Starbucks Coffee

September 28, 2016Gabie Fleischer

Table of ContentsExecutive Summary….......................................................................... 2Social Media Audit…............................................................................4-7Social Media Objectives….....................................................................8Online Brand Persona and Voice…........................................................9Strategies and Tools …..........................................................................10Timing and Key Dates….........................................................................11Social Media Roles and Responsibilities….............................................12Social Media Policy…............................................................................13Critical Response Plan…........................................................................14Measurement and Reporting Results….................................................15

Executive SummaryThe social media priorities include growing the company’s online following as well as increase sales. The focus of this strategy is to drive sales by engaging customers with relevant current content and building a community relationship with customers. Social Strategies: 1. Plan to increase current seasonal content across social media.2. Encourage conversations about the company’s community.

Social Media AuditThe following is an audit of Starbuck’s Coffee social media presence to date. It includes an assessment of al social networks, website, audience demographics, and a competitor analysis.

Social Media AssessmentSocial Network URL Follower Count Average Weekly

Activity (Posts per Week)

Average Engagement Rate #interactions/reactions

Twitter Twitter.com/starbucks 11m followers 10 58%

Facebook Facebook.com/starbucks

36m followers 4 32%

Instagram Instagram.com/starbucks

11.5m followers 3 42%

LinkedIn Linkedin.com/starbucks

10,000 followers 2 24%

At the present time, the highest number of interactions per post occurs on Twitter. Little to no interactions occur on LinkedIn so they should consider growing this channel.

Website Traffic Sources AssessmentSource Volume Percentage of Overall

Traffic Conversion Rate

Twitter 10,000 unique visits 40% 25%

Facebook 25,000 unique visits 60% 48%

Instagram 8,000 unique visits 30% 32%

LinkedIn 1,000 unique visits 15% 14%

Traffic Summary:

At the present time, Facebook is the biggest traffic driver to the website. Twitter Followers right behind.

Audience Demographic AssessmentAge Distribution Gender

Distribution Primary Social Network

Secondary Social Network

Primary Need Secondary Need

18-30: 50%31-40: 20%41-55: 20%56+: 10%

Female: 58%Male: 42%

Female: 58%Male: 42%Twitter: 40%Instagram: 40%Facebook: 20%

Instagram: 30%Facebook:20%Twitter: 20%

Refreshing drinking that satisfies caffeine needs.

Quality time to spend by yourself or with family/friends.

Audience Demographics Summary:The majority of respondents are of the age of 18-30. The most common social networks are Instagram and Twitter. Starbucks drinks are the primary motivated to go to the coffee shop but some may come for the quality time.

Competitor AssessmentCompetitor Name Social Media Profile Strengths Weaknesses

Dunkin’ Dounts Facebook/Instagram Visually appealing, strong audience engagement, strong brand identity.

Not a lot of variety, posts are scattered.

McDonald’s Instagram Consistent brand identity, contains UGC

Features not only coffee products, inconsistent content.

Competitor Assessment Summary:Both competitors, Dunkin’ Donuts and McDonald’s have a strong social media presence across Instagram and Facebook. Both brands have visually appealing accounts and stay true to their brand’s identity. However, they can improve on the consistency of their content.

Social Media Objectives• The major social media priorities for the company would be to grow

their follower base and to engage with their online community. To do this, the company will share more engaging content which will ultimately build a better relationship with consumers.

Specific Objectives:1. Increase Brand Awareness on all social platforms2. Increase Instagram and Facebook followers by 10%3. Engage with users 80% of the time.

Online Brand Persona and VoiceBrand Adjectives: When interacting with customers:Unique LoyalDedicated FriendlyCreative AdaptingBold Helpful Welcoming Engaging

Strategies and ToolsPaid Owned Earned

Every weekend, Facebook posts need to be boosted. All boosted posts should have a min of 300 likes and 200 comments.

Introduce a hashtag such as #StarbucksSunday. Encourage users to utilize the hashtag and post UGC on this day.

Surpirse and delight 40 different twitter users that are talking about coffee or Starbucks products as well as buzzwords. Each customer could be rewarded with a reward card or maybe even a free coffee.

Tools:HootsuiteBuffer

Subscriptions:PhotoshopCanva

Timing and Key DatesSince Starbucks is about creating a culture of warmth and belonging, where everyone is welcome, we will focus on the following holidays:• Valentine’s Day• Thanksgiving• ChristmasStarbucks are also very interested in these holidays because of their specialty drinks such as Eggnog Latte, Peppermint Mocha and Chestnut Praline Latte. • During this time, social media content will be increased and there will be

many contests and giveaways.

Social Media Roles and Responsibilities • Marketing Director: Sara Field• Social Media Manager: Kelly Broili• Director of Global Social Media: Stephanie Marx• Social Team Manager: Skyler Pascall

Social Media Policy• Social media is part of our every day lives. Social media is used to

interact with customers, spread news and share thoughts and opinions. Starbucks expects all employees to upload social media etiquette by following these rules:

Do’s Don’ts

Be respectful and polite Talk about competitors

Talk positively Talk to customers in a disrespectful way

Use common sense Disregard company values

Critical Response PlanScenario 1 Scenario 2

Tweet meant for a personal account was posted on Starbucks twitter account. Action Plan: - Delete tweet immediately - Inform social media team on the occasion - Post an apology message - Send individual apologies to those affected.

Starbucks Facebook page was hacked. Action Plan: - Post a status/message informing audience of the issue and assure them that the situation is handled. - Apologized to those individuals who voiced negative reactions.

Measurement and Reporting Results• Reporting for 3 monthsSource Volume Percentage of Overall

Traffic Conversion Rate

Facebook 450,000 12% 5%

Twitter 590,000 20% 12%

Instagram 870,000 30% 19%