This document outlines Starbucks' 2016 social media strategy to engage college-aged customers online. The objectives are to gain 30% more social media followers, increase Instagram followers by 30%, and increase visual content by 30% in 6 months. The strategy includes posting engaging content on platforms like Facebook, Instagram, and Twitter aligned with key dates and using hashtags like #LatteLove. Performance will be measured using quantitative metrics like follower counts and engagement rates.

1. StarbucksSocial Media Strategy
Corey Zimmerman 2/16/2016

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

3. Executive Summary
Our goal for 2016 will be to grow our brand online to reach more customers
that are college, grad and post graduate aged and to engage in
conversation.
The focus will be to support revenue goals through driving more traffic to
our website by sharing more engaging, relevant content and building
deeper relationships with our customers.
Two major social strategies will support this objective:
1. A plan to increase the volume of content we publish to our social profiles.
2. Encourage conversations and discoverability of content.

4. Social Media Audit
Social Media Assessment
Social Network Follower Count Average Weekly Activity Average Engagement Rate
Facebook 37,000,000 followers post every 2 days 60,000 plue likes, comments
and shares on average for
each posting
Instagram 7.7 million followers post every day 23,000 likes on average
Twitter 11.6 million
followers
post every day & engage
w/ customers
10 or less likes and retweets
Website Traffic Sources Assessment
Source Volume % of Overall Traffic
www.Starbucks.com 200,000
engagements a day
65%
Audience Demographics Assessment
Age Distribution Gender Distribution Primary Social Network Secondary Social Network Primary Need
HighSchool M&F Instagram Facebook A cool place to get coffee
that’s delicious and different
from the competition.
College & College
Grad
M&F Facebook Instagram & Twitter A quiet place to study, meet
with colleges and enjoy
coffee and food for the busy
student.
Competitor Assessment:
Competitor Name Social Media Profile Strengths Weaknesses
Dunkin Donuts 735K followers
Its colorful and catches
attention
More generalized, does’nt
target specific people, just
Americans in general.

5. Social Media Objectives
In 2016, the focus will be to support revenue
goals through driving more traffic to the
website by sharing more engaging, relevant
content and building deeper relationships with
our customers.
The target audience are customers that are
college, grad & post graduate aged, both male
and females.
Specific Objectives:
1. Gain 30% more followers in 6 months and
increase brans awareness on social
media platforms.
2. Increase Instagram followers by 30% in 6
months
3. Increase the visual content on Twitter,
Instagram and Facebook by 30% in 6
months.

6. Objectives Continued…
KPI’s
1. The number of visitors on Facebook and Twitter.
2. Number of Instagram followers
3. Number of weekly photo/video content posted to Facebook and Instagram
4. Analysis
Key Messages
1. The key place to go study
2. Home away from home
3. Find comfort and love

7. Online Brand Persona and Voice
Adjectives that describe our brand: When interacting with customers we
are:
Trendy Friendly
Friendly Professional
Relaxing Enthusiastic
Homey Encouraging
American Style Engaging
Excellence Personal
Exotic
Comforting
Scholarly

8. Strategies & Tools
Paid:
Every Saturday boost a popular organic Facebook post that has more than 5 likes and that
has shares and reaches 50 or more people.
Owned:
Use #LatteLove for Instagram posts. Encourage this hashtag and have customers come to
Starbucks and use it. Use the hashtag to promote all social platforms. This can include
emails, posts, flyers and brochures.
Earned:
Monitor social media platforms for keywords and terms: coffee, studying, coffee shop, café,
lattes, Starbucks. Give out discount codes to customers that are prospects over the course of
3 months as an unexpected little treat.

9. Timing & Key Dates
Key Dates:
- Finals Week
- Valentines Day
- Christmas
- Halloween
- Fourth of July
- Labor Day Weekend
Internal Events:
- Share with a friend ( Buy one get one half off)
- Happy hour

10. Social Media Roles & Responsibilities
There will be three people in-charge of social media:
Social Media Director
Social Media Manager
Social Media Coordinator

11. Social Media Policy
Social media is ingrained in our daily lives. We use it to spread company messages,
interact with customers and partners, and to share our personal activities, thoughts, ideas,
plans and more. As an employee and representative of Starbucks you are expected to
demonstrate best practices and a sense of etiquette in your use of social by following some
simple guidelines:
- Be respectful to all
- Use common sense
- Stay out of trouble (don’t start a fight or post something that’s illegal)
- Be polite, not rude or insensitive
- Be the solution, not the problem
- Be nice to strangers
- Be helpful to customers

12. Critical Response Plan
Ex. An inappropriate tweet was sent from a
Starbucks employee
Action Plan
When Tweet is detected:
- Take screenshot
- Delete Tweet
- Alert Social Media Manager or the Director
- Reaction is to develop an appropriate
follow up Tweet.
- SM Manger and Director will get with the
employee responsible for publishing the
Tweet to see if disciplinary action is
required.

13. Measurement & Reporting Results
Quantitative KPI’s
Reporting Period: 6 Months
Date as of: August 21, 2015
Social Network Data
Social Network Follower Count Average Weekly Activity Average Engagement Rate
Facebook 60,000,000 followers 600,000 likes and
comments on posts that’s
are posted every 2 days.
60,000 plus likes, comments
and shares on average for
each posting
Instagram 10.2 million followers Everyday post something
new
230,000 likes average
Twitter 12.7 million followers Post everyday and have
interactions with
customers and followers
<10 likes and retweets on
tweets
Results Assessment:
Qualitative KPIs Has improved by 30%