Starbucks

OCTOBER 1, 2016LINDSEY M. ROGERS

Table of Contents• Executive Summary• Social Media Audit

– Social Media Assessment– Traffic Sources Assessment– Customer Demographic Assessment– Competitor Assessment

• Social Media Objectives• Online Brand Persona and Voice• Strategies and Tools• Timing and Key Dates• Social Media Roles and Responsibilities• Social Media Policy• Critical Response Plan• Measurement and Reporting Results

Executive SummaryOur social media priorities include the interactions our audience is having with our content.The focus is to increase the amount of engagement with our posts. We will define engagement by looking at the likes/favorites and shares/retweets of created content. Two major strategies will aid this objective:

– A plan to post content that is more interactive (i.e. quizzes)– An increase in content containing photos and videos

Social Media AuditSocial Media AssessmentData as of October 1, 2016

Social Network

URL Follower Count

Average Weekly Activity

Average Engagement Rate

Facebook www.facebook.com/starbucks

36,451,425 3 posts 8%

Instagram www.instagram.com/starbucks

11.5 million 5 posts Avg. interactions per post: 475

Twitter www.twitter.com/starbucks

11.8 million 12 posts 5%

LinkedIn www.linkedin.com/company-beta/2271

726, 143 1 post 1%

Assessment Summary: The largest fan base and engagement rate is on Facebook, which yields the 3rd lowest amount of content per week. To increase overall interaction, must

raise the amount of content shared on Facebook.

Social Media Audit, continuedTraffic Sources AssessmentTimeframe: Monthly average, August 2016 to September 2016

Source Volume % of Overall Traffic

Conversion Rate

Facebook 5000 unique visits 15% 3.5%Instagram No data No data No dataTwitter 3000 unique visits 9% 2%LinkedIn 500 unique visits 1% 0.05%

Assessment Summary: The biggest driver of traffic to our website is Facebook because it has the most amount of followers. No data is available for Instagram because starbucks.com is not included on the bio as a direct link. Should consider adding this increase unique visits.

Social Media Audit, continuedAudience Demographic AssessmentSurvey distributed in April/May via email. Total applicant responses: 3500

Age Distribution Gender Distribution Primary Social Network

50% 18-35 65% female 65% female35% 36-55 35% male 35% male10% 56-64 55% Facebook5% 65-80 23% Twitter

22% Instagram

Primary motivation: A quick and convenient

place to grab a coffee, tea or

pastry.

Assessment Summary: Females make up 65% of our audience and 18-35 year olds make up 50%. 55% of our audience in found on Facebook. Knowing this we should focus our energy on females in the 18-35 age range on Facebook and discover what content is appealing to them.

Social Media Audit, continuedCompetitor AssessmentCompetitor Name Social Media

ProfileStrengths Weaknesses

Caribou Coffee Facebook: @cariboucoffee

A majority of posts had photos or videos which makes the content interesting and drives engagement.

Not responding to dissatisfied customers publicly on comments to show good customer service

Dunkin Donuts Instagram: @dunkindonuts

Creating a theme across their Instagram feed that features the same iced coffee in different locations.

No direct link to their website to drive purchases of products or to direct customers to a nearby DD location.

Seattle’s Best Coffee

Twitter: @SeattlesBest

Providing an email to contact customer service.

Not using their logo in the Twitter picture. Could affect brand awareness

Competitor Assessment SummaryThe analysis focused on three major coffee chains that stand as competitors to Starbucks: Caribou Coffee, Dunkin Donuts and Seattle’s Best Coffee.

These three chains all utilize visuals in their content. Visual content is drives engagement amongst the coffee industry.

All three of their weaknesses are something Starbucks excels at – customer service, an informational and updated website and brand awareness.

Social Media ObjectivesIn 2016, our social media goal is to drive more interaction with our posts. In order to do so, we will post content that has direct CTA’s, such as “Take this quiz to find out what coffee drink suits your personality.” We will also drive more engagement by posting content that is visually appealing.

Social Media Objectives to Support Business Goals:1. Increase the amount of shares on Facebook posts by 15% in 6 months2. Increase the amount of posts with visuals on Twitter by 50% for a year3. Post one interactive quiz or survey on Facebook each month

KPI’s:Quantitative Qualitative4. Number of shared Facebook posts 1. Tone of customer’s comments

on posts5. Number of tweets with visuals - Positive vs. Negative6. Number of interactive posts

Key Supporting Messages:• A drink order that is consistent across locations• Everything you need in one place: coffee, Wi-Fi and good company

Increase amount of shares on Facebook:

Increase visuals on Twitter:

Post more interactive content:

Online Brand Persona and VoiceAdjectives that describe our brand:• Trendy• Dependable• Warm• Sincere

When interacting with customers we are:• Friendly• Helpful• Authentic

StrategiesPaid:Every Friday, boost Facebook posts that yield the most shares and positive reactions from the week. History shows that posts on the weekends get more views and interactions; therefore, your post will be very successful in reaching a large audience. Only boosts posts that have more than 100K likes, 3K comments and 5K shares.

Owned:Create more content that involves user interactivity. Write more quizzes or personality tests involving Starbuck’s products. Ex: Which fall drink are you? What does your drink order say about your personality? Post these interactive posts to the company’s website and share the link across all social media platforms. Encourage customers to take quizzes and share with friends by offering incentives, such as free flavored syrup addition to next drink purchase. Publish one article per month that is involves interactive content.

Earned:Run a competition that engages your audience on all social platforms. The contest is to submit a photo of you and your coffee in your favorite “secret” place. To enter competition, users must follow the social media account, use the hashtag #StarbucksSecret and share the original competition post with followers.

ToolsApproved:• Hootsuite• Apture• Bit.ly

Rejected:• Sendible

Existing Subscription/Licenses:• Adobe Creative Cloud• Vimeo

Timing and Key DatesKey Dates:

September 22- Autumnal Equinox, First Day of Fall

September 29 – National Coffee Day

Internal Events:

September 1- New fall drinks are announced

September 6 – Pumpkin Spice Latte is back, Chile Mocha is released

November 4 – Red cups return, Holiday drinks are available

Reporting Dates:

• Objective 1 will be measured in March 2017 and again in October 2017.

• Objective 2 will be measured in October 2017.

• Objective 3 will be a post that is published and monitored once a month.

Social Media RolesRoles-Social Media Director: Lindsey Rogers- Will be the head of all social media efforts, in charge of making the final approval

Social Media Manager: Rebecca Peters- Will oversee the day-to-day activity across all social media platforms

Social Media Coordinator: Heather Jackson - Will oversee the planners of each platform and monitor their content, will also monitor engagement across all platforms

Platform Planner – in charge of creating and publishing content for their specific platform• Facebook Planner: John Sprowls• Twitter Planner: Kelly Spuck• Instagram Planner: Carly Craig• LinkedIn Planner: Ann Bzoch

Social Media PolicyPolicy:

Starbucks is a brand that prides themselves on integrity. All online interactions will be done in a manner that is truthful, helpful and pleasing to customers. As an employee of Starbucks, you are expected to represent yourself and the brand in a positive light. There will be no mixing of personal social media accounts on the company’s platforms.

All employees who have access to Starbucks’ social media accounts must follow these guidelines:- Always reply to customers who post questions or express dissatisfaction- Never curse or use offensive language- Personalize each message with the person’s name and include expressions, such as

exclamation points or smiley faces

Critical Response PlanScenario 1: Customer posts on Facebook about terrible experience at Starbucks

Action Steps:1. If the post was a comment on the company’s page, hide it. This way only you, the

commenter and their friends can see it.• If this is the case, message the person apologizing for their experience. If

applicable, ask for suggestions on how the situation could have been handled differently. Extend your apologies with a coupon code for free drink or pastry.

2. If the post was done on their status, publicly apologize to them using the pre-approved message.

Pre-approved messaging:

Dear “whomever”, Thank you for brining this situation to our attention. We are so sorry that you had an unsatisfying experience. Please email starbucks@customerservice.com so we can learn more about the situation and make things right. Use this code to enjoy a drink on us your next visit!

Critical Response Plan, continuedScenario 2: Employee tweets racial slur thinking it’s his personal account, but it’s sent from Starbuck’s account Action Plan:1. Delete the tweet as quickly as possible, get Social Media Director (Lindsey

Rogers) involved2. Have Social Media Manager (Rebecca Peters) monitor the tweets reach.

See how many people saw it and how many clicked on it3. If the tweet was saved by someone and published on social media, do not

deny the tweet4. Have Social Media Director (Lindsey) open up to the media to explain the

situation and get the truth out before rumors spread5. If needed, have the employee come forward and publicly apologize for

offending anyone

Pre-approved messaging:No pre-approved messaging for this scenario. If apology tweet needed to be published, it would be dictated by the situation.

Contact InformationOwner Name Telephone Alt.

TelephoneEmail

Marketing Director

Bri Guzinski 850-494-0595

850-439-4958

BriG@starbucks.com

Social Media Director

Lindsey Rogers

850-544-5645

850-668-2745

LindseyR@starbucks.com

Social Media Manager

Rebecca Peters

850-509-5933

850-329-2938

RebeccaP@starbucks.com

Social Media Coordinator

Heather Jackson

850-323-4293

850-403-2932

HeatherJ@starbucks.com

PR Agency Zimmerman Agency

850-439-3239

850-329-3948

zimmerman@thezlife.com

Measurement and Reporting Results

Source Volume Percentage of Overall Traffic

Conversion Rate

Facebook 5,500 unique visits+ 15% growth

18% 5%

Instagram No data No data No dataTwitter 3,700 unique visits

+ 10% growth11% 0.01%

Website Traffic Sources AssessmentTimeframe: Monthly average, October 2016 to November 2016

Results Assessment: The unique visits increased over the month on both Facebook and Twitter. Facebook had 500 more unique visits while Twitter had 700 more. The percentage of overall traffic also grew: Facebook increased by 3% and Twitter by 2%.

Social Network Data

Social Network

URL Follower Count

Average Weekly Activity

Average Engagement Rate

Facebook www.facebook.com/starbucks

41,919,138+ 15% growth

7 posts23% increase

15%

Instagram www.instagram.com/starbucks

11.9 million+ 11% growth

10 posts50% increase

Avg. interactions per post: 550

Twitter www.twitter.com/starbucks

12.2 million+ 13% growth

30 posts250% increase

9%

LinkedIn www.linkedin.com/company-beta/2271

740, 665+ 2% growth

3 posts3% increase

4%

Timeframe: October 1, 2016 to October 1, 2017

Results Assessment: The average engagement rate increased across all four platforms. This number is the most important to evaluate for our objectives and measure how well our strategies are working. It is also encouraging that our follower counts increased across all platforms.

Qualitative KPI’sSentiment AnalysisAn analysis of Facebook, Instagram and LinkedIn comments, as well as mentions including @Starbucks on Twitter revealed the following:

• Positive comments are most abundant on content that includes information, such as the release date of the Pumpkin Spice Latte. The most positive comments were measured on Facebook.

• Negative comments are highest on Twitter. Most negativity stems from poor customer service or wrong orders

• Instagram had the highest like to time ratio, meaning the picture posted received a high amount of likes in a short period of time. Tweets and Facebook posts have an overall higher favorite/like total, but the favorites/likes accumulate over a longer period of time.