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STARBUCKS
2017 Social Media Strategy
10/02/2016
Talia Pate
TABLE OF CONTENTS
1. Executive Summary, October 2016
2. Social Media Audit
a. Social Media Assessment, October 2016
b. Tra...
EXECUTIVE SUMMARY
Our major social media priority for 2017 will be growing our online
following in 2 specific demographics...
SOCIAL MEDIA AUDIT
SOCIAL NETWORK URL FOLLOWER
COUNT
AVERAGE WEEKLY
ACTIVITY
AVERAGE
ENGAGEMENT RATE
#interactions/ reach
...
SOCIAL MEDIA AUDIT
SOURCE VOLUME % OF OVERALL
TRAFFIC
CONVERSION RATE
Twitter 10000 unique visits 4% 1.70%
Facebook 17000 ...
SOCIAL MEDIA AUDIT
AGE DISTRIBUTION GENDER DISTRIBUTION PRIMARY SOCIAL
NETWORK
SECONDARY SOCIAL
NETWORK
PRIMARY NEED SECON...
SOCIAL MEDIA AUDIT
COMPETITOR NAME SOCIAL MEDIA PROFILE STRENGTHS WEAKNESSES
McDonald's FB: McDonaldsUS
Visually appeallin...
SOCIAL MEDIA
OBJECTIVES
Our focus for our 2017 social media strategy will be growing
our online following of parents with ...
SOCIAL MEDIA OBJECTIVES
KEY MESSAGE
1. Number of Twitter followers
2. Number of Tweets
3. Number of #ageless posts
4. Sent...
ONLINE BRAND PERSONA & VOICE
Adjectives that describe STARBUCKS:
• Inclusive
• Sophisticated
• Welcoming
• Community suppo...
STRATEGIES
PAID
Boost #ageless content on Facebook on Monday and Friday afternoons to reach targeted
and current audiences...
TOOLS
APPROVED
• Hootsuite
• Buffer
• Vimeo
• Photoshop
• Tweetdeck
REJECTED
• N/A
TIMING & KEY DATES
Holiday Dates
• Mother’s Day
• Summer Break
• Father’s Day
• Grandparents Day
• Halloween
• Veterans Da...
SOCIAL MEDIA ROLES &
RESPONSIBILITIES
Marketing Director – Kate Scarth
Social Media Manager – Talia Pate
Social Media Coor...
SOCIAL MEDIA POLICY
STARBUCKS partners and employees are brand representatives and are expected to
demonstrate our best pr...
CRITICAL RESPONSE PLAN
Scenario 1: Inappropriate post from STARBUCKS Facebook page
1. Take screenshot of post.
2. Delete p...
CRITICAL RESPONSE PLAN
Scenario 2: Inappropriate Tweet from @Starbucks
1. Take screenshot of Tweet.
2. Delete Tweet.
3. Im...
CRITICAL RESPONSE PLAN
Scenario 3: Negative review goes viral
1. Take screenshot of social media post.
2. Immediately cont...
MEASUREMENT & REPORTING
SOCIAL NETWORK URL FOLLOWER
COUNT
AVERAGE WEEKLY
ACTIVITY
AVERAGE
ENGAGEMENT RATE
#interactions/ r...
MEASUREMENT & REPORTING
SOURCE VOLUME % OF OVERALL
TRAFFIC
CONVERSION RATE
Twitter
10000 unique visits
+ 12% growth 13% 2....
MEASUREMENT & REPORTING
QUALITATIVE KPIs
Sentiment Analysis
Sentiment Analysis reflects interactions on 500 Facebook posts...
MEASUREMENT & REPORTING
Proposed Action Items
• Propose to increase number of #ageless promoted Facebook posts and pinned
...
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Starbucks 2017 Social Media Strategy

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Mock Social Media Strategy plan for Starbucks 2017.

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Starbucks 2017 Social Media Strategy

  1. 1. STARBUCKS 2017 Social Media Strategy 10/02/2016 Talia Pate
  2. 2. TABLE OF CONTENTS 1. Executive Summary, October 2016 2. Social Media Audit a. Social Media Assessment, October 2016 b. Traffic Sources Assessment, May 2015 - October 2016 c. Customer Demographics Assessment d. Competitor Assessment 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, November 2015 - January 2016
  3. 3. EXECUTIVE SUMMARY Our major social media priority for 2017 will be growing our online following in 2 specific demographics: parents with children and customers aged 56+. The primary focus will be to engage customers from these demographics in order to increase revenue during off-peak times to current Starbucks locations. Two major social strategies will support this objective: 1. Introduce content relevant to families and 56+ customers in our current social marketing plans. 2. Improve engagement with targeted demographics by increasing our presence on Facebook and Twitter.
  4. 4. SOCIAL MEDIA AUDIT SOCIAL NETWORK URL FOLLOWER COUNT AVERAGE WEEKLY ACTIVITY AVERAGE ENGAGEMENT RATE #interactions/ reach Twitter https://twitter.com/Starbucks 11.7M 12 posts per week 2.7% Facebook https://www.facebook.com/Starbucks/ 36.4M 5 posts per week 3.0% Instagram https://www.instagram.com/starbucks/ 11.4M 7 posts per week 20.0% LinkedIn https://www.linkedin.com/company- beta/2271?pathWildcard=2271 722,832 4 posts per week 4.0% Data as of October 2016 The following is an audit of STARBUCKS social media presence to date. It includes an assessment of all social networks, web traffic, audience demographics, and a competitor analysis. Social Media Assessment Interaction rate for Instagram is significantly higher and increased content for specified demographic should be considered in this channel first. Assessment Summary
  5. 5. SOCIAL MEDIA AUDIT SOURCE VOLUME % OF OVERALL TRAFFIC CONVERSION RATE Twitter 10000 unique visits 4% 1.70% Facebook 17000 unique visits 23% 1.50% Instagram NO DATA NO DATA NO DATA LinkedIn 15000 unique visits 15% 2% May 2015 - October 2016Website Traffic Sources Assessment Currently, Facebook is the biggest source of website traffic with 23% of total traffic. No data is available for Instagram based traffic, however, interaction rates are very high. Content directing to website could be increased in Twitter to take advantage of its high conversion rate. Assessment Summary
  6. 6. SOCIAL MEDIA AUDIT AGE DISTRIBUTION GENDER DISTRIBUTION PRIMARY SOCIAL NETWORK SECONDARY SOCIAL NETWORK PRIMARY NEED SECONDARY NEED 45% 18 - 30 57% Female 50% Facebook 40% Instagram Coffee breaks and/or lunch breaks Study and/or work location 22% 31 - 40 43% Male 35% Instagram 30% Facebook 22% 41 - 55 10% Twitter 15% Twitter 11% 56 + Data as of October 2016Audience Demographics Assessment Audience demographic data shows the need for concentration on customers of parenting age, and those 55+. Twitter is the fasting growing social media outlet for 55+, so should be considered primary for that specific target audience. Conversely, Facebook should be considered primary for customers in the 18-40 range in order to reach parents with children. Assessment Summary
  7. 7. SOCIAL MEDIA AUDIT COMPETITOR NAME SOCIAL MEDIA PROFILE STRENGTHS WEAKNESSES McDonald's FB: McDonaldsUS Visually appealling video and frequent special promotions. Large number of negative responses to products and service. Dunkin Donuts FB: DunkinDonutsUS Visually appealing bright color branding across posts. Lack of diversity in posting types Caribou Coffee FB: CaribouCoffee Actual product pictures look authentic. Low video usage. McDonald's FB: McDonaldsUS Visually appealling video and frequent special promotions. Large number of negative responses to products and service. Data as of October 2016Competitor Assessment Authentic, high quality video, including Facebook Live and tweets including authentic product photos could be a significant source of increased engagement in targeted demographics. Conversational, appropriate engagement of negative feedback could boost brand trust. Assessment Summary:
  8. 8. SOCIAL MEDIA OBJECTIVES Our focus for our 2017 social media strategy will be growing our online following of parents with children and customers aged 56+. We will increase targeted relevant content in our current social marketing plans and improve engagement by increasing our presence on Facebook and Twitter. SPECIFIC OBJECTIVES 1. Increase number of Tweets by 40% in 6 months. 2. Increase Twitter followers by 100,000 in 6 months. 3. Use of #ageless across current social channels.
  9. 9. SOCIAL MEDIA OBJECTIVES KEY MESSAGE 1. Number of Twitter followers 2. Number of Tweets 3. Number of #ageless posts 4. Sentiment Analysis KPIs Coffee is #ageless
  10. 10. ONLINE BRAND PERSONA & VOICE Adjectives that describe STARBUCKS: • Inclusive • Sophisticated • Welcoming • Community supporting When interacting with customer we are: • Personable • Solution-oriented • Empathetic
  11. 11. STRATEGIES PAID Boost #ageless content on Facebook on Monday and Friday afternoons to reach targeted and current audiences. Post must have a minimum organic reach of 1000, and a minimum of 100 comments and likes. Pin #ageless related community-building partnership videos in Twitter. OWNED Introduce and promote #ageless across current social media channels. EARNED Build on community involvement by partnering with targeted demographic-based charities and publishing video content on Facebook referencing involvement. Monitor #ageless and respond to every tweet including #ageless in reference to STARBUCKS.
  12. 12. TOOLS APPROVED • Hootsuite • Buffer • Vimeo • Photoshop • Tweetdeck REJECTED • N/A
  13. 13. TIMING & KEY DATES Holiday Dates • Mother’s Day • Summer Break • Father’s Day • Grandparents Day • Halloween • Veterans Day Reporting Dates • Reporting will occur quarterly in March, June, September and December.
  14. 14. SOCIAL MEDIA ROLES & RESPONSIBILITIES Marketing Director – Kate Scarth Social Media Manager – Talia Pate Social Media Coordinator – Lynette Tritz Supporting Social Media Team Members Estelle Augat Anthony Brock
  15. 15. SOCIAL MEDIA POLICY STARBUCKS partners and employees are brand representatives and are expected to demonstrate our best practices in relation to their online presence. Social Media Do’s and Do not’s: • Do be inclusive of all customers • Do avoid negativity • Do be friendly • Do be helpful • Do be respectful • Do not post illegal content • Do not incite arguments • Do not put down competitors • Do not post questionable material. Do Ask before posting if there is ANY question. STARBUCKS is serious about its social media use. Violation of social media policies will result in corrective action which could include verbal warnings, written warnings, termination or legal action.
  16. 16. CRITICAL RESPONSE PLAN Scenario 1: Inappropriate post from STARBUCKS Facebook page 1. Take screenshot of post. 2. Delete post. 3. Immediately contact Talia Pate (Social Media Manager) or Kate Scarth (Marketing Director.) 4. Talia to coordinate Impact Evaluation & Response Meeting with Kate. 5. Kate manages any and all media contact. 6. Talia and Kate meet with Human Resources to determine disciplinary action. No pre-approved messaging in scenario 1.
  17. 17. CRITICAL RESPONSE PLAN Scenario 2: Inappropriate Tweet from @Starbucks 1. Take screenshot of Tweet. 2. Delete Tweet. 3. Immediately contact Talia Pate (Social Media Manager) or Kate Scarth (Marketing Director.) 4. Talia to coordinate Impact Evaluation & Response Meeting with Kate. 5. Kate manages any and all media contact. 6. Talia and Kate meet with Human Resources to determine disciplinary action. No pre-approved messaging in scenario 2.
  18. 18. CRITICAL RESPONSE PLAN Scenario 3: Negative review goes viral 1. Take screenshot of social media post. 2. Immediately contact Talia Pate (Social Media Manager) or Kate Scarth (Marketing Director.) 3. Talia to coordinate Impact Evaluation & Response Meeting with Kate and include all team members. 4. Develop and implement specific review response including ownership of mistake, and offer to make it right. 5. Kate manages any and all media contact. 6. Talia reaches out to human resources to recommend the location and situation be reviewed by management for any further action. No pre-approved messaging in scenario 2. The best response to a negative review is one that is personalized to the experience.
  19. 19. MEASUREMENT & REPORTING SOCIAL NETWORK URL FOLLOWER COUNT AVERAGE WEEKLY ACTIVITY AVERAGE ENGAGEMENT RATE #interactions/ reach Twitter https://twitter.com/Starbucks 11.7M +10% growth 12 posts per week +75% increase 4% Facebook https://www.facebook.com/Starbucks/ 36.4M +10% growth 5 posts per week +50% increase 3.7% Instagram https://www.instagram.com/starbucks/ 11.4M +12% growth 7 posts per week +50% increase Average interactions per post = 500 LinkedIn https://www.linkedin.com/company- beta/2271?pathWildcard=2271 722,832 +5% growth 4 posts per week + 20% increase 5.0% Data as of October 2016 QUANTITATIVE KPIs Social Network Data • We have already reached and continue to exceed our objective of increasing our Tweets by 40% in 6 month with a 75% increase in 3. • #ageless hashtag performance is showing a marked increase in engagement in our targeted demographics.
  20. 20. MEASUREMENT & REPORTING SOURCE VOLUME % OF OVERALL TRAFFIC CONVERSION RATE Twitter 10000 unique visits + 12% growth 13% 2.0% Facebook 17000 unique visits + 8% growth 29% 1.50% Instagram NO DATA NO DATA NO DATA LinkedIn 15000 unique visits + 8% growth 18% 2% November 2015 - January 2016Website Traffic Sources Assessment • #ageless hashtag performance in both Facebook and Twitter is the key change in our growth increase of unique visits. QUANTITATIVE KPIs
  21. 21. MEASUREMENT & REPORTING QUALITATIVE KPIs Sentiment Analysis Sentiment Analysis reflects interactions on 500 Facebook posts, 500 Tweets and 200 Instagram posts. • Customer interactions are showing a marked increase in positive engagements in reference to the #ageless hashtag. • Most negative sentiment is responded to by other customers with their positive endorsements.
  22. 22. MEASUREMENT & REPORTING Proposed Action Items • Propose to increase number of #ageless promoted Facebook posts and pinned Tweets. • Increase number of community partner videos using the #ageless branding and use when increasing further paid content boosts.

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