Social Media Strategy Assignment/ Project 1

1. Starbucks Coffee
Social Media Strategy
Andrea Aguiar
October 1, 2016

2. TABLE OF CONTENTS
1. Executive Summary
2. Social Media Audit
a. Social Media Assessment, October 2016
b. Traffic Sources Assessment, May 2016- September 2016
c. Customer Demographics Assessment
d. Competitor Assessment
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

3. Executive Summary
In the coming year, Starbucks will be looking to further expand our social media presence
through analytical processes of previous statistics and team member implementations that will
allow us to more effectively reach our audience all while attracting new customers to the brand.
We have set profit goals that are to be reached by generating authentic, engaging content that
will resonate with our audience. All new implementations are to be followed meticulously so that
we may reach the largest amount of people with quality content that embodies the Starbucks
brand.
Social Media Objectives
Our Social Media Objectives for the 2017 year will be to further engage our existing customers
with relatable, new, fresh content that resonates with the Starbucks brand while simultaneously
attracting new customers.
Specific Objectives:
1. Multiply our social media followings by 1% in 3 months (more so on our Twitter, Facebook,
and Instagram)
2. Increase the volume of shared content by 35% throughout all of our platforms
3. Attract new customers through Facebook Campaigns, and Instagram Contests, and our
Starbucks short films

4. Online Brand Persona and Voice
Adjectives that describe our brand When interacting with our customers we are
Diverse Positive
Daring Encouraging
Enjoyable Understanding
Joyful Willing
Authentic Capable

5. Social Media Audit
Up to date audit of Starbucks Inc. Social Media presence
Social Media Assessment
As of March 1, 2016Social
Network
URL Follower
Count
Average
Weekly
Activity
Average
Engagement
Rate
Twitter https://twitter.c
om/Starbucks?l
ang=en
10.5 Million 15 posts 5%
Facebook https://www.fac
ebook.com/Sta
rbucks
30 Million 9 posts 7%
Instagram https://www.ins
tagram.com/sta
rbucks/?hl=en
10.1 Million 7 posts 4%
Ø Currently Facebook holds the highest percentage of interactions per post

6. Website Traffic Sources Assessment
Time frame: Monthly Average April 2016- July 2016
Source Volume Percentage of
OverallTraffic
Conversion Rate
Twitter 300,000 unique
visits
8% 2.4 %
Facebook 650,000 unique
visits
15% 3.9%
Instagram 270,000 unique
visits
6% 2.1%
Ø Traffic Summary: Currently Facebook continues to hold the number
for biggest traffic driver with a conversion rate of 3.9% and more than
600k unique visits

7. Audience Demographics Assessments
Surveys issued via email and optional in stores
Age
Distribution
Gender
Distribution
Primary
Social
Network
Secondary
Social network
Primary
Need
Secondary
Need
(25-40)49% 60% Female 50% Facebook Twitter 40% Morning
Fuel
Pick Me Up
(18-24) 40% 40% Male 20% Twitter Facebook 40%
(18-
younger)13%
20% Instagram Instagram 20%
Ø The majority of the demographics are adults aged 25-40, mostly female. Primary social
networks are Facebook andTwitter. Primary reasons for visiting Starbucks is for morning fuel
then pick me ups throughout the day. More effort must be dedicated to engaging our primary
crowd on Instagram.

8. Strategies and Tools
Paid- On Sundays, boost ad visibility to Facebook and Twitter posts that have previously garnered
positive attention. Entice people to start their week with Starbucks. Select a chosen few influential
Starbucks drinkers to promote Starbucks on their Social Media. Incentivize these promotional posts
with Starbucks rewards, and pay.
Owned- Actively promote our new short filmed stories that resonate with our target audience.
Release them on selected days of the week with highest traffic to our website, and social media
accounts. For example: Throughout the weekend to animate everyone for the week ahead.
Earned- Develop our $1 any size coffee’s for the first Monday of every month to encourage our
loyal customers to come and enjoy a coffee at discounted price. Customers must like and
comment on an Instagram post, share a Facebook post, or Retweet our promotional Tweets in
order to redeem this coupon. Encourages customers to keep coming back, whilst attracting new
customers to join in on the deal. Great way to implement our new Starbucks rewards systems with
the increased traffic in our shops during this day.

9. Timing and Key Dates
Holiday Dates
Ø National Coffee Day
Ø October 1 – Fall Feels, and the famous PSL (Pumpkin Spice Latte)
Ø Christmas – (Starbucks merchandise and gift cards as presents)
Ø Spring – To promote our line of chilled, refreshing shaken teas
Internal Events Reporting Dates
Ø LGBT Parades Will occur quarterly in March, June, October, December
Ø Finals week for colleges
Social Media Roles and Responsibilities
Marketing Director – Ryan Turner
Social Media Manager – Jeremy Bronson
Social Media Coordinator – Ashlee Langholz
Ø Supporting Social Media Team Members
1. Christopher Knight (social ads support)
2. Melvin Simons (customer support- social media)

10. Social Media Policy
As a large enterprise that connects with its customers mainly through the use of interactive social
media, Starbucks fully comprehends the utmost importance of a steady, strong social media
policy and presence. It is the driving force behind the way our customers view us, besides when
they are face to face with our location team members. Below are some ’netiquette’ guidelines to
follow for appropriate social media behavior.
• Customer care is vital– be of help and knowledge
• Do not disrespect or undermine in the presence of negative feedback (instead ask how you
may lend your assistance)
• Be courteous
• Be sensible
• Have common sense, do not behave in a way you would not want someone behaving with
you
• Encourage and circulate positive comments, feedbacks
• Give thanks
• Circulate positive company news (That has been approved for sharing)
• When in doubt, ask a team member if something is okay to post and share
Starbucks is very adamant about the implementation of these policies. If for any reason, these
points are violated, it will be up to the discretion of the company to take the necessary plan of
action to solve any problems. Violations will not always but can possibly end in immediate
termination or legal action.

11. Critical Response Plan
Scenario 1: Customer Dissatisfaction
Ø Plan of Action
1. Message is detected (any social media platform)
2. Message is brought to Melvin Simons (customer service) attention
3. Melvin will publicly issue an automated message asking the customer to privately message
him so that he may provide further assistance
4. If Melvin is unavailable, then Jeremy Bronson (social media manager) is to reside over the
disturbance. If they are both available, then cooperation is best. If neither are available, then
the issue will be delegated to Ashlee Langholz (social media coordinator)
5. If the problem is successfully resolved, encourage customer to review about the excellent
customer service care
Pre-Approved Messaging: Dear Customer, we sincerely apologize that you’ve experienced any
dissatisfaction with Starbucks. We urge you to please send us a private message explaining the
situation in detail so that our team is able to resolve your claim promptly. Thank you, Starbucks
Team.
Scenario 2: Wrongful Employee Publication
Ø Plan of Action
1. Screenshot the publication for evidence
2. Delete the publication

12. 3. Alert Jeremy Bronson immediately. If Jeremy is not available then refer the problem to Ryan
Turner (Marketing Director)
4. Corresponding personnel with analyze the situation and determine whether any real malice
was intended
5. Once the prior step is complete, Jeremy or Ryan will decide whether to alleviate the situation
at hand through their own action, or if the problem needs to be delegated to the Starbucks HR
team.
No Pre-Approved Messaging Necessary

13. Measurement and Reporting
Quantitative KPI
Reporting Period: 3 Months
Date as of: March 1, 2016
Website Traffic Sources Assessment
Time frame: Monthly Average November 2015- January 2016
Source Volume Percentage of
OverallTraffic
Conversion Rate
Twitter 365,000 unique
visits, +3% growth
16% 1.2%
Facebook 720,000 unique
visits, +2% growth
22% 3.3%
Instagram 215,000 unique
visits, +2% growth
12% 1.1%

14. Social Network Data
Time frame: as of October 1, 2016
Social
Network
URL Follower
Count
Average
Weekly
Activity
Engagement
Rate
Twitter https://twitter.c
om/Starbucks?l
ang=en
11.8 Million 18 posts 7%
Facebook https://www.fac
ebook.com/Sta
rbucks
36.4 Million 10 posts 9%
Instagram https://www.ins
tagram.com/sta
rbucks/?hl=en
11.6 Million 8 posts 5%
Qualitative KPI
Sentiment Analysis
• Customers love to continuously share photos of their crafted drinks in creative ways that
emphasize the Starbucks brand, and help to grow our customer base.
• Negative sentiments are expressed over pricing of the coffee, or waiting time in the bsuy
morning schedules

15. Proposed Action Items
Ø Continue generating short story content, and share on all social media platform
Ø “StarbuckSaturdays” to promote any new items on the menu, or share relevant news
Ø Further develop more efficient ways to facilitate $1 coffees on the first Monday of each month.