This document outlines Starbucks' social media strategy and objectives for 2017. The goals are to increase traffic to their website, app, and social media platforms while fostering a sense of community around their brand. Key strategies include increasing engaging content on platforms like Facebook and Instagram, promoting their rewards program and mobile ordering. The document also discusses social media roles, content planning, and policies to represent the brand positively.

1. S T A R B U C K S
C O F F E E
S t a r b u c k s . c o m
• I N S P I R I N G & N U R T U R I N G T H E H U M A N
S P I R I T - - O N E P E R S O N , O N E C U P & O N E
N E I G H B O R H O O D A T A T I M E •
K E N D A L L R O B E R T S
O C T O B E R 2 , 2 0 1 6

2. Table of Contents
S t a r b u c k s . c o m
E x e c u t i v e S u m m a r y
S o c i a l M e d i a A u d i t
S o c i a l M e d i a O b j e c t i v e s
O n l i n e B r a n d P e r s o n a & V o i c e
S t r a t e g y & T o o l s
T i m i n g & K e y D a t e s
S o c i a l M e d i a R o l e s & R e s p o n s i b i l i t i e s
S o c i a l M e d i a P o l i c y
C r i t i c a l R e s p o n s e P l a n
M e a s u r e m e n t & R e p o r t i n g R e s u l t s

3. S t a r b u c k s . c o m
Executive Summary
Our primary goals for social media in 2017 will be to
increase the volume of traffic to our app and online
platforms as well as to build deeper relationships and
sentiments of community relating to our brand and the
associated lifestyle.
Three strategies will help us to accomplish these goals:
1. Increase volume of traffic to our online and social media
presence by posting engaging content through the brand's profiles
and participating employees
2. Increase volume of traffic to our app with increased awareness
of rewards program and ability to order ahead
3. Foster atmosphere of community and engagement between the
brand, employees and consumers

4. S t a r b u c k s . c o m
Social Media Audit
Social Media Assessment 10/2/2016
The following is an audit of Starbucks Coffee's social media presence to date. It includes
an assessment of all social platforms, web traffic, consumer demographics and a
competitor analysis.
At the present time, Starbucks Coffee's presence on social media gets the highest
interactions on Facebook, followed by Twitter and Instagram. We can, therefore, conclude
that we can direct creative, diverse content to our large audience on these platforms.
Assessment Summary

5. S t a r b u c k s . c o m
Website Traffic Data 10/2/2016
At the present time, Starbucks Coffee's gains the largest amount of traffic from _______ with
a conversion rate of _____%. This means that we could, therefore, benefit from increasing
our traffic to our website from our consumers through content on _______ and ________.
Assessment Summary

6. S t a r b u c k s . c o m
Audience Demographic Assessment 10/2/2016
At the present time, Starbucks Coffee's main consumers are derived from the ______ age
group with a ___% of females and a ____% of males. Though a large portion of their
consumers and revenue come from the ____ age group as well. Out of these consumers,
The largest social media traffic is directed towards _______, allowing us to see where our
success in previous social media tactics has come from and assess how to move forward.
We found that the consumers often went to Starbucks as a result of their love for coffee or
necessity for caffeine as well.
Assessment Summary

7. S t a r b u c k s . c o m
Competitor Assessment 10/2/2016
At the present time, Starbucks Coffee's main competitors are Dunkin' Donuts, McDonald's
and Nestle, who have a strong social media presence on _____, ______ & ____. They
derive much of their engagement and success on social media through their strengths
in____ and their strong use of _____. Ways in which the competition could improve,
providing Starbucks Coffee with opportunities in these areas, are _______ & ______.
Assessment Summary

8. S t a r b u c k s . c o m
Social Media Objectives
Business Goals
Our Business Goals for 2017 will be to increase revenue and
engagement with our brand by increasing the amount of traffic to
our online presence and social media platforms, increasing the
amount of traffic using our app and fostering deeper relationships
and sentiments of community.
Social Media Objectives
Increase Instagram and Facebook followers by 5,000 in 6
months
Increase orders through app by 25% in 6 months
Increase app registrations by 20% in 6 months
Increase visual and diverse content on platforms by 50% in 6
months
Increase visitors to website and blog from incorporation of
content in social media platforms by 25% in 6 months
Increase shares and engagement of posts by 20% in 6 months

9. S t a r b u c k s . c o m
Social Media Objectives
KPIs
Number of Instagram & Facebook followers
Number of online orders
Number of app registrations
Number of diverse, visual content posts
Number of visitors to website and blog from Instagram,
Facebook, LinkedIn, Pinterest and YouTube
Number of shared posts and amount of engagement
Sentiment and customer service analysis
Key Supporting Messages
Coffee Surrounded by Community
Driving Community, Inspiration & Boldness Forward

10. S t a r b u c k s . c o m
Online Brand Persona
& Voice
Adjectives That Describe Our Brand
Innovative
Engaged
Bold
Invested
Community­oriented
Customized
Mobile
Friendly
Professional
Cozy
International

11. S t a r b u c k s . c o m
Online Brand Persona
& Voice
Examples of Brand Voice in Social
Media Engagements
https://www.instagram.com/p/BKJRuALBLCt/?taken­by=starbucks

12. S t a r b u c k s . c o m
Online Brand Persona
& Voice

13. S t a r b u c k s . c o m
Strategies & Tools
Paid
Each Friday, boost the Facebook posts that have the most
engagements from that week, which must include likes,
shares & comments
Boost posts regarding holiday drinks and promotions that
have high consumer engagement
Promote #StarbucksLifestyle as a way for consumers to
generate their own creative content regarding Starbucks in
their daily lifestyle. Pick one post a week to share and offer
them a free reward through the use of their app account
Encourage employees to share creative, positive posts on
social media and repost them as appropriate amongst other
posts and their frequency
Owned

14. S t a r b u c k s . c o m
Strategies & Tools
Earned
Monitor the use of #StarbucksLifestyle or shared content from
the brand's online sites. Offer free stars towards a reward
through the use of a promotional code given to those using
the hashtag {5­10 stars based on the extent to which
Starbucks is incorporated in the post}
Monitor the use of key words such as coffee, community and
the different specialty drinks. Offer stars as a reward for
registration with the app or an online order through the use of
a promotional code

15. S t a r b u c k s . c o m
Strategies & Tools
Tools
Approved
Existing Subscriptions/Licenses
Rejected
N/A
N/A
Photoshop
Instagram
Google+
Facebook
Pinterest
Twitter
LinkedIn
My Starbucks Idea

16. S t a r b u c k s . c o m
Timing & Key Dates
Holidays/Notable Seasons
National Coffee Day {Friday, September 29,
2017}
Fall {Seasonal Drinks, #PSL}
Christmas {Seasonal Drinks}
Spring {Seasonal Drinks}
Summer {Seasonal Drinks}
Birthdays
Mother's and Father's Day {gift cards}
Internal Dates
Hot Java Cool Jazz in Seattle (city of headquarters) March 17,
2017
National Coffee Day {Friday, September 29, 2017} {internal
promotion}

17. S t a r b u c k s . c o m
Timing & Key Dates
Lead Times
Reporting Dates
Lead times for a new campaign will be at the optimal times to draw
attention to the drinks of that season, allowing us to cater our
social media focus and strategy on each season and the different
menu items and sentiments that are associated with that. We will
plan the next campaign during the current.
For Example:
Fall drinks being launched at the beginning of September
Winter drinks being launched at the beginning of November
Lead times for the posts themselves will be in the morning, during
lunch hours, when people will most likely need a pick­me­up
Reporting dates will be once a quarter, tailoring each report to be
as close to a social media push as possible so that we can best
monitor its success­­exact dates TBD.

18. S t a r b u c k s . c o m
Social Media Roles
& Responsibilities
Marketing Director
Social Media Manager
Social Media Coordinator
Supporting Social Media Team Members
In charge of higher­level planning and final approval of social media
endeavors.
Oversees content on all media platforms in addition to all marketing
endeavors and campaigns of the company.
Oversees the day­to­day execution of the social media content
production.
Manages the campaigns for social media content.
Publishes content and monitors its engagement
Shares content posts of employees and consumers
Creative: in charge of generating the content for media coordinator
to post
Customer support on social media

19. S t a r b c u k s . c o m
Social Media Policy
Social media is an exceptionally integral part in how we do our
business. We utilize these channels to spread messages
regarding our brand, engage with our consumers, share
information regarding our products and how to best incorporate
the use of coffee in the daily lives of our consumers through how
to's, photos, videos and a sense of community within each of our
shops. As an employee and, therefore, a representative of our
brand, you are expected to practice on social media accordingly
by following these guidelines:
Do not respond on behalf of the brand regarding finances or political
subjects
Do not post anything hostile or illegal in any manner
Be respectful and polite to all no matter the given circumstances
Do not speak illy of anyone whether that be the brand, consumers or
competitors
Be a helpful solution instead of creating additional problems
Feel free to share positive excitement or posts regarding our brand
Always ask before you post if you are unsure; we are happy to help!

20. S t a r b c u k s . c o m
Social Media Policy
Starbucks holds the appropriate use of social media to be of
utmost important in the way in which we run our business in the
eyes of consumers and the world so that we may be in a positive
light as we interact with the publics regarding all matters of coffee
and community. Violation of our policies, therefore, will be held
subject to severe consequences that could include termination,
legal action and/or any other punishment that the brand see fit
according to the situation and severity of damage.
If you ever are unsure if your post or comment does not follow
these guidelines, please feel free to ask your manager or someone
on the social media team. We love the engagement of our
employees with our brand and consumers as long as it follows our
policies and the structure in which we do business on social
media. We thank you profusely and sincerely for your hard work
and engagement!

21. S t a r b u c k s . c o m
Critical Response Plan
Inappropriate or offensive Post from
StarbucksAction Steps:
When post is detected: take a screenshot (Command+Shift+4
on Mac), delete the post & alert Social Media Manager (if not
available, alert Marketing Director)
Evaluate further action after assessing the damage and reach
of the post through analytical data
The Social Media Manager is to create a follow­up post to
correct the damage on social media, the Marketing Director is
to approve this before posting
The Social Media Manager is to ensure that a follow­up
correspondence is executed if the post had been shared or
distributed in some fashion
The Marketing Director and Social Media Manager are to
collaborate with the employee who posted to assess whether
disciplinary action is necessary
No pre­approved messaging: message and response will
depend on situational basis

22. S t a r b u c k s . c o m
Critical Response Plan
Hostile Response from Employee on
Social Media
Action Steps:
When interaction is detected: take a screenshot
(Command+Shift+4 on Mac) and reach out to the employee
to delete the comment immediately
Reach out to the consumer to reassure them that this
behavior is not a part of the company's business or policies
and apologize on behalf of the company. Offer a benefit such
as a reward or other compensations to the discretion of the
social media manager and marketing director.
Address the discipline of the employee according to the
situation and damage of the situation. This is to the discretion
of the social media manager and marketing director as well,
yet severe disciplinary action must be taken with a minimal
punishment being suspension.
No pre­approved messaging: will depend on situation

23. S t a r b u c k s . c o m
Critical Response Plan
Contact Information
Telephone: 800­782­7282
E­mail: Use one of the links on the following page to contact a
specific department
https://customerservice.starbucks.com/app/contact/ask/sessio
n/L3RpbWUvMTQ3NTQ0NjA2MC9zaWQvamU2YzY3Km0%
3D
Customer Service:

24. S t a r b u c k s . c o m
Measurement &
Reporting Results
Quantitative KPIs
Social Network Data 1/2/2017
Website Traffic Data 1/2/2017

25. S t a r b u c k s . c o m
Measurement &
Reporting Results
Results Assessment
Our Instagram followers have increased by _____ in 3
months, putting us right on target to achieve our goal for
5,000 increased followers by the end of the 6­month period
Our orders through the app have increased by ____% as
the awareness of the feature and its convenience spreads,
allowing us to assume that we will surpass our goal of a
25% increase in the 6­month period as this knowledge
spreads.
Registration of new consumers on the app has increased
slightly at ____%, yet if we do a solid push on social media
incorporating the app with our posts, we should reach our
goal in the 6­month period

26. S t a r b u c k s . c o m
Measurement & Reporting
Results
Results Assessment
Our creative and diverse content production has
skyrocketed through our previous goal of 50% at an
astronomical result of ____% in 3 months due to our
talented creative development team and the ability to track
our shares and engagement with consumers. This has also
been facilitated through the #StarbucksLifestyle posts and
our ability to share these consumers' posts in addition to
that of our employees.
Our website and blog visitor traffic has increased by
____%, due in large part through our incorporation of links
and content in our social media posts
Our consumer shares and engagement­posts have
significantly increased by ___% by consumers and
employees, putting us on target to pass our goal of 20%­­
especially through the engagement with the hashtag, which
was shared ______ times on Facebook, ____ times on
Instagram & _____ times on Facebook.

27. S t a r b u c k s . c o m
Measurement &
Reporting Results
Qualitative KPIs:
Senitment Analysis
We went to our main social media platforms of Facebook,
Instagram & Twitter to measure the sentiments that consumers
had when engaging with our posts. After assessing 250
mentions on each platform, we discovered the following:
The majority of our consumers (___%) had positive
sentiment when sharing, mentioning or interacting with our
brand through creative content such as photos or videos,
mentions or stories of their experience with different aspects
of our brand.
The majority of the remaining percent was negative
sentiment, mostly stemming from the changed rewards
program and how it impacted some of the consumers, while
many frequent consumers found the change to be positive

28. http://www.nbcnews.com/id/26031245/ns/business­us_business/t/starbucks­brews­afternoon­drink­deal/
http://www.thinkhbg.com/starbucks­evenings­a­brand­new­customer­experience­concept/
http://www.voanews.com/a/starbucks­invests­in­boutique­italian­bakery/3418006.html
Photo Sources