Magdianis MartinezOctober 2, 2016

STARBUCKS COFFEE

TABLE OF CONTENTS1. Executive Summary

2. Social Media Audit

a. Social Media Assessment

b. Traffic Sources Assessment

c. Customer Demographics Assessment

d. Competitor Assessment

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

EXECUTIVE SUMMARY

Starbucks social media priorities for 2016 will be strengthening customer

relationships amongst Millennials through social media.

The focus will be to support market share in the coffee industry by reaching new

audiences, increasing visibility and reinforcing existing relationships with

millennials on their social media platforms.

Two major social strategies will support this objective:

1. A plan to increase millennials engagement with content that is unique and

interactive on social media platforms.

2. Encourage sharing through social media amongst customers who are loyal to

the brand.

SOCIAL MEDIA AUDITThe following is an audit of Starbucks Coffee social media presence up to date. Itincludes an assessment of all social networks, web traffic, audience demographics,and a competitor analysis.

Assessment:

At present time the highest level of interaction occurs on Twitter with a 42% averageengagement with consumers. Although the number of followers in very close withInstagram, more interaction are seen through the Twitter account.

Social Media Assessment

The data is acquired as of September 1, 2016.

Traffic Sources Assessment Time Frame:Monthly average from August 2016 and September 2016

Traffic Summary:

At present, Instagram is the highest trafficking source for Starbucks. Twitter also bring in alarge amount of the traffic at 32%. Facebook, on the other hand, has the highestconversation rate (beverages purchased) at 2.6%.

Customer Demographics Assessment

Audience Demographics Summary:The majority of the survey respondents were between the ages of 18 and 30 which will beclassified as Millennials. Facebook and Instagram are great social networks to interact withthese groups of millennials. The primary need for visiting Starbucks locations is to buy arefreshing drink that will in return provide an excellent source of caffeine. The companyshould spend some time building connections through the social media channel of Twitter.

A survey was distributed between the months of August and September 2016Total survey responses: 2000

Demographics Representation

Demographics Representation

Competitor Assessment

Competitor Assessment Summary:The competitor analysis above focused on two company's that have a high recognitionamongst individuals in the ages of 18-30 which is Starbucks target audience. Incentives seemto work as strengths to drive consumer in from all ages. Although they generate a goodamount of customers, they lack with interactions and feedback through social mediaplatforms.

SOCIAL MEDIA OBJECTIVESThe primary focus of our social media strategy in 2016 will be to strengthening customerrelationships amongst millennials through our social channels. To do so, we will aim toreinforce existing relationships with millennials by sharing more engaging content inwhich they could relate to.

Some specific objectives include:

1. Increased traffic amongst new customers to website by 40% in 6 months a. Increased brand awareness through visual Instagram posts b. Increased use of Facebook videos and live interactions 2. Increase Twitter followers by 40000 in 6 months.3. Increase use of visual content published on Facebook and Instagram channels by 40% in 6 months.

KPIs:1. Number of new visitors for Facebook,Twitter, and Instagram 2. Number of Twitter followers3. Number of monthly photos and videosposts to Facebook and Instagram4. Emotional analysis amongst consumers

Key Messages: 1. Cozy coffee and treat on a nightin with friends 2. Coffee you love crafted bypeople who care

ONLINE BRAND PERSONA/VOICE

Adjectives that describe Starbucks:

1. Bold

2. Cozy

3. Trendy

4. Creative

5. Fun

6. Innovative

When interacting with customers Starbucks is:

1. Friendly

2. Loyal

3. Honest

4. Brave

5. Caring

6. Supportive

ONLINE BRAND PERSONA/VOICE

STRATEGIES FOR PLAN Paid:Use promoted tweets to appear on timelines of millennials that are not being reachedby the brand. The promoted tweet could have over 500 likes and 200 retweets to berepeated to the public.

Owned:Introduce #CoffeeOrSleep to encourage the use of the brand amongst millennials whoare in their college years. Choose two pictures that resonate with the brand everyweek and post across all social platforms. Consumers will use the hashtag to form analliance amongst their age group and begin to use it in other promotional videos orposts. Encourage the hashtag to be used by people of all ages to show how necessaryone feels coffee is in their daily activities.

Earned:Monitor Twitter for keywords and terms: coffee, Starbucks, relaxing, studying, warm. Offer coupon codes for the fall period of 3 months starting in October to surprisecustomers with a special offer only available through online social platforms. Partnerwith two primary spokespeople (celebrity) to share their #StarbucksExperience

Release a campaign following the lives of these individuals for a 5 episode series.Make sure all content is being distributed on every social media site.

TOOLSApproved tools:

1. HootSuite

2. Buffer

Rejected tools:

1. N/A

Existing Subscriptions:

1. Photoshop

2. Canva

3. InDesign

Facebook

HootSuite

Engagement

Post

TIMING AND KEY DATES

Mother's Day

Thanksgiving

Christmas

Valentine's Day

Veterans Day

September 29th

(National Coffee Day)

November 13th

(Little Big Show)

Quarterly during

February, May,

August and

November.

Precise dates TBA.

Holiday Dates Internal Dates Reporting Dates

SOCIAL MEDIA ROLES/RESPONSIBILITIES

Leadership Roles:

Chief Marketing Officer - Sharon Rothstein

Social Media Manager - Kelly Broili

Global Social Media Director - Stephanie Marx

Vice President, Global Digital Engagement at Starbucks - Ryan Turner

Supporting Social Media Members:

Community Manager - Jeremy Bronson

Community Manager - Secilia Kirby

SOCIAL MEDIA POLICYSocial media is a major factor on how Starbucks communicates with consumers in their day today lives. The company welcomes users to use hashtags, photos, and videos to represent theirlove for the brand through different platforms. Whether you are communicating throughTwitter, Facebook or Instagram, you are to follow some simple guidelines below. You are solelyresponsible for your User Content, and Starbucks assumes no liability for it.

Be respectful to others

Use common sense while making a post

Ask someone if you are unsure if the post is appropriate

Read the user content at your risk

Your user content will not obtain any profane or threaten language

If you are employed you must disclose your status when promoting Starbucks services

You are encouraged to engage in conversation with other while being polite

Be helpful to customers

Guidelines:

"Starbucks reserves the right to update or modify these Terms and Conditions at any time without priornotice. We encourage you to review these Terms whenever you use or participate in pages, hashtags, boards

and applications created or administered by Starbucks."

CRITICAL RESPONSE #1Scenario 1 - Offensive Facebook post sent from @Starbucks account Action Plan 1

1. When the Facebook post is detected: Take a screenshot (on Mac press:Command+Shift+ 4). Starbucks will delete the post and alert the social media managerKelly Broili. If Kelly Broili cannot be contacted reach out to social media directorStephanie Marx.

2. Kelly and Stephanie will discuss the impact of the post and how to take further action.

3. Kelly will formulate a new post to release and Stephanie will have to approve.

4. Stephanie will manage contact after post is submitted to the general public.

5. Both Kelly and Stephanie need to come together and discuss the consequences of theemployee who published the post.

Pre-approved messaging:NO PRE-APPROVED MESSAGING IN THIS SCENARIOMessaging will be dependant on the nature of the original post - to be discussed anddeveloped by Kelly and Stephanie.

CRITICAL RESPONSE #2Scenario 2 - Twitter account (@Starbucks) is hacked

Action Plan 2

1. When the Twitter hack is detected company must take full control of the websiteimmediately. Starbucks will delete content and alert the social media manager KellyBroili. If Kelly Broili cannot be contacted reach out to social media director StephanieMarx.

2. Kelly and Stephanie will discuss how severe the hacking was and what statementthey should release to the public as soon as possible.

3. Kelly will create a call to action and Stephanie will approve the message.

4.The board of social media directors must come together and determine what furtheractions to take with the social media platform hacking.

Pre-approved messaging:Twitter: "Our account has been hacked and we apologize for any inconvenience this hascaused to our followers. We are working to resolve the problem."

MEASUREMENT AND REPORTING

Quantitative KPIReporting period: 3 months Data collected as of September 1, 2016

Website Traffic Source Assessment Timeframe: Monthly average from June 2016 to August 2016

Social Network Data Data was collected as of September 1, 2016

An increase in followers, weekly posts and engagement rate indicate a positive socialmedia plan. Social content created by the team has done a great job at interacting consumers withvisual contents. Instagram engagement has increased to 12% due to the use of GIF andnew video content. A key tactic to this growth is the unity that is brought by#CoffeeOrSleep amongst millennials who interact with the brand. The content wasrelatable and shareable in order to welcome more customers and followers to the socialmedia platforms in order to spread awareness.Traffic towards the website has increased well above the 40% goal throughout all socialmedia platforms: Twitter (55%), Facebook (50%), and Instagram (50%).Twitter has a high percentage of millennials who interact with the brand which had anincrease of followers that surpassed the goal of gaining 40,000 followers in 6 months.

#CoffeeOrSleep Hashtag PerformanceBetween June 1, 2016, and September 1, 2016, the hashtag was mentioned

10000 times on Twitter and 15000 times on Instagram. A total of 5000 Instagram posts published with the hashtag had higher levels

of interaction between customers and their friends on this social media

platform.

Qualitative KPIs

Sentiment Analysis

An analysis of the interactions on 500 Facebook posts, 500 Instagram posts, and 500 Tweetsrevealed the following:

Customers felt comfortable and happy after visiting Starbucks. They shared theirexperience online by posting photos and sharing personal stories with their followers.

The only negative opinion they had would have to be with the quickness they got theirdrinks. They became frustrated with the large line and the amount of people waiting to beserved.

Proposed Action Plans

Continue #CoffeeOrSleep Campaign

Consider having random Facebook giveaways to the first 100 customers to

post a picture with seasonal drink

Advocate for #RandomActOfKidness to encourage customers to build on the

important of sharing

Build a high presence on LinkedIn to show customers Starbucks mission

statement and company beliefs

"To inspire and nurture the human spirit–oneperson, one cup and one neighborhood at a time."