2. Table of Contents
1. Executive Summary, January 2016
2. Social Media Audit – Networks
3. Social Media Audit - Audience
4. Social Media Audit - Competitors
5. 6 Month Social Media Objectives
6. Online Brand Persona and Voice
7. Strategies and Tools
8. Timing and Key Dates
9. Social Media Roles and Responsibilities
10. Social Media Policy
11. Critical Response Plan
12. Measurement and Reporting Results, January
2016
3. Executive Summary
At Starbucks, we live to give our
customers the best coffee, customer
service, and atmosphere. We have
gained a large following on our social
media platforms, but in order to
continue growing, we must be engaged
online and deliver content to please our
current customers while attracting new
ones.
By implementing the following six-
month strategy, Starbucks can use
Facebook and Instagram for assistance
in maintaining customer retention and
gaining new followers.
4. Social Media Audit - Networks
Social
Network
URL Follower
Count
Average
Weekly
Activity
Interactio
n Rate
Site
Traffic
Twitter twitter.com/
Starbucks
11.6
Million
5 posts
per week
12% 800,000
unique
visits
Instagram instagram.co
m/
starbucks/
7.7
Million
7 posts
per week
2% 600,00
unique
visits
Facebook facebook.co
m/Starbucks
36.13
Million
2 posts
per week
15% 2 million
unique
visits
Social Media Assessment: Facebook is currently our top
social media platform with the most followers. We
interact more with customers’ comments on Facebook
and Twitter in comparison to Instagram.
5. Social Media Audit -
Audience
Age
Distribution
Gender
Distribution
Primary
Social
Network
Primary
Need
Secondary
Need
5% 13-17 57% Female Twitter Caffeine
boost, lunch
break
Entertaining
atmosphere,
relaxing
destination,
studying,
meetings
36% 18-24 43% Male Instagram
49% 25-40 Facebook
10% 41-65
Audience Summary: Most of our audience is between the
ages of 25 and 49. Facebook is the top network our
audience connects with us on. We fulfill our audience’s
needs of caffeine and also a wonderful atmosphere.
6. Social Media Audit -
Competitors
Competitor Social
Network
Strengths Weaknesses
Dunkin
Donuts
Instagram Aesthetically
pleasing
content,
successful at
capturing
audience
during
holidays
Infrequent
posting and
seemingly no
interactions
McCafé Twitter Highly
interactive
with followers,
rich media
No personal
posts in 2016
(only replies)
Competitor Assessment Summary: Competitors are strong in
their social media content. They have room to grow in
regards to interactions and how much they post.
7. 6 Month Social Media
Objectives
• Increase interaction with current
customers by 30%
• Increase Instagram followers by
2.2 million in 6 months
• Increase visual content by 25%:
• Facebook – publish videos
• Instagram – post 2+ times a day/
“regram” photos
8. Online Brand Persona and
Voice
• Adjectives that
describe our
brand:
• Pleasant
• Positive
• Inspiring
• When
interacting
with
customers we
are:
• Personal
• Friendly
• Helpful
9. Strategies and Tools
• Paid:
• Boost Facebook posts during changes in
seasons
• Owned:
• Encourage staff to share their own
Starbucks updates
• Promote hashtags via Instagram to get
followers involved
• Earned:
• Offer a gift card to displeased customers
• Tune into conversations about Starbucks
10. Timing and Key Dates
• Evaluate social
media progress
on a quarterly
basis
• Increase staff on
duty during
Holidays:
• Christmas
• Hanukkah
• Valentine’s Day
• Thanksgiving
• Halloween
11. Social Media Roles and
Responsibilities
• Social Media Marketer – Jane
• Social Media Manager - Joe
• Starbucks Partner Social Media
Team
• Social Media Coordinator - Robert
• Customer Support – Chris
• Community Manager - Anna
• Social Media Analyst - Margaret
12. Social Media Policy
• Starbucks employees are encouraged
to use social media outlets to promote
our brand in a positive way and build
customer relationships
• Employees are discouraged to bully
online and disperse confidential info
• Speak with a higher-up coworker if
problems arise on social media
• Not abiding by these guidelines can
result in permanent termination
13. Critical Response Plan
1. Social Listening Protocol
• Stream negative mentions regarding Starbucks
2. Inappropriate published post
• Screenshot post
• Delete post
• Contact Social Media Manager
• Evaluate impact
• Viral - Address post to followers
• Minimal – Decide if disciplinary action is necessary to employee
3. Negative commentary
• Take it offline
• Take ownership
• Empathize
• Be helpful
• Apologize
• Make customer happy
4. Pre-approved messaging
• “Hi, ____ we are so sorry to hear this. Please contact us at
starbucks@gmail.com and we will resolve this as soon as possible.”
14. Measurement and
Reporting Results
• Quantitative Measurement:
• Increase/decrease in follower/fans on Instagram
and Facebook
• Number of “likes” on published content
• Engagement rate on Facebook and Instagram
• Hashtag performance
• Qualitative Measurement:
• Were there more positive or negative comments?
• Did customers enjoy Facebook video content?
• Adjust course:
• Examine successful and unsuccessful posts – take
action and publish similar content to the
successful posts
• If a hashtag was ineffective – discontinue
• Review and adjust social media strategy as
Starbucks grows and the market changes
