PUR3622/RTV4930 Project 1: Social Media Strategy

1. STARBUCKS COFFEE
Social Media Strategy
Rachel Sharpe
2/21/16
“To inspire and nurture the
human spirit-one person,
one cup and one
neighborhood at a time.”

2. Table of Contents
• Executive Summary......................................................3
• Social Media Audit........................................................4
• Social Media Objectives...............................................6
• Online Brand Persona and Voice.................................8
• Strategies and Tools...................................................10
• Timing and Key Dates.................................................11
• Social Media Roles and Responsibilities....................12
• Social Media Policy.....................................................13
• Critical Response Plan...............................................14
• Measurement and Reporting Results.........................16

3. Executive Summary
• In 2016, our social media priority is to generate traffic, to
our primary social media profiles.
• Use social media channels to create unique and fresh
content that will drive traffic.
• Through our tactics, we hope to achieve the following:
• 1. Increase the amount likes and followers on our primary social
media accounts.
• 2. Engage with consumers on a deeper, more personal level.

4. Social Media Audit- Assessment
Social
Network
URL Number of
Followers
Avg. Weekly
Activity
Avg.
Engagement
Rate
Facebook https://
www.faceboo
k.com/
Starbucks
36 million 3 posts per
week
567
comments per
avg. post
Twitter https://
twitter.com/
Starbucks
11.6 million 8 posts per
week
4%
Instagram https://
www.instagra
m.com/
starbucks/
7.8 million 16 posts per
week
4.71%
The following is an audit of Starbucks’ current social media activity
as of January 1, 2015:

5. Audience and Competitors
• Audience
• Starbucks’ primary target market is men and women aged 25 to
40 (49% of total sales).
• Their secondary audience is young adults, aged 18 to 24 (40% of
total sales)
• Starbucks’ primary competitors are other companies that
serve coffee and similar products such as Dunkin’
Donuts and McDonalds.

6. Social Media Objectives
• Facebook-
• Share a mix of photos, links, engaging content and videos.
• Post at least one video on Facebook fan page per week.
• Increase Facebook likes by 2% in the next six months.
• Twitter-
• Respond to all customer’s tweets within 6 hours.
• Increase average engagement to 5% within a year.
• Instagram-
• Post pictures that showcase company culture.
• Increase amount of Instagram followers by .5 million in the next
year.

7. Demographics

8. Online Brand Persona and Voice
• Words that characterize our brand:
• Trendy
• International
• Cozy, relaxing, homy
• American Style
• Friendly, professional
• Flavors
Starbucks prides itself on being a friendly, social and welcoming
brand. Through their social media accounts, they truly capture the
personality of a beverage.

9. Photos taken from the
Starbucks Instagram accounts

10. Strategies and Tools
• Paid-
• “Boost” the most popular Facebook post from the Starbucks
company page each week.
• Each month, sponsor a story on the Starbucks “ad creation” tool
page. This could be a blog post or news article mentioning a new
Starbucks drink or promotion.
• Owned-
• Implement a hashtag for Twitter and Instagram centered around
Valentine’s Day, such as #GoodMorningBeautiful. The person who
makes the most creative tweet and/or post including the hashtag
will receive a supply of Starbucks coffee for themselves and their
loved one.
• Earned-
• Monitor Facebook, Instagram, Twitter and Pinterest for mentions of
Starbucks deals and promotions. Track buzz words and phrases.

11. Timing and Key Dates
• The following holidays will be important to us
because they emphasize what Starbucks is
all about: creating a culture of warmth and
belonging, where everyone is welcome.
• Christmas
• Valentine’s Day
• Thanksgiving
Moreover, these holidays are important
because of Starbucks’ themed holiday
drinks. For example, during Christmas time,
Starbucks brought out their Christmas drink
menu which included Eggnog Latte,
Gingerbread Latte, Peppermint Mocha and
Chesnut Praline Latte.
• During each of these holidays, we will
increase our activity on social media and
encourage interaction with social media
contests and giveaways.

12. Social Media Roles and Responsibilities
• Marketing manager- Brady Brewer
• Social media manager- Stephanie Marx
• Social media planner- Rebecca May
• Community manager- Secelia Kirby

13. Social Media Policy
Do’s Don’t’s
Share your passion: we’re called partners because
this isn’t just a job, it’s our passion. So go ahead and
share it!
Don’t use other people’s stuff- Just because
something is online doesn’t mean it’s okay to copy it.
Make it yours: Be open about the fact that you’re a
partner.
Don’t give out personal info about customers or
other partners.
Truth be told: Your voice can be powerful, so don’t
spread false information.
Don’t distribute or share future promotional
activities, trade secrets, internal reports policies,
or procedures.
The world is getting smaller: What you say can be
seen by customers and partners all over the world.
Don’t distribute financial information or give “tips”
to others so that they can buy or sell stock or
securities.
Take the high road: Show respect for others’
opinions, even when you might not agree.
Don’t bully others using malicious, obscene,
threatening or intimidating actions.
The Internet doesn’t have a “delete” key: Anything
you share on the Internet can be hard to be removed.
Don’t register a personal social media account
using a Starbucks-issued email address.
Be safe: Understand the privacy settings associated
with your social media accounts.
The following are the social media guidelines for Canada and U.S. partners:

14. Critical Response Plan
• Scenario 1- Tweet meant for personal account was
posted on Starbucks Twitter account.
• Action plan:
• Delete the tweet from the account immediately.
• Alert the appropriate people (social media manager- Stephanie Marx).
In the event that Stephanie is unavailable, marketing manager Brady
Brewer should be contacted.
• Post a sincere apology message from the Starbucks page.
• Repost the apology the following day.
• Personally respond to offended individuals. This should be done
publically, so that the public see’s we are taking the appropriate steps to
make the situation right.

15. Critical Response Plan Cont.
• Scenario 2- The Starbucks Facebook page is severely
hacked.
• Action plan:
• Send a message via Facebook informing customers about the issue and
describe the steps being taken to fix the issue.
• Apologize individually to customers who have voiced negative reactions
to the situation, because they may not see the public post and continue
to believe the company wasn’t hacked.

16. Measurement and Reporting
Social
Network
URL Follower
Count
Average
Weekly
Activity
Engagement
Rate
Facebook https://
www.faceboo
k.com/
Starbucks
38 million (9%
growth)
3 posts per
week- no
increase or
decrease
567
comments per
avg. post
Twitter https://
twitter.com/
Starbucks
13 million
(8.9% growth)
10 posts per
week- 80%
increase
4%
Instagram https://
www.instagra
m.com/
starbucks/
9 million
(8.6% growth)
12 posts per
week- 103%
decrease
4.71%
The following is an audit of Starbucks’ social media activity
as of January 1, 2016 (one year later):

17. Propose Action Items
• Continue to create new hashtags for upcoming holidays
and seasons
• Prepare a content strategy for Pinterest and Snapchat

18. Thank you!