2. 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
3. Executive Summary
During 2016, we would like to have a stronger relationship with out consumers
While we get a lot of traffic on our different social media accounts, we should focus on having
more interactions with out guests in hopes of having stronger bonds
Major Strategies:
1. Having someone focus on an individual social media account to so we have consistency
2. Create more content to share on our platforms.
4. Social Media Assessment
Assessment Summary: It looks as if our Facebook has it's post followers , and interactions. However,
both Twitter and Instagram have a strong following. The Pintrest doesn't get as much action, and there for
may need to be closed
Social
Network URL Follower Count
Average Weekly
Activity
Average
Engagement Rate
Twitter
https://twitter.c
om/Starbucks
11,800,0005 Posts Per Week 4%
Facebook
https://www.fac
ebook.com/Starb
ucks 36,456,2137 Posts Per Week 2.50%
Instagram
https://www.inst
agram.com/starb
ucks/ 11,600,0009 Posts Per Week 6.40%
Pintrest
https://www.pin
terest.com/starb
ucks/ 275,5003 Posts Per Week 1.30%
5. Source Volume % of Overall Traffic Conversion Rate
Twitter 3000 Unique visits 15% 3.40%
Facebook 4000 Unique Visits 20% 1.40%
Instagram 2500 Unique Visits 10% 2.30%
Pintrest 200 Unique Visits 0.40% 0.05%
Website Traffic Sources Assessment
Assessment Summary: As said before, Facebook brings in the most visitors, but Twitter and Instagram
have a decent followings. Pinterest has very little at all.
6. Audience Demographics Assessment
Assessment Summary: While their primary demo may enjoy coffee, there may be some who prefer tea.
It's easy to get both at Starbucks. It's primarily females that drink there
Age
Distributio
n
Gender
Distribution
Primary Social
Network
Secondary Social
Network Primary Need
Secondary
Need
60% 18-30
80% Female
20% Male Instagram Twitter
Coffee or Teabefore
or between
classes/work
Enjoy trying
the new
flavors
20% 31-40
60%Female
40% Male Facebook Instagram
Coffee or Tea before
work
Coffee or Tea
is a need
15% 41-55
85% Female
15% Male Facebook Pintrest
Coffee or Tea before
work
Coffee or Tea
is a habit
5% 56-80
95% Female
5% Male Facebook Twitter
Enjoy coffee or
Tea/ habit
Helps end
the day
7. Competitor Assessment
Assessment Summary: Because Starbucks has a lot of locations, it has a stronger pull in social media
Competitor Name
Social Media
Profile Strengths Weaknesses
Dunkin' Donuts
Facebook:
https://www.facebook
.com/DunkinDonutsU
S A little less expensive as
Starbucks Not as wide spread
Coffee Beanery
Twitter:
https://twitter.com/co
ffeebeaneryHQ It's family own and has that
appeal Not as many locations
8. Social Media Objectives
Overall we would like to have more involvement over our social media accounts
• We will focus our energy on Facebook, because we have the largest audience there
• Once we have an established center, we will move onto Twitter and Instagram, because the
two work hand and hand.
• Ideally interaction will be up by 10% in 2017
KPI:
• Facebook, Twitter, and Instagram Unique Users
• More followers on Twitter and Instagram
• Overall more interaction
9. Our Brand
Adjectives to Describe Us:
• Down to Earth
• Kind
• Fun
• Easy to Access
• Green
Describe Our Interactions:
• Fast
• Easy
• Helpful
• Kind
10. Strategies and Tools
Paid: Once a week we will have one of our popular post boosted with a paid ad
Owned: We will look over what is popular and make similar posts.
Earned: Using Keywords and Hashtags.
Tools:
• Hootsuit
11. Key Dates and Events
Holidays:
• National Coffee Day
• Valentines Day
• Easter
• 4th of July
• Holloween
• The Holiday Season
• Thanksgiving, Christmas,
etc.
Internal Events:
• Earth Day ( April 22nd)
• YMCA fundraiser
Reporting dates:
• August, September, October
12. Social Media Roles
• Marketing Director of Operations: Diego Aguilar
• Vice President, Global Digital Engagement: Ryan Turner
• Global Social Media: Stephanie Marx
13. Social Media Policy
• Social Media is one of the number one most used advertisement in Starbucks. We
use social media everyday, so we use that as a way to interact with out costumers
• Always be kind
• Be Respectful
• Common Sense
• Don’t say negative things about the company
• Be polite
• Stay our of legal troubles
• We want all employees to use social media in an appropriate manner
14. Critical Response Plan
• Take a screen shot of the post
• Be quick to action, we want to be one of the first ones to reply to a situation, not the
media
• Make sure all that are in charge are alerted, and have an understanding
• Hold a press conference for the media to get answers and to hold control
• Save the post for future reference if a similar issue arises
15. Measure of Reporting Results:
Social media data
Social
Network URL Follower Count
Average Weekly
Activity
Average Engagement
Rate
Twitter
https://twitt
er.com/Starb
ucks 11,905,3046 Posts Pre Week 4.20%
Facebook
https://www.
facebook.co
m/Starbucks 36,734,2348 Posts Pre Week 3%
Instagram
https://www.
instagram.co
m/starbucks
/ 11,734,2344 Post Pre Week 7.30%
16. Measure of Reporting Results:
Website Traffic Data
Source Volume % of Overall Traffic Conversion Rate
Twitter 450,000 12% 4%
Facebook 600,000 15% 7%
Instagram 350,000 11% 5%
