STARBUCKS

S

SOCIAL MEDIA STRATEGYFebruary 21, 2016

Abby Wilsey

TABLE OF CONTENTS

• Executive Summary• Social Media Objectives• Online Brand Persona and Voice• Strategies and Tools• Timing and Key Dates• Social Media Roles and Responsibilities• Social Media Policy• Critical Response Plan• Measurement and Reporting Results

EXECUTIVE SUMMARY

The main goal for 2016 is to gain a wider following on social media accounts among millenials.

The focus of social media will be to grow relationships with millennial followers through posting engaging content and communicating with followers with the social media accounts.

Strategies:• Post content that appeals and engages our target

demographic.• Communicate and offer customer service to followers.

AUDIT: SOCIAL MEDIA ASSESSMENT

Social Network URL Follower Count Average Weekly Activity

Average EngagementInteractions/Reach

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

36,133,019 3-4 posts/week 5.1%

Twitter https://twitter.com/Starbucks

11,600,000 5 posts/week 3.1 %Instagram https://www.insta

gram.com/starbucks/

7,700,000 7 posts/week 6.7 %

Currently, Starbucks is most active on Instagram while having the most followers on other sites, so increasing activity on Twitter and Facebook is recommended.

AUDIT: WEBSITE

Site Volume Percentage of Overall Traffic

Conversion Rate

Facebook 300,000 7% 3.2%Twitter 450,000 10% 5%Instagram 750,000 24% 10%

Timeframe: Monthly Average

Currently, Instagram drives the most traffic out of all social networks, with the highestconversion rate as well.

AUDIT: AUDIENCE DEMOGRAPHICS

Age Distribution

Gender Distribution

Primary Social Network

Secondary Social Network

Primary Need

Secondary Need

70% 18-30 81% Female, 19% Male

Instagram Twitter Coffee before work/class

Coffee to look good in social media picture

10% 31-40 70% Female 30% Male

Facebook Instagram Coffee Before Work

Coffee as a daily habit

10% 41-55 90% Female 10% Male

Twitter Facebook Coffee Before Work

Coffee as a daily habit

10% 56-80 100% Female

Facebook Twitter Coffee as a daily habit

Coffee After Dinner

Most of Starbucks audience comes from the millennial age group and the gender is mostly female.

AUDIT: COMPETITOR ASSESSMENT

Competitor Name

Social Media Profile

Strengths Weaknesses

Dunkin Donuts Instagram: Dunkin Donuts

Posts more often, More video posts

Posts don’t vary much

Caribou Coffee Twitter: Caribou_Coffee

Emphasizes products. Posts are more candid

Posts aren't as high quality Not very many followers

Dunkin Donuts is more of a threat, Starbucks should post more frequently and post more media.

SOCIAL MEDIA OBJECTIVES

• The social media objective for 2016 is grow relationships with millennial followers through posting engaging content and communicating with followers with the social media accounts.

• Specific Objectives: 1. Increase millennial followers on all social media accounts (Instagram, Twitter, Facebook) by 25% by January 2017

2. Grow comments/likes/shares on posts by 15% by January 2017-Reply to comments, and comment on shared posts engaging follower

in conversation3. Increase visual/video content posted on Facebook and Twitter by 30% by April 2016

ONLINE BRAND PERSONA AND VOICE

Adjectives that describe the brand:• Quirky• Green• Trendy• Outdoorsy

When interacting with followers we are:• Charismatic• Helpful• Excited• Friendly

STRATEGIES AND TOOLS

Strategies:• Post video on Facebook of

someone enjoying their Starbucks in a outdoor location every Saturday

• Once every three days, post Instagram with hashtag #mystarbucks and encourage others to share their drink.

• Tweet 3 people daily who have shared or commented on Twitter post.

Tools:• Hootsuite• Buffer

TIMING AND KEY DATES

Holiday Dates:• Valentines Day• Saint Patricks

Day• Easter• Earth Day• July 4th • Holiday Season

Nov.-Jan.

Internal Events:• Boys and Girls Club Fundraiser (March 5th)• Earth Day Fundraiser (April 22nd)

Reporting Dates:• February, May, August and November. (Exact dates TBA)

SOCIAL MEDIA ROLES AND RESPONSIBILITIES

• Marketing Director of Operations: Diego Aguilar• Manager of Social Media Strategy: Ashlee Langholz• Digital Engagement: Ryan Turner• Global Social Media: Stephanie Marx

SOCIAL MEDIA POLICY

Social Media plays a big role at Starbucks, especially when it comes to interacting with customers and developing relationships. It is the company’s goal to post content that allows customers to engage with us and feel a personal connection with the brand. A few key rules help us achieve that goal:• Respond to complaint comments within 24 hrs. and offer a solution• Reply to at least 10 positive comments a day reaffirming the positive feeling • Don’t bad mouth competitors • Always have positive message in posts and comments• Ask a coworker to read over posts before you send it out

CRITICAL RESPONSE PLAN

FOLLOW IF INAPPROPRIATE POST IS DETECTED:1. Screen shot the post and save a link to the post for reference2. See Ashlee or Diego before you take any action3. Talk with them about what should be done4. Take any action suggested by Ashlee and Diego 5. In the event that journalists saw the tweet, talk to head of

public relations (Matt Wilson) or his team to see how we can mitigate damage

6. Save the screenshot into a file so Ashlee and Diego can use it as an example of what not to do in the future and employees can reference it

MEASUREMENT AND REPORTING RESULTS: WEBSITE TRAFFIC SOURCES ASSESSMENT

Source Volume Percentage of Overall Traffic

Conversion Rate

Facebook 450,000 12% 5%Twitter 590,000 20% 12%Instagram 870,000 30% 19%

Reporting Period: 3 months

MEASUREMENT AND REPORTING RESULTS: SOCIAL NETWORK DATA

Social Network

URL Follower Count

Avg. Weekly Activity

Engagement Rate

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

40,133,019 10 posts/week 10.1%

Twitter https://twitter.com/Starbucks

17,600,000 15 posts/week 7.1 %

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

11,700,000 15 posts/week 9.7 %