics Summary:The most survey respondents are in the 18 – 30 age group. Twitter and Facebook are their main social networks. Typically they are searching for new coffee drinks. More effort could be put into Instagram.

Competitor AssessmentCompetitor Name Social Media Profile Strengths Weaknesses

Dunkin’ Donuts FB: DunkinDonutsUS Posts are interesting and highly visual Could be more interactive with followers

The Coffee Bean & Tea Leaf TW: TheCoffeeBean Frequent posting and matchingcontent across website and social media

Could be more interactive and follow more customers and influential people

Competitor Assessment SummaryDunkin’ Donuts and The Coffee Bean & Tea Leaf are two of Starbucks Coffee’s main competitors. The social media profiles of each are quite frequent and interested. Both do a good job of making their content interesting and highly visual, but could be more interactive with customers.

Social Media ObjectivesIn 2016, the main focus of our social media strategy will be to grow revenue by increasing interaction with customers and gaining a higher following on social media.

Specific Objectives• Increase followers on Twitter, Facebook and Instagram by 500,000 in 12 months• Increase volume of visual content posted on all social media by 40% in 12 months• Increase interactions with followers on all social media by 30% in 12 months

KPI1. Number of unique visitors from social media

sites2. Number of social media followers

Key Messages1. Coffee Chats2. #ILoveCoffee

Online Brand Persona and VoiceAdjectives that describe our brand:• Fun• Charismatic• Smart

When interacting with customers we are:• Caring• Kind• Friendly

Strategies and ToolsPaid: Every Friday, Saturday and Sunday boost popular Facebook and Twitter posts.

Owned:Introduce #ILoveCoffee on all social media. Encourage customer adoption and repost/shout out user-generated content.

Earned:Monitor social media profiles for key words and terms. Randomly select followers that will receive coupons.

Tools:Approved tools: Hootsuite, BufferUnapproved tools: N/AExisting Subscriptions/Licenses: Photoshop, Vimeo

Timing and Key DatesHoliday DatesChristmas DayValentines DayThanksgivingNew Years DayEaster

Internal EventsNational Coffee Day –September 29, 2016

Reporting DatesReporting will happen once per quarter.

Social Media Roles and ResponsibilitiesGlobal chief marketing officer: Sharon RothsteinGlobal chief strategy officer: Matthew RyanAmericas Category & Integrated Marketing: Katie Seawell

Social Media PolicySocial media is a main focus for us every day. It allows us to spread our message and our mission, share our ideas and goals, and interact with our customers. Our employees are expected to use respect and best practices when engaging on social media.• Be respectful, even when discussing the competition• Be helpful• Never leave someone hanging• Do not start fights or engage in them

Critical Response PlanScenario 1 – Inappropriate Tweet Sent from @StarbucksAction Plan 1. When tweet is discovered: Screenshot, delete the tweet, alert the Social Media Manager2. Discuss impact and reach. Evaluate next step3. Write a follow up tweet, get it approved4. Assign who will manage all direct contact regarding inappropriate tweet5. Follow up with employee responsible for publishing the Tweet Pre-approved messaging:Messaging will depend on the nature of the tweet.

Scenario 2 – Product is impacted, no sicknessesAction Plan1. Alert the person in charge and anyone possibly affected2. Evaluate the number of social media mentions of the situation3. Assign who will manage all direct contact regarding the incidentPre-approved messaging:Messaging will depend on the particular situation.

Measurement and ReportingQuantitative KPIsReporting Period: 6 monthsData as of October 1, 2016

Website Traffic Sources AssessmentTimeframe: Monthly average, March 2015 to June 2015

Source Volume Percentage of Overall Traffic Conversion Rate

Twitter 14000 unique visits + 9% growth

22% 5.4%

Facebook 14000 unique visits+ 9% growth

21$ 5.2%

Instagram 10000 unique visits+ 5% growth

17% 4.5%

LinkedIn 500 unique visits+ 3% growth

10% 3%

YouTube 600 unique visits+ 2% growth

8% .5%

Pinterest 450 unique visits+ 1% growth

5% .1%