Presentation for Social Media Management - Ali Kassam (Project 1: Social Media Marketing Strategy)

1. Starbucks Social
Media Strategy
ALI KASSAM
2/22/16

2. Table of Content
 Executive Summary
 Social Media Audit
 Social Media Objectives
 Online Brand Persona and Voice
 Strategies and Tools
 Timing and Key Dates
 Social Media Roles and Responsobilies
 Social Media Policy
 Critical Response Plan
 Measurement and Reporting Results

3. Executive Summary
 For 2016, our goal within our social media outlets is to become more active
and engaging on our social media platforms
 The primary focus will be to support revenue goals through giving customers a
reason to follow us or share our posts, therefore driving traffic online and in-
store
 Building a deeper relationship with cusomters with more two-way
communication and replying to followers
 Two major social strategies will support this objective:
 1. A plan to increase the number of promotions and opportunities to share for
our current customers
 2. Increase every day posting of content

4. Social Media Audit
 Social Media Assessment: At present time, the highest number of interactions
per post occurs on Instagram. We have some Twitter engagement and
Facebook likes but hardly any traction on any other social media platforms
 Website Summary: At present time, Twitter is the biggest driver to our website,
followed closely by Facebook 1% behind. We are not able to track that info
from Instagram and other platforms.
 Audience Demographics Summary: Most of our survey respondents are in the
24-35 age range. Facebook is their core social network with some on Twitter
and some on Instagram (but less so). A certain level of cool is associated with
this range range
 Competitor Assessment Summary: The three major competitors (Dunkin
Donuts, Einstein Bros, and Bay Island) all have less social media engagement
but seem to benefit more off their social media posts

5. Social Media Objectives
 Some specific objectives include:
 Increase unique visitors from social properties to website by 20% in one year
months via more of an incentive for consumers to visit social media channels
 Increased use of mentions on Facebook and twitter
 Double followers on Instagram in one year
 Increase posting by 30% in one year on all Pinterest and Instagram channels

6. Online Brand Persona and Voice
 Adjectives that describe our brand:
 Luxurious
 Classy
 Nostalgic
 Hip
 When Interacting with Customers we are:
 Resourceful
 Knowledgeable
 Efficient

7. Strategies and Tools
 Paid: Boost posts more regularly on Facebook, sponsor ads on Twitter and
Instagram, and increase organic reach by 15% and likes by 25%
 Owned: Offer promotion every month in which if a consumer has shared a
post for 24 hours, they get a free Tall coffee. Using a particular hashtag
once a year will also get them this
 Earned: Make sure to promote environment friendliness to gain good PR
and keep a strong emphasis on the taste of “organic coffee”

8. Timing and Key Dates
 Dates/Seasons of Note:
 Holidays (Nov-Dec) – Red Cups
 Valentine’s Day (Feb 1-15)
 July 4th
 Halloween
 Internal Events:
 Holiday Service (December all across Starbucks)
 Summer Philanthropy (July all across Starbucks)
 Reporting Dates:
 Reporting will occur once a quarter in January, April, July, and October

9. Social Media Roles and Responsibilities
 Marketing Director – Ali Kassam
 Social Media Manger – Megan Grant
 Social Media Coordinator – Seth Fisher
 Supporting Social Team Members:
 Rebecca Shalloway (Ads)
 Chris Lynch (Customer Service)

10. Social Media Policy
 Our goal is for social media to be the strongest outlet for our Starbucks
message and values. With every post, we want to share how we think, what
we know, and why we’re in this for a better tomorrow around us. Our
social media platforms stand to the bigget advocate of these policies.
Overall, I would like us to instill:
 Acceptance
 Lovingness
 Hope
 Openness
 Humbleness
 Care

11. Measurement and Reporting Results
 Website Traffic Sources Assessment Timeframe: Monthly average, November 2014 to January 2014
 Source Volume Percentage of Overall Traffic Conversion Rate
 Twitter 703 unique visits + 10% growth 19% 1.3%
 Facebook 2300 unique visits +10% growths 17% 1.2%
 LinkedIn 110 unique visits +5% growth 3% .02
 Social Network URL Follower Count Average Weekly Activity Engagement Rate
 Twitter twitter.com/ Starbucks 5000 +10% growth 16 posts per week +10% increase 2%
 Facebook facebook.com/ Starucks 3200 +25% growth 6 posts per week +200% increase 6%
 Instagram instagram.com/ Starucks 3500 +10% growth 4 posts per week +100% increase
average interactions per post = 450
 LinkedIn linkedin.com/ Starbucks 180 +15% growth 2 post per month no change 2%

12. Measurement and Reporting Results
Continued
 Facebook, Instagram have grown by a large amount, Twitter has grown
slightly
 #MyCoffee Hashtag Performance
 Strong showing as within three months, hashtag was mentioned over 500,000
times
 300 Instagram posts with hashtag
 Proposed Action Items
 Continue #MyCoffee
 Continue to work on LinkedIn Strategy
 Create social media promotional strategy