SlideShare a Scribd company logo
SEPTEMBER 30TH, 2016
JAMESHA GILLIAM
TABLE OF CONTENTS
• Executive Summary, November
2014
• Social Media Audit
Social Media Assessment
Traffic Sources Assessment
Customer Demographics
Assessment
Competitor Assessment
• 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,
EXECUTIVE SUMMARY
• Our major social media priorities for 2016 will be to increase our customer
interaction on all social media.
• The primary focus will be to build connection with our consumers through
regular engagement and two-way conversation with our audience.
Two major social strategies will support this objective:
• Assigning specific roles for customer online engagement
• Creating an agenda for an effective way to respond to customers through
all social media networking.
SOCIAL MEDIA AUDIT –
SOCIAL MEDIA ASSESSMENT
Social Network URL Follower Count Average
Weekly Activity
Avg.
engegament
rate -
# of
interactions/
reach
Facebook https://www.faceboo
k.com/Starbucks/?h
c_ref=SEARCH&fre
f=nf
36,456,447 10 post per
week
10%
Twitter https://twitter.com/
Starbucks
11.7 million 65 per week 15%
Instagram https://www.instagr
am.com/starbucks/
11.6 million 9 posts per
week
2,236
LinkedIn https://www.linkedi
n.com/company-
beta/2271?pathWild
card=2271
726,361 24 post per
month
0%
SOCIAL MEDIA ASSESSMENT
• At present time, the highest number of
interactions per post occurs on Twitter
(engagement rate cannot be calculated at
present time.) Our follower base is very
successful.
SOCIAL MEDIA AUDIT –
WEBSITE TRAFFIC SOURCES ASSESSMENT
Source Volume % of overall traffic Conversion rate
Facebook 10,000 25% 2.9%
Twitter 20,000 22% 1.8%
Instagram 10,000 20% 1.6%
LinkedIn 5,000 10% 1%
• At present time, Facebook is the biggest driver
of traffic to our website.
SOCIAL MEDIA AUDIT –
AUDIENCE DEMOGRAPHICS ASSESSMENT
Age
Distribution
Gender
distribution
Primary
social
network
Secondary
social
network
Primary need Secondary
need
35% 18 - 30
45% 31 - 40
10% 41 - 55
10% 56 - 80
45% Female
55% Male
55% Female
45% Male
50% Twitter
30%
Facebook
15%
Instagram
40%
Instagram
20%
Facebook
20% Twitter
Getting
coffee before
work
Getting
coffee for
meeting and
with friends
SOCIAL MEDIA AUDIT –
AUDIENCE DEMOGRAPHICS ASSESSMENT
A majority of survey respondents are in the 41 - 50 age
group. Facebook and Twitter are their core social
networks. Coffee before work are primary reasons for
visiting. Energies should be dedicated to further
develop more engagement on all social networks.
SOCIAL MEDIA AUDIT –
COMPETITOR ASSESSMENT
Competitor name Social Media Profile Strengths Weaknesses
Dunkin Donuts Twitter:
@dunkindonuts
Lots of customer
engagement
Very little
promotional posts
• Overall, we should try to increase
customer engagement to surpass our
competitor.
SOCIAL MEDIA OBJECTIVES
• SOCIAL MEDIA OBJECTIVES
• In 2016, the primary focus of our social media strategy will be to increase
customer engagement on all social media profiles.. In order to do so, our social
media priorities will be growing our social media team and sharing more
engaging, relevant content and building deeper relationships with our customers.
Some specific objectives include:
• Increase customer interactions by 20% in 6 months via:
a. Increased social media tem members
b. Increased use of social media monitor tools for all social networks
available
SOCIAL MEDIA OBJECTIVES
KPI’s
• Number of interactions on all
social networks
• Number of weekly photo and video
posts to Facebook and Twitter
Key Messages
• Your Starbucks experience
• Starbucks and a friend
ONLINE BRAND PERSONA AND VOICE
Adjectives that describe our brand:
• Fun
• Personal
• Excited
When interacting with customers
we are:
• Friendly
• Helpful
• Apologetic
STRATEGIES AND TOOLS
Paid: Every Monday boost most popular organic Facebook AND Twitter posts
for the weekend.
Owned: Schedule posts explaining that customers can reach customer service
through social media profiles
Earned: Monitor all social media profiles individually to increase customer
interaction
Approved Tools:
• Hootsuite
• Buffer
TIMING AND KEY DATES
Important times:
• First days of school
• First day after winter break
• Daylight savings time
• Spring Forward
• Christmastime
Precise dates TBA.
Reporting dates:
• Reporting will occur once a
quarter in February, May, August
and November. Precise dates TBA.
SOCIAL MEDIA ROLES AND
RESPONSIBILITIES
• Marketing Director – Jamesha
Gilliam
• Social Media Manager – Haley
Lehmann
• Social Media Coordinator –
Lauren Gantt
Supporting Social Media Team
Members
• Nicole Franco (social ads support)
• Jillie Pank (customer support -
social media)
SOCIAL MEDIA POLICY
• SOCIAL MEDIA POLICY
• Social media is a deeply ingrained in our day to day 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 Coffee you
are expected to demonstrate best practices and a sense of etiquette in your use of social by
following some simple guidelines:
• Starbucks Coffee is serious about the appropriate use of social media by our employees.
Violation of the Starbucks Coffee social policy may result in corrective action, up to, and
including, termination. You may also be subject to legal action, including criminal prosecution.
The company also reserves the right to take any further action it believes is appropriate.
Should you have any questions or concerns please speak to your Manager or anyone on the
HR team.
CRITICAL RESPONSE EPLAN
• CRITICAL RESPONSE PLAN
• Scenario 1 - Inappropriate Tweet Sent from @starbuckscoffee
• Action Plan
• When Tweet is detected: Take screenshot
• Alert Social Media Manager, then marketing director
• Impact and reach to be discussed
• Follow up tweet dispersed
• If media has picked up the Tweet, social media team to manage all direct
contact
MEASUREMENT AND REPORTING
• Engagement on all social media networks increased
on all networks by at least 11%
• We will continue to monitor all customer engagement
and keep the expanded social media team

More Related Content

What's hot

Starbucks Mock Social Media Strategy
Starbucks Mock Social Media StrategyStarbucks Mock Social Media Strategy
Starbucks Mock Social Media Strategy
Kimberly Miller
 
Social Media Strategy Miami Dolphins
Social Media Strategy Miami DolphinsSocial Media Strategy Miami Dolphins
Social Media Strategy Miami Dolphins
Jarrad Davis
 
Starbucks Social Media Strategy Project
Starbucks Social Media Strategy ProjectStarbucks Social Media Strategy Project
Starbucks Social Media Strategy Project
Courtney Grigsby
 
Social Media Marketing : Starbucks Middle East
Social Media Marketing : Starbucks Middle EastSocial Media Marketing : Starbucks Middle East
Social Media Marketing : Starbucks Middle East
Bhrigu Sawhney
 
Starbucks Social Strategy
Starbucks Social StrategyStarbucks Social Strategy
Starbucks Social Strategy
Brianda Villegas
 
Starbucks- Digital Media Audit
Starbucks- Digital Media AuditStarbucks- Digital Media Audit
Starbucks- Digital Media Audit
Alysha Rajguru
 
Starbucks Social Media Strategy
Starbucks Social Media Strategy Starbucks Social Media Strategy
Starbucks Social Media Strategy
Adriana Mangual
 
Starbucks Social Media Strategy
Starbucks Social Media StrategyStarbucks Social Media Strategy
Starbucks Social Media Strategy
Ashlee Benson
 
Chipotle Social Media Strategy
Chipotle Social Media StrategyChipotle Social Media Strategy
Chipotle Social Media Strategy
Rebecca Luke
 
Starbucks' Social Media Strategy
Starbucks' Social Media StrategyStarbucks' Social Media Strategy
Starbucks' Social Media Strategy
Alexandra Rodríguez Burgos
 
University of Florida
University of FloridaUniversity of Florida
University of Florida
Jarrad Davis
 
Starbucks Social Media Strategy
Starbucks Social Media StrategyStarbucks Social Media Strategy
Starbucks Social Media Strategy
Magdianis Martinez
 
Lady Gaga Social Media Plan
Lady Gaga Social Media PlanLady Gaga Social Media Plan
Lady Gaga Social Media Plan
Cole Kraft
 
Starbucks Social Media Strategy for PUR3622
Starbucks Social Media Strategy for PUR3622Starbucks Social Media Strategy for PUR3622
Starbucks Social Media Strategy for PUR3622
Rachel Summers
 
SMM Project 1 - Shake Shack Social Media Strategy
SMM Project 1 - Shake Shack Social Media Strategy SMM Project 1 - Shake Shack Social Media Strategy
SMM Project 1 - Shake Shack Social Media Strategy
Ashley Powers
 
Starbucks: Social Media Audit
Starbucks: Social Media AuditStarbucks: Social Media Audit
Starbucks: Social Media Audit
Katelyn Vogt
 
Starbucks Social Media Strategy - by Kelli Kaufmann
Starbucks Social Media Strategy - by Kelli KaufmannStarbucks Social Media Strategy - by Kelli Kaufmann
Starbucks Social Media Strategy - by Kelli Kaufmann
Kelli Kaufmann
 
Project 1 Social Media Strategy
Project 1   Social Media StrategyProject 1   Social Media Strategy
Project 1 Social Media Strategy
Haylee Tuason
 
Whole Foods Social Media Strategy - Katie Wigle - UFSMM
Whole Foods Social Media Strategy - Katie Wigle - UFSMMWhole Foods Social Media Strategy - Katie Wigle - UFSMM
Whole Foods Social Media Strategy - Katie Wigle - UFSMM
Katie Wigle
 
Revolve Social Media Audit
Revolve Social Media AuditRevolve Social Media Audit
Revolve Social Media Audit
University of Florida
 

What's hot (20)

Starbucks Mock Social Media Strategy
Starbucks Mock Social Media StrategyStarbucks Mock Social Media Strategy
Starbucks Mock Social Media Strategy
 
Social Media Strategy Miami Dolphins
Social Media Strategy Miami DolphinsSocial Media Strategy Miami Dolphins
Social Media Strategy Miami Dolphins
 
Starbucks Social Media Strategy Project
Starbucks Social Media Strategy ProjectStarbucks Social Media Strategy Project
Starbucks Social Media Strategy Project
 
Social Media Marketing : Starbucks Middle East
Social Media Marketing : Starbucks Middle EastSocial Media Marketing : Starbucks Middle East
Social Media Marketing : Starbucks Middle East
 
Starbucks Social Strategy
Starbucks Social StrategyStarbucks Social Strategy
Starbucks Social Strategy
 
Starbucks- Digital Media Audit
Starbucks- Digital Media AuditStarbucks- Digital Media Audit
Starbucks- Digital Media Audit
 
Starbucks Social Media Strategy
Starbucks Social Media Strategy Starbucks Social Media Strategy
Starbucks Social Media Strategy
 
Starbucks Social Media Strategy
Starbucks Social Media StrategyStarbucks Social Media Strategy
Starbucks Social Media Strategy
 
Chipotle Social Media Strategy
Chipotle Social Media StrategyChipotle Social Media Strategy
Chipotle Social Media Strategy
 
Starbucks' Social Media Strategy
Starbucks' Social Media StrategyStarbucks' Social Media Strategy
Starbucks' Social Media Strategy
 
University of Florida
University of FloridaUniversity of Florida
University of Florida
 
Starbucks Social Media Strategy
Starbucks Social Media StrategyStarbucks Social Media Strategy
Starbucks Social Media Strategy
 
Lady Gaga Social Media Plan
Lady Gaga Social Media PlanLady Gaga Social Media Plan
Lady Gaga Social Media Plan
 
Starbucks Social Media Strategy for PUR3622
Starbucks Social Media Strategy for PUR3622Starbucks Social Media Strategy for PUR3622
Starbucks Social Media Strategy for PUR3622
 
SMM Project 1 - Shake Shack Social Media Strategy
SMM Project 1 - Shake Shack Social Media Strategy SMM Project 1 - Shake Shack Social Media Strategy
SMM Project 1 - Shake Shack Social Media Strategy
 
Starbucks: Social Media Audit
Starbucks: Social Media AuditStarbucks: Social Media Audit
Starbucks: Social Media Audit
 
Starbucks Social Media Strategy - by Kelli Kaufmann
Starbucks Social Media Strategy - by Kelli KaufmannStarbucks Social Media Strategy - by Kelli Kaufmann
Starbucks Social Media Strategy - by Kelli Kaufmann
 
Project 1 Social Media Strategy
Project 1   Social Media StrategyProject 1   Social Media Strategy
Project 1 Social Media Strategy
 
Whole Foods Social Media Strategy - Katie Wigle - UFSMM
Whole Foods Social Media Strategy - Katie Wigle - UFSMMWhole Foods Social Media Strategy - Katie Wigle - UFSMM
Whole Foods Social Media Strategy - Katie Wigle - UFSMM
 
Revolve Social Media Audit
Revolve Social Media AuditRevolve Social Media Audit
Revolve Social Media Audit
 

Similar to Starbucks Social Media Strategy Jamesha

Dunkin' Donuts Social Media Strategy Plan
Dunkin' Donuts Social Media Strategy PlanDunkin' Donuts Social Media Strategy Plan
Dunkin' Donuts Social Media Strategy Plan
Madison Hindo
 
Starbucks Social Media Strategy #UFSMM
Starbucks Social Media Strategy #UFSMMStarbucks Social Media Strategy #UFSMM
Starbucks Social Media Strategy #UFSMM
Guerbrea Fort
 
Social Media Strategy Plan
Social Media Strategy PlanSocial Media Strategy Plan
Social Media Strategy Plan
Hannah Ogden
 
Starbucks Social Media Strategy #UFSMM
Starbucks Social Media Strategy #UFSMMStarbucks Social Media Strategy #UFSMM
Starbucks Social Media Strategy #UFSMM
Guerbrea Fort
 
Social Media Strategy Dunkin Donuts
Social Media Strategy Dunkin DonutsSocial Media Strategy Dunkin Donuts
Social Media Strategy Dunkin Donuts
Tiffany Colón
 
Social Media Strategy Dunkin
 Social Media Strategy Dunkin Social Media Strategy Dunkin
Social Media Strategy Dunkin
Tiffany Colón
 
Starbucks
StarbucksStarbucks
Starbucks
Natalie Walker
 
Chipotle social media strategy
Chipotle social media strategyChipotle social media strategy
Chipotle social media strategy
Alexandra Melendi
 
Starbucks: Project 1: Social Media Strategy
Starbucks: Project 1: Social Media StrategyStarbucks: Project 1: Social Media Strategy
Starbucks: Project 1: Social Media Strategy
Lissa Khoshbakhti
 
Starbucks: Project 1: Social Media Stratgey
Starbucks: Project 1: Social Media StratgeyStarbucks: Project 1: Social Media Stratgey
Starbucks: Project 1: Social Media Stratgey
Lissa Aderholdt
 
Social Media Strategy
Social Media StrategySocial Media Strategy
Social Media Strategy
Kaytee Jordan
 
Wendy's Social Media Strategy
Wendy's Social Media StrategyWendy's Social Media Strategy
Wendy's Social Media Strategy
Sabrina Lopez
 
Social Media Management Project 1
Social Media Management Project 1Social Media Management Project 1
Social Media Management Project 1
Corey Zimmerman
 
Chick-Fil-A's Social Media Strategy
Chick-Fil-A's Social Media StrategyChick-Fil-A's Social Media Strategy
Chick-Fil-A's Social Media Strategy
Danielle A.R. Bernard
 
Zappos
ZapposZappos
Zappos
Xiaoteng Fu
 
Shake Shack Inc. Social Media Strategy - Andrea Rodriguez
Shake Shack Inc. Social Media Strategy -  Andrea RodriguezShake Shack Inc. Social Media Strategy -  Andrea Rodriguez
Shake Shack Inc. Social Media Strategy - Andrea Rodriguez
andre2403r
 
RTV4930 Social Media Strategy: Starbucks
RTV4930 Social Media Strategy: StarbucksRTV4930 Social Media Strategy: Starbucks
RTV4930 Social Media Strategy: Starbucks
Mayra Yaji
 
March of Dimes Social Media Strategy
March of Dimes Social Media StrategyMarch of Dimes Social Media Strategy
March of Dimes Social Media Strategy
Devan Kocarek
 
Sharing The Responsible Business Voice on Social Media
Sharing The Responsible Business Voice on Social MediaSharing The Responsible Business Voice on Social Media
Sharing The Responsible Business Voice on Social Media
American Sustainable Business Council
 
Social media strategy
Social media strategySocial media strategy
Social media strategy
Amanda
 

Similar to Starbucks Social Media Strategy Jamesha (20)

Dunkin' Donuts Social Media Strategy Plan
Dunkin' Donuts Social Media Strategy PlanDunkin' Donuts Social Media Strategy Plan
Dunkin' Donuts Social Media Strategy Plan
 
Starbucks Social Media Strategy #UFSMM
Starbucks Social Media Strategy #UFSMMStarbucks Social Media Strategy #UFSMM
Starbucks Social Media Strategy #UFSMM
 
Social Media Strategy Plan
Social Media Strategy PlanSocial Media Strategy Plan
Social Media Strategy Plan
 
Starbucks Social Media Strategy #UFSMM
Starbucks Social Media Strategy #UFSMMStarbucks Social Media Strategy #UFSMM
Starbucks Social Media Strategy #UFSMM
 
Social Media Strategy Dunkin Donuts
Social Media Strategy Dunkin DonutsSocial Media Strategy Dunkin Donuts
Social Media Strategy Dunkin Donuts
 
Social Media Strategy Dunkin
 Social Media Strategy Dunkin Social Media Strategy Dunkin
Social Media Strategy Dunkin
 
Starbucks
StarbucksStarbucks
Starbucks
 
Chipotle social media strategy
Chipotle social media strategyChipotle social media strategy
Chipotle social media strategy
 
Starbucks: Project 1: Social Media Strategy
Starbucks: Project 1: Social Media StrategyStarbucks: Project 1: Social Media Strategy
Starbucks: Project 1: Social Media Strategy
 
Starbucks: Project 1: Social Media Stratgey
Starbucks: Project 1: Social Media StratgeyStarbucks: Project 1: Social Media Stratgey
Starbucks: Project 1: Social Media Stratgey
 
Social Media Strategy
Social Media StrategySocial Media Strategy
Social Media Strategy
 
Wendy's Social Media Strategy
Wendy's Social Media StrategyWendy's Social Media Strategy
Wendy's Social Media Strategy
 
Social Media Management Project 1
Social Media Management Project 1Social Media Management Project 1
Social Media Management Project 1
 
Chick-Fil-A's Social Media Strategy
Chick-Fil-A's Social Media StrategyChick-Fil-A's Social Media Strategy
Chick-Fil-A's Social Media Strategy
 
Zappos
ZapposZappos
Zappos
 
Shake Shack Inc. Social Media Strategy - Andrea Rodriguez
Shake Shack Inc. Social Media Strategy -  Andrea RodriguezShake Shack Inc. Social Media Strategy -  Andrea Rodriguez
Shake Shack Inc. Social Media Strategy - Andrea Rodriguez
 
RTV4930 Social Media Strategy: Starbucks
RTV4930 Social Media Strategy: StarbucksRTV4930 Social Media Strategy: Starbucks
RTV4930 Social Media Strategy: Starbucks
 
March of Dimes Social Media Strategy
March of Dimes Social Media StrategyMarch of Dimes Social Media Strategy
March of Dimes Social Media Strategy
 
Sharing The Responsible Business Voice on Social Media
Sharing The Responsible Business Voice on Social MediaSharing The Responsible Business Voice on Social Media
Sharing The Responsible Business Voice on Social Media
 
Social media strategy
Social media strategySocial media strategy
Social media strategy
 

Recently uploaded

Top 10 AI Trends to Watch in 2024 with Intelisync
Top 10 AI Trends to Watch in 2024 with IntelisyncTop 10 AI Trends to Watch in 2024 with Intelisync
Top 10 AI Trends to Watch in 2024 with Intelisync
nehapardhi711
 
Effective Google Ads Strategy to get the best output
Effective Google Ads Strategy to get the best outputEffective Google Ads Strategy to get the best output
Effective Google Ads Strategy to get the best output
Vemio Advertising Services
 
Digital Marketing Services Agency in USA
Digital Marketing Services Agency in USADigital Marketing Services Agency in USA
Digital Marketing Services Agency in USA
akramulislamtarek007
 
How to Generate Add to Calendar Link using Cal.et
How to Generate Add to Calendar Link using Cal.etHow to Generate Add to Calendar Link using Cal.et
How to Generate Add to Calendar Link using Cal.et
Y
 
Bad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBK
Bad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBKBad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBK
Bad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBK
rawlensproductionsco
 
一比一原版(uts毕业证书)悉尼科技大学毕业证如何办理
一比一原版(uts毕业证书)悉尼科技大学毕业证如何办理一比一原版(uts毕业证书)悉尼科技大学毕业证如何办理
一比一原版(uts毕业证书)悉尼科技大学毕业证如何办理
uvnuc
 
Viapulsa - Content Strategist Assignment
Viapulsa - Content Strategist AssignmentViapulsa - Content Strategist Assignment
Viapulsa - Content Strategist Assignment
Amal Agung Cahyadi
 
Content Marketing Blueprint For Content Strategy, content creation, content d...
Content Marketing Blueprint For Content Strategy, content creation, content d...Content Marketing Blueprint For Content Strategy, content creation, content d...
Content Marketing Blueprint For Content Strategy, content creation, content d...
Bertie Birchfield
 
一比一原版澳洲纽卡斯尔大学毕业证(UoN学位证)如何办理
一比一原版澳洲纽卡斯尔大学毕业证(UoN学位证)如何办理一比一原版澳洲纽卡斯尔大学毕业证(UoN学位证)如何办理
一比一原版澳洲纽卡斯尔大学毕业证(UoN学位证)如何办理
10h6bbc4
 
Lyrics Video Document for artist Kevin Aguirre
Lyrics Video Document for artist Kevin AguirreLyrics Video Document for artist Kevin Aguirre
Lyrics Video Document for artist Kevin Aguirre
rawlensproductionsco
 
一比一原版美国加利福尼亚大学旧金山分校毕业证如何办理
一比一原版美国加利福尼亚大学旧金山分校毕业证如何办理一比一原版美国加利福尼亚大学旧金山分校毕业证如何办理
一比一原版美国加利福尼亚大学旧金山分校毕业证如何办理
edyaefo
 
一比一原版英国南安普顿大学毕业证(Soton学位证)如何办理
一比一原版英国南安普顿大学毕业证(Soton学位证)如何办理一比一原版英国南安普顿大学毕业证(Soton学位证)如何办理
一比一原版英国南安普顿大学毕业证(Soton学位证)如何办理
dqvc9xf1
 
Social Samosa's #30Under30 Guidebook.pdf
Social Samosa's #30Under30 Guidebook.pdfSocial Samosa's #30Under30 Guidebook.pdf
Social Samosa's #30Under30 Guidebook.pdf
Social Samosa
 
Transforming Digital Marketing with Top AI Tools of 2024.pdf
Transforming Digital Marketing with Top AI Tools of 2024.pdfTransforming Digital Marketing with Top AI Tools of 2024.pdf
Transforming Digital Marketing with Top AI Tools of 2024.pdf
Tirupati Gayaph
 
SEO and Google Ads Fundamentals Gokce Yesilbas
SEO and Google Ads Fundamentals Gokce YesilbasSEO and Google Ads Fundamentals Gokce Yesilbas
SEO and Google Ads Fundamentals Gokce Yesilbas
gokceyesilbas
 
Snapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdf
Eastern Online-iSURVEY
 
一比一原版哥伦比亚大学毕业证(Columbia毕业证书)学历如何办理
一比一原版哥伦比亚大学毕业证(Columbia毕业证书)学历如何办理一比一原版哥伦比亚大学毕业证(Columbia毕业证书)学历如何办理
一比一原版哥伦比亚大学毕业证(Columbia毕业证书)学历如何办理
omywaf
 
Call Girls Pune | 9079923931 | Miss Tanya Free Delivery 24x7 at Your Doorstep
Call Girls Pune | 9079923931 | Miss Tanya Free Delivery 24x7 at Your DoorstepCall Girls Pune | 9079923931 | Miss Tanya Free Delivery 24x7 at Your Doorstep
Call Girls Pune | 9079923931 | Miss Tanya Free Delivery 24x7 at Your Doorstep
shivangiji206
 
Product Listing Optimization Presentation - .Gay De La Cruz
Product Listing Optimization Presentation  - .Gay De La CruzProduct Listing Optimization Presentation  - .Gay De La Cruz
Product Listing Optimization Presentation - .Gay De La Cruz
gaydlc2513
 
Premium Graphic Design Templates | Brochures Design Templates
Premium Graphic Design Templates  | Brochures Design TemplatesPremium Graphic Design Templates  | Brochures Design Templates
Premium Graphic Design Templates | Brochures Design Templates
Davion Yost
 

Recently uploaded (20)

Top 10 AI Trends to Watch in 2024 with Intelisync
Top 10 AI Trends to Watch in 2024 with IntelisyncTop 10 AI Trends to Watch in 2024 with Intelisync
Top 10 AI Trends to Watch in 2024 with Intelisync
 
Effective Google Ads Strategy to get the best output
Effective Google Ads Strategy to get the best outputEffective Google Ads Strategy to get the best output
Effective Google Ads Strategy to get the best output
 
Digital Marketing Services Agency in USA
Digital Marketing Services Agency in USADigital Marketing Services Agency in USA
Digital Marketing Services Agency in USA
 
How to Generate Add to Calendar Link using Cal.et
How to Generate Add to Calendar Link using Cal.etHow to Generate Add to Calendar Link using Cal.et
How to Generate Add to Calendar Link using Cal.et
 
Bad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBK
Bad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBKBad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBK
Bad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBK
 
一比一原版(uts毕业证书)悉尼科技大学毕业证如何办理
一比一原版(uts毕业证书)悉尼科技大学毕业证如何办理一比一原版(uts毕业证书)悉尼科技大学毕业证如何办理
一比一原版(uts毕业证书)悉尼科技大学毕业证如何办理
 
Viapulsa - Content Strategist Assignment
Viapulsa - Content Strategist AssignmentViapulsa - Content Strategist Assignment
Viapulsa - Content Strategist Assignment
 
Content Marketing Blueprint For Content Strategy, content creation, content d...
Content Marketing Blueprint For Content Strategy, content creation, content d...Content Marketing Blueprint For Content Strategy, content creation, content d...
Content Marketing Blueprint For Content Strategy, content creation, content d...
 
一比一原版澳洲纽卡斯尔大学毕业证(UoN学位证)如何办理
一比一原版澳洲纽卡斯尔大学毕业证(UoN学位证)如何办理一比一原版澳洲纽卡斯尔大学毕业证(UoN学位证)如何办理
一比一原版澳洲纽卡斯尔大学毕业证(UoN学位证)如何办理
 
Lyrics Video Document for artist Kevin Aguirre
Lyrics Video Document for artist Kevin AguirreLyrics Video Document for artist Kevin Aguirre
Lyrics Video Document for artist Kevin Aguirre
 
一比一原版美国加利福尼亚大学旧金山分校毕业证如何办理
一比一原版美国加利福尼亚大学旧金山分校毕业证如何办理一比一原版美国加利福尼亚大学旧金山分校毕业证如何办理
一比一原版美国加利福尼亚大学旧金山分校毕业证如何办理
 
一比一原版英国南安普顿大学毕业证(Soton学位证)如何办理
一比一原版英国南安普顿大学毕业证(Soton学位证)如何办理一比一原版英国南安普顿大学毕业证(Soton学位证)如何办理
一比一原版英国南安普顿大学毕业证(Soton学位证)如何办理
 
Social Samosa's #30Under30 Guidebook.pdf
Social Samosa's #30Under30 Guidebook.pdfSocial Samosa's #30Under30 Guidebook.pdf
Social Samosa's #30Under30 Guidebook.pdf
 
Transforming Digital Marketing with Top AI Tools of 2024.pdf
Transforming Digital Marketing with Top AI Tools of 2024.pdfTransforming Digital Marketing with Top AI Tools of 2024.pdf
Transforming Digital Marketing with Top AI Tools of 2024.pdf
 
SEO and Google Ads Fundamentals Gokce Yesilbas
SEO and Google Ads Fundamentals Gokce YesilbasSEO and Google Ads Fundamentals Gokce Yesilbas
SEO and Google Ads Fundamentals Gokce Yesilbas
 
Snapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdf
 
一比一原版哥伦比亚大学毕业证(Columbia毕业证书)学历如何办理
一比一原版哥伦比亚大学毕业证(Columbia毕业证书)学历如何办理一比一原版哥伦比亚大学毕业证(Columbia毕业证书)学历如何办理
一比一原版哥伦比亚大学毕业证(Columbia毕业证书)学历如何办理
 
Call Girls Pune | 9079923931 | Miss Tanya Free Delivery 24x7 at Your Doorstep
Call Girls Pune | 9079923931 | Miss Tanya Free Delivery 24x7 at Your DoorstepCall Girls Pune | 9079923931 | Miss Tanya Free Delivery 24x7 at Your Doorstep
Call Girls Pune | 9079923931 | Miss Tanya Free Delivery 24x7 at Your Doorstep
 
Product Listing Optimization Presentation - .Gay De La Cruz
Product Listing Optimization Presentation  - .Gay De La CruzProduct Listing Optimization Presentation  - .Gay De La Cruz
Product Listing Optimization Presentation - .Gay De La Cruz
 
Premium Graphic Design Templates | Brochures Design Templates
Premium Graphic Design Templates  | Brochures Design TemplatesPremium Graphic Design Templates  | Brochures Design Templates
Premium Graphic Design Templates | Brochures Design Templates
 

Starbucks Social Media Strategy Jamesha

  • 2. TABLE OF CONTENTS • Executive Summary, November 2014 • Social Media Audit Social Media Assessment Traffic Sources Assessment Customer Demographics Assessment Competitor Assessment • 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,
  • 3. EXECUTIVE SUMMARY • Our major social media priorities for 2016 will be to increase our customer interaction on all social media. • The primary focus will be to build connection with our consumers through regular engagement and two-way conversation with our audience. Two major social strategies will support this objective: • Assigning specific roles for customer online engagement • Creating an agenda for an effective way to respond to customers through all social media networking.
  • 4. SOCIAL MEDIA AUDIT – SOCIAL MEDIA ASSESSMENT Social Network URL Follower Count Average Weekly Activity Avg. engegament rate - # of interactions/ reach Facebook https://www.faceboo k.com/Starbucks/?h c_ref=SEARCH&fre f=nf 36,456,447 10 post per week 10% Twitter https://twitter.com/ Starbucks 11.7 million 65 per week 15% Instagram https://www.instagr am.com/starbucks/ 11.6 million 9 posts per week 2,236 LinkedIn https://www.linkedi n.com/company- beta/2271?pathWild card=2271 726,361 24 post per month 0%
  • 5. SOCIAL MEDIA ASSESSMENT • At present time, the highest number of interactions per post occurs on Twitter (engagement rate cannot be calculated at present time.) Our follower base is very successful.
  • 6. SOCIAL MEDIA AUDIT – WEBSITE TRAFFIC SOURCES ASSESSMENT Source Volume % of overall traffic Conversion rate Facebook 10,000 25% 2.9% Twitter 20,000 22% 1.8% Instagram 10,000 20% 1.6% LinkedIn 5,000 10% 1% • At present time, Facebook is the biggest driver of traffic to our website.
  • 7. SOCIAL MEDIA AUDIT – AUDIENCE DEMOGRAPHICS ASSESSMENT Age Distribution Gender distribution Primary social network Secondary social network Primary need Secondary need 35% 18 - 30 45% 31 - 40 10% 41 - 55 10% 56 - 80 45% Female 55% Male 55% Female 45% Male 50% Twitter 30% Facebook 15% Instagram 40% Instagram 20% Facebook 20% Twitter Getting coffee before work Getting coffee for meeting and with friends
  • 8. SOCIAL MEDIA AUDIT – AUDIENCE DEMOGRAPHICS ASSESSMENT A majority of survey respondents are in the 41 - 50 age group. Facebook and Twitter are their core social networks. Coffee before work are primary reasons for visiting. Energies should be dedicated to further develop more engagement on all social networks.
  • 9. SOCIAL MEDIA AUDIT – COMPETITOR ASSESSMENT Competitor name Social Media Profile Strengths Weaknesses Dunkin Donuts Twitter: @dunkindonuts Lots of customer engagement Very little promotional posts • Overall, we should try to increase customer engagement to surpass our competitor.
  • 10. SOCIAL MEDIA OBJECTIVES • SOCIAL MEDIA OBJECTIVES • In 2016, the primary focus of our social media strategy will be to increase customer engagement on all social media profiles.. In order to do so, our social media priorities will be growing our social media team and sharing more engaging, relevant content and building deeper relationships with our customers. Some specific objectives include: • Increase customer interactions by 20% in 6 months via: a. Increased social media tem members b. Increased use of social media monitor tools for all social networks available
  • 11. SOCIAL MEDIA OBJECTIVES KPI’s • Number of interactions on all social networks • Number of weekly photo and video posts to Facebook and Twitter Key Messages • Your Starbucks experience • Starbucks and a friend
  • 12. ONLINE BRAND PERSONA AND VOICE Adjectives that describe our brand: • Fun • Personal • Excited When interacting with customers we are: • Friendly • Helpful • Apologetic
  • 13.
  • 14. STRATEGIES AND TOOLS Paid: Every Monday boost most popular organic Facebook AND Twitter posts for the weekend. Owned: Schedule posts explaining that customers can reach customer service through social media profiles Earned: Monitor all social media profiles individually to increase customer interaction Approved Tools: • Hootsuite • Buffer
  • 15. TIMING AND KEY DATES Important times: • First days of school • First day after winter break • Daylight savings time • Spring Forward • Christmastime Precise dates TBA. Reporting dates: • Reporting will occur once a quarter in February, May, August and November. Precise dates TBA.
  • 16. SOCIAL MEDIA ROLES AND RESPONSIBILITIES • Marketing Director – Jamesha Gilliam • Social Media Manager – Haley Lehmann • Social Media Coordinator – Lauren Gantt Supporting Social Media Team Members • Nicole Franco (social ads support) • Jillie Pank (customer support - social media)
  • 17. SOCIAL MEDIA POLICY • SOCIAL MEDIA POLICY • Social media is a deeply ingrained in our day to day 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 Coffee you are expected to demonstrate best practices and a sense of etiquette in your use of social by following some simple guidelines: • Starbucks Coffee is serious about the appropriate use of social media by our employees. Violation of the Starbucks Coffee social policy may result in corrective action, up to, and including, termination. You may also be subject to legal action, including criminal prosecution. The company also reserves the right to take any further action it believes is appropriate. Should you have any questions or concerns please speak to your Manager or anyone on the HR team.
  • 18. CRITICAL RESPONSE EPLAN • CRITICAL RESPONSE PLAN • Scenario 1 - Inappropriate Tweet Sent from @starbuckscoffee • Action Plan • When Tweet is detected: Take screenshot • Alert Social Media Manager, then marketing director • Impact and reach to be discussed • Follow up tweet dispersed • If media has picked up the Tweet, social media team to manage all direct contact
  • 19. MEASUREMENT AND REPORTING • Engagement on all social media networks increased on all networks by at least 11% • We will continue to monitor all customer engagement and keep the expanded social media team