S

StarbucksSocial Media Strategy

Ashley Schiffman

Table of Contents

Executive Summary ……………...(3)Social Media Audit ………………(4)

Social Media Assessment...(5)

Traffic Sources Assessment(6)

Customer Demographics Assessment………………..(7)

Competitor Assessment…..(8)

Social Media Objectives…………...(9)Online Brand Persona and Voice..(12)Strategies and Tools………………(13)Timing and Key Dates…………...(15)Social Media and Responsibilities.(16)Social Media Policy………………(17)Critical Response Plan…………...(18)Measurement and Reporting Results…………………………….(19)

Executive Summary

Our major social media priorities for 2017 will be growing our online following and community

The primary focus will be to support revenue goals through driving more traffic to our website by sharing more engaging relevant content and building deeper relationships with our customers

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

our social profiles Encourage conversations and discoverability of content

Social Media AuditSocial Network

URL Follower Count

Average Weekly Activity

Average Engagement Rate

Twitter https://twitter.com/Starbucks

78.7K 15 posts per week

16%

Facebook http://facebook.com/Starbucks

36,447,080 9 posts per week

4%

Instagram http://instagram.com/starbucks

11.5M 8 posts per week

12%

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

725,887 3 posts per week

5%

Social Media Assessment

At present time, the highest number of interactions per post occurs on Facebook (engagement rate cannot be calculated at present time.) Little to no interactions occur on LinkedIn and the closing of that channel should be considered moving forward.

Website Traffic Sources Assessment

Source Volume Percentage of Overall Traffic

Conversation Rate

Twitter 1500 unique visits

25% 12.8%

Facebook 3500 unique visits

38% 6.7%

Instagram 3800 unique visits

40% 9%

LinkedIn 375 unique visits

23% 4.5%

At present time, Instagram is by far the biggest driver of traffic to our website. The conversation rate lags slightly behind from Twitter

Audience Demographics Assessment

Age Distribution

Gender Distribution

Primary Social Network

Secondary Social Network

Primary Need

Secondary Need

18-24 29% 42% Female

15% Twitter

40% Instagram

Stay the #1 coffee store

Innovative coffee

25-34 34% 58% Male 30% Instagram

20% Facebook

35-44 21% 50% Facebook

20% Twitter

45-54 9%

Main targets are millennials and social media users

Competitor Assessment

Competitor Name

Social Media Profile

Strengths Weaknesses

McDonalds http://facebook.com/mcdonalds

Brand recognition, diversity, cheaper

Unhealthy “fat” reputation

Costa Coffee http://facebook,com/CostaCoffee

Unique, similar sit down quaintness

Not as popular, no drive thru

Coca-Cola http://facebook.com/CocaColaUnitedStates

Brand recognition, diversity in beverages

No drive thru, no storefront

Social Media Objectives

In 2016, the primary focus of our social media strategy will be to support revenue goals by driving more traffic to our website from our social channels. In order to do so, our social media priorities will be growing online following community by sharing more engaging, relevant content and building deeper relationships with our customers.

1. Increase unique visitors from social priorities to website by 20% in 6 months Increased brand awareness through increased

sharing on LinkedIn Increased use of brand hashtags across all social

platforms

Objectives Continued

Increase Instagram followers by 5000 in 6 months Key Messages:

Quality coffee with the speed and personable service you want More than just great coffee

Increase volume of visual content published on Facebook and LinkedIn channels by 30% in 6 months KPIs: Number of unique visitors from Facebook, Twitter and

LinkedIn Number of Instagram followers Number of weekly photo and video posts to Facebook and

Instagram Sentiment analysis

Demographics

Online Brand Persona and Voice

Adjectives that describe our brand: Quality Social Corporate Responsibility Great service Personable

When interacting with customers we are: Polite Helpful Friendly

Strategies

Paid: Every Friday boost most popular organic Facebook posts for the weekend. The post must have a minimum organic reach of 75, as well as a minimum of 5 likes or 3 comments

Owned: Introduce the use of #CureSleepwithStarbs to company Instagram posts. Encourage adoption by customers and source a minimum of 1 piece of user-generated content per week to regram/shout out. Promote hashtag across all social properties, email newsletters as well as printed promotional material

Earned: Monitor Twitter for keywords and terms: coffee, morning, wake-up, waking up, studying, study, caffeine

Tools

Approved Tools: Hootsuite Rejected Tools: N/A Existing Subscription/Licenses: Verismo

Timing and Key Dates

Holiday Dates: National Coffee Day, First day of Fall, First day of Spring, First day of Winter, First day of Summer

Internal Events: Finals and Midterms season

Social Media Roles and Responsibilities

Executive VP, Global Chief Marketing Officer: Sharon Rothstein

Director of Global Social Media: Stephanie Marx Supporting Social Media Team Members: Brad

Nelson

Social Media Policy

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. If you have questions, please talk to your manager, Partner Resources or email socialmedia@starbucks.com

Critical Response Plan

Scenario 1: #RaceTogether campaign – Anticipate backlash, give yourself extra prep, own the controversy, but change the narrative

Scenario 2: Wrote an inappropriate tweet unintentionally. Alert Social Media Manager. After discussing the issue at hand, evaluate the actions needed to take place. Respond to all questions and remain transparent.

Measurement and Reporting Results

Quantitative KPI: Analyze all social media engagement and follower increase in the past six months.

Note average interactions and other posts Qualitative KPIs: Evaluate any crisis for the past

six months, Evaluate hashtags Proposed Action: Continue promoting hashtag

campaigns