This document outlines Starbucks' proposed social media plan for 2016. It includes an audit of their current social media presence on Facebook, Twitter, and YouTube. It then outlines objectives to increase engagement on each platform. The plan proposes strategies like contests and promotions to engage customers and boost brand awareness. It also establishes roles and policies for responding to negative feedback or crisis situations. Progress will be measured using analytics from each social media platform.

1. E L L E FA R R A R
F E B 1 S T 2 0 1 6
STARBUCK’S SOCIAL
MEDIA PLAN

2. TABLE OF CONTENTS
• Slide 3- Executive Summary
• Slide 4- Social Media Audit
• Slide 5- Audit Cont
• Slide 6- Social Media Objectives
• Slide 7- Online Brand Persona and Voice
• Slide 8- Strategies and Tools
• Slide 9- Timing and Key Dates
• Slide 10- Roles and Responsibilities
• Slide 11- Policy
• Slide 12- Critical Response Plan
• Slide 13 – Critical Response Plan Cont.
• Slide 14- Measurement and Reporting Results

3. EXECUTIVE SUMMARY
• Started in 1971 by Jerry Baldwin, Zev Siegael and
Gordon Bowker, was made public in 1992
• Was founded in Seattle Washington
• Was inspired by success of Peet’s Tea & Coffee
• Operated on five continents, in nearly 30 countries
• As of 2014 there are 21,366 stores around the world.
• There is an annual increase of about 1,600 stores
• World’s top coffee retailer
• Highest profit market in China

4. SOCIAL MEDIA AUDIT
• With such a large customer base social media plays a
large role
• Prides itself on “unusually human approaches to
business”
• Facebook
• Has 36,133,280 like
• A lot of post just about product
• Because so many post and trying to reach so many people, the
brand’s voice gets lost
• Posts are always shared on the brand’s account
• Does excellent job with day-to-day customer interactions
• Continuously responding to customers

5. AUDIT CONT.
• Twitter
• Strongest social media site
• Multiple accounts @starbucks, @StarbucksNews, @The
RealPSL
• Able to reach different audiences with different twitter accounts
• Gives a way to truly connect with customer is which ever way
they feel confortable
• YouTube
• Multiple series catering to different audiences
• Don’t match brand

6. SOCIAL MEDIA OBJECTIVES
• Increase customer interaction on Facebook by 10% by
June 2016
• Increase the use of the Starbucks hashtag by 10% by
June 2016
• Increase amount of shared on videos by 10% by June
2016

7. ONLINE BRAND PERSONA AND VOICE
• Starbucks brand persona is that they are a symbol of the
world’s finest coffee.
• The online brand voice is true and welcoming

8. STRATEGIES AND TOOLS
• Strategies
• Analyze which demographics would be best reached on
Facebook. Twitter, and Youtube
• Be more personable on Facebook with better picture quality
• Be less about selling products and more about customer
connection
• Tools
• Develop a Media calendar for each social media account
• Paid advertisements/ unpaid advertisement
• Have promotions and competitions on social media accounts

9. TIMING AND KEY DATES
• March 1st 2016- Start date- announce a worldwide
competition for the most creative video taken with their
Starbucks cup
• April 1st– announce winner will get 1 year free coffee
• May 1st-- Reply to customers videos, retweet them, put
them on Facebook and Youtube
• June 1st-- give people who have taken video some
promotions. This would increase incentive for more
people to take pictures with their coffee
• June 30th– announce winner/end date

10. ROLES AND RESPONSIBILITIES
• Responsibility of the Public Relations team to put
together the campaign
• Responsibility of the advertising team to create
advertisements for specific dates
• Responsibility of social media team to favorite, share,
retweet, etc.

11. POLICY
• Must make sure that all videos will be safe
• Make sure we are not liable is someone decides to do
something dangerous while filming a video for us
• Posts need to be timely and spaced out
• Always interacting with customers
• Do not let all the videos distract from our brand persona
and voice

12. CRITICAL RESPONSE PLAN
• In order handle and respond to crisis and negative
comments or videos we will
• With negative videos and comments our team can either
• Not respond
• Do not reply to any negative comments or videos, simply ignore them
• Respond
• Apologize for anything that we feel we caused, and offer a way to solve the
problem
• Remove
• We also have the choice to remove the comments

13. CRITICAL RESPONSE PLAN CONT.
• The best course of action
• Respond to negative comments
• The best way to get complete customer satisfaction is to respond to
negative comments. It may change the mind of someone who is not a
loyal customer
• Ignore negative videos
• If someone is making videos with the Starbucks cups it would be the
best course of action to ignore these. There is no way to respond and
it would be best to get the least views possible on that video
• Never remove comments
• It is never ok to remove comments on the internet because it would
cause for of a conversation then just leaving them there.

14. MEASUREMENTS AND REPORTING
RESULTS
• Facebook
• To measure engagement on Facebook we will look at the
increase in like on the page. Facebook also offers analytics which
will show the reach of each post
• Twitter
• For twitter we will use tools such as Rebelmouse to measure the
amount of times our hashtag is used and the amount of followers
gained and the amount of mentions
• Youtube
• To measure the increase of engagement on Youtube we will look
at the increase in likes that each video get