The document provides a social media strategy for Starbucks. The objectives are to increase follower counts and engagement on platforms like Twitter, Facebook, and Instagram. Key strategies include having more opportunities for customer engagement like Twitter chats and posting more relevant content. Metrics like website traffic, follower growth, and sentiment analysis will be used to measure performance. The roles and brand voice are defined, along with response plans for potential issues.

1. Starbucks
Project 1: Social Media Strategy
Mayra Yaji
October 1, 2016
RTV4930

2. Table of Contents
Executive Summary
Social Media Audit
Social Media Objectives
Online Branding Persona and Voice
Strategies and Tools
Timing and Key Dates
Social Media Roles and Responsibilities
Critical Response Plan
Measurement and Reporting Results

3. Executive Summary
• Our main social media priorities for 2016 and 2017 will be to increase our
follower count on multiple social media platforms.
• This goal will be achieved by increasing engagement with customers (better
communication), posting quality content and improving relationships with
followers.
Two major social strategies will support this objective:
1. Having more opportunities for customer engagement. (Example: Twitter Chats and Q & As.)
2. Post more relevant content more often.

4. Social Media Audit: Assessment
Social
Network
URL Follower
Count
Average Weekly
Activity
Average
Engagement Rate
Twitter www.twitter.com/starbucks 11.8 Million About 290 tweets 2000
Tweets/Replies
Facebook www.facebook.com/Starbucks 36 Million 7 posts 250,000 likes
Instagram www.instagram.com/starbucks
/
11.5 Million 9 posts 300,000 likes
LinkedIn www.linkedin.com/company-
beta/2271?pathWildcard=227
1
726,116 1 post 275 likes

5. Social Media Audit: Website
Source Volume Percentage of Overall
Traffic
Conversion Rate
Facebook 160,000 45.60% 15%
YouTube 59,350 16.58% 10%
Reddit 58,490 16.34% 9%
Twitter 41,235 11.52% 7%
LinkedIn 18,900 4.87% 4%
Note that only 1.23% of Starbucks’s traffic comes from social media. The above percentages reflect that
percentage. At present time, Facebook is the biggest traffic driver to our website out of all other social media
platforms. Conversion rates = purchases made after seeing content.

6. Social Media Audit: Audience
Age
Distribution
Gender
Distribution
Primary
Social
Network
Secondary
Social
Network
Primary Need Secondary
Need
49% ages 25 to
40
40% young
adults (ages 18
to 24)
2% kids and
teens (ages 13
to 17)
60% females
40% males
55% Facebook
25% Twitter
20% Instagram
40% Instagram
20% Facebook
15 %Twitter
Drinks that
supply the
caffeine needed
for the user. As
well as food
throughout the
day.
Great location
to meet up with
friends or
study.

7. Social Media Audit: Competitors
Competitor Name Social Media Profile Strengths Weaknesses
1. Dunkin Donuts www.twitter.com/dunki
ndonuts
Retweets lots of
customer images, good
amount of GIFs.
Not the highest quality
pictures, repetitive.
2. McDonald’s www.twitter.com/mcdo
nalds
Extremely active (posts
or replies every few
minutes), lots of videos.
Lacks visuals, repetitive
ad.

8. Social Media Objectives
• In the remaining 2016 and 2017, the primary focus of our social media
strategy will be to increase revenue by increasing our audience on social
media channels and website traffic. For this to occur, more relevant content
will be posted on all social media, engagement opportunities will increase
and listening to customers’ needs and concerns.
• Some specific objectives include:
• Increase Instagram follower s by 200,000 in 6 months
• Increase visuals on all social media channels by 35% in 6 months.

9. Social Media Objectives
KPIs
1. Quantity of unique visitors from
all social media channels
(Facebook, Twitter, Instagram,
LinkedIn)
2. Number of folowers on social
media platforms
3. Number of posts on Instagram
and Facebook
4. Sentiment analysis
Key Messages
1. Enjoy one cup at a time.
2. Providing your pick me up
since 1971.
3. Variety, quality, speed. For
everyone.

10. Online Brand
Persona and Voice
• Friendly
• Funny/joking
• Solution-
oriented
Adjectives that
describe our brand:
When
interacting with
our customers
we are:
• Caring
• Quirky
• Artsy
• Green

11. Strategies and Tools:
Strategies
• Paid: Every Monday boost the most popular Facebook post for the week. This will reach the tired Starbucks
customers starting their week on a positive note.
• Owned: Introduce #OneCupAtATime to company Tweets and Instagram posts. This hashtag stems from
Starbucks’s official mission statement since they do not have an official slogan. Shoutout a minimum of 25
pieces of user-generate content per week.
• Starbucks cups will incorporate the hashtag to encourage customers to use it when taking photos or tweeting about their visit.
• Earned:
• Monitor Twitter for keywords: coffee, morning, tired, brewing. Extend 100 discount codes to warm leads/prospects over the
course of 2 months = unexpected delight.
• Partner with 5 food bloggers and develop an influencer/advocate relationship. Co-develop a 6 piece video series “Starbucks
Stories”. Content will be shared on all social channels and partner sites.

12. Strategies and Tools:
Tools
Approved Tools:
• Hootsuite
• Buffer
Rejected Tools
• N/A
Existing Subscriptions:
• Photoshop
• Vimeo
• Canva

13. Timing and Key Dates
Holiday Dates:
• National Coffee
Day
• Valentine’s Day
• Christmas
• Thanksgiving
• Halloween
• Mother’s Day
• Father’s Day
• First Day of School
Internal Events:
• April 22 + 23 – Earth Day
Volunteering Event
• December 22 + 23 –
Community Food and Toy
Drive for the Holidays
Reporting Dates:
• Reporting will occur quarterly
in February, May, August, and
November. Precise dates TBA.

14. Social Media Roles and Responsibilities
• Director of Global Social Media: Stephanie Marx
• Vice President of Global Digital Engagement: Ryan Turner
• Global Digital Marketing: Alexandra Wheeler

15. Social Media Policy
With social media’s undeniable growth in the past 5 years, it has become an integral
key to the success of the company. We use it to form deeper relationships with
customers, share content, and actively listen on how to improve the company. As an
employee and representative of Starbucks you are expected to act with a sense of
etiquette in your social media channels by following some simple guidelines:
• Always be respectful
• Be kind and welcoming to strangers
• Never start fights
• Avoid controversialtopics
• Act helpful to customers
• Feel free to spread the word of the company if you choose to do so
• If you are not sure of the appropriateness of your social media content,ask us before
posting J

16. Social Media Policy
Starbucks takes violations of the social media policy very seriously.
If an employee chooses to participate in inappropriate behavior on
social media it may result in corrective action, up to and including
termination.
An offense may be subject to legal action, including criminal
prosecution.
The company reserves the right to take any further action if it
believes it is appropriate.
If you have any questions about this policy, please direct your
questions to your Manager or anyone on the HR team.

17. Critical Response Plan
Scenario 1- Inappropriate Tweet sent from @Starbucks
Action Plan
1. When Tweet is discovered:
1. Have documentation of tweet
2. Delete Tweet
3. Immediately alert Stephanie Marx (Director of Global Social Media). If Stephanie is unavailable alert
Ryan Turner.
2. Stephanie and Ryan will discuss the reach and impact of the Tweet. Further action will be evaluated.
3. Stephanie will create a follow up Tweet, which must be approved by Ryan.
4. If media has picked up the Tweet, Alexandra Wheeler must manage all direct contact. If Alexandra is
unavailable, Ryan Turner will manage all contact.
5. Stephanie and Ryan will determine and contact employee responsible for publishing Tweet. It will then be
determined if disciplinary action must be taken.

18. Critical Response Plan
Scenario 2: Spoiled ingredients used
1. Release a statement via social media alerting consumers
2. Explain what happened (transparency)
3. Create statement about what is being done to fix this issue
4. Talk to concerned customers to ease damage
5. Assess the situation
6. Evaluate if further action should be taken

19. Measurement and Reporting
Results
Quantitative KPIs
Reporting Period: 3 months
Source Volume Percentage of
Overall Traffic
Conversion Rate
Facebook 10000 unique visits
+15% growth
34% 2%
Twitter 6000 unique visits
+10% growth
27% 1.5%
LinkedIn 500 unique visits
+3% growth
8% .03%
Website
Traffic
Sources
Assessment

20. Measurement and Reporting
Social Network Data
Social Network URL Follower
Count
Average
Weekly Activity
Engagement
Rate
Twitter www.twitter.com/starbucks 500,000 +10%
growth
50 posts 15%
Facebook www.facebook.com/Starbucks 1,000,000
+15% growth
10 posts 20%
Instagram www.instagram.com/starbucks 300,000 +10%
growth
9 posts 10%
LinkedIn www.linkedin.com/company-
beta/2271?pathWildcard=2271
50,000 +5%
growth
1 post .02%

21. Measurement and Reporting
#OneCupAtATime Hashtag Performance
• Between September 2016 to December 2016, the hashtag was mentioned
200,000 times on Twitter and 150,000 times on Instagram
• 25,000 Instagram posts published with the hashtag resulted in higher than
average numbers of comments.
Qualitative KPIs
• Sentiment Analysis: An analysis of the interactions on 1000 Facebook Posts, 1000
Instagram posts and 1000 Tweets revealed the following:
• Customers were experiencing positive customer service and products met their expectations.
• Customers only displayed negative sentiment when discussing pricing. Although,Starbucks
is pricier than its competitors,customer loyalty was seen regardless of the price.

22. Measurement and Reporting
Proposed Action Items:
• Continue the #OneCupAtATime campaign.
• Consider releasing more discounts to loyal customers.
• Create another campaign for the upcoming season