Starbucks aims to increase engagement and build its online community through social media in 2016. Key objectives include driving more traffic to the website and increasing positive brand mentions. Starbucks will use a friendly tone on social media and encourage user-generated content. It has a responsive critical response plan and measures engagement through quantitative and qualitative KPIs.

1. STARBUCKS
February 21, 2016
Taylor Tringali

2. Table of Contents
1. Cover page
2. Table of Contents
3. Executive Summary
4. Social Media Objectives
5. Online Brand Persona and Voice
6. Strategies and Tools
7. Timing and Key Dates
8. Social Media Roles and Responsibilities
9. Social Media Policy
10. Critical Response Plan
11. Measurement and Reporting Results

3. Executive Summary
Starbucks is the king of the coffee scene. It is a global business that
dominates the world of coffee. It takes initiatives to keep happy employers
such as offering benefits, and it also shows that it is a socially responsible
business by using recyclable gift cards and implementing campaigns such as
the “one tree for every bag” campaign. The main social media goals for 2016
will be to increase engagement, thus building our online community.
Starbucks is also a huge social media presence with 11.6 million Twitter
followers and around 36 million likes on Facebook. Starbucks makes it a
priority to cultivate a relationship between a brand and the customer. By
taking the international business that is Starbucks, and individualizing it
down to each customer, Starbucks is able to make every customer feel
noticed and cared for. This type of hospitality is what makes Starbuck’s
social media approach so successful and refreshing. It shows that a company
is never to large to cater to its customer’s needs. Starbuck’s customers are
unique and loyal and this demographic is what this business caters to in its
social media efforts.

4. Social Media Objectives
 The main goal of the social media strategy will be to
maintain and increase revenue by driving traffic to our
website from our social media channels: Facebook, Twitter,
Instagram, etc.
 Increase engagement through more likes, shares, and
comments on social media channels.
 Develop and maintain loyal customers and brand
ambassadors.
 Increased brand awareness.

5. Social Media Objectives
 To meet these objectives, we will grow our online
community and continuously engage with the community to
build and maintain customer relationships.
 Specific social media objectives include:
 Increasing the percentage of website visitors to buyers by 15%
 Increase positive mentions and and brand awareness on Twitter.
 Increase Twitter followers by 20% in 6 months.
 Continue to post visual content on all social media channels.

6. Social Media Objectives
-Demographics

7. Social Media Objectives
-Demographics

8. Online Brand Persona &
Voice
The Starbucks voice is a friendly and warm business. It has a casual
relationship with its customers while maintaining its credibility and
professionalism to ensure that all customers are satisfied. Starbucks is
a young and fresh business that keeps up with the latest language,
trends and style. It speaks with a youthful style, while still
maintaining credibility. With this youthful style, there are puns and
witty language use in the posts and engagement with customers. The
language used is simple, concise, savvy, whimsical and not too
serious. This voice and persona is used to engage customers,
enlighten their day with posts while still selling the brand and product
at hand. Starbucks has an artistic vibe using graphic images with
pictures and text to display this style. Starbucks is also concerned
with ethics and social responsibility.

9. Online Brand Persona & Voice

10. Strategies and Tools
 Paid:
 Amplify the brand by purchasing Facebook Premium Ads and use them twice a month.
 Use 2 of Twitter’s ads: Promoted Tweets and Promoted Accounts once a week.
 Owned:
 Introduce a new hashtag #MyStarbucks to be used across all social media channels, e-
mail newsletters and printed material.
 Encourage customers in stores to use the hashtag with the photo of their purchase after
their visit.
 Earned:
 Monitor Twitter for keywords such as Starbucks, coffee, favorite, flavor and offer one
free tall coffee to a customer every month.
 Partner with an environmental cause: recycling. Create a video series raising awareness
of this issue and how Starbucks is working to change it in its own way.

11. Strategies and Tools
 Analyze which demographic would be best for specific social
media platforms.
 Develop a media calendar for all social media channels.
 Posts that show the personality, tone and voice of the brand
using similar language and high resolution image.

12. Strategies and Tools
 Nimble: a social relationship management tool to better engage with
customers
 Hootsuite
 Buffer
 Pingraphy: to schedule Pinterest pins
 SocialBro: to find the best times to schedule content
 Engag.io: to keep track of customers comments and responses

13. Timing and Key Dates
 International Coffee Day
 Valentine’s Day
 Fall- August, October, November (Pumpkin Spiced Latte)
 Holiday Season- November, December, January
 Earth Day (to encourage recycling and reducing waste)

14. Social Media Roles &
Responsibilities
 Social Media Manager
 Responsibilities: Set realistic social media goals, creates engagement strategies, promotion
strategies, measure weekly analytics.
 Social Media Coordinator
 Responsibilities: Works under social media manager, responsible for developing strategies to
increase fan base on social media sites, engages customers in conversations online,
collaborate with all teams to create relevant content.
 Supporting Social Media Teams
 Responsibilities: Works with Social Media Coordinator and Social Media Manager along with
other teams in the department to help with content, strategy, and customer service.
 Customer Support
 Responsibilities: Consulting with customers on social media channels, assisting customers
with troubleshooting questions, receive feedback from customers, appease unhappy
customers.

15. Social Media Policy
 Don’t infringe on anything that is copyright protected
 Don’t share future promotional activities, policies, or confidential information
 Don’t bully others
 Don’t create other social media accounts using the Starbucks brand to
communicate with customers
 Be honest and truthful
 Be respectful
 Don’t undermine competitors
 Be helpful to customers

16. Critical Response Plan
Scenario: Inappropriate Tweet
 Action Plan:
 Detect tweet
 Screenshot and then delete tweet
 Alert Social Media Manager
 Develop follow up tweet
 Marketing Director in charge of media contact after follow up
tweet
 Discipline the person responsible for tweet
 No pre-approved messaging

17. Critical Response Plan
Scenario: Unhappy customer tweeting about purchase
 Action Plan:
 Customer Support Team member in charge of addressing the
issue
 Have Marketing Director manage all contact if the tweet is
picked up by the media
 Have the Social Media Manager continue to monitor the
situation
 Pre-approved messaging: “We are so sorry to hear you were
unhappy with your purchase. DM us your information and
we’ll make it right.”

18. Measurement & Reporting
Results
 Quantitative KPIs
Social Network URL Follower
Count
Average Weekly
Activity
Twitter Twitter.com/starbuc
ks
11.6 million 8 posts
Facebook Facebook.com/Star
bucks
36,132,090 2 posts
Instagram Instagram.com/star
bucks
7.8 million 5 posts
LinkedIn Linkedin.com/starb
ucks
661,862 0 posts

19. Measurement & Reporting
Results
 Quantitative Reporting:
 Report weekly follower count growth
 Report increase in amount of content created on different social
media channels
 Report engagement rate in posts
 Qualitative Reporting:
 Analyze posts on all social media channels for sentiment
analysis
 See what drives the most negative comments about the brand
 Analyze hashtag and campaign performance (through
mentions)