StarbucksSocial Media Strategy Adriana Mangual

Feburary 21, 2016

Table of Contents 1. Executive Summary, February 2016 2. Social Media Audit

a. Social Media Assessment, February 2016b. Traffic Sources Assessment, February 2016 c. Customer Demographics Assessment d. Competitor Assessment

3. Social Media Objectives4. Online Brand Persona and Voice 5. Strategies and Tools6. Timing and Key Dates7. Social Media Roles and Responsibilities 8. Social Media Policy 9. Critical Media Policy 10. Measurement and Reporting Results, February 2016

Executive Summary Our major social media priorities for 2016 will be to acquire new followers and consumers, as well as, having a more engaging and interacting presence online. The primary focus will be to retain new followers through an experience that targets followers individually, by sharing more engaging, relevant content and building deeper relationships with our customers.

Two major social strategies will support this objective:1. A plan to increase the volume of content to our social profiles.2. Creating response scenarios that will answer problems and concerns fast

and effectively.

Social Media Audit • 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

Social Network URL Follower Count Average Weekly Activity

Average Engagement Rate #interaction/reach

Twitter Twitter.com/Starbucks

11.6m 10 posts per week 58.3%

Facebook Facebook.com/Starbucks

36.1m 4 posts per week 32.8%

Instagram Instagram.com/Starbucks

7.7m 3 posts per week 42.6%

LinkedIn Linkedin.com/Starbucks

10,001+ 2 posts per month 24.9%

Social Media Assessment Summary:• At present time, the highest number of interactions per post occurs on Twitter

(engagement rate cannot be calculated at present time.) Least interactions occur on LinkedIn and the growth of that channel should be considered moving forward.

Website Traffic Sources Assessment• Timeframe: Monthly average, January 2016 to February 2016

Source Volume Percentage of Overall Traffic

Conversion Rate

Twitter 50000 unique visits 70% 96.3%Facebook 30000 unique visits 65% 76.8%Instagram NO DATA NO DATA NO DATALinkedIn 4000 unique visits 20% 37.1%

Traffic Summary:At present time, Twitter is by far the biggest driver of traffic to our website. The conversion rate (conversation goal = drinks purchase) lags slightly behind Facebook at 76.8% and 96.3% respectively. Although no direct traffic data is available for Instagram, many social interactions occur on this network.

Audience Demographics Assessment • Survey distributed in June/July via email and upon visitor registration. Total

applicant responses 1500

Age Distribution

Gender Distribution

Primary Social Network

Secondary Social Network

Primary Need

Secondary Need

80% 18-3060% 31-4020% 31-4020% 56-80

55% Female45% Male

55% Female45% Male50% Twitter40% Instagram30% Facebook

40% Instagram20% Facebook20% Twitter

Refreshing drinks that quenches caffeine needs

Quality time to read and/or spend with friends or partner

Audience Demographics Summary: An overwhelming majority of survey respondents are in the 18-30 age group. Twitter and Instagram are their core social networks. Satisfying, hydrating and energizing drinks are primary motivators for visiting the coffee shop. Energies should be dedicated to further develop Facebook content and engagement.

Competitor Assessment Competitor Name Social Media Profile Strengths Weaknesses Dunkin’ Donuts Facebook:

Dunkin’ DonutsFrequent visually distinct, branded posts with a lot of audience interaction. Eachphoto is done in a coffee shop style frame, easily recognizableas a Dunkin’ Donuts post.

One way conversation, comments and questions fromthe audience go unaddressed

McDonald’s Instagram: Mcdonald’s

Branded hashtag#mccafe is used a lot by visitors - good source of user generated content

Infrequent posting, brandseems unfamiliar with the platform. Don’t make use of user generated content.

Competitor Assessment Summary: • The analysis focused on two competitors with a strong social presence on

Facebook and Instagram, 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 Instagram. Areas where the competition has room forimprovement is centered around two way communication and listening to audience feedback.

Social Media Objectives • Our major social media priorities for 2016 will be to acquire new followers and

consumers, as well as, having a more engaging and interacting presence online. In order to do so, our social media priorities will be growing online following +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 50% in 7 months via:a. Increased brand awareness through increased mentions on Twitterb. Increased use of brand hashtags across all social platforms

2. Increase Instagram followers by 20000 in 6 months.3. Increase volume of visual content published on Facebook and Instagram channels by 40% in 4 months.

Social Media Objectives

Facebook Twitter Instagram LinkedIn

2200

53004900

1800

3900

7700 7400

2800

4500

60005500

2000

Hashtags Comments/Replies Likes

Social Media ObjectivesNew Followers Monthly

Facebook Twitter Instagram LinkedIn

Online Brand Persona and Voice Adjectives that describe our brand:• Fearless• Bold• Fun • Creative• Unique• Adventurous

When interacting with customers we are: • Friendly• Encouraging• Solution-oriented• Loyal• Honest • Brave

Online Brand Persona and

Voice

Strategies and Tools • Paid:• Every Friday boost most popular organic Facebook posts for the weekend. The post

must have a minimum organic reach of 105, as well as a minimum of 200 likes or 300 comments.

• Owned:• Introduce the use of #SundownWindDown to company Instagram posts. Encourage

adoptions by customers and source a minimum of two piece of user generated content per week to regram/shout out. Promote hashtag across all social properties, email newsletters as well as printed promotional material.

• Earned:• Moitor Twitter for keywords and terms: coffee, brew, brewing, dark roast, recipe.

Extend 30 discount codes to warm leads/prospects over the next two months = unexpected delight.

• Partner with 5 authors and develop an influencer/advocate relationship. Co-develop a piece video series “Starbucks Sundays” to be shared on partner site and social channels. Content to be re-posted to our social channels.

Tools

Likes/Shares/Comments

Post

Canva

Hootsuite• Approved Tools• Hootsuite• Buffer

• Rejected Tools• N/A

• Existing Subscriptions/Licenses• Canva• Vimeo• Photoshop

Timing and Key DatesHoliday Dates• Valentine’s Day• President’s Day (Long Weekend)• Spring Break • Labor Day (Long Weekend)• Father’s Day • Mother’s Day

Internal Events• February 28th +29th – Community

Outreach • May 7th + 8th – Community Food and

Toys Drive

Reporting Dates• Reporting will occur once a quarter in

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

Social Media Roles and ResponsibilitiesMarketing Director -Brady Schultz

Social Media Coordinator -

Andy Adams

Social Ads Support -

Michelle Burns

Customer Support –

Social MediaLuigi Bonini

Social Media Manager -

Bernard Acoca

Social Media Policy • Social 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 inyour use of social by following some simple guidelines:

Don’t Do

Be polite

Use common sense

Be respectful

Start a fight or post something that’s illegal

Slang the competition

Social Media Policy

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. Should you have any

questions or concerns please speak to your Manager or anyone

on the HR team.

Critical Response Plan Scenario – Inappropriate Tweet Sent from @StarbucksAction Plan

1. When Tweet is detected:• Take screenshot (on Mac press: Command +Shift +3)• Delete Tweet • Alert Bernard Acoca (Social Media Manager). If Bernard is unavailable, alert Brady

Schultz (Marketing Director.) 2. Bernard will sync with Brady to discuss impact and reach, and evaluate further action. 3. Bernard will develop appropriate follow up Tweet for Brady to approve. 4. If media has picked up the last Tweet, Brady will manage all direct contact. If Brady is

unavailable, Jeff (Owner) will manage all contact. 5. Brady and Bernard will sync with employee responsible for publishing the Tweet to see if

disciplinary action is required.

Pre-approved messaging:No pre-approved messaging in this scenarioMessaging will be dependent on the nature of the tweet – to be developed by Brady and Bernard.

Measurement and Reporting Results• Quantitative KPIS• Reporting Period 3 months• Data as of February 1, 2015

• Website Traffic Sources Assessment• Timeframe: Monthly average, November 2015 to January 2016

Source Volume Percentage of Overall Traffic

Conversion Rate

Twitter 5500 unique visits +20% growth

34% 2.9%

Facebook 3400 unique visits +10% growth

26% 1.8%

LinkedIn 210 unique visits +5% growth

3% .02%

Social Network Data

Social Network

URL Follower Count

Average Weekly Activity

EngagementRate

Twitter Twitter.com/Starbucks

11.6m+11% growth

18 posts per week+10% increase

4%

Facebook Facebook.com/Starbucks

36.1m+25% growth

9 posts per week+300% increase

6%

Instagram Instagram.com/Starbucks

7.7m+10% growth

6 pots per week+300% increase

Average interactions per post = 450

LinkedIn LinkedIn.com/Starbucks

10,001++15% growth

1 post per monthNo change

1.5%

Measurement and Reporting Summary • Our Instagram following has grown by 1100 in 3 months, on track to hit the

target of 7.8 followers in a 6 month timeframe. It’s important to note that the average interactions per post have increased by 55% from 290 to 450.

• 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 #SundownWindDown 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.

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