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Starbucks CoffeeSocial Media Strategy: by Katelyn Vogt
Table of Contents1. Executive Summary
2. Social Media Objectives
3. Social Media Audit
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
Executive Summary
In 2016, Starbucks Coffee will focus its social media around increasing its online following and engagements.
Our content will encourage replies and start more conversations to ensure target audiences are motivated to drink Starbucks Coffee.
Our social media strategies are as follows:
1. Increase audience engagement and form relationships through creative content
2. Increase amount of visual content released
Social Media Objectives
In 2016 Starbucks Coffee’s goal is to drive shop revenue through social media connections and engagement. To do so, we will increase interesting, eye-catching content to draw our audiences in as well as increasing opportunities for conversations on all social media platforms.
Objectives:
1. Increase visual content by 30 percent within 4 months
2. Increase brand engagement by 45 percent in 6 months (measured by retweets, mentions and hashtag usage)
Social Media Audit
Starbucks Coffee is highly engaged on all platforms. Its content is unique to each site, but relevant. Visuals are utilized well. Opportunities to converse with target audiences could be improved.
Social Network
URL Follower Count
Avg. Weekly Activity
Average Engagement Rate
Twitter https://twitter.com/Starbucks
11.8 M
15-20 posts/retweets
8%
Facebook https://www.facebook.com/Starbucks/?fref=ts
36.45 M
4-6 posts 5%
https://www.instagram.com/starbucks/
11.6 M
7-9 posts Avg. Interactions with posts: 365
Social Media Tracking
Social Media AuditPlatform Volume Percentag
e of Overall Traffic
Conversion Rate
Facebook 300,000 unique visits
9% 10%
Twitter 500,000 unique visits
15% 17%
Instagram 150,000 unique visits
4% 12%
Our audience is highly engaged on Twitter with Facebook following. Instagram is lagging behind and could use improvement.
Social Media AuditAge Distribution
Gender Distribution
Primary Social Network
Secondary Social Network
Primary Need
Secondary Need
15% 12-17
52% women48% men
52% women48% men
40% Facebook
Good, strong coffee
Reliable, quick experience
35% 18-30
40% Twitter
30% Twitter
25% 31-45
30% Facebook
20% Instagram
15% 46-60
25% Instagram
10% 61 and upOur major consumers are between the ages of 18-30 as well as 31-
45. Twitter and Facebook are their main platforms with the goal of receiving a good product in a timely manner in mind.
Social Media AuditCompetitor Social Media
ProfileStrengths Weaknesses
Dunkin Donuts https://twitter.com/DunkinDonuts
-Brand Loyalty-Happy hour from 2-5
1.11 M Twitter followingLack of seasonal specials
McDonalds https://twitter.com/McDonalds
-Offers breakfast/lunch/dinner-Many locations
3.3 M Twitter followingMore known for food than coffee
Currently, Starbucks is beating its competitors on social media, but that does not mean we should stop striving for growth. We must engage our audience and convince others to become brand loyal.
KPIS & Key Messages
KPIS:
-Number of photos and videos shared on Twitter, Instagram and Facebook
-Number or retweets, comments and mentions
-Sentiment analysis
Key Messages: A good life with a good cup of coffee
Online Brand Persona and VoiceWords Describing our Organization: Trendy Quality Global Warm Bold Reliable
Strategies and ToolsPaid: -Boost most popular organic content 3 times a week, specifically on Facebook. Posts must have a minimum of 10,000 reactions/likes or 200 comments.
-Invest in Facebook ads promoting limited-time only drinks (with images)
Owned: -Promote the hashtag #StarbucksStars to get audiences to share their best Starbucks experiences
-Use the hashtag to spotlight current Starbucks employees all over the world and share their stories
Earned: -Monitor Twitter for keywords such as coffee, latte, PSL or pumpkin spice, Frappuccino, misspellings of Starbucks and cold brew.
-Offer 50 Starbucks gift cards to warm/leads prospects to be used at any location
Strategies and Tools
ToolsApproved Rejected Existing Subscriptions/Licenses-Hootsuite -N/A -Adobe Creative Suite
-Buffer -Vimeo
Timing and Key DatesHoliday Dates: Columbus Day, Halloween, Thanksgiving, Election Day, Veterans Day, Christmas, New Years Eve, Martin Luther King Jr. Day, Groundhog Day, Valentine’s Day, President’s Day, Saint Patrick’s Day, April Fools Day
Internal Events: End of PSL season, Starbucks Investors Day
Lead time: Plan campaigns 1 month in advance, begin content sharing day-of
Reporting Dates: N/A
Social Media Roles and Responsibilities
Social Media Director: Ryan Turner (director of global social media)
Social Media Manager: Ashlee Langholz
Senior Vice President of Customer Relationship Management: Aimee Johnson
Executive Vice President and Chief Digital Officer: Adam Brotman
Social Media PolicySocial media is vital to the success of Starbucks and our ability to engage and relate with consumers. It is essential our messages are representative of our brand and our mission. As an employee of Starbucks Coffee you must use social media in this manner and always strive to meet our best practices.
Tips to follow:
-Be respectful to all (including our competition)
-Be the solution, not the problem
-Help customers get the results they need
-Ask before you post, if you are unsure
-Use common sense
Violation of this policy could result in corrective action including termination. You may also be subject to legal action if necessary. Starbucks Coffee reserves the right to take further action if deemed necessary. If you have any questions about this policy, feel free to contact your manager human resources.
Critical Response PlanInappropriate social media post from Starbucks Coffee Account1. When post detected:
-Screenshot post-Delete post-Alert Ashlee Langholz, social media manager (If unavailable, alert Ryan Turner, social media director
2. Ashlee and Ryan meet to discuss message’s reach and impact3. Ashlee develops follow-up message for Ryan to approve4. If media has been alerted of incident, Ryan handles all direct contact5. Ryan and Kim discuss employee social media responsibilities and
disciplinary action for incidentNo preapproved message is created for this scenario.
Critical Response PlanHealth issue with food or drinks
1. When issue detected and reported:-Contact Adam Brotman, executive vice president and chief digital officer and Ashlee Langholz, social media manager -Contact specific store incident occurred -Search online for break of story
2. Adam and Ashlee meet to discuss online impact of outbreak/incident
3. Ashlee develops statement to release, Adam must approve
4. Adam handles direct contact with media
5. Adam and Ashlee speak with relevant employees of disciplinary action and problem solutions
No preapproved message is created for this scenario.
Measurement and Reporting Results
Website Tracking: Reporting period of 6 monthsPlatform Volume Percentag
e of Overall Traffic
Conversion Rate
Facebook 600,000 unique visits
13% 12%
Twitter 450,000 unique visits
20% 20%
Instagram 200,000 unique visits
7% 15%
Measurement and Reporting ResultsSocial Media Tracking: As of April 1, 2017:
Social Network
URL Follower Count
Avg. Weekly Activity
Average Engagement Rate
Twitter https://twitter.com/Starbucks
12.5 M
25 posts/retweets
12%
https://www.facebook.com/Starbucks/?fref=ts
37.5 M
8 posts 9%
https://www.instagram.com/starbucks/
12 M
11-12 posts Avg interactions: 500
Social media engagement has improved on all platforms. Visuals have worked well to our success and staff are satisfied with the results thus far. Our relationships with consumers are blossoming and in store purchases are up.
Measurement and Reporting ResultsSentiment Analysis:
An analysis of 250 Facebook posts, 250 Tweets and 250 Instagram posts revealed the following:
Following holidays and drink releases, consumers shared positive sentiment including affection toward the product and brand. #StarbucksStars received positive feedback with consumers sharing their own stories and engaging with ours.
The largest negative sentiment came for drive-thru and indoor waiting lines. Consumers share frustration of waiting for their products long periods of time, particularly on the way to work or a similar venue.
Proposed action:
- Continue #StarbucksStars campaign
-Look at training opportunities to increase flow of traffic in stores and drive-thrus
