StarbucksSocial Media Strategy

Mika Garcia9/20/16

Table of Contents1. Cover Page2. Table of Contents3. Executive Summary4. Social Media Audit5. Social Media Audit6. Social Media Audit7. Social Media Audit8. Social Media Objectives9. Online Brand Persona and Voice10. Strategies and Tools11. Timing and Key Dates 12. Social Media Roles and Responsibilities13. Social Media Response Policy14. Critical Response Plan15. Measuring and Reporting Results16. Measuring and Reporting Results17. Measuring and Reporting Results18. Citations

Executive SummaryOur major social media goal for 2016 is to expand our online following and community.

The primary focus will be to build stronger relationships with our customers and reach our revenue goals by sharing more engaging and relatable content with our community.

Two major social strategies will support this objective:1. A plan to increase the volume and content we publish

2. Encourage conversations within our community and increase discoverability of content

Social Media AuditSocial Network

URL Follower Count

Avg. Weekly Activity

Avg. Engagement Rate

Twitter https://twitter.com/starbucks/

11.7 million Followers 21 tweets per week 1.5%

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

36,444,431 Likes 6 posts per week 3%

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

11.5 million Followers 7 posts per week Avg. Interactions per post: 350k

LinkedIn https://www.linkedin.com/company-beta/2271?pathWildcard=2271

725,010 followers 3 posts per week 0%

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

274.6k Followers 4 pins per week 1%

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

110,756 Subscribers 7 posts per week Avg. Interactions per post: 20k

The following is an audit that includes the assessment of all Starbucks’ social networks:

Social Media AuditSource Volume Percentage of

Overall TrafficConversion Rate

Twitter 1450 unique visits 10% 5%

Facebook 5000 unique visits 45% 22.5%

Instagram 3500 unique visits 30% 15%

LinkedIn 500 unique visits 1.3% 0.65%

Pinterest 400 unique visits 2.7% 1.35%

YouTube 1000 unique visits 8% 4%

The following is an audit that includes an assessment of Starbucks’ Website Traffic Sources:

Social Media AuditAge Distribution

Gender Distribution

Primary Social Network

Secondary Social Network

Primary Need

Secondary Need

45% 18-24 50% 25-445% 45-65

65% Female35% Male

65% Facebook20% Instagram15% Twitter

50% YouTube35% Pinterest15% LinkedIn

Inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time

Share great coffee with friends and help make the world a little better

The following is an audit that assesses the demographics of Starbucks’ audience:

Social Media AuditCompetitor Name

Social Media Profile

Strengths Weaknesses

Dunkin’ Donuts Dunkin’ Donuts They create a lot of customer interactions by utilizing hashtags for conversations. They also use #DDPerks which allow customers to get rewards.

Unlike Starbucks, Dunkin’ doesn’t provide the customers a website to provide new ideas for the brand. It’s more one-way communication.

McDonald’s McDonald’s They connect to people on a more personal level by sharing people profiles and making philanthropic connections. They promote a lot of deals and use hashtags like #backtoschool that apply to more than just coffee.

They don’t utilize their social media platforms a lot for customer service inquiries which is necessary to build relationships. They also don’t advertise their coffee as much, making it a lesser threat for Starbucks.

Panera Bread PaneraBread They advertise their products very well with aesthetically pleasing photos being constantly posted.

They are consistently posting photos of food, but hardly ever posting relatable content about their customers or about other topics.

The following is an audit that includes an assessment of Starbucks’ Competitors:

Social Media ObjectivesIn 2016, our social media objectives will be to support our revenue goals by driving more consumer traffic to our stores and website through our social media platforms.

Specific Objectives Include:1. Increase Twitter activity from the audience by 30% by April2. Increase amount of brand hashtags across every social media platform3. Increase amount of My Starbucks Idea activity by 15% by April4. Increase volume of visual content on all social media platforms by two times the

current amount by next year

KPIs:•Number of unique visitors from Facebook, Instagram, and Twitter•Number of Twitter and Instagram followers•Number of interactions on My Starbucks Idea•Number of weekly photo and video posts to Instagram and Facebook

Online Brand Persona and Voice

Adjectives that describe our brand:

When interacting with our customers we are:

FriendlyInvitingWorldly

Bold

OutgoingRespectful

Open-minded

Strategies and Tools• Paid: Every Friday boost most popular organic Facebook posts for the weekend. The post

must have a minimum organic reach of 200, as well as a minimum of 100 likes or 50 shares. • Owned: Introduce the use of #CurrentFallMood to company Instagram posts during the fall.

Encourage adoption by customers and include Instagram stories about recipes and upcoming drinks. Promote hashtag across all social properties, email newsletters as well as printed promotional material. When customers purchase a drink, mention fall hashtags and encourage them to use them for the drink they got it if they plan on taking photos of their visit.

• Earned: Monitor Twitter for keywords and terms, PSL, Fall, coffee, latte, caffeine, Starbucks, frappuccino. Extend rewards/discount opportunities to those who sign up for Starbucks Rewards. Promote these opportunities on social media platforms and encourage participation for something new every season. Repost photos from customers that use the hashtags for the rewards.

Create a video series called Upstanders celebrating ordinary people doing extraordinary things to connect to customers on a very personal level.

Timing and Key DatesHoliday Dates:• New Year’s (Jan. 1)• Valentine’s Day (Feb. 14)• St. Patrick’s Day (March 17)• Mother’s Day (May 8)• Memorial Day (May 30)• Father’s Day (June 19)• Independence Day (July 4)• Halloween (Oct. 31)• Thanksgiving (Nov. 24)

Internal Events:•Race for Equality Event (Nov. 1-5)•Scholarships for Every Student (Sept.)

Reporting Dates:Reporting will occur once a quarter in February, May, August and November. Precise dates TBA.

Social Media Roles and Responsibilities

The following people are responsible for building and maintaining relationships with customers by perfecting the social media marketing aspect of the company.

• Marketing Officer: Sharon Rothstein• Social Media Director: Stephanie Marx• Chief Digital Officer: Adam Brotam

Social Media Policy

• Do This:- Share your passion. - Work comes first. - Make it yours. - Truth be told. - Get the facts to always be honest and

accurate.- Take the high road. - Think before you share something. - Be safe.

• Don’t Do This:- Don’t use other people’s stuff. - Don’t distribute or share future information- Don’t bully others. - Don’t register a personal social media account using a Starbucks-issued email address.

Moments 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 (www.starbucks.com/partners/social-media). If you have questions, please talk to your manager, Partner Resources or email socialmedia@starbucks.com.

Critical Response PlanScenario 1: Inappropriate tweet sent from @Starbucks Action Plan: When tweet is detected:

- Screenshot the tweet- Delete the tweet as soon as possible- Contact the social media team for some additional help (email: socialmedia@starbucks.com)

Further Action:- Post a follow-up tweet if the tweet is detected by the media- Contact employee responsible for incident and determine disciplinary action- Direct journalists to the Starbucks Media Relations (email: press@starbucks.com)

Scenario 2: Promoted Trend Goes Wronge.g. Starbucks’ Race Together Campaign

Action Plan: - Stop the trend as soon as the backlash gets out of control - Contact the social media team for additional help - Send our a press release apologizing for and explaining the trend - Form a back-up plan on how to create a follow-up trend resolving issue Further Action: - Direct journalists to the Starbucks Media Relations if issue isn’t solved - Keep pushing forward with new ways to explore trend idea

Measuring and Reporting Results

The social media team has done a great job of curating and creating great visual content. We have far surpassed our goal of increasing Twitter activity by 30% in 3 months. Our Twitter, Facebook and Instagram have achieved an100% or more increase in traffic. A key tactic to this growth has been our ability to track user generated content with the #CurrentFallMood hashtag and share it on our networks. This content is received very well within our community.

Source Volume Percentage of Overall Traffic Conversion Rate

Twitter 1900 unique visits +10% growth

30%+200% increase

5%

Facebook 6000 unique visits +20% growth

90%+100% increase

22.5%

Instagram 3850 unique visits +10% growth

60%+300% increase

15%

LinkedIn 500 unique visits +0% growth

1.3% 0.65%

Pinterest 400 unique visits +0% growth

2.7% 1.35%

YouTube 1200 unique visits +20% growth

8% 4%

Website Traffic Sources Assessment: Timeframe of 3 months

Measuring and Reporting ResultsSocial Network Data:

Timeframe of 3 monthsSocial Network URL Follower Count Avg. Weekly

ActivityAvg. Engagement Rate

Twitter https://twitter.com/starbucks/

16.7 million Followers 30 tweets per week 3%

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

36,444,431 Likes 7 posts per week 4%

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

15 million Followers 7 posts per week Avg. Interactions per post: 450k

LinkedIn https://www.linkedin.com/company-beta/2271?pathWildcard=2271

725,010 followers 3 posts per week 0%

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

274.6k Followers 4 pins per week 1%

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

110,756 Subscribers 7 posts per week Avg. Interactions per post: 20k

Our Twitter has increased it’s avg. activity by approx. 40%. The Avg. engagement for Facebook and Twitter has increased by 1%. The Avg. interactions per post on Instagram has increased by 400k because of increased #hashtag use. Followers have significantly increased for Twitter, Facebook, and Instagram because of more interactions on these platforms.

Measuring and Reporting Results

Quantitative KPIs: Sentiment AnalysisAn analysis of the interactions on 100 Facebook posts, 100 Instagram posts and 100 Tweets

revealed the following:• The positive sentiment reveals that customers are feeling more comfortable

participating in interactions on our social media platforms. They are finding content that relates to them, such as visual content. Also, customers are able to connect with others using the hashtags and sharing posts.

• The negative sentiment is related to the lack of deals and rewards given to those without a membership. Customers express frustration about the pricing.

Proposed Action Plans:• Continue using seasonal hashtags like #CurrentFallMood• Consider using deals such as BOGO on certain holidays like Valentine’s• Continue adding a lot of visuals and relating to people with consumer-generated

artwork

Citations• "Starbucks – The Best Coffee and Espresso Drinks." Starbucks

Coffee Company. N.p., n.d. Web. 02 Oct. 2016.