This social media strategy document for Starbucks outlines their objectives, plans and policies for 2016-2017. The key points are: 1. The primary objectives are to grow their online community, drive more website traffic and support revenue goals. Strategies to achieve this include increasing daily posts and encouraging conversations across platforms. 2. A social media audit found most interactions on Facebook and least on LinkedIn. Facebook and Instagram drive the most website traffic. The target audience is mostly ages 25-40 who use Starbucks for a quick bite before work. 3. Strategies include boosting posts, introducing hashtag campaigns, monitoring for keywords and demonstrating Starbucks' global impact. Policies focus on positive, helpful interactions and representing the brand

1. JOHANA WIZNITZER
STARBUCKS
THIS PROJECT WAS
MAINLY FOCUSED ON
THE U.S.
September 27, 2015

2. Social Media Strategy
Table of Contents
1. Executive Summary , November 2016
2. Social Media Audit
a. Social Media Assessment , November 2016
b. Traffic Sources Assessment, May 2016 –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 2016 – January 2017

3. Executive Summary
Our major social media priorities for 2016 will be growing our online community and bringing more awareness to the organization.
The primary focus will be to support revenue goals to drive more traffic to our website. The website will have more relevant content and will
engage in deeper relationships with the clients
Two major strategies that will support our goals
1. A plan to increase the amount posts that are published daily
2. Encourage more conversations throughout all social media platforms
__________________________________________________________________________________________________________
Social Media Audit
The following is an examination of Starbucks social media presence to date. It includes an evaluation of all social networks ,web traffic,
competitors, and audience demographics.
Data as of day of September 27, 2016
Social
Network
URL Follower Count Average Weekly Activity Average Engagement Rate
# interaction / reach
Twitter https://twitter.com/Starbucks 11.7 M 11 Posts per week 2.3 %
Facebook https://www.facebook.com/Star
bucks/?fref=ts
36, 876,093 6 posts per week 15.4%
Instagram https://www.instagram.com/star
bucks/?hl=en
11.5 M 5 to 6 Posts per week Average interaction per post= 250,000
LinkedIn https://www.linkedin.com/comp
any-
beta/2271?pathWildcard=2271
724,830 2 per week Average indication per post 300
Social Media Assessment
At the present time, the most interactions occur on Facebook (however, precise calculations cannot be measured at this time). Yet the least interactions occur
on LinkedIn, more focus should be considered on this channel.

4. Website Traffic Source
Assessment
Source Volume Percentage of
Overall Traffic
Conversion Rate
Twitter 10,000 unique
visits
9% 4.33%
Facebook 18,000 unique
visits
20% 2.1%
Intstagram NO DATA NO DATA NO DATA
LinkedIn 300 unique visits 0.8% .07%
Traffic Summary
At present time, Facebook has the greatest traffic drive of out company. The
conversion rate falls behind Twitter at 2.1% to 4.33% . However, it is not to be
forgotten that Instagram is a big player in this field but there is no available
data for the website traffic source assessment.
Website Traffic Sources Assessment
Timeframe : monthly average June 2015 to November 2015

5. Audience Demographics
Assessment
Age
Distribution
Gender
Distributio
n
Primary
Social
Network
Secondary
Social
Network
Primary
Need
Secondary
Need
3 % 13 - 17
28 %18 - 24
39% 25 – 40
10 % 41 - 55
23 % 56 and up
35 % males
65% women
35% Male
65% Female
55%
Facebook
24%
Instagram
21 %Twitter
45% Instagram
38 % Twitter
20 %
Facebook
Customers go
for a quick bite
before work.
Customers for
leisurely activities
to relax and talk
with friends or
meet up with
other people.
Demographics Assessment
The survey was distributed in July/August on Facebook, Twitter and via
email upon registration Total applicant responses 3,000.
Audience Demographics summary
The majority of those who took the survey are in the 25 – 40 group. Both Facebook and Instagram
play a key role as social networks. Most people who come to Starbucks are people who go before
work to get a quick bite and good coffee. More time should be spent on engaging more people on
Twitter.

6. Demographics photo

8. Competitor Assessment
Competitor
Name
Social Media
Profile
Strengths Weaknesses
McDonalds’ Café (
McCafe)
FB : McDonalds The Facebook profile had a
lot of pictures and images.
It seems very interactive
and thought out.
McDonalds’ has a a
general page but does not
have a page or a section
specifically geared
Dunkin Donuts Facebook
DD
Dunkin Donuts
Dunkin Donuts Facebook
page is very visual. It has a
lot of options to interact
with its audience. They
also got Buzzfeed to do an
add for them
* Primary competitor
The posting does not seem
so frequent or constant.
Also, they seem a bit slow
in responding.
Competitor Assessment Summary
The analysis based above is the top two competitors of Starbucks. These companies have a strong
base on Facebook, Instagram and Twitter. These companies have personal hashtags along with a
strong fan base. These companies can improve in their customer interaction and how often they post.

9. Social Media Objectives
 In 2016, the primary focus for our media strategy will be to bring more revenue in
order to drive more traffic to our social media outlets. In order for this to be
accomplished, our social media priorities will increase its followers by posting more
frequently, engaging more with the audience and building a deeper connection with
out customers.
 Some Specifics of these include
1. Increase social media users by 40%
a. Increase the conversions that happen between the the customer and us
b. Increase the amount of hashtags that are used in all social media platform
2. Increase Instagram followers by 600 in 9 months
3. Increase the amount of visual continent on Facebook by 45% in 20 months
4. Increase the amount of customer contact and response rate by 30%
a. more efficient and faster
Key messages
• It’s Not Just Coffee, It’s Starbucks

10. Online Brand Persona and
Voice
 Adjectives that
describe our brand
 Delicious
 Customizable
 Efficient
 Clean
 Bold
 Fun
 Tasty
When interacting with out
customers we are
• Kind
• Patient
• Understanding
• Excited
• Fun
• HUMANS – we give more than a simple
hello

11. What do we represent ?

13. Strategies and tools
 Paid
 Every Wednesday and Friday, boost the company’s organic Facebook posts for
both the week and weekends. The posts must have a minum reach of at least
35,000 people.
 Owned
 Every Thursday introduce #ThankfulThursday on Instagram and Twitter. Here a
picture will be posted of either customers or employees and something they are
thankful for. It must have a picture of the person as well.
 We will also start using #Frapulicious and #StarbucksPls
 Earned
 Check constantly for key words and tags on Facebook, Instagram and Twitter.
Look for keywords such as coffee lover, Starbucks, special flavors of the months.
 Demonstrate how Starbucks is globalized and is helping countries around the
world.
Tools
Approved Tools Rejected Tools Existing Subscriptions/
Licenses
• Hootsuite
• Buffer
N/A • Adobe premiere
• Photo shop
• Apple pay
• Canva

14. Timing and Key Days
 Holidays
 Labor Day
 MLK
 Independence day
 Memorial day
 Veterans Day
 Thanksgiving
 Begging of fall
(pumpkin flavor)
 New Years
 Presidents Day
 Valentine's Day
 Halloween
Internal Events
• Starbucks Anniversary
• September 13
• Headquarter meetings
• February 18-21
• national coffee day
• September 29

15. Social Media Policy
 Social media is key to success. In order for any business to succeed now, there must
be a strong social media base. We must be able to interact with our customers and
humanize the internet for them. As Starbucks continues to expand and globalize, it
must that all employees remember these simple guidelines:
 Be kind, courteous and respectful. Sometimes customers can get nasty, but its
important to remember to stay cool and collected. If you don’t know how to
answer a comment, ask your supervisor.
 Never be afraid to ask, its better to double check than to say something wrongly
 Don’t bash other companies on your personal social media, your family, friends
and peers still associate you with Starbucks
 Be helpful to the customer, try to answer the customer as best as possible
 Stay positive and excited about things going on
 No foul or offensive language can be used at any point
 Use your own social media to promote things that you are excited about in
Starbucks
Violation of Starbucks use of social media rules may result in serious of penalties, including termination of job. The company
reserves all rights to pursue legal action if certain rules are not followed. The company reserves all rights to take actions that they
seem fit and appropriate. If you have any questions or concerns please speak to us about it.

16. Social Media Roles and
Responsibilities
 Marketing Director, Categrory and Brand Management
 Brady Brewer
 Executive vice president, global chief marketing officer
 Sharon Rothstien
 Senior vice president , Americas Category and Integrated Marketing
 Katie Seawell
 Marketing and Advertising ( Sr manager )
 Brad Nelson
 Vice President. Global Digital Engagement
 Social media manager
 Daniel Smith
 Ryan Turner
 Director of Social Media
 Stephanie Marx

17. Critical Response Plan
Scenerio1Inapropriate Facebook
@Starbucks
 Action Plan
1. first detect the picture( was it only posted on Facebook or other social media sites as
well)
a. Take a screenshot of it
b. Delete the picture
c. Alert Daniel Smith it ( Social Media Manager) If he is unavailable contact Brad Nelson(
Advertising and Sr Manager)
2. Daniel and Brad will discuss the impact and further action
3. Daniel will develop a further post, and Brad must approve/ review
4. If the media has seen the post, Brad will directly manage and contact the media.
5. Daniel and Brad will discuss what action should be taken with the employee due to the
severity of the impact of the photo.
Pre approved messaging
NO PRE APPROVED POSTS FOR THIS SCENARIO
Posts will be dependent on the content of the photograph.

18. Critical Response Plan
Scenerio2
 Recall of a product ( Let’s say Roasted Tomato & Mozzarella
Panini)
1 Contact all stores immediately to find out what happened and to
take the product out
2 Was anyone affected? Find out who and help them out.
1 If it was a medical issue, come out with a statement
3 Contact the media before they contact you
4 Find out who got affected by the sandwich
5 Come out with a statement saying that Starbucks is deeply
concerned about the health of our customers and we are striving
to improve
6 Check out the other sandwiches and see if any of them have
something as wellPre- approved messages
THESE ARE TEMPLATES, THE CONTENT MAY CHANGE DUE TO THE SCENARIO
• Twitter : We are recalling all Mozzarella sandwiches due to X reason. We are sorry for the
inconvenience
• Facebook : “We are recalling our “ Mozzarella sandwiches” in order to conduct a thorough
investigation. We always place our customers and their health above anything else. We will let you
know as things progress.”

19. Measurement and Reporting
 Quantitative KPIs
 Reporting Period 5 months
 Data as of January 1, 2015
 Website Traffic Sources Assessment
 Timeframe :monthly average
Source Volume Percentage of
Overall Traffic
Conversion
Rate
Twitter 1300 unique
visits
+15 %
18% 5.8%
Facebook 6700Unique
visits
+11%
32% 2.1%
LinkedIn 401 Unique
visits
17% .7%

20. Social Network Data
Social Network URL Follow Count Average Weekly
Activity
Engagement Rate
Twitter https://twitter.com/Starbu
cks
11.8 M
+13% growth
15 Posts per week
+10% increase
3%
Facebook https://www.facebook.co
m/Starbucks/?fref=ts
37, 876,093
+30% growth
15 posts per week
60% increase
9%
Instagram https://www.instagram.co
m/starbucks/?hl=en
12.5 M
+12% growth
9 Posts per week
40% increase
Average interactions per
post =253,000
LinkedIn https://www.linkedin.com/
company-
beta/2271?pathWildcard
=2271
723,830
16% growth
3 per week
No change
2.1%
Timeframe as of January 1,2016
• Our Facebook grew by 100,000 in 3 months, and hit the target followers. It is on track to hit the ideal followers in 6 months
timeframe . It’s important to note that the average interaction per post increased from 250,000 to 253,000
• The social content team has done an impeccable job of meeting the goals that were set. We have surpassed the goal of visual
content on Facebook and Instagram. However, there is still some work to be done on LinkedIn.
• We have decided to keep LinkedIn open to upcoming Spring/Summer for upcoming hiring season. More focus should be set on
culture centered content. There will be a greater focus on developing the channel. Some content that is posted on Instagram,
Facebook or Twitter may be resurfaced on LinkedIn.

21. #Frapulious #StarbucksPls Hashtag performance
 In the months December 1, 2016 to March 1, 2017 the hashtag was mentioned 15,000 times on
Twitter and 13,000 times on Instagram.
 On average there are 40 tweets that use this hashtag and yield a higher interaction rate. Also,
these two hashtags have the highest yield for friends to tag them in the comment section.
Qualitative KPIs
Sentiment Analysis
 An analysis was done to see the interactions that were done on 300
Facebook posts, 150 Instagram posts and 100 Tweets. The results are the
following
 There were a lot of shout outs , tweets and reposts. The things that
had the most attention was visual content such as pictures and videos.
 However, we also discovered that there were some negative
sentiments on size cut of the foods. Some have voiced that the pricing
on the food was too high for the portion of the meal.
Proposed Action Item
• Continue using the hashtags #Frapulious #StarbucksPls
• Prepare a mission statement and content strategies for LinkedIn when new positions
are available

22. It’s Not Just Coffee, It’s Starbucks

23. Bibliography
 Slide 6
 https://www.neustar.biz/base/img/neustar-starbucks-coffee-
infographic.jpg
 Slide11
 http://image.slidesharecdn.com/starbucksfinalppt-
130217235236-phpapp01/95/starbucks-its-bigger-than-coffee-11-
638.jpg?cb=1361145270
 Slide 12
 http://image.slidesharecdn.com/sbm-oneday-thailandkeller-
111022055221-phpapp01/95/21st-century-brand-management-
growth-profitability-45-728.jpg?cb=1319262806
 Slide 23
 http://sev.h-cdn.co/assets/16/18/980x386/1462544531-
1433772453-starbacks-frap-index.jpg