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Starbucks
Social Media Strategy
Mika Garcia
9/20/16
Table of Contents
1. Cover Page
2. Table of Contents
3. Executive Summary
4. Social Media Audit
5. Social Media Audit
6. Social Media Audit
7. Social Media Audit
8. Social Media Objectives
9. Online Brand Persona and Voice
10. Strategies and Tools
11. Timing and Key Dates
12. Social Media Roles and Responsibilities
13. Social Media Response Policy
14. Critical Response Plan
15. Measuring and Reporting Results
16. Measuring and Reporting Results
17. Measuring and Reporting Results
18. Citations
Executive Summary
Our major social media goal for 2016 is to expand our online following and
community.
The primary focus will be to build stronger relationships with our customers and reach
our revenue goals by sharing more engaging and relatable content with our
community.
Two major social strategies will support this objective:
1. A plan to increase the volume and content we publish
2. Encourage conversations within our community and increase discoverability
of content
Social Media Audit
Social
Network
URL Follower
Count
Avg. Weekly
Activity
Avg.
Engagement
Rate
Twitter https://twitter.com/sta
rbucks/
11.7 million Followers 21 tweets per week 1.5%
Facebook https://www.facebook
.com/Starbucks/
36,444,431 Likes 6 posts per week 3%
Instagram https://www.instagra
m.com/starbucks/
11.5 million Followers 7 posts per week Avg. Interactions per
post: 350k
LinkedIn https://www.linkedin.c
om/company-
beta/2271?pathWildc
ard=2271
725,010 followers 3 posts per week 0%
Pinterest https://www.pinterest.
com/starbucks/
274.6k Followers 4 pins per week 1%
YouTube https://www.youtube.
com/starbucks
110,756 Subscribers 7 posts per week Avg. Interactions per
post: 20k
The following is an audit that includes the assessment of all Starbucks’ social networks:
Social Media Audit
Source Volume Percentage of
Overall Traffic
Conversion Rate
Twitter 1450 unique visits 10% 5%
Facebook 5000 unique visits 45% 22.5%
Instagram 3500 unique visits 30% 15%
LinkedIn 500 unique visits 1.3% 0.65%
Pinterest 400 unique visits 2.7% 1.35%
YouTube 1000 unique visits 8% 4%
The following is an audit that includes an assessment of Starbucks’ Website Traffic
Sources:
Social Media Audit
Age
Distribution
Gender
Distribution
Primary
Social
Network
Secondary
Social
Network
Primary
Need
Secondary
Need
45% 18-24
50% 25-44
5% 45-65
65% Female
35% Male
65% Facebook
20% Instagram
15% Twitter
50% YouTube
35% Pinterest
15% LinkedIn
Inspire and
nurture the
human spirit –
one person, one
cup, and one
neighborhood at
a time
Share great
coffee with
friends and help
make the world a
little better
The following is an audit that assesses the demographics of Starbucks’
audience:
Social Media Audit
Competitor
Name
Social Media
Profile
Strengths Weaknesses
Dunkin’ Donuts Dunkin’ Donuts They create a lot of
customer interactions by
utilizing hashtags for
conversations. They also
use #DDPerks which allow
customers to get rewards.
Unlike Starbucks, Dunkin’
doesn’t provide the
customers a website to
provide new ideas for the
brand. It’s more one-way
communication.
McDonald’s McDonald’s They connect to people on
a more personal level by
sharing people profiles
and making philanthropic
connections. They
promote a lot of deals and
use hashtags like
#backtoschool that apply
to more than just coffee.
They don’t utilize their
social media platforms a
lot for customer service
inquiries which is
necessary to build
relationships. They also
don’t advertise their coffee
as much, making it a
lesser threat for
Starbucks.
Panera Bread PaneraBread They advertise their
products very well with
aesthetically pleasing
photos being constantly
posted.
They are consistently
posting photos of food, but
hardly ever posting
relatable content about
their customers or about
other topics.
The following is an audit that includes an assessment of Starbucks’ Competitors:
Social Media Objectives
In 2016, our social media objectives will be to support our revenue goals by driving
more consumer traffic to our stores and website through our social media platforms.
Specific Objectives Include:
1. Increase Twitter activity from the audience by 30% by April
2. Increase amount of brand hashtags across every social media platform
3. Increase amount of My Starbucks Idea activity by 15% by April
4. Increase volume of visual content on all social media platforms by two times the
current amount by next year
KPIs:
•Number of unique visitors from
Facebook, Instagram, and Twitter
•Number of Twitter and Instagram
followers
•Number of interactions on My
Starbucks Idea
•Number of weekly photo and
video posts to Instagram and
Facebook
Online Brand Persona and Voice
Adjectives that
describe our brand:
When interacting with
our customers we are:
Strategies and Tools
• Paid: Every Friday boost most popular organic Facebook posts for the weekend. The post
must have a minimum organic reach of 200, as well as a minimum of 100 likes or 50
shares.
• Owned: Introduce the use of #CurrentFallMood to company Instagram posts during the
fall. Encourage adoption by customers and include Instagram stories about recipes and
upcoming drinks. Promote hashtag across all social properties, email newsletters as well
as printed promotional material. When customers purchase a drink, mention fall hashtags
and encourage them to use them for the drink they got it if they plan on taking photos of
their visit.
• Earned: Monitor Twitter for keywords and terms, PSL, Fall, coffee, latte, caffeine,
Starbucks, frappuccino. Extend rewards/discount opportunities to those who sign up for
Starbucks Rewards. Promote these opportunities on social media platforms and
encourage participation for something new every season. Repost photos from customers
that use the hashtags for the rewards.
Create a video series called Upstanders celebrating ordinary people doing extraordinary
things to connect to customers on a very personal level.
Timing and Key Dates
Holiday Dates:
• New Year’s (Jan. 1)
• Valentine’s Day (Feb. 14)
• St. Patrick’s Day (March 17)
• Mother’s Day (May 8)
• Memorial Day (May 30)
• Father’s Day (June 19)
• Independence Day (July 4)
• Halloween (Oct. 31)
• Thanksgiving (Nov. 24)
Internal Events:
•Race for Equality Event
(Nov. 1-5)
•Scholarships for Every
Student (Sept.)
Reporting Dates:
Reporting will occur
once a quarter in
February, May, August
and November.
Precise dates TBA.
Social Media Roles and
Responsibilities
The following people are responsible for building and maintaining
relationships with customers by perfecting the social media marketing aspect
of the company.
• Marketing Officer: Sharon Rothstein
• Social Media Director: Stephanie Marx
• Chief Digital Officer: Adam Brotam
Social Media Policy
• Do This:
- Share your passion.
- Work comes first.
- Make it yours.
- Truth be told.
- Get the facts to always be honest and
accurate.
- Take the high road.
- Think before you share something.
- Be safe.
• Don’t Do This:
- Don’t use other people’s stuff.
- Don’t distribute or share future
information
- Don’t bully others.
- Don’t register a personal social
media account using a Starbucks-
issued email address.
Moments of connection - that’s our promise. And we bring that promise to
life every day in unique and special ways. These Guidelines are to help you
do the right thing when connecting in social media. They’re important and
are based on our Global Social Media Standard, which also applies to you
(www.starbucks.com/partners/social-media). If you have questions, please
talk to your manager, Partner Resources or email
socialmedia@starbucks.com.
Critical Response Plan
Scenario 1: Inappropriate tweet sent from @Starbucks
Action Plan:
When tweet is detected:
- Screenshot the tweet
- Delete the tweet as soon as possible
- Contact the social media team for some additional help (email: socialmedia@starbucks.com)
Further Action:
- Post a follow-up tweet if the tweet is detected by the media
- Contact employee responsible for incident and determine disciplinary action
- Direct journalists to the Starbucks Media Relations (email: press@starbucks.com)
Scenario 2: Promoted Trend Goes Wrong
e.g. Starbucks’ Race Together Campaign
Action Plan:
- Stop the trend as soon as the backlash gets out of control
- Contact the social media team for additional help
- Send our a press release apologizing for and explaining the trend
- Form a back-up plan on how to create a follow-up trend resolving issue
Further Action:
- Direct journalists to the Starbucks Media Relations if issue isn’t solved
- Keep pushing forward with new ways to explore trend idea
Measuring and Reporting Results
The social media team has done a great job of curating and creating great visual content. We have
far surpassed our goal of increasing Twitter activity by 30% in 3 months. Our Twitter, Facebook
and Instagram have achieved an100% or more increase in traffic. A key tactic to this growth has
been our ability to track user generated content with the #CurrentFallMood hashtag and share it
on our networks. This content is received very well within our community.
Source Volume Percentage of Overall Traffic Conversion Rate
Twitter 1900 unique visits
+10% growth
30%
+200% increase
5%
Facebook 6000 unique visits
+20% growth
90%
+100% increase
22.5%
Instagram 3850 unique visits
+10% growth
60%
+300% increase
15%
LinkedIn 500 unique visits
+0% growth
1.3% 0.65%
Pinterest 400 unique visits
+0% growth
2.7% 1.35%
YouTube 1200 unique visits
+20% growth
8% 4%
Website Traffic Sources Assessment:
Timeframe of 3 months
Measuring and Reporting Results
Social Network Data:
Timeframe of 3 months
Social Network URL Follower Count Avg. Weekly
Activity
Avg. Engagement
Rate
Twitter https://twitter.com/star
bucks/
16.7 million Followers 30 tweets per week 3%
Facebook https://www.facebook.
com/Starbucks/
36,444,431 Likes 7 posts per week 4%
Instagram https://www.instagram
.com/starbucks/
15 million Followers 7 posts per week Avg. Interactions per
post: 450k
LinkedIn https://www.linkedin.c
om/company-
beta/2271?pathWildca
rd=2271
725,010 followers 3 posts per week 0%
Pinterest https://www.pinterest.c
om/starbucks/
274.6k Followers 4 pins per week 1%
YouTube https://www.youtube.c
om/starbucks
110,756 Subscribers 7 posts per week Avg. Interactions per
post: 20k
Our Twitter has increased it’s avg. activity by approx. 40%. The Avg. engagement for Facebook
and Twitter has increased by 1%. The Avg. interactions per post on Instagram has increased by
400k because of increased #hashtag use. Followers have significantly increased for Twitter,
Facebook, and Instagram because of more interactions on these platforms.
Measuring and Reporting Results
Quantitative KPIs:
Sentiment Analysis
An analysis of the interactions on 100 Facebook posts, 100 Instagram posts and 100 Tweets
revealed the following:
• The positive sentiment reveals that customers are feeling more comfortable
participating in interactions on our social media platforms. They are finding content
that relates to them, such as visual content. Also, customers are able to connect with
others using the hashtags and sharing posts.
• The negative sentiment is related to the lack of deals and rewards given to those
without a membership. Customers express frustration about the pricing.
Proposed Action Plans:
• Continue using seasonal hashtags like #CurrentFallMood
• Consider using deals such as BOGO on certain holidays like Valentine’s
• Continue adding a lot of visuals and relating to people with consumer-generated
artwork
Citations
• "Starbucks – The Best Coffee and Espresso Drinks." Starbucks
Coffee Company. N.p., n.d. Web. 02 Oct. 2016.

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Starbucks Social Media Strategy Plan by Mika Garcia

  • 2. Table of Contents 1. Cover Page 2. Table of Contents 3. Executive Summary 4. Social Media Audit 5. Social Media Audit 6. Social Media Audit 7. Social Media Audit 8. Social Media Objectives 9. Online Brand Persona and Voice 10. Strategies and Tools 11. Timing and Key Dates 12. Social Media Roles and Responsibilities 13. Social Media Response Policy 14. Critical Response Plan 15. Measuring and Reporting Results 16. Measuring and Reporting Results 17. Measuring and Reporting Results 18. Citations
  • 3. Executive Summary Our major social media goal for 2016 is to expand our online following and community. The primary focus will be to build stronger relationships with our customers and reach our revenue goals by sharing more engaging and relatable content with our community. Two major social strategies will support this objective: 1. A plan to increase the volume and content we publish 2. Encourage conversations within our community and increase discoverability of content
  • 4. Social Media Audit Social Network URL Follower Count Avg. Weekly Activity Avg. Engagement Rate Twitter https://twitter.com/sta rbucks/ 11.7 million Followers 21 tweets per week 1.5% Facebook https://www.facebook .com/Starbucks/ 36,444,431 Likes 6 posts per week 3% Instagram https://www.instagra m.com/starbucks/ 11.5 million Followers 7 posts per week Avg. Interactions per post: 350k LinkedIn https://www.linkedin.c om/company- beta/2271?pathWildc ard=2271 725,010 followers 3 posts per week 0% Pinterest https://www.pinterest. com/starbucks/ 274.6k Followers 4 pins per week 1% YouTube https://www.youtube. com/starbucks 110,756 Subscribers 7 posts per week Avg. Interactions per post: 20k The following is an audit that includes the assessment of all Starbucks’ social networks:
  • 5. Social Media Audit Source Volume Percentage of Overall Traffic Conversion Rate Twitter 1450 unique visits 10% 5% Facebook 5000 unique visits 45% 22.5% Instagram 3500 unique visits 30% 15% LinkedIn 500 unique visits 1.3% 0.65% Pinterest 400 unique visits 2.7% 1.35% YouTube 1000 unique visits 8% 4% The following is an audit that includes an assessment of Starbucks’ Website Traffic Sources:
  • 6. Social Media Audit Age Distribution Gender Distribution Primary Social Network Secondary Social Network Primary Need Secondary Need 45% 18-24 50% 25-44 5% 45-65 65% Female 35% Male 65% Facebook 20% Instagram 15% Twitter 50% YouTube 35% Pinterest 15% LinkedIn Inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time Share great coffee with friends and help make the world a little better The following is an audit that assesses the demographics of Starbucks’ audience:
  • 7. Social Media Audit Competitor Name Social Media Profile Strengths Weaknesses Dunkin’ Donuts Dunkin’ Donuts They create a lot of customer interactions by utilizing hashtags for conversations. They also use #DDPerks which allow customers to get rewards. Unlike Starbucks, Dunkin’ doesn’t provide the customers a website to provide new ideas for the brand. It’s more one-way communication. McDonald’s McDonald’s They connect to people on a more personal level by sharing people profiles and making philanthropic connections. They promote a lot of deals and use hashtags like #backtoschool that apply to more than just coffee. They don’t utilize their social media platforms a lot for customer service inquiries which is necessary to build relationships. They also don’t advertise their coffee as much, making it a lesser threat for Starbucks. Panera Bread PaneraBread They advertise their products very well with aesthetically pleasing photos being constantly posted. They are consistently posting photos of food, but hardly ever posting relatable content about their customers or about other topics. The following is an audit that includes an assessment of Starbucks’ Competitors:
  • 8. Social Media Objectives In 2016, our social media objectives will be to support our revenue goals by driving more consumer traffic to our stores and website through our social media platforms. Specific Objectives Include: 1. Increase Twitter activity from the audience by 30% by April 2. Increase amount of brand hashtags across every social media platform 3. Increase amount of My Starbucks Idea activity by 15% by April 4. Increase volume of visual content on all social media platforms by two times the current amount by next year KPIs: •Number of unique visitors from Facebook, Instagram, and Twitter •Number of Twitter and Instagram followers •Number of interactions on My Starbucks Idea •Number of weekly photo and video posts to Instagram and Facebook
  • 9. Online Brand Persona and Voice Adjectives that describe our brand: When interacting with our customers we are:
  • 10. Strategies and Tools • Paid: Every Friday boost most popular organic Facebook posts for the weekend. The post must have a minimum organic reach of 200, as well as a minimum of 100 likes or 50 shares. • Owned: Introduce the use of #CurrentFallMood to company Instagram posts during the fall. Encourage adoption by customers and include Instagram stories about recipes and upcoming drinks. Promote hashtag across all social properties, email newsletters as well as printed promotional material. When customers purchase a drink, mention fall hashtags and encourage them to use them for the drink they got it if they plan on taking photos of their visit. • Earned: Monitor Twitter for keywords and terms, PSL, Fall, coffee, latte, caffeine, Starbucks, frappuccino. Extend rewards/discount opportunities to those who sign up for Starbucks Rewards. Promote these opportunities on social media platforms and encourage participation for something new every season. Repost photos from customers that use the hashtags for the rewards. Create a video series called Upstanders celebrating ordinary people doing extraordinary things to connect to customers on a very personal level.
  • 11. Timing and Key Dates Holiday Dates: • New Year’s (Jan. 1) • Valentine’s Day (Feb. 14) • St. Patrick’s Day (March 17) • Mother’s Day (May 8) • Memorial Day (May 30) • Father’s Day (June 19) • Independence Day (July 4) • Halloween (Oct. 31) • Thanksgiving (Nov. 24) Internal Events: •Race for Equality Event (Nov. 1-5) •Scholarships for Every Student (Sept.) Reporting Dates: Reporting will occur once a quarter in February, May, August and November. Precise dates TBA.
  • 12. Social Media Roles and Responsibilities The following people are responsible for building and maintaining relationships with customers by perfecting the social media marketing aspect of the company. • Marketing Officer: Sharon Rothstein • Social Media Director: Stephanie Marx • Chief Digital Officer: Adam Brotam
  • 13. Social Media Policy • Do This: - Share your passion. - Work comes first. - Make it yours. - Truth be told. - Get the facts to always be honest and accurate. - Take the high road. - Think before you share something. - Be safe. • Don’t Do This: - Don’t use other people’s stuff. - Don’t distribute or share future information - Don’t bully others. - Don’t register a personal social media account using a Starbucks- issued email address. Moments of connection - that’s our promise. And we bring that promise to life every day in unique and special ways. These Guidelines are to help you do the right thing when connecting in social media. They’re important and are based on our Global Social Media Standard, which also applies to you (www.starbucks.com/partners/social-media). If you have questions, please talk to your manager, Partner Resources or email socialmedia@starbucks.com.
  • 14. Critical Response Plan Scenario 1: Inappropriate tweet sent from @Starbucks Action Plan: When tweet is detected: - Screenshot the tweet - Delete the tweet as soon as possible - Contact the social media team for some additional help (email: socialmedia@starbucks.com) Further Action: - Post a follow-up tweet if the tweet is detected by the media - Contact employee responsible for incident and determine disciplinary action - Direct journalists to the Starbucks Media Relations (email: press@starbucks.com) Scenario 2: Promoted Trend Goes Wrong e.g. Starbucks’ Race Together Campaign Action Plan: - Stop the trend as soon as the backlash gets out of control - Contact the social media team for additional help - Send our a press release apologizing for and explaining the trend - Form a back-up plan on how to create a follow-up trend resolving issue Further Action: - Direct journalists to the Starbucks Media Relations if issue isn’t solved - Keep pushing forward with new ways to explore trend idea
  • 15. Measuring and Reporting Results The social media team has done a great job of curating and creating great visual content. We have far surpassed our goal of increasing Twitter activity by 30% in 3 months. Our Twitter, Facebook and Instagram have achieved an100% or more increase in traffic. A key tactic to this growth has been our ability to track user generated content with the #CurrentFallMood hashtag and share it on our networks. This content is received very well within our community. Source Volume Percentage of Overall Traffic Conversion Rate Twitter 1900 unique visits +10% growth 30% +200% increase 5% Facebook 6000 unique visits +20% growth 90% +100% increase 22.5% Instagram 3850 unique visits +10% growth 60% +300% increase 15% LinkedIn 500 unique visits +0% growth 1.3% 0.65% Pinterest 400 unique visits +0% growth 2.7% 1.35% YouTube 1200 unique visits +20% growth 8% 4% Website Traffic Sources Assessment: Timeframe of 3 months
  • 16. Measuring and Reporting Results Social Network Data: Timeframe of 3 months Social Network URL Follower Count Avg. Weekly Activity Avg. Engagement Rate Twitter https://twitter.com/star bucks/ 16.7 million Followers 30 tweets per week 3% Facebook https://www.facebook. com/Starbucks/ 36,444,431 Likes 7 posts per week 4% Instagram https://www.instagram .com/starbucks/ 15 million Followers 7 posts per week Avg. Interactions per post: 450k LinkedIn https://www.linkedin.c om/company- beta/2271?pathWildca rd=2271 725,010 followers 3 posts per week 0% Pinterest https://www.pinterest.c om/starbucks/ 274.6k Followers 4 pins per week 1% YouTube https://www.youtube.c om/starbucks 110,756 Subscribers 7 posts per week Avg. Interactions per post: 20k Our Twitter has increased it’s avg. activity by approx. 40%. The Avg. engagement for Facebook and Twitter has increased by 1%. The Avg. interactions per post on Instagram has increased by 400k because of increased #hashtag use. Followers have significantly increased for Twitter, Facebook, and Instagram because of more interactions on these platforms.
  • 17. Measuring and Reporting Results Quantitative KPIs: Sentiment Analysis An analysis of the interactions on 100 Facebook posts, 100 Instagram posts and 100 Tweets revealed the following: • The positive sentiment reveals that customers are feeling more comfortable participating in interactions on our social media platforms. They are finding content that relates to them, such as visual content. Also, customers are able to connect with others using the hashtags and sharing posts. • The negative sentiment is related to the lack of deals and rewards given to those without a membership. Customers express frustration about the pricing. Proposed Action Plans: • Continue using seasonal hashtags like #CurrentFallMood • Consider using deals such as BOGO on certain holidays like Valentine’s • Continue adding a lot of visuals and relating to people with consumer-generated artwork
  • 18. Citations • "Starbucks – The Best Coffee and Espresso Drinks." Starbucks Coffee Company. N.p., n.d. Web. 02 Oct. 2016.