Social Media Strategy

1. Social Media Strategy | Teresa Muniz | October 2, 2016
Starbucks

2. Executive Summary 3
Social Media Audit:
Social Media Assessment 4-5
Website Traffic 6-7
Audience Demographic 8-9
Competitor Assessment 10
Social Media Objectives 11
Online Brand Persona and Voice 12-13
Strategies 14
Timing and Key Dates 15
Social Media Roles and Responsibilities 16
Social Media Policy 17
Critical Response Plan 18-19
Measurement and Reporting Results 20
Table of Contents

3.  The primary goal for the remaining months of 2016, is to increase engagement
with millennial aged followers by providing more interactive and “shareable”
content.
Two major social strategies that will support this objective include:
1. A plan to increase engagement on YouTube and Facebook.
2. Tailoring messages to the interest of Millennials.
Executive Summary

4. Social Media Audit: Social Media Assessment
The following audit is a Social Media Assessment of Starbuck’s social media traffic as of October
2, 2016

5. Summary
The highest amount of engagement occurring on Starbuck’s social
media occurs on Twitter where users tag and respond to engaging
tweets, meanwhile the lowest amount of followers and engagers
occurs on YouTube.
Social Media Audit: Social Media Assessment

6. Time frame: September 2015- September 2016
Website Traffic
Source
5%
Volume Percentage of
Overall Traffic
Conversion Rate
Twitter 55,000 unique
visits
35% 49%
Facebook 50,000 unique
visits
33% 46%
Instagram 20,000 unique
visits
19% 35%

7. Summary
Most Website Traffic comes from more interactive social media sites like Facebook and
Twitter. However, with a large usage of Instagram among millennials, there is chance for
improvement.
Social Media Audit: Website Traffic Sources Assessment

8. Survey via email in April 2016, total responses 1,800.
Audience Demographic
Age Distribution Gender
Distribution
Primary and
Secondary Social
Network
Primary Need
13-17 77% Female
23% Male
Instagram
Twitter
Social outing
18-30 51% Female
49% male
Instagram
Facebook
Caffeine, social
30-45 49% Female
51%Male
Facebook
Twitter
caffeine
46-65 60% Female
40% Male
Facebook
Instagram
Enjoyment, social

9. Summary
The main need among consumers is caffeine and social reasons.
Among younger and older users, Females are more prominent.
Facebook is most important for demographic aged 30-45.
Audience Demographic

10.  Dunkin Donuts:
– Social Media Profile:
@DunkinDonuts
– Strengths:
 Established brand with loyal
customers
 Large social media presence
 Use of photos and video with
vibrant colors
– Weaknesses
 Social Media focus not always on
coffee
 Not known for its coffee
 McDonalds:
– Social Media Profile:
@McDonalds
– Strengths:
 Loyal customers
 #Alldaybreakfast means higher
focus on coffee
– Weaknesses:
 Very little focused on coffee
 Many other focuses on their
social media
Competitor Assessment
Assessment:
Starbucks has the
upper hand when
focusing on coffee
because it is the
only brand who’s
initial product was
coffee.

11.  Our major objective is to increase involvement of followers and likers on social media
platforms to build brand loyalty and create a Starbucks lifestyle.
– Some Specific Goals include:
 Increasing followers on Social Media monthly by no less than 2% for Facebook, Instagram and Twitter and by
no less than 50% on YouTube.
 Increased visual content and relatable posts through hashtags and reposts
 Increased interlinking between social media sites.
Social Media Objectives

12. Adjectives that describe our brand:
 Innovative
 Friendly
 Fun
 Excellent
When interacting with customers we are:
 Interesting
 Helpful
 Kind
 Dedicated
 Positive
Online Brand Persona and Voice

13. Online Brand Persona and Voice

14.  Paid: At prime posting times on Weekends, “boost” the weeks most popular video post
on Facebook, and sponsor Twitter posts that link the YouTube channel.
 Owned: Introduce #JustStarbucksThings on Instagram and Twitter where users share
video or photo stories about funny or sweet Starbucks moments. Retweet and re-gram
user content five times a week on Twitter and once a week on Instagram. Send tweets
reminding customers of this feature and include it in email newsletters.
 Earned: Monitor Twitter, Instagram, Facebook and YouTube for user content including
the words, Starbucks, Pumpkin-Spice, brew, and coffee and repost, share or respond to
the content.
Strategies

15.  Holiday Dates:
– Columbus Day
– Halloween
– Election Day
– Veteran’s Day
– Thanksgiving
– Black Friday
– Cyber Monday
– President’s Day
– Christmas Eve
– Christmas Day
– Hanukkah
– Kwanzaa
Internal Events:
– November 20th- Food donation drive,
community outreach
– December 20th – Food and Toys drive
Reporting Dates
– Reporting will occur 3 times for this specific
campaign, one each month for the remainder of
the year.
Timing and Key Dates

16. Social Media Roles and Responsibilities
Marketing Director:
Elizabeth Meyer
Social Media
Manager:
Teresa Muniz
Social Media
Coordinator:
Sean Mansfield
Supporting Social Media Team
Members:
Hannah Valdez, Nicholas Fidelman,
Jonah Rothstein

17. Do’s:
 Be respectful
 Use proper grammar
 Be helpful
 Be polite
 If you feel passionate about our message, feel free to
retweet and share our posts.
 If you include our brand in your bio, please act
professionally
Do not’s:
 Start a fight
 Curse
 Talk badly about competition
 Send out posts that are unplanned content
Social Media Policy

18. Scenario 1: Inappropriate post sent from Starbucks account
Action:
– After taking a screenshot of the post, delete it.
– Send photo to Teresa Muniz, Social Media Manager, if not send it to Sean Mansfield, Social Media
Coordinator.
– After getting the message approved, publicly apologize directly to person affected as well as to everyone in
general in two separate posts.
– If a person has been offended directly, offer them a $20 Starbucks gift card.
Critical Response Plan

19. Scenario 2: Starbuck’s social media page gets severely hacked.
Action:
– Immediately notify, Teresa Muniz, Social Media Manager. If not available, notify Sean Mansfield,
Social Media Coordinator.
– Change account password.
– Delete hacked posts
– Submit a public statement stating hacked state.
Critical Response Plan

20. Quantitative KPI’s – reporting period: 1 month, date as of November 2, 2016
Measurement and Reporting Results
Social Network URL Follower/Like
Count
Average Weekly
Activity
Avg. Engagement Rate
Twitter https://twitter.com
/Starbucks
12.36 million
2% increase
15 posts per week
+3
9%
YouTube https://www.youtu
be.com/user/Starb
ucks/
222,500subscriber
s
100% increase
5 posts per week
+1
7.5%
Facebook https://www.faceb
ook.com/Starbucks
/?fref=ts
37,548,305 likes
3% increase
9 posts per week
+2
5%
Instagram https://www.insta
gram.com/starbuc
ks/
12.18 million
5% increase
7 posts per week
+-0
8.1%