This document outlines Starbucks' 2016 social media strategy and objectives. The strategy focuses on increasing engagement and driving more traffic to the website. Key objectives include increasing Instagram followers by 12 million and unique website visitors from social platforms by 40% within 6 months. The strategy identifies Facebook, Twitter, and Instagram as the most important social networks and establishes goals for increasing content creation and engagement across platforms. It also includes competitive analysis, roles and responsibilities, and a plan to measure and report on results.

2. TABLE OF CONTENTS
1.Executive Summary
2.Social Media Audit
• Social Media Assessment
• Traffic Sources Assessment
• Customer Demographics Assessment
• 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

3. EXECUTIVE SUMMARY
Our major social media priorities for 2016 will be making our
audience more aware of our online community.
The primary focus will be to support revenue goals through using
social media platforms to drive customers to our website by
being engaging and sharing relevant content.
Two major social strategies will support this objective:
1. A plan to create content targeted to our audiences’ needs.
2. Create more engagement with customers to build
relationships.

4. SOCIAL MEDIA AUDIT
Social Media Assessment: Starbucks is most active on Facebook and
Instagram. Facebook and LinkedIn get the least amount of interaction and
tactics to increase interaction in those platforms should be considered.
SOCIAL NETWORK URL FOLLOWER COUNT
AVERAGE WEEKLY
ACTIVITY
AVERAGE WEEKLY
ENGAGEMENT
TWITTER https://twitter.com/Starbucks
11.8M 3 posts per day 6.2%
FACEBOOK https://www.facebook.com/Starbuck
s/?fref=ts 36,453,893 7 posts per week 5.5%
INSTAGRAM https://www.instagram.com/starbuc
ks/ 11.6M 7 posts per week 7.3%
LINKEDIN https://www.linkedin.com/company-
beta/2271?pathWildcard=2271 726,258 12 posts per month 4.2%

5. Website Traffic Sources Assessment: Facebook is the biggest driver of
traffic and has the highest conversion rate. Twitter falls closely behind in
both categories. There is no direct traffic data for Instagram; however,
there are social interactions within the platform.
SOURCE VOLUME
% OF OVERALL
TRAFFIC
CONVERSION RATE
TWITTER 20,000 30% 33.25%
FACEBOOK 30,000 50% 62%
INSTAGRAM NO DATA NO DATA NO DATA
LINKEDIN 2000 10% 13%

6. Audience Demographics Assessment: People between the ages of 18
and 30 make up for a majority of Starbucks’ consumers. Facebook and
Twitter are the main social platforms. Need for Starbucks is driven by the
quality of coffee and the atmosphere.
AGE
DISTRIBUTION
GENDER
DISTRIBUTION
PRIMARY
SOCIAL
NETWORK
SECONDARY
SOCIAL
NETWORK
PRIMARY NEED
SECONDARY
NEED
50% (18-30)
50%
Facebook
40% Twitter
Enjoy high-quality
coffee in a friendly
atmosphere
Connect with
friends over a
variety of coffee
flavors
30% (31-40) 65 % Female 20% Twitter
30%
Facebook
20% (41-55) 35% Male
15%
Instagram
20%
Instagram
5% (56-80)
12 posts per
month

7. Competitor Assessment: The brands below are some of the competitors
of Starbucks. Each brand caters to their specific audience, as does
Starbucks. Things that can be compared are frequency of posts and the
overall brand personality of each company. Consumers are not buying just
for the coffee anymore, but by what the company stands for as a whole.
COMPETITOR NAME SOCIAL MEDIA PROFILE STRENGTHS WEAKNESSES
The Coffee Bean
https://www.facebook.com/thecoffe
ebean/?fref=ts
The Coffee Bean has a similar
aesthetic to Starbucks. It’s layout
has that coffeeshop feel. Posts are
quite frequent.
The Coffee Bean is not as well
known. There are not as many
locations as Starbucks.
Engagement on Facebook is low.
Dunkin’ Donuts
https://www.facebook.com/DunkinD
onutsUS/?fref=ts
Constantly making posts and takes
advantage of holidays, such as
National Coffee Day
Unlike Starbucks, Dunkin’ Donuts
layouts are more of a get up and go
style. It is not a place one would
want to stay and hang out with
friends.
McDonald’s McCafe https://twitter.com/mccafe
McCafe coffee has a sweet taste
that many find appealing. It is also
much more affordable than other
coffee brands.
McDonald’s in general is known for
not being the healthiest.

8. SOCIAL MEDIA OBJECTIVES
In 2016, the primary focus of our social media strategy will be to support revenue
goals by driving more traffic to our website from our social platforms. To accomplish
this, our social media priorities include increasing online following and creating content
that is relevant and engaging.
Some specific objectives include:
1. Increase unique visitors from social properties to website by 40% in 6 months via:
• Increase brand awareness through Twitter mentions
• Increase use of hashtags on Instagram, Twitter and Facebook
2. Increase Instagram followers by 12M in 6 months.
3. Increase visual content published on all social platforms by 20% in 6 months.

9. KPIs
1. Number of unique visitors from Facebook, Twitter and LinkedIn
2. Number of Instagram followers
3. Engagement on photo and video posts on Facebook and Instagram
4. Sentiment Analysis
KEY MESSAGE
Not selling just coffee, but an experience.

10. ONLINE BRAND PERSONA &
VOICE
Adjectives that
describe our
brand:
• Fun
• Loyal
• Relaxing
• Inspiring
When interacting
with customers
we are:
• Helpful
• Friendly
• Encouraging

11. STRATEGIES &
TOOLS
Paid: Every Friday, boost most popular organic Facebook posts for the weekend. The post must
have a minimum organic reach of 50K, as well as a minimum of 20K likes and 1K comments.
Owned: Promote the use of #Starbucks to company Instagram posts. Encourage conversation
with customers and get involved with collaborations.
Earned: Monitor Twitter for keywords and terms: coffee, Starbucks, Frappe, caffeine
Partner with social media influencers and build relationships. Collaborate in video series “It’s
more than just coffee, it’s an experience” that can be shared throughout different social
platforms.
Tools
Approved Tools
• Hootsuite
• Buffer
Rejected Tools
• N/A
Existing
subscriptions/licenses
• Photoshop
• YouTube

12. TIMING & KEY
DATES
Holiday Dates: Valentine’s Day, First day of Spring,
First day of Summer, Halloween, Christmas,
Thanksgiving
Internal Events: Pumpkin Spice Announcement
(Sept. 27), National Coffee Day(Sept. 29), White
Chocolate Mocha Announcement(Dec.1)
Reporting Dates: Reporting will occur once a quarter
February, April, October, November and December.
Precise dates TBA

13. SOCIAL MEDIA ROLES &
RESPONSIBILITIES
Marketing Director: Melanie Allen
Social Media Manager: Stephanie Marx
Social Media Coordinator: Stephanie Negrin
Supporting Social Media Team Members
• Kelli Broili (Customer Support - Social Media)
• Bridget Barrett (Social Ads Support)

14. SOCIAL MEDIA POLICY
Social media is a crucial part of today’s culture. We are able to efficiently connect with
our customers and spread company messages. As an employee of Starbucks you are
expected to demonstrate the best practices and etiquette in your social by abiding by
these guidelines:
• Be respectful
• Use common sense
• Always be kind
• Do not instigate a fight
• Be helpful
• If you are excited about a company event or campaign, feel free to share it.
• If you have any questions about your social, ask someone.
Starbucks is serious about the appropriate use of social media by all employees. Any
violation of the Starbucks social policy may result in corrective action, probation, or
termination. Legal action may be necessary. If you have any doubts or questions, feel
free to contact a manager or someone on the HR team.

15. CRITICAL RESPONSE PLAN
Scenario 1 - Inappropriate Tweet Sent from
@Starbucks
Action Plan
1. When Tweet is detected:
Take screenshot of tweet
Delete Tweet
Alert Stephanie Marx (Social Media Manager). If
Stephanie is unavailable, alert Melanie Allen
(Marketing Director.)
2. Stephanie to sync with Melanie to discuss the
consequences, and evaluate further action.
3. Stephanie to develop appropriate follow up
Tweet, Melanie to approve.
4. If media has picked up the Tweet, Melanie to
manage all direct contact. If Melanie is unavailable,
Owner will manage all contact.
5. Melanie and Stephanie to sync with employee
responsible for publishing the Tweet to see if
disciplinary action is required.
Pre-approved messaging:
NO PRE-APPROVED MESSAGING IN THIS
SCENARIO
Messaging will be dependant on the nature of the
tweet - to be developed by Stephanie and Melanie.
Scenario 2 - Campaign Backfire
Action Plan
1. Notice there is lack of engagement with
campaign:
Alert Stephanie Marx (Social Media Manager). If
Stephanie is unavailable, alert Melanie Allen
(Marketing Director.)
2. Stephanie to sync with Melanie to discuss the
consequences, and evaluate further action.
3. Stephanie to develop appropriate follow up
posts, Melanie to approve.
4. If media has picked up the campaign, Melanie to
manage all direct contact. If Melanie is unavailable,
Owner will manage all contact.
5. Melanie and Stephanie to sync with employee
responsible for campaign to see if disciplinary
action is required.
Pre-approved messaging:
NO PRE-APPROVED MESSAGING IN THIS
SCENARIO
Messaging will be dependant on the nature of the
tweet - to be developed by Stephanie and Melanie.

16. MEASUREMENT &
REPORTING RESULTS
Quantitative KPIs
Reporting Period: 3 months Data as of April 1, 2016
Website Trace Sources Assessment
Timeframe: Monthly average, August 2016 to October 2016
SOURCE VOLUME
PERCENTAGE OF
OVERALL TRACE
CONVERSION RATE
Twitter
30,000 unique visits + 40%
growth
52% 22%
Facebook
40,000 unique visits + 35%
growth
57% 31%
Instagram
10,000 unique visits + 22%
growth
15% 5.2%

17. Our Instagram following has grown by 20,000 in 3 months, on track to hit the target of 12M followers
in a 6 month timeframe.
Out team has done a wonderful job of creating relevant content, that our engagement has increased
throughout all of our social platforms.
SOCIAL NETWORK URL FOLLOWER COUNT
AVERAGE WEEKLY
ACTIVITY
AVERAGE WEEKLY
ENGAGEMENT
TWITTER https://twitter.com/Starbucks
11.8M + 26%
growth
3 posts per day +
50% increase 10%
FACEBOOK https://www.facebook.com/Starbuck
s/?fref=ts
36,453,893 + 33%
growth
7 posts per week +
70% increase 8.2%
INSTAGRAM https://www.instagram.com/starbuc
ks/
11.6M + 20%
growth
7 posts per week +
15% increase 9.9%
LINKEDIN https://www.linkedin.com/company-
beta/2271?pathWildcard=2271
726,258 + 15%
growth
12 posts per month
+ 5% increase 4.5%Qualitative KPIs
Sentiment Analysis
An analysis of the interactions on 100 Facebook posts, 100 Instagram posts and 100 tweets revealed the following:
• Positive feedback from customers in the form of retweets, shared posts, and mentions.
• The biggest negative feedback is accurate and timely orders.
Proposed Action Items
• Consider a #TheStarbucksExperience Campaign
• Consider rewards for random mentions