STARBUCKSSOCIAL MEDIA STRATEGY

TAYLOR BEHRENOCTOBER 2, 2016

TABLE OF CONTENTS1. Executive Summary2. Social Media Audit

A. Social Media AssessmentB. Traffic Sources Assessment C. Customer Demographics Assessment D. Competitor Assessment

3. Social Media Objectives4. Online Brand Persona and Voice5. Strategies and Tools6. Timing and Key Dates7. Social Media Roles and Responsibilities8. Social Media Policy9. Critical Response PlanMeasurement and Reporting Results

EXECUTIVE SUMMARY

Our major social media priorities for 2016 will be to increase consumer engagement and expand it to a wider a target.

SOCIAL MEDIA ASSESSMENTSocial Network URL Follower Count Average Weekly

ActivityAverage Engagement Rate

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

36,445,754 5 posts per week 7%

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

11,500,000 7 posts per week 4.7%

YouTube https://www.youtube.com/user/Starbucks/featured

110,918 2 post per week 2.5%

Twitter https://twitter.com/Starbucks

11,700,000 6 post per week 5%Assessment summary: Starbucks has the most followers on Facebook, but they post more on Instagram. They should most the post where they have the most followers.

WEBSITE TRAFFIC SOURCES ASSESSMENT

Site Volume Percentage of Overall Traffic

Conversion Rate

Facebook 800,000 36% 11%Instagram 600,000 27% 8.7%YouTube 250,000 14% 3%Twitter 650,000 29% 9.2%

Assessment summary: The social network that drives the most traffic is Facebook and they have the highest conversion rate.

AUDIENCE DEMOGRAPHICS ASSESSMENTAge Distribution

Gender Distribution

Primary Social Network

Secondary Social Network

Primary Need Secondary Need

65% 18-30 70% Female30% Male

Instagram Twitter Boost of energy before they start their day

Keep them help so they can spend the night studying

20% 31-40 60% Female40% Male

Twitter Instagram Habitual activity to get coffee

Addiction to the caffeine and the taste

10% 41-55 55% Female45% Male

Facebook Twitter Socially get coffee with their friends

Stress reliever

5% 56-80 50% Female50% Male

Facebook Youtube Helps mental and physical health

Nice follow up after a meal

Assessment summary: The most popular group that are Starbucks target are the people ages 18-30. Out of all the age groups, for three of them the most popular gender is female.

COMPETITOR ASSESSMENT

Competitor Name Social Media Profile Strengths Weaknesses

Dunkin Donuts FB: https://www.facebook.com/DunkinDonutsUS

It’s cost effective, good quality with reasonable prices

Top donut chain and focusses too much on their donuts and less on the coffee

McDonalds FB:https://www.facebook.com/McDonaldsUS

It’s convenient and faster and cheap

Associated with unhealthy fast food restaurant

Assessment summary: These might be the top two competitors for Starbucks will remain the industry leader. McDonald's is focused on their fast food and Dunkin Donuts is focused on their donuts. Starbucks specialty is coffee and that is why they will remain on top.

SOCIAL MEDIA OBJECTIVESOverall business goals:The overall business goal would be to increase engagement in social media through all networks and aim targets at every group.Social media objectives to support business goals:1. Increase engagement on Facebook by posting 1 Facebook Live videos every 2 weeks.2. Increase audience and followers who engage by 10% or greater in the next 3 months3. Increase the number of likes each Instagram post gets by 5% in the next month. KPIs1. Number of YouTube followers 2. Number of Live engagement posts 3. Number of likes per postKey Message: o Best coffee in towno Delicious tastes and great social experience

ONLINE BRAND PERSONA AND VOICE

o Adjectives that describe our brand:o Trendyo Homey o Original o Soothingo Refreshing

• When interacting with customers we are:

o Helpfulo Sociable

o Hard-working o Friendly

STRATEGIES AND TOOLSPaid:1. Once a week every morning boost Instagram posts to bring in customers for an early morning advertisement to bring customers in. 2. The post should have a minimum organic reach of 60, with a minimum of 200,000 likes and 500 comments. Owned1. Create a hashtag such as #smilesforstarbucks to all social media accounts. 2. When a customer arrives at a Starbucks mention the hashtag and encourage them to post a smile with a Starbucks coffee with the hashtag #smiles for Starbucks to spread the word. Earned 1. Monitor Twitter keywords and terms: coffee, ice coffee, latte, Frappuccino, mocha, brew. 2. Partner with 10 famous actors and actresses to have them influence and encourage to by Starbucks.

Tools:Approved

- Buffer - Hootsuite

Rejected

N/A

Existing Subscriptions/licenseInDesignPhotoshop

TIMING AND KEY DATESHoliday Dateso Christmaso New Yearso Valentines Dayo National Coffee Day

Internal events o National Coffee Day

o September 29th o Campus Redevelopment Day

o April 19th Reporting Dateso January 21st o March 21st o June 21st

o October 21st

SOCIAL MEDIA ROLES AND RESPONSIBILITIES

Global Chief Marketing Director: Sharon RothsteinResponsibilities: leads the creation of the brand narrative, marketing initiatives, creative expressions, advertising and key business partnerships.Senior vice president of Marketing: Brady BrewerResponsibilities: leads brand strategy, marketing communications, product and digital innovation, also introduces millions of new customers to the experience and values of Starbucks.Senior vice president of category and integrated marketing: Katie SeawellResponsibilities: leads day-to-day management and innovations, and drives the marketing strategy with the loyalty and creative teams.

SOCIAL MEDIA POLICYMoments of connection - that’s our promise. And we bring that promise to life every day in unique and special ways. These Guidelines are to help you do the right thing when connecting in social media. They’re important and are based on our Global Social Media Standard, which also applies to you. Let’s celebrate and share in social media what it means #tobeapartner – with each other, our customers and the world - in ways only partners can! (http://globalassets.starbucks.com/assets/731ee25a5fd245e1902c91adeb77135f.pdf) o Take the high road o Make it yourso Share your passiono Work comes firsto Be safe

o Don’t bully otherso Don’t use other people’s stuffo Don’t distribute financial informationo Don’t create social media accounts

using Starbucks

CRITICAL RESPONSE PLANScenario One: Inappropriate post on social mediaAction Steps: Direct message the person who posted that and tell them why it’s wrong and ask to kindly take it down.Pre-approved messaging: No pre-approved messaging for this scenario

Scenario Two: Allergic reaction to Starbucks productsAction steps: Have the staff alerted and make sure customer is alright. Give them a coupon or something to get them to come back and show that Starbucks is a business that cares. Pre-approved messaging :Facebook: No pre-approved messaging for this scenario

MEASUREMENT AND REPORTING RESULTSWEBSITE TRAFFIC SOURCES ASSESSMENT

Site Volume Percentage of Overall Traffic

Conversion Rate

Facebook 800,400+10% growth

39% 13%

Instagram 600,500+12% growth

30% 10%

YouTube 250,150+5% growth

15% 4%

Twitter 650,200+7% growth

31% 11%

Timeframe: 3 months

MEASUREMENT AND REPORTING RESULTSSOCIAL NETWORK DATA

Social Network URL Follower Count Average Weekly Activity

Average Engagement Rate

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

36,445,950+10% growth

7 posts per week+5% increase

9%

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

11,500,200+8% growth

8 posts per week+3% increase

5.3%

YouTube https://www.youtube.com/user/Starbucks/featured

111,015+6% growth

4 post per week+6% increase

4%

Twitter https://twitter.com/Starbucks

11,700,500+15% growth

7 post per week+4% increase

6%

SLIDESHARE ACCOUNT LINK AND OPTIMIZATION

•http://www.slideshare.net/TaylorBehren