This is a demo social media strategy developed by me for Starbucks during the course of PUR3622, Social Media Management, instructed by Lisa Buyer at the University of Florida.

2. Table of Contents
1. Executive Summary, February 2016
2. Media Audit, Social Media Assessment, Website, Audience and Competitors
3. Social Media Objectives
3. Online Brand Persona and Voice
4. Strategies and Tools
5. Timing and Key Dates
6. Social Media Roles and Responsibilities
7. Social Media Policy
8. Critical Response Plan
9. Measurement and Reporting Results, Q1: February 2016 – April 2016

3. Executive Summary
Our major social media priorities for 2016 will be growing
our online community and following
The primary focus will be to support brand awareness
through driving more traffic to our website and increasing
customer satisfaction by sharing more engaging and
innovative content to build stronger customer relationships
Two major social strategies will support this objective:
1. A method to increase the quantity and quality of content
we publish to our social profiles, namely Twitter and
LinkedIn
2. Boost deeper conversations and accessibility of content
for both account followers and the general target audience

4. Media Audit
Social Network URL Follower Count
Average Weekly
Activity
Average Engagement
Rate
Facebook
www.facebook.com/Sta
rbucks 36,131,621 3 posts per week 19.00%
Twitter
www.twitter.com/Starb
ucks 11,600,000 12 posts per week 0.01%
Instagram
www.instagram.com/st
arbucks/ 7,700,000 11 posts per week 36%
LinkedIn
www.linkedin.com/com
pany/starbucks 660,915 3 posts per week 0.01%
The below listed is an audit of Starbucks’ social media presence as of
February 18, 2016. It includes an assessment of all social networks, web
traffic, audience demographics, and a competitor analysis.
Social Media Assessment
Data as of February 18, 2016
At present time, the highest number of interactions per post occurs on Instagram
and Facebook, and there are little to no interactions on LinkedIn and Twitter in
terms of engagement ratio. LinkedIn and Twitter channels should be considered
moving forward.

5. Media Audit
Website
Current monthly averages for website traffic driven from social media cannot be determined
at this time due to lack of data.
Audience Demographics Assessment
Current audience demographics for all social media channels cannot be determined at this
time due to lack of data.
Analysis of Competitors
Current data as of February 18, 2016
Competitor Name Social Media Profile Strengths Weaknesses
Dunkin Donuts Instagram: @dunkindonuts All posts well branded and
easily recognizable. This
account has large audience
engagement.
Lacks a large number of
followers, and many images
posted do not include coffee.
Caribou Coffee FB: Caribou Coffee Well branded content that
is posted frequently. Posts
often include puns and
humor to increase audience
engagement.
Lacks followers, so the reach
is low compared to the size of
the company. Most comments
on posts include a follower
asking the company to expand
to new locations.
McDonald's Twitter: @McDonalds Well branded content this is
posted frequently and
easily recognizable.
Lacks followers compared to
size of company. Most posts
do not have "favorites" or
"retweets."
Competitor Assessment
The above analysis is focused on three competitors with social media presence on all three platforms. High
quality visual content that is well branded increases engagement. Two way communication and well
branded images with humor should be utilized to stand out from competitors.

6. Social Media Objectives
In 2016, the primary focus of our social media strategy will be to
support customer satisfaction by driving more website traffic from
our social media platforms. To accomplish this, our social media
priorities will be growing online following by creating and sharing
more engaging and innovative content and building deeper bonds
with our customers.
A few objectives include:
• Increase the unique visitors to Twitter and LinkedIn accounts by
35 percent in 6 months
• Increase Twitter engagement by 35 percent in 6 months
• Increase LinkedIn followers by 95,000 in 6 months
• Increase volume of engaging visual content published on all
four social media platforms by 45 percent in 6 months

7. Social Media Objectives Continued
KPIs
• Unique monthly visitors to
website
• Number of retweets and
favorites on Twitter
• Number of LinkedIn
followers
• Volume of engaging and
innovative content shared
on social media platforms
Key Messages
• More than coffee, we are a
companion
• Giving the good to our
great community

8. Online Brand Persona and Voice
Adjectives to describe our
brand:
• Spontaneous
• Bold
• Giving
• Unique
• High-quality
• Caring
• Innovative
When interacting with
customers we are:
• Friendly
• Relatable
• Personal
• Compassionate
• Humble

9. Timing and Key Dates
Key Dates:
• St. Patrick’s Day (3/17)
• Easter Sunday (3/27)
• April Fool’s (4/1)
• Earth Day (4/22)
• Mother’s Day (5/8)
• Memorial Day (5/30)
• Father’s Day (6/19)
• Independence Day (7/4)
Internal Events:
• Annual Shareholders
Meeting (3/23)
• FY16 Annual Earnings
Conference (4/21)
Reporting Dates:
• Reporting will occur on the
first day of each quarter
(February, April, August,
November)

10. Social Media Roles and
Responsibilities
Senior Vice President of Marketing
• Brady Brewer
Senior Vice President Channel Development and Branded
Solutions
• Michelle Burns
Social Media Manager and Coordinator
• Kathryn Allaben
Supporting Social Media Team Members:
Social Content Support: Kathryn Allaben
Customer Support – Social Media: Kathryn Allaben

11. Social Media Policy
Social media is the main way we communicate with our customers and public.
It is how we have built strong bonds and trust with our customers. As an
employee, you represent Starbucks and are expected to demonstrate proper
social media etiquette at all times, including:
• Be respectful always
• Use common sense
• Remain helpful to all customers
• Do not degrade competitors
• Do not contradict the goals, objectives, or values of Starbucks
• Utilize our team of social media experts when unsure of a post
Starbucks is serious about the appropriate use of social media by each of our
employees. Violation of our social policy may result in corrective action of
various levels, including termination. Violators may also be subject to legal
action and potentially criminal prosecution. The company also reserves the
right to take any further action it believes is appropriate. Should you have any
questions or concerns please speak to your immediate Manager or any
representative of the Human Resources leadership team.

12. Critical Response Plan
Scenario 1 – Inappropriate: Tweet Sent from @Starbucks, or Post from Starbucks Facebook,
LinkedIn, or Instagram
Action Plan
When Tweet is detected:
• Take screenshot
• Delete Tweet or Post
• Alert Social Media Manager Kathryn Allaben. If unavailable, alert Brady Brewer, Senior
Vice President of Marketing.
• Further:
• Kathryn to coordinate with Brady to discuss impact and reach, and evaluate further
action.
• Kathryn to develop appropriate follow up Tweet or Post, Brady to approve.
• If media has picked up the Tweet, Brady to manage all direct contact. If Brady is
unavailable, Howard Schultz (Chairman and CEO) will manage all contact.
• Kathryn and Brady to review and reprimand employee responsible to publishing Tweet
or Post.
Pre-approved messaging: There is no pre-approved messaging in this scenario because
messaging will be dependent on nature of the Tweet – to be developed or sourced by Kathryn
and Brady

13. Measurement and Reporting
Results
LinkedIn and Twitter Performance
Twitter:
• Between February 2015 and February 2016, Starbucks increased engagement by 37 percent.
• 35 posts published with engaging and innovative content, which yielded higher higher than average
interaction usually involving commenting, likes, and tags
LinkedIn:
• Between February 2015 and February 2016, Starbucks gained 78,445 followers
• 300 posts published with engaging and innovative content, which yielded higher than average
interaction usually involving comments, likes, and tags
Qualitative KPIs:
Sentiment and Trust Analysis:
• An analysis of the interactions on 250 LinkedIn posts and 300 Twitter posts showed:
• A large amount of positive trust and sentiment from customers following their visit
• This includes: Sharing, commenting, liking, tagging, shout outs, and sharing stories that related to
positive store visits, relation to Starbucks’ mission, and involvement in our increased social media
• A small amount negative trust and sentiment was related to high prices of drinks
Proposed Action Items:
• Continue to improve presence on Twitter and LinkedIn until it matches levels of Facebook and Instagram
• Create a hashtag to further promote follower involvement with Starbucks mission
• Create events to coordinate with Mother’s Day, Father’s Day, and Independence Day