Social Media Strategy by Lissa Aderholdt February 21, 2016

Table of Contents1. Cover Page

2. Table of Contents

3. Executive Summary

4. Social Media Audit

• Website Traffic

• Audience Demographics

• Competitors

5. Social Media Objectives

6. Online Brand Persona and Voice

7. Strategies and Tools

8. Timing and Key Dates

9. Social Media Roles and Responsibilities

10. Social Media Policy

11. Critical Response Plan

12. Measurement and Reporting Results

Social Network URL Follower Count Average Weekly Activity Average Engagement Rate (interactions/reach)

Twitter twitter.com/starbucks 11.6 M 100+ tweets a week 58%

Facebook facebook.com/Starbucks/ 36,125,212 likes 3 - 5 posts a week 73%

Instagram instagram.com/starbucks/ 7.7m followers 7 posts a week 45%

LinkedIn linkedin.com/company/starbucks

659,478 followers 1 post a week 27%

Executive Summary• Our major social media priorities for 2016 will be growing our online

following and community.

• The primary focus will be to support revenue goals through driving more traffic to our website by sharing more engaging, relevant content and building deeper relationships with our customers.

Two major social strategies will support this objective:

• A plan to continue the volume of content we are currently posting on our social profiles.

• Encourage conversations and discoverability via our content.

Social Media AuditThe 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

Data as of February 14, 2016

Social Media Assessment:

At present time, the highest number of interactions per post occurs on Facebook (engagement rate cannot be calculated at present time.) A smaller amount of interactions occur on LinkedIn, however closing of that channel should not be considered moving forward.

Source Volume Percentage of Overall Traffic

Conversion Rate

Twitter 10,000 unique visits 40% 25.1%

Facebook 25,000 unique visits 60% 48.3%

Instagram 8,000 unique visits 30% 32.4%

LinkedIn 1,000 unique visits 15% 14.6%

Website Traffic Sources Assessment:

Timeframe: Monthly average, October 2016 to January 2016

Traffic Summary:

At present time, Facebook is by far the biggest driver of traffic to our website. The conversion rate (conversion goal = ticket purchase) lags slightly behind Twitter at 25.1% and 48.3% respectively. A lot of social interactions occur on Instagram as well.

Age Distributi

on

Gender Distributi

on

Primary Social

Network

Secondary Social Network

Primary Need

Secondary Need

50% (18-30)

55% Female

40% Instagram

To have a full and rewarding

coffeehouse experience.

Commitment to the highest

quality of coffee in the world.

20% (31-40)

58% Female

45% Male

20% Facebook

20% (41-55)

43% Male

50% Faceboo

k

20% Twitter

10% (56-80)

30% Instagram

15% Twitter

An overwhelming majority of survey respondents are in the 18 - 30 age group. Facebook and Twitter are

their core social networks. Good drinks, comfort, and a cozy environment are

primary motivators for visiting a Starbucks. Energies should be dedicated to further developing better

content for Instagram and LinkedIn.

Audience Demographics Summary:

Audience Demographics AssessmentSurvey distributed in June/July via email and upon visitor registration.

Total applicant responses: 1500

Competitor Name Social Media Profile Strengths Weaknesses

Dunkin Donuts facebook.com/DunkinDonuts

Frequent visually distinct, branded posts with a lot of audience interaction. Each

photo is done in relation to a current event, style frame, and it’s easily recognizable

as “DD”.

Dunkin has a significant history of lawsuits with its franchiseses. The history of bad relationships could be enough to deter

potential investors from entering the Dunkin family. Also, the current layout of restaurants suggests there is little room for the company to grow in the Northeast, where the majority

of its sales come from.

McDonald’s/McCafetwitter.com/

mcdonalds or twitter.com/mccafe

Branded hashtag #McCafe is used a lot by

visitors - good source of user generated content.

Lots of scandals and customer reviews saying how “McCafe”machines are routinely

neglected, in almost all McDonalds. All “McCafe” beverages run through a dirty

machine. Many testimonials have come out like this since McCafe has picked up in

popularity.

Keurig instagram.com/keurig

Convenient machine to use at home, various flavors, styles, and

drink choices. Little clean up, innovative brewing technology from

the comfort of home.

Weak customer services, not able to give a proper response to customer issues. K-Cups can change in taste, taste different than a freshly brewed cup of coffee and

tea. Recently, many scientists have come forward to say how terrible K-Cups are for

the environment.

Competitor Assessment Summary:The above analysis focused on three major competitors and a small local business with a strong social presence on Facebook, Instagram and

Twitter, respectively. High quality visual content is a major driver of engagement with their audiences, and the use of a unique brand hashtag generates many brand mentions on Twitter. Areas where the competition has room for

improvement is centered around 2 way communication and listening to audience feedback.

KPIs1. Number of unique visitors from Facebook, Twitter and

Instagram

2. Number of Instagram followers

3. Number of weekly photo and video posts to Facebook and Instagram

4. Sentiment analysis

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 channels via new drinks, foods, and new locations. In order to do so, our social media priorities will be growing our online community by sharing more engaging, relevant content and building deeper

relationships with our customers.

Some specific objectives include: 1. Increase unique visitors from social properties to

website by 30% in 6 months via:

• Increased brand awareness through increased mentions on Twitter

• Increased use of brand hashtags across all social platforms

2. Increase Instagram followers by 5,000 in 6 months.

3. Increase volume of visual content published on Facebook and Instagram channels by 50% in 6 months.

Key Messages To inspire and nurture the human spirit –

one person, one cup and one neighbourhood at a time.

Adjectives that describe our brand: • Inspiring• Nurturing• Fun• Bold

When interacting with customers we are: • Encouraging• Solution-oriented• Kind

Online Brand Persona and Voice:

Strategies and Tools Paid:

When interacting with customers we are: • Encouraging, Solution-oriented, Friendly

• Every Friday boost most popular organic Facebook posts for the weekend. The post must have a minimum organic reach of 75, as well as a minimum of 5,000 likes or 2,000 comments.

Owned: Keep using #Starbucks for company Instagram, Facebook, and Twitter posts. Encourage conversation, promote idea-thinking, and work with more regram/shout-outs per week. Promote hashtag across all social properties, as well as in email newsletters, but not printed promotional material.

When customers arrive to purchase items, mention the hashtag and encourage them to use it if they plan on taking photos of their visit.

Earned: Monitor Twitter for keywords and terms: coffee, starbucks, starbuckscoffee, redcup, food, cometogether.

Partner with two celebrities and develop a promotional relationship. Co-develop a 2 part video series “Starbucks Coffee = Bold” to be shared on partner site and social channels. Content to be re-posted to our social channels.

Tools Approved Tools Rejected Tools Existing Subscriptions/Licenses

Hootsuite N/A Youtube Vimeo Photoshop

Holiday Dates Valentine’s Day, St. Patrick’s Day, Summer, Halloween, Thanksgiving, Christmas

Internal Events September 25th - Pumpkin Spice Announcement

November 1st - Peppermint Mocha Announcement

Reporting Dates Reporting will occur once a quarter in February, May, August and November. Precise dates TBA.

Timing and Key Dates

Social Media Roles and Responsibility

Social Media Manager - Lissa Aderholdt Social Media Coordinator - Sean Doolan

Mikaela Balzer (social ads support) Shannon Levy (customer support - social media)

Marketing Director - Layla Wright

Supporting Social Media Team Members

Social Media PolicySocial media is a deeply ingrained in our day to day lives. We use it to spread company messages, interact with customers and partners, and to share our personal activities, thoughts, ideas, plans and more. As an employee and representative of Starbucks you are expected to demonstrate best practices and a sense of etiquette in your use of social by following some simple guidelines: • Be respectful to all

• Use common sense

• Make customers happy

• Satisfy needs

• Don’t slag the competition

• Be excited about all company events or campaigns

• Spread word on personal networks

Starbucks is serious about the appropriate use of social media by our employees. Violation of the Starbucks social policy may result in corrective action, up to, and including, termination. You may also be subject to legal action, including criminal prosecution. The company also reserves the right to take any further action it believes is appropriate.

Scenario 2 - Tweet/Hashtag Backfire

e.g. social media post did not go well with followers

Action Plan

1. Lindsay (owner) to alert Layla Wright (Marketing Director).

2. Layla to sync with Lindsay and Lissa (Social Media Manager) and evaluate the number of social media mentions of the situation.

3. If media has picked up the incident, Layla to manage all direct contact. If Layla is unavailable, Lindsay will manage all contact.

4. Lissa to push messaging to social channel where the news broke first. Continue to monitor the spread of the news to other social channels and push messaging there as necessary.

5. Layla and Lindsay to evaluate the need for a longer statement and write one, if necessary.

6. Layla, Lissa and Sean (Social Media Coordinator) to continue monitoring the situation and bring others in as needed.

Pre-approved messaging:Twitter: “We are deeply sorry if our tweet offended anyone, we are evaluating the situation.”

Facebook: “We are deeply apologetic if our post offended anyone today, we are looking more into the post and are evaluating the situation. Thank you so much for your continued support.”

Critical Response PlanScenario 1 - Inappropriate Tweet Sent from

@Starbucks Action Plan

1. When Tweet is detected:- Take screenshot (on Mac press: Command+Shift+ 3)- Delete Tweet- Alert Lissa Aderholdt (Social Media Manager). If Lissa unavailable, alert Layla Wright (Marketing Director.)

2. Lissa to sync with Layla to discuss impact and reach, and evaluate further action.

3. Lissa to develop appropriate follow up Tweet, Layla to approve.

4. If media has picked up the Tweet, Layla to manage all direct contact. If Layla is unavailable, Lindsay (Owner) will manage all contact.

5. Layla and Lissa 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 SCENARIO

Messaging will be dependant on the nature of the tweet - to be developed by Lissa and Layla.

Source Volume Percentage of Overall Trace Conversion Rate

Twitter 20,000 unique visits + 30% growth 37% 15.3%

Facebook 30,000 unique visits + 38% growths 63% 28.9%

Instagram 15,000 unique visits +26% growth 24% 6.7%

Quantitative KPIs

Reporting Period: 3 months Data as of March 1, 2015

Website Trace Sources Assessment Timeframe: Monthly average, January 2015 to May 2015

Measurement and Reporting

Social Network URL Follower Count Average Weekly Activity Engagement Rate

Twitter twitter.com/starbucks 11.6M +20% growth

25 posts per week +40% increase 86%

Facebook facebook.com/starbucks 36.1M +35% growth

15 posts per week +60% increase 94%

Instagram instagram.com/starbucks 7.7M +30% growth

15 posts per week +25% increase

average interactions per post = 500

LinkedIn linkedin.com/company/starbucks

661,348 followers +20% growth 2 post a day, no real change 15.6%

Qualitative KPIs

Sentiment Analysis

An analysis of the interactions on 100 Facebook posts, 100 Instagram posts and 100

Tweets revealed the following:

an abundance of positive sentiment from customers following their visit. This includes

shout outs, sharing photos and stories of their experience and recommendation of the park to

their friends/followers.

the biggest driver of negative sentiment is related to pricing. Customers express

frustration about the price point of drinks/foods.

Proposed Action Items Continue #Starbucks Campaign Consider #StarbucksTogether campaign to gift 50 gift cards to

social followers/community members in the run up till summer.

Prepare a mission statement and content strategy for LinkedIn for the

upcoming hiring season.

Social Network Data Timeframe: as of February 1, 2015

Our Instagram following has grown by 15,000 in 3 months, on track to hit the target of 40,000 followers in a 6 month timeframe. It’s important to note that the average interactions per post have increased by 55% from 325 to 550.

The social content team has done a remarkable job of curating and creating great visual content. We have far surpassed our goal of increasing visual content by 40% in 6 months on Facebook and Instagram and achieved a 300% increase on

both channels. A key tactic to this growth has been our ability to track user generated content with the #Starbucks hashtag and share it on our networks. This content is received very well within our community.

We elected to keep LinkedIn open to serve the upcoming Spring/Summer hiring season. A greater focus on developing company culture-centered content for this channel should be considered. Some assets created for our Facebook and

Instagram channels may be repurposed here.

#Starbucks Hashtag

Performance Between November 1, 2014 and November 1, 2015 the

hashtag was mentioned over 31.5 million times on Twitter

and 25.6 million times on Instagram.

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