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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%
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