Presentation outlining a social media strategy I created for Starbucks

1. Starbucks
Social Media Strategy

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

3. Executive Summary
Since Starbucks already has a great social media presence, the main priority for 2016 will be to
continue to engage with the followers that Starbucks already has, and to create new ways to
engage and gain more supporters.
Our primary focus will be to put out content that our followers will share so that we will receive
more traffic and feedback on all social media accounts.
Strategies that support these objectives are:
1. Create content that allows for more follower engagement: Let our supporters know that
they have a voice.
2. Put out more content.
3. Recreate our content visually, so that it will draw more attention.

4. Social Media Audit
Social Network URL Follower Count Average Weekly
Activity
Average
Engagement
Rate
Facebook https://www.faceboo
k.com/Starbucks/?fre
f=ts
36.1 Million 3 posts per week 10%
Twitter https://twitter.com/S
tarbucks
11.6 Million 13 posts per week 6%
Instagram https://www.instagra
m.com/starbucks/
7.7 Million 12 posts per week 100 interactions
per post
Pinterest https://www.pinteres
t.com/starbucks/
236,384
At present time, the highest number of interactions per post occurs on Twitter although it does not
have the greatest following.

5. Social Media Audit
■ Website Traffic Sources assessment
Source Volume Percentage of Overall
Traffic
Conversion Rate
Twitter 1200 Unique Visits
+ 10% Growth
30% 1.5%
Facebook 2500 Unique Visits
+ 10% Growth
50% 2.8%
Instagram 430 Unique Visits
+ 5% Growth
20% .04%
At present time, Facebook is Starbucks biggest Social Media Account and has the most engagement.
Following behind closely to Facebook is Twitter.

6. Social Media Objectives
This upcoming year, the primary focus of our social media strategy will be to create new
content that is more engaging, then bringing in more traffic to all of Starbucks Social Media
Accounts and also to Starbucks main website. Starbucks already has a great presence on social
media, and we want to continue to grow and not stay complacent.
Specific Objectives:
1. Create more visual content
2. Put out content that allows our followers and supports to be more engaged in what
Starbucks is doing.
3. Increase visitors on our social media accounts by 15% in 2 months
a) Increase mentions and hashtags on twitter
b) Increase comments and likes on Facebook and Instagram
c) Increase amount of content “ Pinned” on Pinterest

7. Age
Distribution
Gender
Distribution
Primary
Social
Network
Primary
Need
Secondary
Need
2% 13-17 58% Female Twitter- 52.5 Mill. Getting coffee for
energy boost
Great place to
hang out with
40% 18-24 42% Male Facebook-36.1
Mill.
or because they
enjoy the flavor.
friends and
family.
49% 25-40 Instagram- 7.7
Mill.
9% 41-65 Pinterest- 236,384

8. Online Brand Persona and Voice
Friendly Fun
Engaging
Welcoming
Bold
Committed
Helpful
Dedicated

10. Strategies and Tools
■ Paid Every weekends Starbucks needs to boost posts on Facebook and pay to have their
tweets sponsored on Twitter. Starbucks already has a lot of engagement, but people typically
go out with their friends and co-workers on the weekends, so this will be a good opportunity
for advertising, and bringing in new traffic.
■ Owned Introduce #ShareSaturday to Starbucks Instagram page. What this will entail is
that every Saturday you can go to any Starbucks location and buy 1 drink and get another
for 50% off to share with a friend. Customers will then be invited to post a picture online
with the hashtag #ShareSaturday. Each Saturday Starbucks would then choose a photo with
the hashtag to post on their social media accounts and the customers will receive some sort
of promotion/reward.
■ Earned Monitor Twitter for keywords and terms: Starbucks, coffee, Starbucks rewards,
latte and retweet/reply to the people who use these terms
Tools
Approved Tools Rejected Tools Existing Subscriptions
Hootsuite N/A Photoshop
Buffer Vimeo
Tweetdeck

11. Timing and Key Dates
■ Holidays
 New Years Day
 Martin Luther King Jr. Day
 Memorial Day
 Independence Day
 Labor Day
 Thanksgiving
 Christmas
■ Reporting Dates
 Reporting Dates will occur once
every quarter. Precise Dates TBA

12. Social Media Roles and Responsibilities
■ Chief Marketing Officer- Sharon Rothstein
■ Social Media Manager-Kelly Broili
■ Vice president, Global Digital Engagement- RyanTurner
■ Director of Global Social Media- Stephanie Marx
■ Manager of Social Media Strategy- Ashlee Langholz
■ Community manager- Jeremy Bronson
■ Community Manager- Secilia Kirby

13. Social Media Policy
■ The pages, boards, conversations, hashtags and applications created or administered by Starbucks on
social media platforms (for example, Twitter, Instagram, Facebook, Pinterest, Tumblr, and Snapchat)
are for you to enjoy. We welcome your comments, pictures, videos and other content (“User
Content”) so long as your User Content complies with these Terms and Conditions and each
platform’s respective terms of use and privacy policy.
– You agree that:
– The information that is shared on pages, boards, and applications created or administered by
Starbucks may or may not be accurate, complete, reliable or up to date.
– You read all User Content at your own risk.
– Your User Content will be accurate, will not violate any applicable law, regulation or guideline,
will not violate any right of a third party including, without limitation, copyright, trademark,
privacy or publicity rights, and will not cause injury to any person or entity.
– Your User Content will not contain any obscene, profane or threatening language, and will not
contain software viruses, political campaigning, commercial solicitation, chain letters, mass
mailings or any form of “spam.”
– If you are employed or otherwise compensated by Starbucks, you must disclose your
relationship with Starbucks when promoting Starbucks products and services.
– We encourage you to engage in meaningful dialogue but ask when discussing or challenging each
other’s views or opinions that you do so respectfully.
– You are solely responsible for your User Content, and Starbucks assume
(http://www.starbucks.com/coffeehouse/social-media-terms-and-conditions )

14. Critical Response Plan
Scenario 1 Inappropriate Tweet sent from @Starbucks
Action Plan
1. When tweet is detected
– Take Screenshot of tweet
– Delete inappropriate tweet
– Alert Kelly Broili ( Social Media Manager). If Kelly is unavailable alert Sharon Rothstein
( Chief Marketing Officer)

15. Measurement and Reporting Results
■ Quantitative KPI’s
– Reporting Period : 1 Month
– Starting date: January 24th, 2016
Source Volume Percentage of Overall
Traffic
Conversion Rate
Twitter 1200 Unique Visits
+ 10% Growth
30% 1.5%
Facebook 2500 Unique Visits
+ 10% Growth
50% 2.8%
Instagram 430 Unique Visits
+ 5% Growth
20% .04%

16. Measuring and Reporting Continued
■ Social Media Data
Social Network URL Follower Count Average Weekly
Activity
Engagement Rate
Twitter https://twitter.com/
Starbucks
11.6 Million 13 Posts Per Week 6%
Facebook https://www.facebo
ok.com/Starbucks/?f
ref=ts
36.1 Million 3 Posts Per Week 10%
Instagram https://www.instagr
am.com/starbucks/
7.7 Million 12 Posts Per Week 100 Interactions Per
Post