Social Media Strategy | Teresa Muniz | October 2, 2016

Starbucks

Executive Summary 3

Social Media Audit:

Social Media Assessment 4-5

Website Traffic 6-7

Audience Demographic 8-9

Competitor Assessment 10

Social Media Objectives 11

Online Brand Persona and Voice 12-13

Strategies 14

Timing and Key Dates 15

Social Media Roles and Responsibilities 16

Social Media Policy 17

Critical Response Plan 18-19

Measurement and Reporting Results 20

Table of Contents

The primary goal for the remaining months of 2016, is to increase engagement with millennial aged followers by providing more interactive and “shareable” content.

Two major social strategies that will support this objective include:1. A plan to increase engagement on YouTube and Facebook. 2. Tailoring messages to the interest of Millennials.

Executive Summary

Social Media Audit: Social Media Assessment The following audit is a Social Media Assessment of Starbuck’s social media traffic as of October 2, 2016

Summary

The highest amount of engagement occurring on Starbuck’s social media occurs on Twitter where users tag and respond to engaging tweets, meanwhile the lowest amount of followers and engagers

occurs on YouTube.

Social Media Audit: Social Media Assessment

Time frame: September 2015- September 2016

Website Traffic

Source5%

Volume Percentage of Overall Traffic

Conversion Rate

Twitter 55,000 unique visits

35% 49%

Facebook 50,000 unique visits

33% 46%

Instagram 20,000 unique visits

19% 35%

SummaryMost Website Traffic comes from more interactive social media sites like Facebook and Twitter. However, with a large usage of Instagram among millennials, there is chance for improvement.

Social Media Audit: Website Traffic Sources Assessment

Survey via email in April 2016, total responses 1,800.

Audience Demographic

Age Distribution Gender Distribution

Primary and Secondary Social Network

Primary Need

13-17 77% Female23% Male

InstagramTwitter

Social outing

18-30 51% Female49% male

InstagramFacebook

Caffeine, social

30-45 49% Female51%Male

FacebookTwitter

caffeine

46-65 60% Female40% Male

FacebookInstagram

Enjoyment, social

Summary

The main need among consumers is caffeine and social reasons. Among younger and older users, Females are more prominent.

Facebook is most important for demographic aged 30-45.

Audience Demographic

Dunkin Donuts:– Social Media Profile: @DunkinDonuts– Strengths:

Established brand with loyal customers Large social media presence Use of photos and video with vibrant

colors

– Weaknesses Social Media focus not always on coffee Not known for its coffee

McDonalds:

– Social Media Profile: @McDonalds– Strengths:

Loyal customers #Alldaybreakfast means higher focus

on coffee

– Weaknesses: Very little focused on coffee Many other focuses on their social

media

Competitor Assessment

Assessment: Starbucks has the upper hand when focusing on coffee because it is the only brand who’s initial product was coffee.

Our major objective is to increase involvement of followers and likers on social media platforms to build brand loyalty and create a Starbucks lifestyle.– Some Specific Goals include:

Increasing followers on Social Media monthly by no less than 2% for Facebook, Instagram and Twitter and by no less than 50% on YouTube.

Increased visual content and relatable posts through hashtags and reposts Increased interlinking between social media sites.

Social Media Objectives

Adjectives that describe our brand:

Innovative

Friendly

Fun

Excellent

When interacting with customers we are:

Interesting

Helpful

Kind

Dedicated

Positive

Online Brand Persona and Voice

Online Brand Persona and Voice

Paid: At prime posting times on Weekends, “boost” the weeks most popular video post on Facebook, and sponsor Twitter posts that link the YouTube channel.

Owned: Introduce #JustStarbucksThings on Instagram and Twitter where users share video or photo stories about funny or sweet Starbucks moments. Retweet and re-gram user content five times a week on Twitter and once a week on Instagram. Send tweets reminding customers of this feature and include it in email newsletters.

Earned: Monitor Twitter, Instagram, Facebook and YouTube for user content including the words, Starbucks, Pumpkin-Spice, brew, and coffee and repost, share or respond to the content.

Strategies

Holiday Dates:– Columbus Day– Halloween– Election Day– Veteran’s Day– Thanksgiving– Black Friday– Cyber Monday– President’s Day– Christmas Eve– Christmas Day– Hanukkah – Kwanzaa Internal Events:

– November 20th- Food donation drive, community outreach

– December 20th – Food and Toys drive

Reporting Dates– Reporting will occur 3 times for this specific

campaign, one each month for the remainder of the year.

Timing and Key Dates

Social Media Roles and Responsibilities

Marketing Director:Elizabeth Meyer

Social Media Manager:Teresa Muniz

Social Media Coordinator:Sean Mansfield

Supporting Social Media Team Members:Hannah Valdez, Nicholas Fidelman, Jonah Rothstein

Do’s: Be respectful

Use proper grammar

Be helpful

Be polite

If you feel passionate about our message, feel free to retweet and share our posts.

If you include our brand in your bio, please act professionally

Do not’s: Start a fight

Curse

Talk badly about competition

Send out posts that are unplanned content

Social Media Policy

Scenario 1: Inappropriate post sent from Starbucks account

Action:– After taking a screenshot of the post, delete it.– Send photo to Teresa Muniz, Social Media Manager, if not send it to Sean Mansfield, Social Media

Coordinator. – After getting the message approved, publicly apologize directly to person affected as well as to everyone in

general in two separate posts.– If a person has been offended directly, offer them a $20 Starbucks gift card.

Critical Response Plan

Scenario 2: Starbuck’s social media page gets severely hacked.

Action:– Immediately notify, Teresa Muniz, Social Media Manager. If not available, notify Sean Mansfield,

Social Media Coordinator. – Change account password.– Delete hacked posts– Submit a public statement stating hacked state.

Critical Response Plan

Quantitative KPI’s – reporting period: 1 month, date as of November 2, 2016

Measurement and Reporting Results

Social Network URL Follower/Like Count

Average Weekly Activity

Avg. Engagement Rate

Twitter https://twitter.com/Starbucks

12.36 million2% increase

15 posts per week+3

9%

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

222,500subscribers100% increase

5 posts per week+1

7.5%

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

37,548,305 likes3% increase

9 posts per week+2

5%

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

12.18 million5% increase

7 posts per week+-0

8.1%