STARBUCKS

SOCIAL MEDIA STRATEGY

KRISTEN DUGANSEPTEMBER 29, 2016

Executive Summary Social Media Audit

Social Media Assessment Website Audience Competitors

Social Media ObjectivesOnline Brand Persona and VoiceStrategies and ToolsTiming and Key DatesSocial Media Roles and ResponsibilitiesSocial Media PolicyCritical Response PlansMeasurement and Reporting Results

TABLE OF CONTENTS

Starbucks prioritizes the value of placing personality with beverages and visually showcasing the personality through social media

Customers relate different times of the year with different products and Starbucks wants to maximize the unique seasonal changes that are parallel with the “personality” factor of products

Two major strategies will support this objective: Feature the personal stories of customers on social profiles Advocate causes that align with the mission of Starbucks

EXECUTIVE SUMMARY

Social Media Assessment

SOCIAL MEDIA AUDITDATE: SEPTEMBER 29

Social Network

URL Follower Count

Average Weekly Activity

Average Engagement Rate

Twitter https://twitter.com/starbucks/

11.7 M 21 Tweets/week700 Tweets + replies/week

60%

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

36.5 M 10 Posts/week 35%

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

11.5 M 7 Posts/Week 45%

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

725,621 2 Posts/Week 25%

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

275 K 3 Posts/Week 15%

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

111 K 7 Posts/Week 10%

Twitter and Facebook are the most followed accounts for Starbucks

Starbucks responds and engages with the most people on Twitter. Most of the Starbucks’ tweets are dedicated to responding to customers and creating conversations

All channels should remain active because there is enough engagement on all channels to benefit the Starbuck brand

SOCIAL MEDIA ASSESSMENT SUMMARY

Source Volume % of Overall Traffic

Conversion Rate

Twitter 50,000 unique visits

70% 96.3%

Facebook 30,000 unique visits

65% 76.8%

Instagram No data No data No dataLinkedIn 4,000 unique

visits20% 37.1%

WEBSITE TRAFFIC SOURCE ASSESSMENT

SEPTEMBER 29, 2016

Twitter attracts the most traffic to Starbucks.com, followed by Facebook

No direct traffic data is available on Instagram, but it is believed that many audience members use the link in the bio to go to Starbucks.com, and there are many interactions on this social media platform

WEBSITE TRAFFIC SOURCE ASSESSMENT

SUMMARY

Survey distributed in June/July 2016 via email (to audience members who subscribed to Starbucks.com)

Application responses: 1,582

AUDIENCE DEMOGRAPHIC ASSESSMENT

SEPTEMBER 29, 2016

Age Distribution

Gender Distribution

Primary Social Network

Secondary Social Network

Primary Need

Secondary Need

18-30 80% Female55%

Female55%

Instagram 40%

Drinking a refreshing beverage

Enjoying a social atmosphere where people

31-40 60% Male45%

Male45%

Facebook 20%

can come together for

41-55 20% Facebook 30%

Twitter 20%

Conversation and community

56-80 20% Instagram 40%Twitter 50%

A majority of the Starbucks social media audience is between the ages 18-30

Twitter and Instagram are the strongest social media platforms

AUDIENCE DEMOGRAPHIC ASSESSMENT

SUMMARY

Competitor Name

Social Media Profile

Strengths Weaknesses

Dunkin Donuts Dunkin’ Donuts Frequent visually distinct, branded posts with a lot of audience interaction. Eeach photo is in a coffee shop frame and easily recognizable as Dunkin Donuts

The audience is disengaged; questions, comments and concerns go unaddressed

McDonalds McDonalds The hashtag #mccafe is frequently used.A lot of user generated content

Infrequent posting and the social media accounts are not maximizing the user generated content

COMPETITOR ASSESSMENTSEPTEMBER 29, 2016

Both competitors have a strong presence on Facebook and Instagram.

Competitors have high quality content which is great for audience engagement

Each competitor has a unique hashtag that generates brand mentions on all social media platforms, especially Instagram

There in more one-way communication rather than two-way communication

Audience feedback in not prioritized on social media accounts

COMPETITOR ASSESSMENT SUMMARY

Overall Business Goals: The focus of Starbucks is to give customers quality beverages that represent

seasons, community and high standards of the best coffee

Social Media Objectives to Support Business Goals Acquire new followers and consumers, more interactive posts and an

engaging presence online. We will share more meaningful content and respond to our audience more frequently

KPIs Quantitative Increase followers by 3,000 in 6 months

KPIs Qualitative Increase volume of visual content by 40% in 6 months

Key Supporting messages We care about customer satisfaction, selling quality products and giving

back to the local and global community

SOCIAL MEDIA OBJECTIVES

Adjectives that describe the brand: Bold Fun Creative Unique Loyal

Examples of brand voice

in social media interactions: Friendly Honest Encouraging Solution-oriented

ONLINE BRAND PERSONA AND VOICE

Earned 1: Monitor Twitter for key words such as coffee, brew, dark

roast, cold brew 2: Extend discount codes to leads over the next two months

to deliver unexpected delightPaid

1: Boost most popular organic content from Facebook once a week The post must have a minimum organic reach of 125, 200 likes

and 150 commentsOwned

1: Introduce #SundaySoulAndStarbucks to company Instagram posts. Encourage customers to use the hashtag to feature how Starbucks helps the soul achieve balance and joy. This user generated content will be featured every Sunday

STRATEGIES AND TOOLS:STRATEGIES

Approved Hootsuite Buffer

Rejected N/A

Existing subscriptions/licenses: Canva Vimeo Photoshop

STRATEGIES AND TOOLS:TOOLS

Key Dates Summer time (June 1- August 31), Fall time (September 1-October 31),

Winter time (November 1-December 31), Valentine’s Day, President’s Day, Spring Break, Labor Day, Father’s Day, Mother’s Day

Internal Events Community outreach (January 20-22, 2017), food and toy drive (November

13-22, 2016)

Lead Times Food and toy drive will be for the community during Thanksgiving/winter

holidays. We will begin planning how we will execute in the beginning of October

Reporting Dates Reporting will occur once a quarter in February, May, August and

November. Precise dates TBA

TIMING AND KEY DATES

Social Media Director: Brady Schultz Responsibilities: Develop marketing strategies, execute

ideas, measure feedback

Social Media Manager: Bernard Acoca Responsibilities: Approve and post content on all forms of

social media

Social Media Coordinator: Andy Adams Responsibilities: Communicate social media plans with all

departments within Starbucks so that every employee in

SOCIAL MEDIA ROLES AND RESPONSIBILITIES

Social media is deeply ingrained in our daily life. We use it to spread company messages, interact with customers and partners, and share personal actions, thoughts, ideas and more. As an employee and representative of Starbucks, you are expected to demonstrates best practices and a sense of etiquette in your use of social by following guidelines: Be respectful Do not post about illegal activities Be polite to all Find solutions, do not create problems Act helpful, especially to customers Do not disrespect competitors Ask if you ever question if a post in appropriate

SOCIAL MEDIA POLICY

Scenario 1: Inappropriate Tweet sent from Starbucks Action Plan

1: When Tweet is detected

Take screenshot Delete Tweet Alert Social Media Manager If Social Media Manager is unavailable, alert Marketing Director Discuss impact and reach Develop appropriate follow up Tweet to be approved by Marketing

Director If media has picked up on Tweet, the Marketing Director will manage

all direct contact Sync with all employees responsible for publishing Tweet and

determine if disciplinary action is required

CRITICAL RESPONSE PLAN

Scenario 2:A product is reported to be unsanitary and reported to media: Identify how the product became contaminated Create solutions to ensure that the issue will not happen

in the future Issue an apology to the public that the product did not

meet the high standards that Starbucks has for all its products

Write a letter of apology to the customer and provide free products for life

CRITICAL RESPONSE PLAN

Quantitative KPIs Reporting Period: 3 months Date as of February 1, 2016

Social Network Data (Date: September 29, 2016)

MEASUREMENT AND REPORTING RESULTS

Social Network

URL Follower Count

Average Weekly Activity

Average Engagement Rate

Twitter https://twitter.com/starbucks/

11.6 M + 11% growth

18 posts/week + 10% increase

4%

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

36.1 M + 25% growth

9 posts/week + 300% increase

6%

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

7.7 M + 10% growth

6 posts/week + 300% increase

Average interaction per post: 450

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

10,000+ + 15% growth

1 post/month + no change

1.5%

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

2016 Date: September 29, 2016

MEASUREMENT AND REPORTING RESULTS

Source Volume % 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%

Result Assessment: Our Instagram following has grown 1100 in 3 months, on

track to hit the target of 7.8 million followers in a 6 month timeframe. The average interactions per post have increased by 55% from 290 to 450

Qualitative KPIs Sentimental Analysis: An analysis of the interaction on 100

Facebook posts, 100 Instagram posts and 1000 Tweets resulted in the following: Positive sentiment from customers following their visit on all

platforms of social media. This includes sharing posts and stories of their experience and recommendations of Starbucks to friends/followers

The most negative feedback is about incorrect orders and prices

MEASUREMENT AND REPORTING RESULTS