Starbucks

Social Media Strategy

Table of Contents

3. Executive Summary

4. Social Media Audit

6. Social Media Objectives

8. Online Brand Persona and Voice

10. Strategies and Tools

11. Timing and Key Dates

12.Social Media Roles and Responsibilities

13. Social Media policy

14. Critical Response Plan

15.Measurement and Reporting Results

Executive Summary

Since Starbucks already has a great social media presence, the main priority for 2016 will be to continue to engage with the followers that Starbucks already has, and to create new ways to engage and gain more supporters.

Our primary focus will be to put out content that our followers will share so that we will receive more traffic and feedback on all social media accounts.

Strategies that support these objectives are:

1. Create content that allows for more follower engagement: Let our supporters know that they have a voice.

2. Put out more content.

3. Recreate our content visually, so that it will draw more attention.

Social Media Audit Social Network URL Follower Count Average Weekly

Activity

AverageEngagement Rate

Facebook https://www.facebook.com/Starbucks/?fref=ts

36.1 Million 3 posts per week 10%

Twitter https://twitter.com/Starbucks

11.6 Million 13 posts per week 6%

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

7.7 Million 12 posts per week 100 interactions per post

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

236,384

At present time, the highest number of interactions per post occurs on Twitter although it does not have the greatest following.

Social Media Audit ■ Website Traffic Sources assessment

Source Volume Percentage of Overall Traffic

Conversion Rate

Twitter 1200 Unique Visits+ 10% Growth

30% 1.5%

Facebook 2500 Unique Visits+ 10% Growth

50% 2.8%

Instagram 430 Unique Visits + 5% Growth

20% .04%

At present time, Facebook is Starbucks biggest Social Media Account and has the most engagement. Following behind closely to Facebook is Twitter.

Social Media Objectives This upcoming year, the primary focus of our social media strategy will be to create new content that is more engaging, then bringing in more traffic to all of Starbucks Social Media Accounts and also to Starbucks main website. Starbucks already has a great presence on social media, and we want to continue to grow and not stay complacent.

Specific Objectives:

1. Create more visual content

2. Put out content that allows our followers and supports to be more engaged in what Starbucks is doing.

3. Increase visitors on our social media accounts by 15% in 2 months

a) Increase mentions and hashtags on twitter

b) Increase comments and likes on Facebook and Instagram

c) Increase amount of content “ Pinned” on Pinterest

Age Distribution

Gender Distribution

Primary SocialNetwork

Primary Need

Secondary Need

2% 13-17 58% Female Twitter- 52.5 Mill. Getting coffee for energy boost

Great place to hang out with

40% 18-24 42% Male Facebook-36.1 Mill.

or because they enjoy the flavor.

friends and family.

49% 25-40 Instagram- 7.7 Mill.

9% 41-65 Pinterest- 236,384

Online Brand Persona and Voice

Friendly Fun

Engaging

Welcoming

Bold

Committed Helpful

Dedicated

Strategies and Tools■ Paid Every weekends Starbucks needs to boost posts on Facebook and pay to have their

tweets sponsored on Twitter. Starbucks already has a lot of engagement, but people typically go out with their friends and co-workers on the weekends, so this will be a good opportunity for advertising, and bringing in new traffic.

■ Owned Introduce #ShareSaturday to Starbucks Instagram page. What this will entail is that every Saturday you can go to any Starbucks location and buy 1 drink and get another for 50% off to share with a friend. Customers will then be invited to post a picture online with the hashtag #ShareSaturday. Each Saturday Starbucks would then choose a photo with the hashtag to post on their social media accounts and the customers will receive some sort of promotion/reward.

■ Earned Monitor Twitter for keywords and terms: Starbucks, coffee, Starbucks rewards, latte and retweet/reply to the people who use these terms

Tools

Approved Tools Rejected Tools Existing Subscriptions

Hootsuite N/A Photoshop

Buffer Vimeo

Tweetdeck

Timing and Key Dates ■ Holidays

New Years Day

Martin Luther King Jr. Day

Memorial Day

Independence Day

Labor Day

Thanksgiving

Christmas

■ Reporting Dates

Reporting Dates will occur once every quarter. Precise Dates TBA

Social Media Roles and Responsibilities ■ Chief Marketing Officer- Sharon Rothstein

■ Social Media Manager-Kelly Broili

■ Vice president, Global Digital Engagement- RyanTurner

■ Director of Global Social Media- Stephanie Marx

■ Manager of Social Media Strategy- Ashlee Langholz

■ Community manager- Jeremy Bronson

■ Community Manager- Secilia Kirby

Social Media Policy ■ The pages, boards, conversations, hashtags and applications created or administered by Starbucks on

social media platforms (for example, Twitter, Instagram, Facebook, Pinterest, Tumblr, and Snapchat) are for you to enjoy. We welcome your comments, pictures, videos and other content (“User Content”) so long as your User Content complies with these Terms and Conditions and each platform’s respective terms of use and privacy policy.

– You agree that:

– The information that is shared on pages, boards, and applications created or administered by Starbucks may or may not be accurate, complete, reliable or up to date.

– You read all User Content at your own risk.

– Your User Content will be accurate, will not violate any applicable law, regulation or guideline, will not violate any right of a third party including, without limitation, copyright, trademark, privacy or publicity rights, and will not cause injury to any person or entity.

– Your User Content will not contain any obscene, profane or threatening language, and will not contain software viruses, political campaigning, commercial solicitation, chain letters, mass mailings or any form of “spam.”

– If you are employed or otherwise compensated by Starbucks, you must disclose your relationship with Starbucks when promoting Starbucks products and services.

– We encourage you to engage in meaningful dialogue but ask when discussing or challenging each other’s views or opinions that you do so respectfully.

– You are solely responsible for your User Content, and Starbucks assume

(http://www.starbucks.com/coffeehouse/social-media-terms-and-conditions )

Critical Response Plan Scenario 1 Inappropriate Tweet sent from @Starbucks

Action Plan

1. When tweet is detected

– Take Screenshot of tweet

– Delete inappropriate tweet

– Alert Kelly Broili ( Social Media Manager). If Kelly is unavailable alert Sharon Rothstein ( Chief Marketing Officer)

Measurement and Reporting Results ■ Quantitative KPI’s

– Reporting Period : 1 Month

– Starting date: January 24th, 2016

Source Volume Percentage of Overall Traffic

Conversion Rate

Twitter 1200 Unique Visits+ 10% Growth

30% 1.5%

Facebook 2500 Unique Visits+ 10% Growth

50% 2.8%

Instagram 430 Unique Visits + 5% Growth

20% .04%

Measuring and Reporting Continued

■ Social Media Data

Social Network URL Follower Count Average Weekly Activity

Engagement Rate

Twitter https://twitter.com/Starbucks

11.6 Million 13 Posts Per Week 6%

Facebook https://www.facebook.com/Starbucks/?fref=ts

36.1 Million 3 Posts Per Week 10%

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

7.7 Million 12 Posts Per Week 100 Interactions Per Post