This document outlines Starbucks' proposed social media strategy for 2016. The primary goals are to strengthen their online following and keep followers more engaged by posting more frequently across networks and creating unique content. Key aspects include analyzing current social media performance, setting objectives, defining their online brand persona, outlining strategies and tools, a critical response plan, and how results will be measured. Instagram is their best performing platform and competitions like #RedCupArt have been successful at growing engagement. The strategy proposes continuing promotions to further develop their social media presence.

1. Alison
Haselden
Feb. 21, 2016
STARBUCKS COFFEE
Social Media Strategy

2. ¡ Executive Summary
¡ Social Media Objectives
¡ 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
TABLE OF CONTENTS

3. ¡ The primary goal for 2016 is to strengthen our online
following and create new ways to keep followers engaged. By
adjusting the frequency and creative nature to posts we plan
to connect better and more consistently with customers.
¡ Two main focuses for achieving this goal are:
-Posting more frequently on networks less-often frequented by
our team currently.
-Creating more unique content and content series to use across
all platforms.
EXECUTIVE SUMMARY

4. Assessment: The highest number of interactions per posts occurs on
instagram. Facebook is also a highly interactive platform. LinkedIn’s posts
are less popular, but the platform still proves useful to the company.
SOCIAL MEDIA AUDIT (ASSESSMENT)
Social Network URL Follower Count Average
Weekly Activity
Average
Engagement
Rate
Twitter https://
twitter.com/
Starbucks
11.6 million
followers
9 posts per week 7 thousand
interactions per
post
Facebook https://
www.facebook.com
/Starbucks
36,132,067 likes 3 posts per week 210 thousand
interactions per
post
Instagram https://
www.instagram.co
m/starbucks/
7.7 million
followers
6 posts per week 220 thousand
interactions per
post
LinkedIn https://
www.linkedin.com/
company/starbucks
661,012 followers 3 posts per week 550 interactions
per post

5. Traffic Summary: Currently, Facebook is the biggest driver of traffic to our
website, with Twitter following closely behind. Twitter proves to have the
highest conversion rate. Instagram is our best overall performing platform
but cannot be directly tracked to the website.
SOCIAL MEDIA AUDIT (WEBSITE)
Source Volume Percentage
of Overall
Traffic
Conversion
Rate
Twitter 375,000
unique visits +
12% growth
17% 5%
Facebook 530,000
unique visits +
12% growth
35% 2.5%
LinkedIn 64,000 unique
visits + 4%
growth
4% .04%

6. Competitor Name Social Media
Profilie
Strengths Weaknesses
Dunkin Donuts https://twitter.com/
DunkinDonuts
Strong interactions
with followers,
retweets, comments
and likes are very
high in number,
Professional and
artistic photos.
It’s clear that Dunkin
is attempting to come
across as more
sophisticated, with
mediocre results.
Costa Coffee https://twitter.com/
CostaCoffee
Very relatable, feels
like a neighborhood
shop even though it’s
a national brand.
Image quality is
relatively poor/
average, has minimal
interaction with
followers.
Gloria Jean’s Coffee https://
www.facebook.com/
GloriaJeansUSA
Host many
competitions and
promotions to get
followers involved.
Low level of
interactions between
followers and brand.
SOCIAL MEDIA AUDIT (COMPETITORS)

7. ¡ Push the boundaries of posts on Facebook, Instagram and
Twitter by partnering with customers and other professionals
to increase our following in relatively untapped markets.
-Develop competitions and challenges with incentives to
encourage spreading the brand name.
-Increase Instagram followers by 1 million within 6
months.
SOCIAL MEDIA OBJECTIVES

8. ¡ Create a deeper bond with followers regarding cultural,
artistic and educational aspects of our brand.
-Increase the number of relevant blog posts promoted on
social media by 30%.
-Increase dialogue and mentions with customers.
SOCIAL MEDIA OBJECTIVES
PART 2

9. Adjectives that describe our brand:
-Modern
-Artsy
-Warm/Inclusive
-Cultural
-Adventurous
-Inspiring
Interactions with customers are:
-Friendly
-Courteous
-Relatable
-Timely
ONLINE BRAND PERSONA AND VOICE

10. ¡ Paid:
Every Monday and Friday boost most popular Facebook and Twitter posts. The
post must have a minimum organic reach of 1,000, as well as a minimum of
100 likes or 30 comments.
¡ Owned:
Begin the use #RedCupArt to encourage customers to decorate their red
Starbucks cups and share on social media. Minimum of 3 reposts of follower
content to encourage participation. Promote hashtag in stores.
¡ Earned:
Work with local and professional artists to enhance the design of online
posts, Starbucks cups and other aesthetic items to bring in new market.
¡ Approved Tools: Hootsuite, Buffer
¡ Rejected Tools: N/A
¡ Existing Subscriptioins/Licenses: Vimeo, Photoshop
STRATEGIES AND TOOLS

11. Holidays:
-St. Patrick’s Day -Mother’s Day -Halloween
-Father’s Day -Independence Day -Christmas
-New Year’s
Internal Events
-”Happy Hour” Week-long Events
-Frappuccino Flav-Off Event/Competition
Reporting Dates:
-Reporting occurs once per quarter in February, May, August and
November.
TIMING AND KEY DATES

12. Director of Global Digital Marketing- Alexandra Wheeler
Director of Global Social Media- Stephanie Marx
Supporting Social Media Team Members-
Paige Dell’Armi
Michael Baker
Rachel Weiss
SOCIAL MEDIA ROLES AND
RESPONSIBILITIES

13. ¡ Social media is a vital and daily part of the Starbucks Coffee
company. The way we interact with customers online should follow
the same guidelines regarding respect and courtesy as we use in our
stores. Here are a few guidelines:
-Listen
-Be transparent and human
-Share timely information
-Offer personal attention
-Be humble
-Don’t preach
-Don’t talk about competitors
-Be respectful and appropriate
Using social media appropriately and according to Starbucks Coffee guidelines is extremely
important to our company. Failure to comply with these guidelines may result in corrective action
or termination. Contact your supervisor or member of the HR team with any questions or
concerns.
SOCIAL MEDIA POLICY

14. ¡ Scenario 1- Inappropriate Post on Instagram/Twitter/Facebook
Action Plan:
1. When post is detected: Take screenshot of post, Delete post, Alert your
supervisor or director.
2. Directors meet to analyze situation and best course of action.
3. Any media or public contact must go through directors.
4. Directors will discuss situation with employee responsible to gather
information and take next steps to reconcile.
There is no pre-approved messages in this scenario.
¡ Scenario 2- Mistake with National Promotion or Competition
Action Plan:
1. When mistake is detected: Take screenshot of post, Delete post(if applicable),
Immediately alert your supervisor or director.
2. Directors from all major departments meet to analyze and situation and best
course of action.
3. Any media or public contact must go through directors
4. Do not post anything at this point without explicit permission from directors.
There is no pre-approved messages in this scenario.
CRITICAL RESPONSE PLAN

15. Source Volume Percentage of
Overall Traffic
Conversion Rate
Twitter 375,000 unique
visits + 12% growth
17% 5%
Facebook 530,000 unique
visits + 12% growth
35% 2.5%
LinkedIn 64,000 unique
visits + 4% growth
4% .04%
MEASUREMENT AND REPORTING
RESULTS (WEBSITE TRAFFIC)
-Quantitative KPIs
Reporting Period: 3 months
Data as of February 1, 2016
-Website Traffic Sources Assessment
Timeframe: Monthly average, November 2015 to January 2016

16. Social Network URL Follower Count Average Weekly
Activity
Engagement
Rate
Instagram https://
www.instagram
.com/
starbucks/
7.7 million
followers
6 posts per
week
220 thousand
interactions per
post
Facebook https://
www.facebook.
com/Starbucks
36,132,067
likes
3 posts per
week
210 thousand
interactions per
post
Twitter https://
twitter.com/
Starbucks
11.6 million
followers
9 posts per
week
7 thousand
interactions per
post
LinkedIn https://
www.linkedin.c
om/company/
starbucks
661,012
followers
3 posts per
week
550
interactions per
post
MEASUREMENT AND REPORTING
RESULTS (SOCIAL MEDIA)

17. ¡ Our Instagram account continues to be the best performing social
media platform and growth in relatively untapped markets has
increased by 40% due to new tactics. We expect to remain on track
to increase followers by 1 million within the next 6 months.
¡ The curating and promoting of relevant blog content has proven
successful, as we’ve reached 20%. We hope to increase to the full
30% in the next 6 months to see desired results.
¡ LinkedIn followers increased by 100,000 but interactions are mostly
based in career-search, less in the post section.
-#RedCupArt
¡ The #RedCupArt competition proved successful by increasing our
followers interactions by 55% and bringing in a significant amount
of the 40% increase in followers on Instagram.
¡ #RedCupArt was tagged 1,912 times on Instagram and 1,150 times
on Twitter.
MEASUREMENT AND REPORTING
RESULTS (SOCIAL MEDIA)

18. ¡ Qualitative KPIs (Sentiment Analysis of interactions using 100
Facebook posts, 100 Instagram posts and 100 Tweets)
-High amounts of positive feedback involving sharing of artistic
skills or personal photography involving the brand as well as
comments and Retweets praising our customer service.
-Negative comments come from complaints from in-store service or
lack of availability on a specific product.
¡ Proposed Action Items
-Continue the #RedCupArt competition and update for each
season/holiday.
-Expand reach of blog posts for website/LinkedIn/Facebook.
-Create new follower-interactive promotion connecting social media
with physical store locations.
KPIS AND ACTION ITEMS