This social media strategy was created for Starbucks to grow its online following and community as a whole.

2. TABLE OF CONTENTS
1. Executive Summary
2. Social Media Audit
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
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 and social media platforms by sharing more
relevant content and building stronger relationships with our
customers.
Two major social strategies will support this objective:
1. A plan to increase the amount of content we publish to our social
profiles.
2. Encourage interactive engagement and search engine optimization of
content.

4. SOCIAL MEDIA AUDIT
Social Media Assessment; Date: 10/2/16
Social Network URL Follower Count Average Weekly
Activity
Average
Engagement Rate
Twitter Twitter.com/starb
ucks
12,600 20 posts per week 5%
Facebook Facebook.com/st
arbucks
11,000 7 posts per week 6%
Instagram Instagram.com/st
arbucks
17,600 5 posts per week Average
interactions per
post = 580
LinkedIn Linkedin.com/co
mpany/starbucks
600 1 post per month 2%
Social Media Assessment: Currently, the highest number of interactions per post
occurs on Instagram. Limited interactions occurs on LinkedIn and could be
improved.

5. SOCIAL MEDIA AUDIT CONT.
Source Volume % of Overall Traffic Conversion Rate
Twitter 2000 unique visits 5% 2.5%
Facebook 6000 unique visits 25% 1.9%
Instagram NO DATA NO DATA NO DATA
LinkedIn 400 unique visits 1% .05%
Website Traffic Sources Assessment; Date: 10/2/16
Traffic Summary: Currently, Facebook is the biggest driver of traffic to our website.
However, the conversion rate of Facebook (1.9%) is slightly behind Twitter (2.5%).
There is no data available for Instagram, but it is known to have many social
interactions.

6. SOCIAL MEDIA AUDIT CONT. 2
Audience Demographics Assessment; Date: 10/2/16
Age Distribution Gender
Distribution
Primary Social
Network
Secondary
Social Network
Primary Need Secondary Need
60% 18-30 55% Female 55% Female 40% Instagram
30% 31-40 45% Male 45% Male 20% Facebook Coffee/ Social space/
10% 41-55 50% Facebook 20% Twitter Food Study space
10% 56-80 30% Instagram
15% Twitter
Audience Demographics Assessment: The majority of survey respondents are in the 18-
30 age group. Facebook and Instagram are their main social networks. Coffee and food
are their primary reasons for visiting the coffee shop. The secondary reasons are wanting
a space to socialize and also to study.

7. SOCIAL MEDIA AUDIT CONT. 3
Competitor Assessment; Date: 10/2/16
Competitor Name Social Media Profile Strengths Weaknesses
Dunkin’ Donuts FB: DunkinDonutsUS Frequent posting Lack of interaction
with users
McDonald’s Instagram:
McDonalds
High quality visuals Infrequent posting
Peet's Coffee TW: PeetsCoffee Relevant hashtag:
#PeetsCoffee to
aggregate content
Tweets don’t use tags
appropriately; user
engagement low
Competitor Assessment: The analysis focuses on Facebook, Instagram and Twitter of
competitors. High quality images, relevant hashtags and frequent posting are areas to focus on
to improve.

8. SOCIAL MEDIA OBJECTIVES
In 2017, the primary focus of our social media strategy will be to support
revenue goals by driving more traffic to our website from our social
networking platforms. To make this happen, we will expand our online
following by creating engaging and relevant content while also building
stronger relationships with our customers.
Some specific objectives include:
1. Increase unique visitors from social networks to website by 25% in 6
months by:
• Increased mentions on Twitter
• Increased use of relevant hashtags on Twitter, Instagram and Facebook
2. Increase Instagram followers by 2500 in 6 months
3. Increase visual content on all social channels by 30% in 6 months

9. SOCIAL MEDIA OBJECTIVES CONT.
KPIs
1. Number of Instagram followers
2. Number of unique visitors from Facebook, Twitter and LinkedIn
3. Number of weekly photo and video posts to Facebook and Instagram
Key Messages
• Create a Warm, Community Culture with Every Cup of Coffee
• A Welcoming Atmosphere with a Superior Customer Experience

10. ONLINE BRAND PERSONA AND VOICE
Adjectives that describe our brand:
• Inviting
• Comfortable
• Social
When interacting with customers we are:
• Friendly
• Engaging
• Attentive

11. STRATEGIES AND TOOLS
Paid: Boost weekly Monday posts. The post must have a minimum organic
reach of 2,000, as well as a minimum of 50 likes or 10 comments.
Owned: Use #StarbucksStyle to Instagram posts and encourage customers
to use it as well. Repost at least 3 customers’ posts to engage with
customers.
Earned: Partner with local nonprofits to develop a relationship with the
community. Create blog posts together and share on social platforms.
Tools
Approved Tools Rejected Tools Existing Subscriptions/Licenses
Hootsuite N/A Photoshop
Vimeo

12. KEY DATES AND TIMING
Holiday Dates
• Valentine’s Day
• St. Patrick’s Day
• Christmas/Hannukah/Kwanza (Holiday Season)
• New Year’s Day
Internal Events
• January 15th – Habitat for Humanity Project
• November 1st – Canned Food Drive
Reporting Dates
• Reports will occur quarterly in March, June, September and December

13. SOCIAL MEDIA ROLES AND RESPONSIBILITIES
Global Social Media Director: Stephanie Marx
Responsibilities: Lead the social media team, Coach international markets, Partner with
the Creative Director, Manage social listening and insights
Social Media Manager: Kelly Broili
Responsibilities: Lead a team of community managers, contribute and execute
marketing plans, partner closely with global teams, drive collaborations with public
affairs
Social Media Community Manager: Maren Hamilton
Responsibilities: Consult with global social media partners to provide strategic guidance,
create editorial calendars, collaborate to create global coffee content strategy,
manage creative assets

14. SOCIAL MEDIA POLICY
Social Media is a large part of our company culture. We use it to community with
our customers directly and create deep relationships. As an employee of
Starbucks you are expected to demonstrate best practices and a sense of
etiquette in your use of social media by following these guidelines:
• Always be respectful
• Always be professional
• Do not post illegal content
• Be polite
• Be positive
• Always help customers
Violation of Starbucks’ social policy may result in corrective action including
termination. You may also be subject to legal action. Should you have any
questions or concerns please speak to your Manager or anyone on the human
resources team.

15. CRITICAL RESPONSE PLAN
Scenario 1 – Poor customer experience shared on social media
Action Plan
1. Comment on negative post apologizing for any inconveniences
2. Reach out privately to that customer and offer them compensations
determined by the Social Media Manager
3. Have the Social Media Community Manager monitor the situation to
make sure nothing escalates
No pre-approved messaging:
Messaging will be dependent on the individual situation and will be
developed by the Social Media Community Manager

16. CRITICAL RESPONSE PLAN CONT.
Scenario 2 – Crude Facebook status from Starbucks
Action Plan
1. When inappropriate status is detected:
 Take screenshot
 Delete status
 Alert the Social Media Manager
2. Social Media Manager to discuss with Social Media Community Manager to determine if further action is needed
3. Create a status to divert the attention
4. Contact Social Media Manager if media becomes involved
No pre-approved messaging:
Messaging will be dependent on the individual situation and will be developed by the Social Media Manager
and the Social Media Community Manager

17. MEASUREMENT AND REPORTING RESULTS
Source Volume Percentage of
Overall Traffic
Conversion
Rate
Twitter 2200 unique
visits + 20%
growth
24% 4.6%
Facebook 6600 unique
visits + 20%
growth
52% 3.6%
LinkedIn 210 unique
visits + 10%
growth
6% .04%
Website Traffic Sources Assessment

18. MEASUREMENT AND REPORTING RESULTS
CONT.
Social Network Data
Social Network URL Follower Count Average Weekly
Activity
Engagement Rate
Twitter Twitter.com/starbuc
ks
14,000
+11% growth
36 posts per week
+10% increase
4%
Facebook Facebook.com/star
bucks
13,800
+25% growth
18 posts per week
+300% increase
6%
Instagram Instagram.com/star
bucks
19,400
+10% growth
12 posts per week
+300% increase
Average
Interactions Per
Post = 900
LinkedIn Linkedin.com/comp
any/starbucks
460
+15% growth
2 posts per month
No change
1.5%

19. MEASUREMENT AND REPORTING RESULTS
CONT. 2
Quantitative KPIs
Reporting Period: 1 quarter (3 months)
Data as of December 2, 2016
Qualitative KPIs
Sentiment Analysis
An analysis of the interactions on 100 Facebook posts, 100 Instagram posts and 100 Tweets
revealed:
• Overall positive posts from customers including use of hashtags, tagging of location and
sharing of photos
• The largest negative is the price of Starbucks’ products
Proposed Action Items
• Continue with #StarbucksStyle
• Continue setting goals and achieving them to improve overall brand presence