This is a social media strategy presentation for Starbucks Coffee for PUR3622.

1. STARBUCKS
COFFEE
Carolyn Lee
9/27/16
PUR3622
Project 1: Social Media Strategy

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

3. Executive Summary
Our major goal for 2016 is to generate traffic among millennials
through the use of social media.
The focus is to create and grow relationships with millennials
followers by sharing engaging content.
Strategies:
■ Post engaging and relevant content that appeals to target
demographic.
■ Build relationship with customer by offering customer service
and updates.

4. Audit: Social Media Assessment
Data as of June 1, 2016
The highest number of interactions per post occurs on Instagram while having the least
amount of followers. Facebook also has a high interaction rating.
Social
Network
URL Follower Count Avg. Weekly Activity
Avg. Engagement
Rate
(interaction/reach)
Facebook https://www.facebook.com/St
arbucks/
36, 450, 454 7 posts per week 5.5%
Twitter https://twitter.com/Starbucks 11.8 million 5 posts per week 3.5%
Instagram https://www.instagram.com/s
tarbucks/
11.5 million 8 posts per week 7%

5. Audit: Website Traffic Assessment
Timeframe: Monthly average, January 2016 to June 2016
Instagram drives the most traffic out of the three social networks. Facebook has the
highest conversion rate, with Twitter slightly behind.
Source Volume Percentage of Overall Traffic Conversion Rate
Facebook 35,000 unique visits 18% 10%
Twitter 32,000 unique visits 12% 8%
Instagram 43,000 unique visits 25% 2.5%

6. Audit: Audience Demographics Assessment
Timeframe: Monthly average, January 2016 to June 2016
A majority of Starbucks audience are females and in the 18-30 age group. Instagram and
Facebook are their core social networks.
Age Distribution
Gender
Distribution
Primary Social
Network
Secondary Social
Network
Primary Need Secondary Need
65% 18-30 80% Female
20% male
Instagram Twitter Coffee before
school/work
Coffee for social
media picture
15% 31-40 70% Female
30% Male
Facebook Twitter Coffee before
work
10% 41-55 95% Female
5% Male
Twitter Facebook Coffee before
work
10% 56-80 100% Female Facebook Instagram Daily habit

7. Audit: Competitor Assessment
Dunkin Donuts is the biggest threat. Starbucks should post more video content.
Competitor
Name
Social Media Profile Strengths Weaknesses
Dunkin Donuts Instagram: Dunkin Donuts More video posts, varied posts,
and posts with brand logo
Posts less often
Caribou Coffee Facebook: Caribou Coffee More posts Most picture posts do not
have brand logo
McDonald’s McCafe Twitter: McCafe Branded #McCafe Less Tweets, followers, and
likes

8. Social Media Objectives
The social media strategy for 2016 is to create and grow relationships with millennials
followers by sharing engaging content.
Some specific objectives include:
1. Increase followers on social media channels (Facebook, Twitter, Instagram) by 15% by
January 2017.
a. Increase use of brand hashtags across all social media networks
2. Increase video/visual content on all social media channels by 35% by January 2017.
3. Increase the number of comments/likes/shares on posts by 10% by January 2017.
a. Reply to comments quicker, listen and engage with users

9. Social Media Objectives

10. Online Brand Persona and Voice
Adjectives that describe our brand:
■ Green
■ Festive
■ Artsy
When interacting with customers we are:
■ Friendly
■ Helpful
■ Timely

11. Strategies and Tools
Paid: Every Tuesday and Friday boost popular organic Facebook and Twitter posts. The
post must have a minimum organic reach of 2,000, as well as a minimum of 500 likes
or 50 comments.
Owned: Launch the reuse of #RedCupArt to get customers to create their own design on
their Starbucks cups. Encourage customers to share on social media networks.
Minimum of 5 shout outs to follower content. Promote hashtag across all social
networks and in stores.
Earned: Partner up with local artists to come up with new designs for online posts and
products.
Tools:
■ Approved Tools: Hootsuite, Buffer
■ Rejected Tools: N/A
■ Existing Subscriptions/Licenses: Photoshop, Vimeo

12. Timing and Key Dates
Holiday Dates:
■ New Year’s
■ Valentine’s Day
■ St. Patrick’s Day
■ Mother’s Day
■ Father’s Day
■ Independence Day
■ Halloween
■ Christmas
Internal Events:
■ Weekend Concerts featuring local
artists/bands Events
■ Happy Hour Weekend Events
Reporting Dates:
■ Reporting will occur once quarterly in
February, May, August and November.

13. Social Media Roles and Responsibilities
Director of Global Social Media – Stephanie Marx
Director of Global Digital Marketing – Alexandra Wheeler
VP of Global Digital Engagement – Ryan Turner
Supporting Social Media Team Members
Kelly Broili (Social Media Group Manager)
Bradford Barker (Brand Manager, Digital & Loyalty)

14. Social Media Policy
Social media plays an essential and daily role in Starbucks Coffee. We use it to interact
and build relationships with customers and partners. Our guidelines regarding
respect and courtesy are the same online as in stores.
Here are several guidelines:
■ Be respectful and polite.
■ Share timely information.
■ Respond to comments and posts in a positive manner.
■ Don’t talk about competitors.
It is extremely important for us as a company that employees use social media
appropriately. Violating any guidelines may result in corrective action or termination.
Please contact your supervisor or HR team members regarding any questions or
concerns.

15. Critical Response Plan
Scenario 1 – Inappropriate Post on any social media networks (Twitter, Instagram,
Facebook)
Action Plan
1. When post is detected: Take a screenshot, Delete post, and Inform director or supervisor.
2. Meeting among managers to analyze situation and evaluate best course of action.
3. Any follow up contact, media or public, will be dealt with by managers.
4. Managers will sit down with the employee responsible to assess and develop disciplinary action if
required.
No pre-approved messaging in this scenario.
Scenario 2 – Inaccurate Information on Content Post
Action Plan
1. When inaccurate information is detected: Take a screenshot, Delete post, and Inform director or
supervisor.
2. Meeting among managers to analyze situation and evaluate best course of action.
3. Any follow up contact, media or public, will be dealt with by managers.
4. Only post content after receiving authorization from manager.
No pre-approved messaging in this scenario.

16. Measurement and Reporting Results:
Website Traffic
Quantitative KPIs
Reporting Period: 3 months
Data as of August 1, 2016
Website Traffic Sources Assessment
Timeframe: Monthly average, May 2016 to August 2016
Source Volume Percentage of Overall
Traffic
Conversion Rate
Facebook 37,450 unique visits
+ 7% growth
20% 10%
Twitter 35,200 unique visits
+ 10% growth
15% 8%
Instagram 49,020 unique visits
+ 14% growth
30% 2.5%

17. Measurement and Reporting Results:
Social Network
Source URL Follower Count Avg. Weekly Activity Avg. Engagement
Rate
Facebook https://www.faceboo
k.com/Starbucks/
39,366,490
+ 8% growth
11 posts per week
+ 150% increase
6%
Twitter https://twitter.com/St
arbucks
13.2 million
+ 12% growth
8 posts per week
+ 50% increase
4.5%
Instagram tps://www.instagram.
com/starbucks/
13.3 million
+ 16% growth
10 posts per week
+ 25% increase
7%

18. Measurement and Reporting:
Social Network Data (cont.)
■ Increased follower counts and content posts on all social media networks.
■ Both Facebook and Twitter following increased and are one track of 15% increase
(Facebook 8% growth/ Twitter 12% growth). Instagram following increased and met
objective of more than 15% (16% growth).
■ Facebook and Twitter channels increasing video/visual content by more than 35%
(Facebook 150% growth/ Twitter 50% growth). Instagram is on track with 25% growth.
#RedCupArt Hashtag Performance:
■ Between June 1, 2016 and October 1, 2016 the hashtag was mentioned 4,000 times
on Twitter, 4,500 times on Instagram, and 3,750 times on Facebook.
■ 50 Instagram posts published with #RedCupArt produced higher more comment
interactions, generally involving users tagging their friends in comments.

19. Measurement and Reporting:
Social Network Data (cont.)
Qualitative KPIs (Sentiment Analysis using interactions on 100 Facebook posts, 100
Instagram posts and 100 Tweets):
■ Great amount of positive sentiment from customers involving photo posts showing
their creativity and comments complimenting in-store service.
■ Negative comments come from complaints on the lack of new products or the pricing
of products.
Proposed Action Items:
■ Continue #RedCupArt Event
■ Consider a campaign to gift 25 gift cards to social media followers/winners to events