StarbucksSocial Media Strategy

Megan HoltOctober 2nd, 2016

Table of Contents

1- Executive Summary

2- Social Media Audit 3- Social Media

Objectives 4- Online Brand

Persona and Voice 5- Strategies and

Tools 6- Timing and Key

Dates

7- Social Media Roles and Responsibilities

8- Social Media Policy

9- Critical Response Plan

10- Measurement and Reporting Results

Starbucks’ 2016 social media plan will include

continuing our versatility on multiple social media channels and keeping with trends to capture real ideas our customers want to see.

To follow through with this said plan, Starbucks will: Curate content specific for each social media channel

and regularly update all social media outlets, while maintain a close bases with customers.

Follow current trends in media and popular culture and use them to form content our customers want to see.

1- Executive Summary

Social Network

URL Follower Count

Average Weekly Activity

Average Rate

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

36,453,695 likes

Roughly 8 posts/week

25%

Twitter https://twitter.com/Starbucks

11.8m followers

Roughly 18 posts/week

15%

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

11.6m followers

Roughly 9 posts/week

12%

Google+ https://plus.google.com/+starbucks

4,862,841 followers

Last post from 38 weeks ago

3%

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

275.4k followers

Roughly 4 posts/week

4%

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

111,220 subscribers

Roughly 4 posts/week

10%

2- Social Media Audit (Social Media Assessment)

Source Volume Percentage

of Overall Traffic

Conversion Rate

Facebook 20,000 unique visits

7% 3%

Twitter 12,000 unique visits

5% 2%

Instagram NO DATA NO DATA NO DATAGoogle + 500 unique

visits1% 0.03%

Pinterest 1,000 unique visits

3% 0.07%

Youtube 700 unique visits

2% 0.02%

Website Traffic Sources Assessment

Age Distribution

Gender Distribution

Primary Social Network

Primary Need

Secondary Need

13-17- 2%

18-24- 40%

25-40- 49%

0-12 & 41+ - 9%

Male- 50%

Female- 50%

Facebook- 55%

Twitter- 35%

Instagram- 10%

Coffee Social setting to meet with friends or business associates

Audience Demographics Assessment

Competitor Name Social Media Profile Strengths Weaknesses

Dunkin’ Donuts https://www.facebook.com/DunkinDonutsUS

https://twitter.com/DunkinDonuts

https://www.instagram.com/dunkindonuts/

https://www.pinterest.com/DunkinDonuts/

https://plus.google.com/+Dunkin-Donuts

https://www.youtube.com/user/dunkindonuts

-Bright-Colorful-Cheerful-Up-to-date with trends-Promotions through social media posts-Facebook event made for national coffee day-Utilizes Facebook video- recipes, partnerships, current trends-Photos of community involvement

-Focuses just on coffee and less on community-Does not come off as a coffee shop to gather for socialization-More animations and coffee images/videos and less images/ videos of real people-More emphasis on the donuts coffee with some mentions of other food and drink menu items

Competitor Assessment

Starbucks aims to strengthen its versatility and ability

to recognize its company across all social media platforms by emphasizing branding. By following trends and publishing content fit to the trends, Starbucks will stay current and appeal to larger audiences. Key Objectives

Publish more frequently on lesser used of our social media networks- Pinterest and Google +.

Engage customers through more frequent Facebook live videos with offered promos for views.

Establish Starbucks as a lifestyle of coffee and not just coffee by promoting its many products and convenience.

3- Social Media Objectives

4- Online Brand

Persona and Voice Words to describe

us: Warm Welcoming Calming Peaceful Bold Flavorful Community

With customers we are: Genuine Honest Helpful Concerned Grateful Inclusive- use of the

words “we” and “us”

5- Strategies & Tools

Strategies Post at least once daily on

our lesser used Social Media networks- Pinterest and Google +

Keep up with current media and popular culture trends

Continue customer interaction across all social media networks

Tools Hootsuite Facebook post

boosts

6- Timing & Key

DatesHolidays

Nov. 24- Thanksgiving December 25- Christmas Jan 1- New Years Day Feb 14- Valentine’s Day Feb 15- Presidents Day May 8- Mother’s Day June 19- Father’s day July 4- Independence Day

Important Dates July 22- Coffee Week July 24th- Coffee Day September 29-

National Coffee Day

Brandy Brewer- Senior VP, Marketing, Category &

Brand Management, china/Asia pacific Region Katie Seawell- Senior VP, Americas Category &

Integrated Marketing Sharon Rothstein- Executive VP, Global Chief

Marketing Officer Ryan Turner- Director of Global Social Media Ashlee Langholz- Manager of Social Media Strategy Jeremy Bronson- Community Manager on Starbucks

Social Team Secelia Kirby- Starbucks Community Manager

7- Social Media Roles & Responsibilities

Starbucks does not take the concept of social media lightly. In fact, we realize

and acknowledge all of the advantages social media provides to our business. For this reason, Starbucks operates and manages its social media platforms with the utmost respect, organization and diligence according to these rules: Only post content related to Starbucks Do not about competitors Do not use any profane language Do not mention anything illegal Be personal able and friendly with all posts and replies Do not hurt other’s feelings Do not put others down Focus on the good, handle the bad in a respectful manner Use Starbucks happy and inclusive voice Do not make others feel left out or not included Represent Starbuck’s message and personality Handle negativity with positivity Fix problems instead of delaying them

8- Social Media Policy

9- Critical Response

PlanPost published using profane language

and talking negatively about competitors

Step 1- Document the post with a picture. Be sure to note the time and date the post was made.

Step 2- See and report the response form the audience who viewed this post. Delete the post.

Step 3- Send this information to Ashlee Langholz (Manager of Social Media Strategy).

Step 4- Ashlee will find who made the post and address the problem with corporate.

Step 5- Ensure that a new post is made apologizing for inappropriate social media behavior.

Step 6- Apologize to the affected company and any social media fans who were negatively impacted by the post.

Post published mentioning incorrect information about a product (price,

release date, promotion, etc.)

Step 1- Document the post with a picture. Include the date and time the post was made.

Step 2- Observe how many people the post reach to accurately gauge how to make up for the wrong information. Delete the post.

Step 3- Give all information to Ashlee Langholz (Manager of Social Media Strategy) who will find who made the post and handle the issue with corporate.

Step 4- Make a new post apologizing for giving the wrong information and clearly detailing the correct information.

Steo 5- Ensure that the post reaches all of the people who the post with the incorrect message did.

Step 6- Check all future posts for correct information before publishing them.

Starbucks has increased its fan base on all social media sites over the

past year. Increased use of Facebook video and reply tweets is contributing to

customer engagement and leading to more direct and closer relationships with customers.

YouTube, Google + and Pinterest are less successful than Facebook, Twitter and Instagram.

Increased engagement with customers on Twitter over the past year. Continue this engagement, but expand it across all social media platforms.

Utilizing hashtags like #psl and #chilemocha grows a following, spotlights drinks, and brings groups of coffee lovers together.

Overall, very successful year for social media. With these strategies and new ones mentioned in this presentation, we predict another successful and social year for our company!

10- Measurement & Reporting Results

Thank you!

Sources Used:

https://news.starbucks.com/leadership

https://news.starbucks.com/news/how-the-starbucks-social-media-team-captures-the-personality-of-a-

beverage

https://www.reference.com/business-finance/target-market-starbucks-d8d3a765c9191aa8

http://smallbusiness.chron.com/starbucks-target-audience-10553.html